Assignment 2: Part B: Your Marketing Plan

Criteria

Unacceptable

Below 70% F

Fair

70-79% C

Proficient

80-89% B

Exemplary

90-100% A

1. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

Weight: 15%

Did not submit or incompletely developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

Partially developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

Satisfactorily developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

Thoroughly developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

2. Assemble a marketing strategy for your product, and determine an appropriate time table to implement your plan). Provide a rationale for your response.
Weight: 15%

Did not submit or incompletely assembled a marketing strategy for your product, and did not submit or incompletely determined an appropriate time table to implement your plan). Did not submit or incompletely provided a rationale for your response.

Partially assembled a marketing strategy for your product, and partially determined an appropriate time table to implement your plan). Partially provided a rationale for your response.

Satisfactorily assembled a marketing strategy for your product, and satisfactorily determined an appropriate time table to implement your plan). Satisfactorily provided a rationale for your response.

Thoroughly assembled a marketing strategy for your product, and thoroughly determined an appropriate time table to implement your plan). Thoroughly provided a rationale for your response.

3. Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position.

Weight: 15%

Did not submit or incompletely prepared a positioning statement. Did not submit or incompletely included a perceptual map that shows your company’s position against its competitors. From this map, did not submit or incompletely created a statement that depicts your position.

Partially prepared a positioning statement. Partially included a perceptual map that shows your company’s position against its competitors. From this map, partially created a statement that depicts your position.

Satisfactorily prepared a positioning statement. Satisfactorily included a perceptual map that shows your company’s position against its competitors. From this map, satisfactorily created a statement that depicts your position.

Thoroughly prepared a positioning statement. Thoroughly included a perceptual map that shows your company’s position against its competitors. From this map, thoroughly created a statement that depicts your position.

4. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.

Weight: 15%

Did not submit or incompletely examined the relevant consumer behavior for your target market. Did not submit or incompletely explained the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.

Partially examined the relevant consumer behavior for your target market. Partially explained the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.

Satisfactorily examined the relevant consumer behavior for your target market. Satisfactorily explained the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.

Thoroughly examined the relevant consumer behavior for your target market. Thoroughly explained the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.

5. Develop your company’s mission statement and company introduction.

Weight: 15%

Did not submit or incompletely developed your company’s mission statement and company introduction.

Partially developed your company’s mission statement and company introduction.

Satisfactorily developed your company’s mission statement and company introduction.

Thoroughly developed your company’s mission statement and company introduction.

6. 3 references

Weight: 5%

No references provided.

Does not meet the required number of references; some or all references poor quality choices.

Meets number of required references; all references high quality choices.

Exceeds number of required references; all references high quality choices.

7. Writing Mechanics, Grammar, and Formatting

Weight: 5%

Serious and persistent errors in grammar, spelling, punctuation, or formatting.

Partially free of errors in grammar, spelling, punctuation, or formatting.

Mostly free of errors in grammar, spelling, punctuation, or formatting.

Error free or almost error free grammar, spelling, punctuation, or formatting.

8. Appropriate use of APA in-text citations and  reference section

Weight: 5%

Lack of in-text citations and / or lack of reference section.

In-text citations and references are provided, but they are only partially formatted correctly in APA style.

Most in-text citations and references are provided, and they are generally formatted correctly in APA style.

In-text citations and references are error free or almost error free and consistently formatted correctly in APA style.

9. Information Literacy / Integration of Sources

Weight: 5%

Serious errors in the integration of sources, such as intentional or accidental plagiarism, or failure to use in-text citations.

Sources are partially integrated using effective techniques of quoting, paraphrasing, and summarizing.

 

Sources are mostly integrated using effective techniques of quoting, paraphrasing, and summarizing.

Sources are consistently integrated using effective techniques of quoting, paraphrasing, and summarizing.

10. Clarity and Coherence of Writing

Weight: 5%

Information is confusing to the reader and fails to include reasons and evidence that logically support ideas

Information is partially clear with minimal reasons and evidence that logically support ideas

Information is mostly clear and generally supported with reasons and evidence that logically support ideas

 

Information is provided in a clear, coherent, and consistent manner with reasons and evidence that logically support ideas