100.0 %Content

10.0 %Introduction and Conclusion

An introduction and conclusion are not present.

An introduction and conclusion are present, but connections are not made to course objectives.

An introduction and conclusion are present; cursory connections are made to course objectives.

An introduction and conclusion are present. Relevant connections are made to course objectives in a thoughtful manner.

An introduction and conclusion are present. Relevant connections are made to course objectives in a thoughtful and insightful manner. Critical and creative thinking is indicated.

50.0 %Marketing Plan Strategy

Strategy is not present.

Strategy is incomplete or omits some requirements stated in the assignment criteria.

Strategy is adequately presented.

Strategy is thoroughly presented.

Strategy is comprehensive, accurate, and persuasive; definitions are clearly stated. Research is adequate, timely, and relevant, and addresses all of the issues stated in the assignment criteria.

15.0 %Social and Ethical Issues

There are not any social and ethical issues provided, nor are there any strategies for addressing concerns about the issues.

Some issues for the industry and product are discussed, but not from both a social and ethical perspective. The strategies for addressing concerns about the issues are not identified.

Social and ethical issues for the industry and product are provided. Some strategies for addressing the concerns about the issues are provided, but they are general and are not connected to the primary target market.

Social and ethical issues for the industry and product are provided. Strategies for addressing the concerns about the issues are provided and are connected with the primary target market.

A variety of social and ethical issues for the industry and product are provided. The strategies for addressing the concerns about the issues are insightful and are connected to the primary target market.

10.0 %Thesis Development and Purpose

Paper lacks any discernible overall purpose or organizing claim.

Thesis and/or main claim are insufficiently developed and/or vague; purpose is not clear.

Thesis and/or main claim are apparent and appropriate to purpose.

Thesis and/or main claim are clear and forecast the development of the paper. It is descriptive and reflective of the arguments and appropriate to the purpose.

Thesis and/or main claim are comprehensive. The essence of the paper is contained within the thesis. Thesis statement makes the purpose of the paper clear.

5.0 %Mechanics of Writing (includes spelling, punctuation, grammar, language use)

Surface errors are pervasive enough that they impede communication of meaning. Inappropriate word choice and/or sentence construction are used.

Frequent and repetitive mechanical errors distract the reader. Inconsistencies in language choice (register) and/or word choice are present. Sentence structure is correct but not varied.

Some mechanical errors or typos are present, but are not overly distracting to the reader. Correct and varied sentence structure and audience-appropriate language are employed.

Prose is largely free of mechanical errors, although a few may be present. The writer uses a variety of effective sentence structures and figures of speech.

Writer is clearly in command of standard, written, academic English.

5.0 %Paper Format (Use of appropriate style for the major and assignment)

Template is not used appropriately or documentation format is rarely followed correctly.

Appropriate template is used, but some elements are missing or mistaken. A lack of control with formatting is apparent.

Appropriate template is used. Formatting is correct, although some minor errors may be present.

Appropriate template is fully used. There are virtually no errors in formatting style.

All format elements are correct.

5.0 %Research Citations (In-text citations for paraphrasing and direct quotes, and reference page listing and formatting, as appropriate to assignment and style)

No reference page is included. No citations are used.

Reference page is present. Citations are inconsistently used.

Reference page is included and lists sources used in the paper. Sources are appropriately documented, although some errors may be present.

Reference page is present and fully inclusive of all cited sources. Documentation is appropriate and citation style is usually correct.

In-text citations and a reference page are complete and correct. The documentation of cited sources is free of error.

100 %Total Weightage