Page 1 of 5 Developed by Dr. Md. Parves Sultan, Senior Lecturer in Marketing, School of Business and Law, CQUniversity, Melbourne. Marketing Plan Fail - F (0% - 49%) Pass - P (50%—64%) Credit – C (65%—74%) Distinction - D (75%—84%) High Distinction - HD (85%—100%) Title page, table of contents and executive summary – 3 marks Not provided or very poor. Poorly presented, unstructured and inconsistent. Addressed limited discussion in summary and lacks detail in title page, table of contents and summary. Briefly provided a summary with some key issues discussed in the report. Complete title page and table of contents are provided. Clearly stated the purposes of the report in summary with great detail which ensures most areas relevant to the topic. Complete title page and table of contents are provided. The title page, table of contents and executive summary are professionally organised. The executive summary contains the purposes and structurally presents the whole report in one page and in a few paragraphs. Background – 2 marks Not provided or very poor. Poorly presented, unstructured and inconsistent. Addressed limited or no discussion about the industry, competitor and the brand. Lacks detail in terms of data, and relevant information and citations. Briefly provided some details about the industry, competitor and the brand; Provided some details about brand’s current situation and challenges, current vision, mission and marketing aims. A great detail about industry, competitor and the brand was provided, along with the challenges that the brand is facing. Current vision, mission and marketing aims are clearly presented in an understandable way. Background was presented professionally with relevant data and justification in an interesting way. Provided a great detail about the brand’s market performance in brief. Current vision, mission and marketing aims are clearly presented and in a professional way. Market summary and demand assessment – 3 marks Did not demonstrate an understanding of the relationship of study resources, and data/information obtained from relevant sources for market summary and demand assessment. Did not demonstrate how market potential is assessed for industry, competitor’s brand and the brand in concern. Did not demonstrate how to assess market share based on available data. Demonstrated a little understanding of the relationship of study resources, and data/information obtained from relevant sources for market summary and demand assessment. Poorly demonstrated how market potential is assessed for the industry, competitor’s brand and the brand in concern, including market share. Few to no resources, and often irrelevant resources are provided. Very general discussion is provided in regard to segmentation dimensions and their relevant variables, and target market. Resources for market summary and demand assessment are either incorrect or irrelevant. Briefly provided some information about market summary and demand or market potential assessment for the industry, competing brand and the brand in concern. A good discussion is provided in regard to segmentation dimensions and their relevant variables, and target market. Although some relevant resources are provided, a lack of connection/integration was observed. Although there are some relevant citations, you need to be careful in your future assessment in terms of currency, relevancy and accuracy. Demonstrated an understanding of the relationship between study materials, including relevant online sources and the assessment task. Clearly shows that the study materials are consulted to develop this section. This section provides relevant industry background, competitors’ overview and an overview about the company, organization, and/or brand in concern. This section demonstrates demand/market potential assessment for the industry, competing brand and the brand in concern with some clear data/information, graph/figure and where appropriate relevant sources, appropriate title, citations are visible. A structured discussion is provided in regard to segmentation dimensions and their relevant variables, and target market. Clearly demonstrate the ability to search for and use of relevant knowledge and skills required to critically assess/examine a market, industry, competitor, and demand for a specific product/service/brand. Demonstrates a balanced and very high level of detailed knowledge of core concepts by providing a very high level of analysis. Utilises current, appropriate and credible sources. Demonstrated an understanding of the relationship between study materials, including relevant online sources and the assessment task. Clearly shows that the study materials are consulted to develop this section. This section provides relevant industry background, competitors’ overview and an overview about the company, organization, and/or brand in concern. This section demonstrates demand/market potential assessment for the industry, competing brand and the brand in concern with some clear data/information, graph/figure and where appropriate relevant sources, appropriate title, citations are visible. A structured discussion is provided in regard to segmentation dimensions and their relevant variables, and target market.