MARK3091 – Marking Rubric: Strategic Market Analysis (40%) (Comprising: 10% presentation + 30% written)

Presentation Component (10%)
Developing Very good Excellent
1. Communication (5 marks)
- Did not communicate clearly to achieve aim
- Illogical structure, did not express complex ideas and
information clearly and precisely in language
appropriate for intended audience, purpose and
context, e.g.:
- Contained irrelevant or disconnected content.
- Not easy to follow or understand
- Unclear/monotonous expression
- Poor logic, vocabulary/grammar, or formatting
0-1 marks
- Communicated clearly, coherently and answered key
questions/issues (included clear speech and varied tone to
enhance meaning)
- Good structure, expressed complex ideas and information
generally clearly, logically and precisely in language
appropriate for intended audience, purpose and spoken
context, e.g.: Some minor grammatical or formatting issues on
slides

2-3 marks
- Excellent communication with exemplary grammar selection to
demonstrate excellent grasp of content and convincingly address
purpose
- Excellent structure, expressed complex ideas and information
clearly, logically, precisely and concisely; explained technical
language where necessary
- Used highly appropriate language for intended audience,
purpose and spoken context.
- No irrelevant information
4-5 marks
3. Knowledge (5 marks)
- Demonstrated limited identification or selection of
relevant disciplinary or interdisciplinary knowledge
- Demonstrated limited (accurate) application of relevant
disciplinary or interdisciplinary knowledge
0-1 marks
- Identified and explained some key relevant disciplinary
knowledge pertaining to the topic of interest
- Applied relevant disciplinary or interdisciplinary knowledge but
may include minor errors or omissions
2-3 marks
- Accurately identified and explained of all key relevant
disciplinary knowledge, indicating a breadth of understanding
- Insightfully and accurately applied relevant disciplinary,
demonstrating a depth of understanding
4-5 marks

Comments:

Written Component (30%)
Criteria Unsatisfactory Good Very Good Outstanding
Product
description &
target market
analysis
30 - Report demonstrates
limited/unjustified description of
product elements including:
• Product characteristics

- Report demonstrates limited
description and justification of target
market including:
• Users and planned usage situations
• Relevant attributes and value-in-use
• Usage situations and classes of users
• Target market description (B2C/B2B)
• Substitute/complementary products

- The content provides scant detail that
imply limited understanding of
contextual issues.
- Limited connection to course content.


Marks: 0 – 14
- Report demonstrates adequate
description and justification of product
elements including:
• Product characteristics

- Report demonstrates adequate
description and justification of target
market including:
• Users and planned usage situations
• Relevant attributes and value-in-use
• Usage situations and classes of users
• Target market description (B2C/B2B)
• Substitute/complementary products

- The content provides sufficient detail
that implies understanding of
contextual issues
- Good connection to course content.


Marks: 15 – 21
- Report demonstrates clear and
convincing description and justification
of product elements including:
• Product characteristics

- Report demonstrates clear and well-
reasoned description and justification
of target market including:
• Users and planned usage situations
• Relevant attributes and value-in-use
• Usage situations and classes of users
• Target market description (B2C/B2B)
• Substitute/complementary products

- The content provides very good level
of detail that implies solid
understanding of contextual issues
- Very good connection to course
content.

- Marks: 22 – 25
- Report develops a well-integrated
analysis of the complexity of the
product and its planned use including
adequate description and justification
of product elements and target market
including:
• Product characteristics
• Users and planned usage situations
• Relevant attributes and value-in-use
• Usage situations and classes of users
• Target market description (B2C/B2B)
• Substitute/complementary products

- The content provides sufficient detail
that implies detailed and nuanced
understanding of associated
contextual issues
- Excellent standard connection to
course content.

Marks: 26 – 30
Market
structure
analysis
30 - Report develops a limited analysis of
the product market’s complexity
- Additional justification is needed to
support articulation of a clear product
market structure with identification of
where the proposed innovation would
fit.
- Limited connection to course content



- Marks: 0 – 14
- Report develops an adequate analysis
of the product market’s complexity
- Adequate justification is provided to
support articulation of a clear product
market structure with identification of
where the proposed innovation would
fit.
- Good connection to course content.



- Marks: 15 – 21
- Report develops a detailed, well-
reasoned analysis of the product
market’s complexity
- Adequate justification is provided to
support articulation of a clear product
market structure with identification of
where the proposed innovation would
fit.
- Very good links to course content.


- Marks: 22 – 25
- Report develops a rigorous and well-
integrated analysis of the product
market’s complexity
- Detailed justification is provided to
support articulation of a clear product
market structure with identification of
where the proposed innovation would
fit.
- Excellent connection to course
content.

- Marks: 26 – 30
Customisation
/lead user
involvement
30 - Report offers limited analysis of the
role/potential role of users/lead users
for further product development.
- Relationships between users, product
and market are not well justified.
- Further evidence and justification is
needed to support argument.
- Limited connection to course content.



- Marks: 0 – 14
- Report engages in adequate analysis of
the role/potential role of users/lead
users for further product
development.
- Analysis explains a selection of
relationships between users, product
and market.
- Relevant justification supports
argument.
- Good connection to course content.

- Marks: 15 – 21
- Report engages in detailed, well-
reasoned analysis of the role/potential
role of users/lead users for further
product development.
- Analysis shows clear relationships
between users, product and market.
- Relevant justification supports
argument.
- Very good connection to course
content.

- Marks: 22 – 25
- Report engages in robust analysis of
the role/potential role of users/lead
users for further product
development.
- Rigorous and well-integrated analysis
linking users, product and market is
provided.
- Detailed justification supports analysis.
- Excellent connection to course
content.

- Marks: 26 – 30
Clear
expression
10 - Does not express (or explain where
necessary) complex ideas and
information clearly in language
appropriate for the intended audience
and purpose (using own words where
possible).
- Uses inaccurate expression/grammar.



Marks: 0 – 4
- Generally, but not consistently,
expresses (and explains where
necessary) complex ideas and
information clearly in language
appropriate for the intended audience
and purpose (using own words as
much as possible).
- Mostly, uses accurate
expression/grammar.

Marks: 5 – 6
- Consistently expresses (and explains
where necessary) complex ideas and
information clearly in language
appropriate for the intended audience
and purpose (using own words as
much as possible).
- Consistently uses accurate
expression/grammar.


- Marks: 7 – 8
- Consistently expresses (and explains
where necessary) complex ideas,
arguments and information clearly and
concisely in language appropriate for
the intended audience and purpose
(using own words as appropriate).
- Uses fluent, accurate
expression/grammar.


Marks 8.5 – 10

Comments:


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