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    Rubric For Marketing Plan

    Uploaded by

    Maria Rizza Talampas Ilagan
    The document provides rubrics for evaluating a marketing plan across 5 criteria: executive summary, current marketing situation, SWOT analysis, marketing strategy, and conclusion. For each criterion, performance is rated as excellent, satisfactory, or unacceptable based on descriptive factors such as thoroughness, clarity, reasonability, and completeness. For example, an excellent executive summary clearly communicates critical elements of the plan in a stand-alone, two-page maximum document. A satisfactory summary includes most but not all critical elements, while an unacceptable one is too short, long, or contains mostly trivial information.

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    Rubric For Marketing Plan

    Uploaded by

    Maria Rizza Talampas Ilagan
    442 views4 pages
    The document provides rubrics for evaluating a marketing plan across 5 criteria: executive summary, current marketing situation, SWOT analysis, marketing strategy, and conclusion. For each criterion, performance is rated as excellent, satisfactory, or unacceptable based on descriptive factors such as thoroughness, clarity, reasonability, and completeness. For example, an excellent executive summary clearly communicates critical elements of the plan in a stand-alone, two-page maximum document. A satisfactory summary includes most but not all critical elements, while an unacceptable one is too short, long, or contains mostly trivial information.

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    Rubric for Marketing Plan

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    The document provides rubrics for evaluating a marketing plan across 5 criteria: executive summary, current marketing situation, SWOT analysis, marketing strategy, and conclusion. For each criterion, performance is rated as excellent, satisfactory, or unacceptable based on descriptive factors such as thoroughness, clarity, reasonability, and completeness. For example, an excellent executive summary clearly communicates critical elements of the plan in a stand-alone, two-page maximum document. A satisfactory summary includes most but not all critical elements, while an unacceptable one is too short, long, or contains mostly trivial information.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    442 views4 pages

    Rubric For Marketing Plan

    Uploaded by

    Maria Rizza Talampas Ilagan
    The document provides rubrics for evaluating a marketing plan across 5 criteria: executive summary, current marketing situation, SWOT analysis, marketing strategy, and conclusion. For each criterion, performance is rated as excellent, satisfactory, or unacceptable based on descriptive factors such as thoroughness, clarity, reasonability, and completeness. For example, an excellent executive summary clearly communicates critical elements of the plan in a stand-alone, two-page maximum document. A satisfactory summary includes most but not all critical elements, while an unacceptable one is too short, long, or contains mostly trivial information.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    College for Research and Technology of Cabanatuan

    Burgos Avenue, Cabanatuan City 3100


    Tel. 463-2735 e-mail: [email protected]
    RUBRICS FOR MARKETING PLAN

    CRITERIA Performance Levels Total


    Excellent Satisfactory Unacceptable
    (3pts) (2pts) (1pt)

    1. Executive Summary The executive summary The executive summary The executive summary is
    (20%) clearly communicates the includes most, but not all of either too short (less than
    critical elements of the the critical elements of the one page) or too long (more
    marketing plan so that it marketing plan. Some of the than two pages). The
    reads as a stand-alone information provided in the summary contains mostly
    document. The length of the summary is unnecessary or unnecessary or trivial
    executive summary is trivial to understanding the information; therefore, it is
    sufficient to cover the critical plan. The summary is no inadequate as a stand-alone
    information, but no more more than two pages long. document.
    than two pages long.

    2. Current Marketing A visual depiction and verbal Either the visual depiction or There is no visual depiction
    Situation description of the market verbal description of the of the market definition.
    - Market Description definition is provided that is market definition is missing; More than one
    - Product Review reasonable and based on both may be provided but not estimate/calculation of
    - Competitive Review the company or clear or reasonable. One of market potential, market
    organization. Reasonable the estimates/calculations for demand, and company
    - Channels & Logistic
    estimates or calculations of market potential, market demand are missing or
    Review market potential, market demand, and company clearly miscalculated.
    demand, and company demand are missing or clearly Necessary assumptions are
    (25%)
    demand are provided and miscalculated. Assumptions not provided.
    College for Research and Technology of Cabanatuan
    Burgos Avenue, Cabanatuan City 3100
    Tel. 463-2735 e-mail: [email protected]
    RUBRICS FOR MARKETING PLAN

    clearly stated. Any are stated, but not explained.


    necessary assumptions used
    in calculations are clearly
    explained

    3. SWOT Analysis A thorough SWOT analysis is SWOT analysis is provided, SWOT analysis is provided,
    (15%) provided, based on the but there are some missing but there are at more than
    preceding analyses. points from preceding six missing points from
    Reasoning for each item in analyses. Reasoning for each preceding analyses. There is
    the SWOT is provided and item is not always thoroughly no reasoning provided for
    logical. Strengths and provided and/or logical. One the items. More than two
    weaknesses are clearly or two strengths/weaknesses strengths/weaknesses or
    internal factors, and are external, or one-two opportunities/threats are
    opportunities and threats opportunities/threats are inappropriate.
    are clearly external factors. internal.

    4. Marketing Strategy The marketing direction that Marketing strategy is The marketing strategy is
    (30%) will frame marketing tactics identified but is unclear or missing or is illogical given
    of the marketing plan is unspecific in some aspects. the marketing objectives
    clearly and specifically The marketing strategy is and goals.
    stated in 3-5 sentences. The logically linked to the
    marketing strategy is marketing objectives and The objectives of 4P’s
    logically linked to the goals. (product, place, price,
    marketing objectives and promotion) are missing.
    goals. The objectives of 4P’s
    College for Research and Technology of Cabanatuan
    Burgos Avenue, Cabanatuan City 3100
    Tel. 463-2735 e-mail: [email protected]
    RUBRICS FOR MARKETING PLAN

    (product, place, price,


    The objectives of 4P’s promotion) are stated but
    (product, place, price, somewhat unclear.
    promotion) are clearly
    stated and appropriate.

    5. Conclusion A brief summary that A summary of expected There is no conclusion.


    (10%) identifies the expected outcomes is provided but
    outcomes with successful lacks clarity.
    implementation of the
    marketing plan is clearly
    presented in a short
    paragraph.

    TOTAL SCORE

    Computation formula: % multiply by points = Overall total

    Prepared by:
    Maria Rizza T. Ilagan
    College Instructor
    ABM & Marketing
    College for Research and Technology of Cabanatuan
    Burgos Avenue, Cabanatuan City 3100
    Tel. 463-2735 e-mail: [email protected]
    RUBRICS FOR MARKETING PLAN

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