Marketing objectives (10%) No attempt at providing a statement of marketing objectives. 0points A rather basic attempt at outlining marketing objectives without using marketing metrics or meeting SMART criteria. 2points Provides clear marketing objectives that reflect marketing metrics and reasonably SMART. 5points Marketing objectives are clearly stated and demonstrates a reasonable level of understanding of marketing metrics. 6.5points Provides clear and reasonable marketing objectives properly incorporated marketing metrics and meet SMART criteria. 7.5points Provides clear and specific marketing objectives that properly integrated marketing metrics. 8.5points Provides outstanding marketing objectives that meet SMART standard and fully incorporates marketing metrics. 10points Product strategy (10%) No product strategy is developed. 0points Product strategy is not clearly presented. It shows very limited understanding of product and research effort. 2points Product strategy is mentioned but not well developed. It shows rather basic understanding and application of product. Product life cycle issues and branding are only covered to a very minimum extent. 5points Product strategy is clearly described and demonstrates reasonable understanding and application of product, branding and product life cycle. 6.5points Clearly describes the product strategy showing sufficient understanding and application of product. Relevant aspects are addressed to a reasonable extent. 7.5points Clearly and adequately prepared product strategy that reflects an excellent and thorough understanding and application of product. Relevant aspects are addressed with to a sufficient extent. 8.5points Highly detailed and well-thought product strategy consistent with situation analysis. It demonstrates excellent theoretical understanding of product. Relevant aspects are addressed explicitly and thoroughly. 10points Pricing strategy (10%) No pricing strategy is developed. 0points Pricing strategy is unclear and/or without research evidence or justification. 2points Pricing strategy is mentioned but shows rather basic understanding of pricing considerations based on limited research evidence. 5points Provides a reasonable pricing strategy based on relevant research evidence and good understanding of pricing considerations. 6.5points Provides a solid pricing strategy based on sufficient research evidence and reasonable understanding of pricing considerations. 7.5points Provides a solid pricing strategy based on sufficient and solid literature support and an excellent understanding of pricing considerations. 8.5points Highly informed and well-justified pricing strategy based on extensive evidence and a thorough understanding of pricing considerations. 10points Promotion strategy (10%) No promotion strategy is developed. 0points Only provides a description of promotional mix without details based on rather limited research evidence. 2points Provides a rather rough and basic description of promotion strategy with some relevant literature evidence demonstrating a basic level of understanding of promotion. 5points Provides a detailed promotion strategy with reasonable literature support. It shows a reasonable understanding of promotion considerations. 6.5points Provides a sufficient promotion strategy with solid literature support. It shows a good understanding of promotion considerations. 7.5points Provides a thoughtful and well-justified promotion strategy that demonstrates an excellent understanding of promotion considerations. 8.5points Excellent promotion strategy with in-depth justification, and comprehensive and thorough literature support. The promotion strategy shows a deep and insightful understanding of promotion considerations. 10points Distribution strategy (10%) No distribution strategy is developed. 0points Strategy is not properly developed. It shows insufficient understanding and application of distribution principles. 2points Provides a rather basic but reasonable distribution strategy with some justification. 5points Provides a clear distribution strategy that addresses required distribution considerations with reasonable literature support. It shows a reasonable understanding of distribution. 6.5points Provides a clear and well-informed distribution strategy based on a good understanding of distribution. It shows very a good level of understanding and application of distribution principles. 7.5points Provides a clear and well-justified distribution strategy with sufficient literature support. The distribution strategy shows an excellent understanding of distribution. 8.5points Highly informed and well-justified distribution strategy with comprehensive literature support. It demonstrates a thorough and insightful understanding of distribution. 10points Implementation (5%) No implementation plan is developed. 0points Insufficient information on implementation. 1points Addresses implementation schedule to a basic extent showing a basic level of understanding of budget and scheduling. 2.5points Clearly indicates the timeframe of activities mostly consistent with promotion strategy. It demonstrates a reasonable understanding of budget and scheduling. 3.5points Provides clear and reasonable implementation plan consistent with promotion strategy. It shows a reasonable level of understanding of budget and scheduling. 4points Implementation is clear, reasonable and highly consistent with promotion activities. It shows an excellent understanding of implementation. 4.5points Offers a highly detailed and well-justified implementation plan. 5points Evaluation (5%) No evaluation plan is offered. 0points Insufficient evaluation plan without properly addressing marketing metrics or monitoring mechanisms. 1points Addressed evaluation to a basic extent reflecting a minimum understanding of marketing metrics or monitoring mechanisms. 2.5points Addressed evaluation to a reasonable extent reflecting a good understanding of marketing metrics or monitoring mechanisms. 3.5points Properly addressed evaluation using marketing metrics and monitoring mechanisms and demonstrating reasonable understanding. 4points Properly and sufficiently addressed evaluation plan fully addressed marketing metrics and monitoring mechanisms. 4.5points Excellent evaluation plan fully addresses marketing metrics and monitoring mechanisms. 5points Quality& extent of research evidence AND effective use of research evidence (10%) Less than three references that lack academic credibility. No evidence of synthesis of information. 0points Three or four references are used but not all professional or academic sources. Research evidence is not effectively used. 2points At least five relevant references are used. Writing incorporates research evidence to a rather basic extent. Information is roughly paraphrased or summarised. 5points More than five solid and relevant sources have been used. Writing shows basic level of synthesis and integration of research evidence. 6.5points Very solid and relevant sources of a good variety. Writing shows reasonable synthesis and integration of research evidence. 7.5points Solid research evidence from a wide range of sources. Information is properly paraphrased and integrated into writing. 8.5points Comprehensive and highly relevant research evidence has been used. Highly effective synthesis and integration of research evidence. 10points Writing quality and report presentation (10%) Writing is hard to read and barely makes sense. Requires significant attention to grammar and/or spelling, and academic writing. 0points Writing roughly/ barely makes sense, highly disorganised and lacks clarity. It contains major grammatical and/or spelling errors. 2points Writing mostly makes sense and used paragraphs correctly. Written expression contains frequent grammatical and/or spelling errors. Need to improve accuracy, appropriate choice of words and clarity of written expression. 5points Writing shows a reasonable level of accuracy and clarity. It contains some grammatical and/or spelling errors. Paraphrasing is reasonably used. 6.5points Writing is mostly clear, accurate and well-organised. More concise expression is needed. Information is properly paraphrased and integrated into writing. 7.5points Writing is accurate, clear, concise, and well-organised. It contains very few grammatical and spelling errors. 8.5points Writing is succinct, accurate, clear, concise, and well-organised. It contains no grammatical and spelling errors. 10points Acknowledgement of sources (10%) No in-text reference or reference list is prepared. 0points Incomplete acknowledgement of all sources. Referencing doesn’t meet the required standard. Reference list and in-text references are not consistent. 2points Reference list and in-text references are mostly consistent. All sources are acknowledged. Referencing details need editing. 5points Both in-text references and reference list are properly formatted. All sources are acknowledged. Some minor referencing errors exist. Referencing details need editing. 6.5points In-text references and reference list are consistently formatted. All sources are acknowledged. A few referencing errors exist. 7.5points In-text references and reference list are consistently and accurately formatted. All sources are acknowledged. Few minor referencing errors exist. 8.5points In-text references and reference list are consistently and accurately formatted. All sources are acknowledged. 10points Marketing mix matching situation analysis (10%) No evidence of connection between situation analysis and marketing strategies. 0points Very little evidence of consistency between situation analysis and marketing strategies. 2points Some evidence of consistency between situation analysis and marketing mix. Marketing mix reflects some aspects of the situation analysis. 5points A clear link between situation analysis and marketing strategies. Marketing mix reflects major aspects of the situation analysis. 6.5points Sufficient evidence of consistency between situation analysis and marketing mix. Marketing mix reflects most part of the situation analysis. 7.5points Strong and sufficient evidence of consistency between situation analysis and marketing mix. Marketing mix reflects the situation analysis thoroughly. 8.5points Situation analysis informs every strategy in marketing mix. Strong and clear evidence of consistency. Marketing mix shows a thorough reflection and careful consideration of situation analysis. 10points