4 ASSESSMENT CRITERIA FOR 316MKT – CWFail(0-39)Pass(40-49)Pass(50-59)Merit(60-69)First(70-79)First(80+)Task 1:Introductionand Review20%InadequateInadequate provision of arationale for your project;introduction to yourindustry/market context,organisation/company;explanation of yourmarketing/communicationschallenge and focus.Inadequate collection andcritical review of relevantacademic and practitionerliterature, materials, assetsand artefacts to inform thedevelopment of a marketingportfolio with appropriateillustrative appendices.Inadequate selection of thekey contemporary marketingtheory(ies) or framework(s)that will underpin your planand portfolio, andexplanation of how they willbe applied.IncompleteIncomplete provision of arationale for your project;introduction to yourindustry/market context,organisation/company;explanation of yourmarketing/communicationschallenge and focus.Incomplete collection andcritical review of relevantacademic and practitionerliterature, materials, assetsand artefacts to inform thedevelopment of a marketingportfolio with appropriateillustrative appendices.Incomplete selection of thekey contemporary marketingtheory(ies) or framework(s)that will underpin your planand portfolio, andexplanation of how they willbe applied.GoodGood provision of a rationalefor your project; introductionto your industry/marketcontext,organisation/company;explanation of yourmarketing/communicationschallenge and focus.Good collection and criticalreview of relevant academicand practitioner literature,materials, assets andartefacts to inform thedevelopment of a marketingportfolio with appropriateillustrative appendices.Good selection of the keycontemporary marketingtheory(ies) or framework(s)that will underpin your planand portfolio, andexplanation of how they willbe applied.Very goodVery good provision of arationale for your project;introduction to yourindustry/market context,organisation/company;explanation of yourmarketing/communicationschallenge and focus.Very good collection andcritical review of relevantacademic and practitionerliterature, materials, assetsand artefacts to inform thedevelopment of a marketingportfolio with appropriateillustrative appendices.Very good selection of thekey contemporary marketingtheory(ies) or framework(s)that will underpin your planand portfolio, andexplanation of how they willbe applied.ExcellentExcellent provision of arationale for your project;introduction to yourindustry/market context,organisation/company;explanation of yourmarketing/communicationschallenge and focus.Excellent collection andcritical review of relevantacademic and practitionerliterature, materials, assetsand artefacts to inform thedevelopment of a marketingportfolio with appropriateillustrative appendices.Excellent selection of thekey contemporary marketingtheory(ies) or framework(s)that will underpin your planand portfolio, andexplanation of how they willbe applied.OutstandingOutstanding provision of arationale for your project;introduction to yourindustry/market context,organisation/company;explanation of yourmarketing/communicationschallenge and focus.Outstanding collection andcritical review of relevantacademic and practitionerliterature, materials, assetsand artefacts to inform thedevelopment of a marketingportfolio with appropriateillustrative appendices.Outstanding selection of thekey contemporary marketingtheory(ies) or framework(s)that will underpin your planand portfolio, andexplanation of how they willbe applied.Task 1:Plan20%An inadequate marketingand communications plan forachieving specific marketingobjectives for your chosenorganisation/company.The plan is not appropriateto the context in yourintroduction, and theselected marketingtheory(ies) or framework(s)are not used to underpinaspects of the plan/portfolio.An incomplete marketingand communications plan forachieving specific marketingobjectives for your chosenorganisation/company.The plan is not fullyappropriate to the context inyour introduction, and theselected marketingtheory(ies) or framework(s)are not adequately used tounderpin aspects of theplan/portfolio.A good marketing andcommunications plan forachieving specific marketingobjectives for your chosenorganisation/company.The plan is appropriate tothe context in yourintroduction, and theselected marketingtheory(ies) or framework(s)are used to underpinaspects of the plan/portfolio.A very good marketing andcommunications plan de forachieving specific marketingobjectives for your chosenorganisation/company.The plan is very appropriateto the context in yourintroduction, and theselected marketingtheory(ies) or framework(s)are used explicitly tounderpin the key aspects ofthe plan/portfolio.An excellent marketing andcommunications plan forachieving specific marketingobjectives for your chosenorganisation/company.The plan is fully appropriateto the context in yourintroduction, and theselected marketingtheory(ies) or framework(s)are used explicitly and fullyto underpin all aspects of theplan/portfolio.An outstanding marketingand communications plan forachieving specific marketingobjectives for your chosenorganisation/company.The plan is highlyappropriate to the context inyour introduction, and theselected marketingtheory(ies) or framework(s)are used explicitly andextremely well to underpinall aspects of theplan/portfolio. 5 Task 2:Marketing Artefacts30%Inadequate production of aminimum of three distinctmarketing/marketingcommunications artefacts tosupport the plannedmarketing andcommunications objectivesand strategy.Incomplete production of aminimum of three distinctmarketing/marketingcommunications artefacts tosupport the plannedmarketing andcommunications objectivesand strategy.Good production of aminimum of three distinctmarketing/marketingcommunications artefacts tosupport the plannedmarketing andcommunications objectivesand strategy.Very good production of aminimum of three distinctmarketing/marketingcommunications artefacts tosupport the plannedmarketing andcommunications objectivesand strategy.Excellent production of aminimum of three distinctmarketing/marketingcommunications artefacts tosupport the plannedmarketing andcommunications objectivesand strategy.Outstanding production of aminimum of three distinctmarketing/marketingcommunications artefacts tosupport the plannedmarketing andcommunications objectivesand strategy.Task 3:Artefacts Justification20%Inadequate explanation andjustification of how eachartefact will play an effectiverole within the marketing andcommunications plan,contribute to objectives andKPIs, and link with yourselected underpinningtheory(ies) or framework(s).Incomplete explanation andjustification of how eachartefact will play an effectiverole within the marketing andcommunications plan,contribute to objectives andKPIs, and link with yourselected underpinningtheory(ies) or framework(s).Good explanation andjustification of how eachartefact will play an effectiverole within the marketing andcommunications plan,contribute to objectives andKPIs, and link with yourselected underpinningtheory(ies) or framework(s).Very good explanation andjustification of how eachartefact will play an effectiverole within the marketing andcommunications plan,contribute to objectives andKPIs, and link with yourselected underpinningtheory(ies) or framework(s).Excellent explanation andjustification of how eachartefact will play an effectiverole within the marketing andcommunications plan,contribute to objectives andKPIs, and link with yourselected underpinningtheory(ies) or framework(s).Outstanding explanation andjustification of how eachartefact will play an effectiverole within the marketing andcommunications plan,contribute to objectives andKPIs, and link with yourselected underpinningtheory(ies) or framework(s).Presentation10%Poorly structured andinadequatelyexpressed/presented, withinadequate CU Harvardreferencing.Submission is adequatelystructured and presented.CU Harvard Referencingneeds attention.Piece is structured, andclearly presented. Good CUHarvard Referencing.Well organised and clearlywritten/presented. Very goodCU Harvard Referencing.Excellent presentation in aclear, well-structured waywith excellent clarity ofexpression and CU HarvardReferencing.Outstanding presentation ina clear, well-structured waywith outstanding clarity ofexpression and CU HarvardReferencing.
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