GROUP #
Element |
Points |
Expectations |
Comments |
Opportunity |
20 |
Identify the unmet need and describe new product Suggested pages: 1-2 pages |
|
Environmental Factors |
20 |
Correctly and succinctly discuss each of the macro-environmental factors as relevant to your new product Suggested pages: 2-3 pages |
|
Marketing Strategy: STP |
30 |
Segmentation, targeting and positioning Suggested pages: 3-4 pages |
|
Marketing Research Plan |
10 |
What research is necessary, research objectives, data, etc. Suggested pages: 1-2 pages |
|
Marketing Mix: 4Ps |
30 |
Correctly identify how each marketing mix elements should be modified to capitalize on/minimize the opportunities/threats identified in the macro-environmental analysis. Suggested pages: 5-6 pages |
|
Conclusion |
10 |
Persuasive pitch for new product Suggested pages: 1 page |
|
Creativity |
10 |
Evidence of original thought from need identification through execution of 4Ps |
|
Professional writing and critical thinking |
20 |
See detailed rubric below (writing rubric applied to entire paper) |
|
Total points |
150 |
1 – Developing |
2/3 – Acceptable |
4 – Effective |
5 – Exemplary |
Points |
|
Analysis (5 points) |
Unclear and undeveloped ideas; Analysis simply involves restating information. |
Some analysis done but somewhat shallow; Some supporting evidence. |
Careful analysis; Good supporting evidence for conclusions. |
Clear and effective support of central idea; Detailed analysis providing insights. |
|
Organization (5 points) |
Lack of focus with few ideas around a central theme; Does not lead up to any clear conclusions. |
Some of the ideas are presented well; Others are lacking; offers plausible conclusion(s). |
Ideas are well organized and help the reader move along; The key points are presented but does not demonstrate in-depth understanding. |
Logical arrangement and smooth flow. Introduction and conclusion present. Relevant, quality details give the reader important information. |
|
Research (5 points) |
Collects minimal information; Weak or no link between main idea and evidence. |
Collects adequate information about the theme but not much about related ones. |
Collects adequate information about the theme and demonstrate link between evidence and theme. |
Substantial support of ideas through varied and appropriate details; Includes exhaustive information including all the background. |
|
Writing Style (5 points) |
Problems with word choices and sentence structure; Distract the reader with unprofessional tone. |
Words and sentences are adequate but lack energy; Reader has to struggle to keep reading to the end. |
Good writing style; Sentences flow smoothly and evenly. |
Compelling writing style; Connects strongly with the reader and keeps him or her engaged right to the end. |
|
Total: |