Instruction
Rubric for Marketing Plan
Assignment Points Possible Actual Points Earned
Content 100
The plan was comprehensive, sufficiently
detailed, coherent, and compelling. It included:
· Title Page
· Table of Contents
· Executive Summary
· Company Description
· Mission and Goals
· Core Competencies
· Situation Analysis (SWOT)
· Competitors
· Target Market
· The Marketing Mix
· Product Strategy
· Distribution Strategy
· Promotion Strategy
· Pricing Strategy
· Budget, Schedule, and Monitoring
The paper develops a central theme or idea,
directed toward the appropriate audience.
Major points are stated clearly; are supported by specific details, examples, or analysis; and are organized logically.
The introduction provides sufficient background on the topic and previews major
points.
The conclusion is logical, flows from the body of the paper, and reviews the major points.
Readability and Style 50
Paragraph transitions are present and logical and maintain the flow throughout the paper.
The tone is appropriate to the content and
assignment.
Sentences are complete, clear, and concise.
Sentences are well-constructed, with consistently strong, varied sentences.
Sentence transitions are present and maintain the flow of thought.
Mechanics 50
The paper, including the title page, reference page, tables, and appendices, follow APA style
guidelines.
Citations of original works within the body of the paper follow APA style guidelines.
The paper is laid out with effective use of headings, font styles, and white space.
Rules of grammar, usage, and punctuation are followed.
Spelling is correct.