Strategic Marketing

Criteria Exemplary HD Proficient D or C Competent P Unsatisfactory F Introduction of current situation/problem (5%)
The main situation or marketing issue was clearly identified and was succinctly presented at the beginning of the write-up.
The main situation or marketing issues was identified and was described well.
The main problem was discussed in a generic manner.
Failed to explain the main marketing issue. Nature of Analyses (40%)
The analysis was conducted extensively. Accurate and excellent use of theory/ model/framework in the analysis. Demonstrates critical thinking. Excellent discussion
The analysis was very good. Good use of theory/model/framework etc but could have been more critical and focused.
The analysis was conducted using some of model, theory etc but lacks depth. That is, it describes the theory/model/framework used but does not apply them appropriately.
The key theory/model/framework was missing in the analysis. The discussion lacked depth and does not demonstrate marketing thinking. Identifying opportunities and gaps (30%)
The analysis clearly leads to an excellent discussion on key issues, gaps and opportunities, and the relevant information derived from the analyses were succinctly and logically presented
The analysis leads to a good discussion on key issues. Some relevant opportunities and gaps are discussed. The relevant information derived from the analyses was presented well.
The analysis leads to a fair discussion on key issues. Some relevant opportunities and gaps are discussed while some key ones are missing. The relevant information derived from the analyses was presented in a satisfactory manner but there is a lot of room for improvement.
The analysis does not identify or discuss the key issues, gaps and opportunities in an adequate manner.