 Marketing for Social Change Semester 2
MKTG7513 SCOPING REPORT RUBRIC
Levels of Achievement
Criteria
Exceeds Expectations Meets Expectations Does Not Meet Expectations
BACKGROUND RESEARCH, SITUATION
ANALYSIS
What’s known about the
issue/problem or challenge being
addressed; How are internal and
external factors influencing the
problem?
How does the problem relate to the
behaviour of people?
[20 Marks]
Demonstrated excellent research – original,
clear knowledge of the issue discussed and
key/critical points of influence identified
and explained effective. Excellent coverage
of internal and external factors and includes
prioritisation of factors that define and
explain the problem issue/challenges
identified. Excellent/good explanation of
the problem clearly aligned with behaviour.
Excellent breadth of references used to
support presentation of research.
Demonstrated sound research –clear knowledge
of the issue discussed and some critical points of
influence identified and explained. Identified
most internal and external factors and attempted
to prioritise factors that define and explain the
problem issue/challenges identified. Reasonable
explanation of the problem aligned with
behaviour.
Credible references used to support presentation
of research.
Did not demonstrate sound research –
issue is not clearly identified and key
issues/problems have not be stated
effectively. Does not identify relevant
internal and external factors. Little attempt
made to prioritise factors to inform the
problem definition. Behaviour is not clearly
identified.
Insufficient background evidence used to
support the presentation of your research.
BACKGROUND CAMPAIGN RESEARCH
What campaigns have addressed the
problem in the past – how effective
have past campaign been in
addressing the problem?
How does the problem relate to the
behaviour of people?
[15 Marks]
Selection of relevant social change
campaign are appropriate and well
researched. Analysis and detailing of the key
factors of social marketing effectively
identified. Summary table included key
information and demonstrated analysis
relevant to the problem identified.
Information in this section is succinctly
presented in an informative way.
Good evidenced referenced to support
claims about campaign discussion.
Mostly appropriate selection of relevant social
change campaign that included supporting
research evidence. Analysis key factors mostly
align with a social marketing. Summary table
included key information and demonstrated
analysis relevant to the problem identified.
Information in this section is organised
appropriately to communicate the analysis.
Good evidenced referenced to support claims
about campaign discussion.
Campaign audit information is limited.
Some campaigns do not align clearly with
the problem issue being analysed. Key
information is missing from the Summary
Table, and information is mostly
descriptive; it is not clear what
effective/ineffective elements have been
identified.
Poor evidence used to support claims
about campaign analysis.
PROBLEM STATEMENT
Background research informing Why
action is needed
[10 Marks]
Demonstrated excellent analysis of the
issue – original, clear knowledge of the issue
discussed and key/critical points of
influence identified and explained
effectively.
Good explanation of the problem, includes
relevant facts and evidence to state the
problem clearly.
Demonstrated analysis of the issue –clear
knowledge of the issue discussed and some
critical points of influence identified and
explained.
Reasonable explanation of the problem, includes
some relevant facts and evidence. The problem
needs refinement.
Did not demonstrate sound analysis – issue
is not clearly identified and key
issues/problems have not be stated
effectively.
Does not clearly identify the problem to be
addressed. No evidence used to define the
issue/problem.
 Marketing for Social Change Semester 2
MARKET SEGMENTATION & TARGET
MARKET JUSTIFICATION
[20 Marks]
Identified relevant segmentation criteria,
which is clearly linked to the identified
problem; Analysed an appropriate
segmentation of the market which led to an
effective identification of relevant profile of
a target market.
Credible references used to support
presentation of research.
Identified relevant segmentation criteria, but
needed to more strongly aligned with the
identified problem; Explained some relevant
segmentation of the market, but did not analyse.
Sound attempt at profiling a target market.
Credible references used to support presentation
of research.
Does not identify appropriate
segmentation criteria; Does not clearly
outline a segmentation of the market. The
identification of a target market is limited.
Insufficient background evidence used to
support the presentation of your research.
MARKETING EXCHANGE & IDENTIFIED
COMPETITION
Explains costs and benefit of
behaviour change to the target
market; and the direct/indirect
competition to target market
change.
[15 Marks]
Good explanation of marketing exchange,
which clearly identifies the influence of
perceived costs and benefits to the target
market when planning to change.
Reasonable explanation of the marketing
exchange, and shows some understanding of the
perceived costs and benefits in behaviour change
for the target market.
Does not clearly explain the marketing
exchange; doesn’t not describe the costs
and benefits the target market perceived in
changing behaviour.
VALUE PROPOSITION
Explains the dimensions of value,
linked to the specific target market
identified.
[10 Marks]
Good explanation of value proposition,
applies value dimension to explain
perceived consumer value.
Reasonable explanation of value proposition,
attempts to apply value dimension to explain
perceived consumer value.
Does not clearly explain the value
proposition for the social marketing
program. Does not attempt to incorporate
value dimension to explain consumer
perceived value.
WRITTEN REPORT PRESENTATION
Professional presentation; Executive
summary; TOC; Use of referencing –
minimum 20 citation; APA
referencing style; Appendices
[10 Marks]
Creative and professional report
presentation; Excellent use of tables to
summaries key information; demonstrates
synthesis of information APA referencing
style followed; Appendices included.
Professional report presentation; Good use of
tables to summaries key information; attempted
explanation & summary of key information
points. APA referencing style followed;
Appendices included.
Report presented appropriately; Tables are
poorly used to show key elements of
thinking; APA referencing style not
followed; Appendices not included.
Comments:
Total Marks (100); Weighting 20%