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Marketing Project Assessment Rubric

Scale
Max Score: 100 Weight 4 3 2 1 0
Report Content (56%)
Identification of the scope of the 2 All marketing issues Most of the Some of the Very few of the Scope of the
marketing problem/ Brand issues have been correctly marketing issues marketing issues marketing issues marketing problem
identified have been correctly have been correctly have been not defined
identified identified correctly identified
Understanding of the competitive 1 Detailed Adequate Some understanding Very little Competitive
environment understanding of the understanding of the of the competitive understanding of environment not
competitive competitive environment the competitive defined at all
environment environment environment
Need for primary research including 2 All primary research Most primary Some primary Very few primary Primary research
sampling requirements clearly research research research requirements not
identified requirements clearly requirements are requirements are mentioned
identified identified identified
Secondary research & identification 2 Detailed secondary Adequate secondary Some secondary Very little No reference to any
of sources research conducted research conducted research conducted secondary secondary research
& sources completely & sources completely and sources are research
identified identified identified conducted
Description of the target consumer 2 Provides detailed Provides adequate Some elements of Very few elements No demographic or
demographic and demographic and demographic/ of demographic/ psychographic
psychographic psychographic psychographic psychographic information is
information information information provided information provided
provided
Role of the 4 Marketing Ps: 1 All aspects of the 4 Most aspects of the 4 Some aspects of the Very few aspects No reference to 4
Product, Price, Place and Promotion Marketing Ps are Marketing Ps are 4 Marketing Ps are of the 4 Marketing Marketing Ps
covered covered covered Ps are covered

Marketing strategy (Segmentation, 1 All aspects of the Most aspects of the Some aspects of the Very few aspects Marketing strategy
Targeting & Positioning) marketing strategy marketing strategy marketing strategy of the marketing is not covered
are covered are covered are covered strategy are
covered
Marketing Strategy – Addressing 2 Addresses all aspects Addresses most Addresses some Addresses very Marketing strategy
the problem defined of the marketing aspects of the aspects of the few aspects of the proposed is not
problem defined marketing problem marketing problem marketing related to the
defined defined problem defined problem defined

Milind Sattur- Rubric for Assessment of Marketing Projects Page 1


Metrics for evaluation of success of 1 All expected metrics Most expected Some metrics Very few metrics No metrics
the proposed marketing strategy have been proposed metrics have been proposed have been proposed at all
proposed proposed

Weight 4 3 2 1 0

Presentation (20%)
Presentation flow and structure 2 Entire presentation is Most of the Some parts of the Very few parts of Presentation flow
well structured and presentation is well presentation are well the presentation needs substantial
has logical flow structured and has structured and have are well structured improvement
logical flow logical flow and have logical
flow
Standards of professional work- 1 Meets all Meets professional Meets professional Meets professional Presentation
neatness, use illustrations, graphs, professional standards to a great standards to some standards to very document needs
tables and animations appropriately standards extent extent little extent substantial
improvement
Q&A Management- Extent to which 2 All questions Most questions More than half the Less than half the No questions were
the group appropriately responded answered answered questions were questions were answered
to the Q&A session after the satisfactorily satisfactorily answered answered
presentation satisfactorily satisfactorily

Critical reflection & Peer


assessment (24%)

Transfer of classroom learning/ 2 Is fully Is demonstrated to a Is demonstrated to Is demonstrated Is not


theory to actual practice demonstrated great extent some extent to a little extent demonstrated at all

Experiences associated with the 2 Makes reference to Reports events, Reports events and Reports events No events reported
learning process/ process of the socio-political mulls over reasons provides reasons with no attempt to at all
working within a group (Wolf, context in which exploring based on personal provide reasons
n.d.) events take place alternatives judgment
and decisions are
made
Overall contribution to the project 2 Contribution across 2 Contribution on at Contribution on at Contribution on at No reference to
based on peer assessment (or more) aspects least any one aspect least any one aspect least any one contribution by any
recognized by all recognized by all recognized by at aspect recognized team members
team members team members least half the team by one team
members member

Milind Sattur- Rubric for Assessment of Marketing Projects Page 2


Peer & Self Assessment- to be filled in confidentiality

Please identify not more than two members (including yourself) who made most
valuable contribution to the group project taking into account both significance and
effort:
Group Name:______________________ Members
Your Name :_______________________ Yourself A B C D
Active participation in the discussions on the
project
Research/ data gathering
Report writing
Proposed marketing strategy
Creation of the presentation

Reporting of Overall Project Score

Grade Interpretation (Both conditions must be satisfied)

A Report & Presentation 65+ & 18+ in critical reflection & peer assessment

B Report & Presentation 57+ & 14+ in critical reflection & peer assessment

C Report & Presentation 50+ & 10+ in critical reflection & peer assessment

D Report & Presentation 44+ & 6+ in critical reflection and peer assessment

E Total less than 50

Milind Sattur- Rubric for Assessment of Marketing Projects Page 3

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