MKTG7512 Strategic Marketing, Semester 1, 2023
Assessment 2 - Analysis of marketing strategy of selected business organization Marking Scheme and Rubric
MARKING SCHEME & RUBRIC
Marking scheme - Total marks 30%
Criteria Marks
Quality of the analysis: Demonstrated ability to analyse the marketing strategy specifically addressing specified components of the
submission guide
Up to 15%
Extent of research undertaken about the focal firm and the industry in which it operates Up to 7%
Overall argument, recommendation and conclusion Up to 5%
Quality of the report (structure, referencing of all sources of info used the report, succinct presentation, grammar, logical flow of
arguments)
Up to 3%
Marking rubric – Total marks 30%
Criteria Standard
Below Expectations Meets Expectations Outstanding
Quality of the analysis:
Demonstrated ability to
analyse the marketing strategy
specifically addressing
specified components of the
submission guide [15 marks]
Your analysis of marketing
strategy of the focal firm lacks
depth and does not cover all
components of the Gaps Analysis
[0-4 marks]
You have demonstrated a sound
ability to provide an analytical
discussion analysis of marketing
strategy of the focal firm lacks depth
and does not cover all components of
the Gaps Analysis [5-9 marks]
You have provided a comprehensive an
analytical discussion of marketing strategy
of the focal firm lacks depth and does not
cover all components of the Gaps Analysis
[9-15marks]
Extent of research undertaken
about the focal firm and the
industry in which it operates
[7 marks]
You have not adequately
undertaken research about the
focal firm and the industry in
which it operates [0-2 marks]
Demonstrated ability to an adequately
undertake research about the focal
firm and the industry in which it
operates [3-5 marks]
You have demonstrated a comprehensive
ability undertake extensive research about
the focal firm and the industry in which it
operates and integrate such information to
the report [6-7 marks]
Overall argument,
recommendations, and
conclusion [5 marks]
Your overall argument,
recommendation and conclusion
are weak or not-well-founded by
evidence presented in the report. [
0-1.9 marks]
Demonstrated ability to provide an
overall argument, recommendation
and conclusion well-founded by
evidence presented in the report. [2-
2.9 marks]
You have demonstrated a comprehensive
ability to provide an overall argument,
recommendation and conclusion well-
founded by evidence presented in the
report. [ 3 - 5 marks]
Quality of the report (structure,
referencing sources of all info
used in the assessment,
succinct presentation,
grammar, logical flow of
arguments) [3 marks]
Your report lacks a coherent
structure and/or has numerous
grammatical/spelling errors. This
has impacted on your ability to
submit a succinct and quality
report. [0-.9 marks]
Though there are mostly minor
grammatical/spelling errors that
sometimes impact on the
readability/flow of your arguments,
you have made a concerted effort to
submit a structured and reasonably
good quality report. [1-1.9 marks]
You have professionally and succinctly
presented a good quality report with all
sources of case material clearly cited, few,
if any, spelling or grammatical errors.
There is a logical structure enhanced by a
coherent flow of arguments. [2 -3 marks]