Research a company or a product that you think has marketed itself well or poorly to understand its marketing
strategy and marketing plan.
GRADING RUBRIC – Understanding A Firm’s (or Product’s) Marketing Strategy and Plan
Introduction 5%
• Was the purpose of the paper clear?
• Was the information provided that let the reader understand how the paper is organized?
Situation Analysis 20%
• Was research conducted to clearly understand and describe the context in which the firm or one of its products competes? (i.e., the industry or sub-sector of the industry in which your chosen firm or product
competes)
• Was information organized into understandable categories?
• Were critical success factors identified?
• Were conclusions drawn from the key facts?
Body of the Report 40%
• Was the strategy used by the firm clearly described?
• Was the firm’s or the product’s marketing plan comprehensive and clearly described?
• Was it made clear why you think the plan was a success or failure?
Recommendation and Conclusions 5%
• Were conclusions outlined which showed what was learned by completing this assignment?
Application of Course Concepts 20%
• Were key concepts covered in the course used and applied in a meaningful and insightful way to
understanding the firms or products' marketing plan and strategy?
Writing Skills 10%
• Was the report written in a concise, clear, professional and persuasive manner?
• Did it flow logically?
• Were headings and sub-headings used to identify key sections?
• Were exhibits (if used) numbered sequentially, and clearly labeled in the text and tied tightly to the content?
Did they complement the material in the main body of the report?
• Was outside research cited clearly in the report and was a list of references provided that used a standard
(APA or other) citation standard?
• Was the report carefully proofread so that there were no spelling or grammatical errors?
Sample Solution