4/19/2017 ALEC ­ RubricBuilder https://app.secure.griffith.edu.au/alec/index.php?v=print_preview&a=3&rubric_id=35921 1/2 Rubric Builder Rubric 35921 Program Master of Marketing Course Code 7210MKT Course Title Adv Consum Behaviour Semester Offering Trimester 1 2017 Assessment Task Customer Journey Analysis Assessment Weighting 40 Objective Name Criteria Excellent Very Good Good Satisfactory Unsatisfactory Analysis and Interpretation 10% Customer Journey Map: Ability to interpret and visually communicate customer experience. Highly engaging content; visual layout is highly effective with ideas communicated creatively and clearly. Visual layout is highly effective with ideas with ideas communicated clearly. Visual layout is effective with ideas generally communicated clearly. Visual layout is effective to some degree with some attempt to communicate ideas. Visual layout is of limited effectiveness with limited or no attempt to communicate ideas. Analysis and Interpretation 20% Self­reflection: Ability to analyse and interpret customer journey Clearly describes and elaborates own thoughts and feelings towards topic and provides a highly insightful analysis in relation to various consumer behaviour phenomena. Clearly describes own thoughts and feelings towards topic and provides an insightful analysis in relation to various consumer behaviour phenomena. Generally describes own thoughts and feelings towards topic and provides an analysis in relation to various consumer behaviour phenomena, but could offer more. Describes own thoughts and feelings towards topic and attempts to analyse own behaviour in relation to various consumer behaviour phenomena. Demonstrates limited or no ability to describe and analyse own behaviour in order to explain various consumer behaviour phenomena. Analysis and Interpretation 15% Theory Interpretation: Ability to understand relevant consumer behaviour concepts/theories. Content shows in­depth understanding of relevant consumer behaviour concepts/theory. Content shows clear understanding of relevant consumer behaviour concepts/theory. Content shows some understanding of relevant consumer behaviour concepts/theory. Content shows limited understanding of relevant consumer behaviour concepts/theory. Content shows little or no understanding of relevant consumer behaviour concepts/theory. Analysis and Interpretation 25% Application: Ability to apply C.B. concepts/theories with real life case. Demonstrates ability to integrate key CB concepts/theory with real life case, analysis is extensive and insightful and reasoning clearly articulated and highly persuasive. Demonstrates ability to integrate key CB concepts /theory with real life case; analysis is substantial and reasoning generally effective, and persuasive. Demonstrates ability to integrate key CB concepts /theory with real life case; analysis has some substance but reasoning inconsistent and tends to lack focus. Demonstrates some ability to integrate key CB concepts /theory with real life case; an attempt at analysis but reasoning unclear or poorly expressed. Demonstrates limited or no ability to integrate key C.B. with real life case; little or no reasoning. Analysis and Interpretation 15% Evidence: Selecting and using information to support thesis Evidence is taken from an extensive range of quality sources and interpreted and evaluated to provide Evidence is well chosen from a range of quality sources and interpreted and evaluated to provide support for thesis. Evidence is present from a range of sources and interpreted and evaluated to Evidence is present with some interpretation or evaluation but provides limited support for thesis. Evidence is lacking or used ineffectively. 4/19/2017 ALEC ­ RubricBuilder https://app.secure.griffith.edu.au/alec/index.php?v=print_preview&a=3&rubric_id=35921 2/2 comprehensive support for thesis. provide some support for thesis, but could offer more. Written communication 10% Structure and Organisation of writing. Clearly organised; Well structured and remains focused. Very strong logical flow and coherent transitions and connections. Well organised and structured paragraphs generally provide solid support for topic sentence; logical flow and fairly consistent evidence of coherent transitions and connections throughout. Good organisation and structure; logical flow, coherent transitions and connections. Some paragraphs without strong topic sentences. Organisation present but awkward; several statements out of place; problems with continuity and lack of topic sentences. Organisation is confusing to the reader; rambles; lacks proper paragraph construction; transitions, topic sentences or support. Written communication 5% Writing mechanics and Referencing. Completely follows reference style guidelines; paper has virtually no grammar, spelling or formatting errors. Generally follows reference style guidelines; minimal grammar, spelling and formatting errors. Good attempt at following reference style guidelines; some grammar, spelling and formatting errors. Some attempt at following reference style guidelines; frequent grammar and/or, spelling and/or formatting errors. Little or no adherence to style guidelines; little or no evidence of editing and revising.