MKTG7513 BEHAVIOUR CHANGE CASE STUDY RUBRIC
High Distinction
(7)
Distinction
(6)
Credit
(5)
Pass
(4)
Marginal Fail
(3)
Fail
(2)
Low Fail
(1)
Identification
(10 Marks)

Does the case study
demonstrate a clear
purpose by drawing on
background information to
explain the importance of a
wicked problem and
incorporate an appropriate
problem statement,
utilising research sources?
The description of the
wicked problem
demonstrates a highly
developed ability to
identify key issues and
insights, and examine
them in detail, within a
relevant social problem.

The problem
behaviour(s) are
explained in a
challenging and
interesting way to clearly
and effectively
demonstrate why the
problem needs to be
examined and that social
marketing approach can
be applied.

The work demonstrates a
highly developed ability
to synthesise personal
ideas with those of
researched sources to
craft a novel, effective
and concise problem
statement.
The description of the
wicked problem
demonstrates a well-
developed ability to
identify key issues and
insights, and examine
them in some detail,
within a relevant social
problem.

The problem
behaviour(s) are
explained in an
interesting way to
clearly demonstrate
why the problem needs
to be examined and
that a social marketing
approach can be
applied.

The work demonstrates
a well developed ability
to synthesise personal
ideas with those of
researched sources to
craft an interesting,
appropriate and clear
problem statement.
The description of the
wicked problem
demonstrates a
developed ability to
identify key issues and
insights and examine
them within a relevant
social problem.

The problem
behaviour(s) are
explained to
demonstrate why the
problem needs to be
studied and how social
marketing could be
applied.

The work demonstrates
a developed ability to
synthesise personal
ideas with those of
researched sources to
craft an appropriate
and clear problem
statement.
The description of
the wicked
problem
demonstrates a
developing ability
to locate key issues
and insights and
discuss them in
relation to a social
problem.

The problem
behaviour(s) is
described and
explanation
attempted to show
why the problem
needs to be
studied and how
social marketing
could be applied.

The work
demonstrates a
developing ability
to synthesise
personal ideas with
those of
researched sources
to craft an
appropriate
problem
statement.
The description of
the wicked problem
demonstrates little
to no ability to
identify the key
relevant issues or
insights, and the
discussion falls
outside the wicked
problem
requirement for this
assessment.

The problem
behaviour(s) are
mentioned but fail
to demonstrate why
the these needs to
be studied and how
align with a social
marketing
approach.

The work
demonstrates
limited ability to
synthesise personal
ideas with those of
researched sources
to craft an
appropriate
problem statement
The description of
engages with a
wicked problem
but does not
demonstrate the
ability to identify
and discuss
appropriate issues
and concepts
relevant to a social
marketing
approach.

The work
demonstrates
some ideas from
personal and
researched
sources; however,
the synthesis in
crafting a problem
statement is
irrelevant to social
marketing.
The work does not
demonstrate
evidence of
understanding the
concepts in the
field of study.

The work does not
demonstrate
synthesis of
personal or
researched ideas
in providing a
problem
statement.
MKTG7513 BEHAVIOUR CHANGE CASE STUDY RUBRIC
High Distinction
(7)
Distinction
(6)
Credit
(5)
Pass
(4)
Marginal Fail
(3)
Fail
(2)
Low Fail
(1)
Background Campaign
Research
(20 Marks)

Has critical judgement been
demonstrated in identifying
and integrating relevant
campaigns addressing the
problem? Have credible
research sources be used
to support campaign
research?
The secondary research
information is highly
organised – campaigns
targeting problem
behaviours are identified
and clearly aligns with a
social change call to
action.

An excellent range of
credible research sources
demonstrate critical
judgement and a depth
in understanding of
secondary research
requirements.
The secondary
research information is
well organised -
campaigns targeting
problem behaviours
are identified and
clearly aligns with a
social change call to
action.

A good range of
credible research
sources demonstrate
critical judgement and
a well-developed
understanding of
secondary research
requirements
The secondary
research information is
organised – campaigns
targeting problem
behaviours are
identified and clearly
aligns with a social
change call to action.

A sufficient range of
credible research
sources demonstrate a
clear focus and well-
developed
understanding of
secondary research
requirements.
The secondary
research
information is clear
– campaigns
targeting problem
behaviours are
identified and
mostly aligns with
a social change call
to action.

A range of mostly
credible research
sources
demonstrate an
adequate
understanding of
secondary research
requirements.
The secondary
research
information is lacks
focus on relevant
campaigns – some
information
included is
inappropriate or not
aligned with a social
change call to
action.

Some credible
research sources
demonstrate a
developing
understanding of
secondary research
requirements.
The secondary
research
information on the
campaigns is
inappropriate.

The research
sources do not
demonstrate an
understanding of
secondary
research
requirements.
The secondary
research
information is not
identified or
incorporated.
Situation Analysis
(15 Marks)
Is a clear problem
behaviour and social
change purpose the focus
of the situation analysis?
The SWOT analysis of the
campaigns is informed by
social marketing theory and
concepts?

The work demonstrates a
highly developed ability
to synthesise personal
ideas with those of
researched sources to
craft a novel, effective
and concise analysis of
social change campaigns.
The work demonstrates
a well developed ability
to synthesise personal
ideas with those of
researched sources to
craft an interesting,
appropriate and clear
analysis of social
change campaigns.

The work demonstrates
a developed ability to
synthesise personal
ideas with those of
researched sources to
craft an appropriate
and clear analysis of
social change
campaigns.

The work
demonstrates a
developing ability
to synthesise
personal ideas with
those of
researched sources
to craft an
appropriate
analysis of social
change campaigns.


The work
demonstrates
limited ability to
synthesise personal
ideas with those of
researched sources
to complete an
analysis of social
change campaigns.

The work
demonstrates
some ideas from
personal and
researched
sources; however,
the synthesis in
completing the
analysis is
irrelevant to social
marketing.


MKTG7513 BEHAVIOUR CHANGE CASE STUDY RUBRIC
High Distinction
(7)
Distinction
(6)
Credit
(5)
Pass
(4)
Marginal Fail
(3)
Fail
(2)
Low Fail
(1)
Analysis of the social
marketing challenge and
integration of theory
(10 Marks)

Does the case study
demonstrate a
commitment to social
marketing inquiry? Have
ideas been pursued to
possible
conclusions/consequences?
The work evidences an
outstanding commitment
to intellectual inquiry,
and a willingness to really
pursue individual ideas. A
thorough examination of
potential consequences
and conclusions is
provided for the reader.

Excellent coverage of
internal and external
factors relevant to social
marketing. Includes
prioritisation of factors
that define and explain
the problem
issue/challenges
identified.

All critical factors of
applicable social
marketing theories are
clearly integrated and
contextualised.
The work evidences a
genuine commitment
to intellectual inquiry,
and a willingness to
pursue individual ideas.
A careful examination
of potential
consequences and
conclusions is provided
for the reader.

Effective coverage of
internal and external
factors relevant to
social marketing.
Includes prioritisation
of factors that define
and explain the
problem
issue/challenges
identified.

Most of the critical
factors of applicable
social marketing
theories are clearly
integrated and
contextualised.
The work evidences a
commitment to
intellectual inquiry, and
a willingness to unpack
individual ideas. An
examination of some of
the potential
consequences and
conclusions is provided
for the reader.

Identified most
internal and external
factors relevant to
social marketing.
Attempted to prioritise
factors that define and
explain the problem
issue/challenges
identified.

Some of the critical
factors of applicable
social marketing
theories and concepts
are integrated and
contextualised.
The work
evidences an
appropriate
awareness of the
need to pursue
ideas and examine
their consequences
and conclusions.

Some relevant
internal and
external factors
relevant to social
marketing are
incorporated.
Some attempt to
prioritise factors
that define and
explain the
problem
issue/challenges
identified.

Some of the critical
factors of
applicable social
marketing theories
and concepts are
described and
integrated.
The level of
intellectual inquiry
is superficial. The
ideas have been
reproduced here,
with no real
examination.

Does not identify
relevant internal
and external factors
of relevance to
social marketing.
Little attempt made
to prioritise factors
to inform the
analysis of the
issues/challenges
identified.

The critical factors
of applicable social
marketing theories
are unclear or
inadequately
described.
The work
evidences little to
no intellectual
inquiry. The
conclusions drawn
are inappropriate
or unsupported.

Internal and
external factors
included are not
relevant to a social
marketing
analysis.

The factors of
applicable social
marketing theories
that are described
are unclear or
inappropriate.
No engagement
with intellectual
inquiry or clear
social marketing
conclusions are
evidenced.

The social
marketing theory
and concepts are
not included or
described.

Ethics identification
(15 Marks)

Have you identified and
examined the ethical issues
associated with this topic?
The work succinctly and
effectively identifies all of
the most relevant ethical
issues associated with
this topic.

The work provides a
thorough and insightful
discussion on the ethical
The work effectively
identifies some of the
most relevant ethical
issues associated with
this topic.

The work provides a
detailed and attentive
discussion of the
The work identifies
some of the most
relevant ethical issues
associated with this
topic.

The work provides a
careful and considered
discussion of the key
The work identifies
some relevant
ethical issues
associated with
this topic.

The work provides
an appropriate
discussion of some
The work identifies
some ethical issues
associated with this
topic.

The work provides a
superficial
discussion of the
ethical nature of the
The work identifies
irrelevant ethical
issues associated
with this topic.

The work provides
an inappropriate
discussion of the
ethical nature of
The work does not
identify any ethical
issues associated
with this topic.

The work does not
provide a
discussion of the
ethical nature of
MKTG7513 BEHAVIOUR CHANGE CASE STUDY RUBRIC
High Distinction
(7)
Distinction
(6)
Credit
(5)
Pass
(4)
Marginal Fail
(3)
Fail
(2)
Low Fail
(1)
Have you thoroughly
examined the ethical issues
you identified?
issues associated with
this topic.
ethical issues
associated with this
topic.
ethical issues
associated with this
topic.
of the ethical
issues associated
with this topic.
issues associated
with this topic.
the issues
associated with
this topic.
the issues
associated with
this topic.
Recommendations
(15 Marks)

Has time been taken to
propose marketing and
ethical solutions to the
problem and issues being
raised?
The analysis offers
creative and original
social marketing
solutions to the wicked
problem studied and
represents an
outstanding social
marketing approach to
addressing the
problems/issues/opportu
nities identified.

All recommendations are
supported with highly
relevant and credible
secondary evidence
(market and/or
academic) showing
significance to the
consumption trend.
The analysis offers
imaginative and
authentic social
marketing solutions to
wicked problem
studied and represents
an excellent social
marketing approach to
addressing the
problems/issues
/opportunities
identified.

All recommendations
are supported with
relevant secondary
evidence (market
and/or academic)
showing significance to
the consumption trend.
The analysis offers
thoughtful and intuitive
social marketing
solutions to the wicked
problem and
represents a relevant
social marketing
approach to addressing
the problems/issues
opportunities
identified.

Most
recommendations are
supported with
credible secondary
evidence (market
and/or academic)
indicting some
importance to the
consumption trend.
The analysis offers
appropriate social
marketing
solutions to the
wicked problem
studied and
represents some
relevant marketing
approaches to
addressing the
problems/issues
opportunities
identified.

Some of the
recommendations
are supported with
relevant secondary
evidence (market
and/or academic),
and attempts to
indicate
importance to the
consumption
trend.
The analysis offers
inappropriate social
marketing solutions
to the wicked
problem studied
and does not
represent relevant
marketing
approaches to
addressing the
problems/issues
opportunities
identified.

Recommendations
are not sufficiently
supported with
secondary evidence
(market and/or
academic).
Supporting
evidence does not
indicate relevance
to the consumption
trend.
The analysis
evidences little to
no social
marketing inquiry.
The
recommendations
drawn are
inappropriate or
not aligned with
the wicked
problem studied.

The supporting
evidence (market
and/or academic)
is inappropriate or
not correctly
aligned with the
recommendations
listed.
No engagement
with social
marketing as a
solution to a
problem, or clear
social marketing
recommendations
are evidenced.

No supporting
evidence (market
and/or academic)
are used to
support
recommendations.
Language / Mechanics /
Professionalism
(10 Marks)

Has the vocabulary and
expression appropriate for
formal academic writing
within this discourse been
used? Has the work been
edited for lapses in spelling,
The writing
demonstrates meticulous
use of language and a
sophisticated command
of the vocabulary suited
for social marketing..
Expression is eloquent,
with no lapses in
grammar, spelling or
sentence construction.
The writing
demonstrates precise
use of language and a
well developed
knowledge of the
vocabulary suited for
social marketing.
Expression is fluent,
with no lapses in
grammar, spelling or
sentence construction.
The writing
demonstrates careful
use of language and a
developed knowledge
of the vocabulary
suited for social
marketing. Expression
is clear, with no
significant lapses in
grammar, spelling or
sentence construction.
The writing
demonstrates clear
use of language,
and an appropriate
knowledge of the
vocabulary suited
for social
marketing.
Expression is
readable, with only
minor lapses in
grammar, spelling
The writing
demonstrates
mostly clear use of
language, and an
initial knowledge of
the vocabulary
suited for social
marketing.
Expression is mostly
readable, with few
significant lapses in
grammar, spelling
The writing is not
readily
comprehensible
and does not
demonstrate
knowledge of the
vocabulary suited
for social
marketing.
Expression is
difficult to read,
with multiple
The writing is
incomprehensible,
with inappropriate
vocabulary, and an
inadequate
knowledge of the
English language.
MKTG7513 BEHAVIOUR CHANGE CASE STUDY RUBRIC
High Distinction
(7)
Distinction
(6)
Credit
(5)
Pass
(4)
Marginal Fail
(3)
Fail
(2)
Low Fail
(1)
grammar, or sentence
construction?

and sentence
construction.
and sentence
construction.
significant lapses
in grammar,
spelling and
sentence
construction.
Referencing
(5 Marks)

Has broad research been
conducted, in order to
achieve a synthesis of
personal ideas and those of
the extant literature? Have
the researched sources
been referenced correctly,
both within the document,
and in the referencing?
The writing shows a
sophisticated
understanding of the
requirements of
academic referencing
technique.

All sources are accurately
referenced, and quotes
are incorporated
effectively.

The reference list is
formatted correctly and
evidences an outstanding
breadth of independent
research beyond the
stated minimum
assessment requirement.
The writing shows a
highly developed
understanding of the
requirements of
academic referencing
technique.

All sources are
accurately referenced
and quotes are
incorporated
appropriately.

The reference list is
correct and evidences
an excellent breadth of
research meeting the
stated minimum
assessment
requirements.
The writing shows a
good understanding of
the requirements of
academic referencing
technique.

All sources are
referenced and quotes
are incorporated
fluently.

The reference list is
correctly formatted
with a good number of
sources meeting the
stated minimum
assessment
requirements.
The writing shows
an appropriate
understanding of
the requirements
of academic
referencing
technique.

Sources are
referenced and
quotes are mostly
smoothly
incorporated.

The reference list
is correctly
formatted with an
adequate number
of sources.
The writing shows
an inappropriate
understanding of
the requirements of
academic
referencing
technique.

Most sources are
referenced and
some quotes are
incorporated
correctly.

The reference list is
mostly formatted
correctly with an
inadequate number
of appropriate
sources.
The writing shows
little to no
understanding of
the requirements
of academic
referencing
technique
.
Sources are not
referenced and
quotes
incorporated
incorrectly.

The reference list
is incorrectly
formatted, with
only a few
questionable
sources and does
not meet the
minimum
assessment
requirements.
The writing does
not incorporate
sufficient credible
resources
correctly.