BCO211 STRATEGIC MARKETING Final Assessment – Task brief & rubrics
Task: Marketing Plan
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• Individual task. • Students will develop a Marketing Plan for the same brand that they analyzed in the Mid-term. The Plan is to be focused on a fictional product launch,
and the document should follow the following sections: 1. Executive Summary 2. Mission and Vision 3. Situation Analysis 4. Target (Develop 2 Buyer Personas) 5. Objectives (Develop 2 Objectives and their respective KPI) 6. Strategic Approach 7. Tactics and Channels 8. Implementation 9. Evaluation and Control
• Students are to work with the brand that was already assigned to them for the Mid-term Assessment. • Students are free to use all the Marketing models learnt in class as they see fitting the most for each one of the Plan’s sections.
Submission: Week 12 – Via Moodle (Turnitin). Sunday, January 9th, by 23:59 CEST time.
Weight: This task is a 40% of your total grade for this subject. Formalities:
• Wordcount: 1500 – 2000 words. • Cover, Table of Contents, References and Appendix are excluded of the total wordcount. • Font: Arial 12,5 pts. • Text alignment: Justified. • The in-text References and the Bibliography have to be in Harvard’s citation style.
It assesses the following learning outcomes:
• understand the place of the marketing plan in the overall business plan and apply the knowledge on practice • apply the analytical frameworks used to assess the major decisions facing marketing managers as they attempt to harmonize organizational goals and resources
with market needs and opportunities • illustrate how to monitor the dynamic changes in the external environment • analyze and forecast the future needs for resources in the internal environment of corporations.
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge & Understanding
Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.
Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.
Student understands the task and provides minimum theory and/or some use of vocabulary.
Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Student applies fully relevant knowledge from the topics delivered in class.
Student applies mostly relevant knowledge from the topics delivered in class.
Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.
Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident.
Student makes an excellent, fully relevant Marketing Plan for the brand explored.
Student makes a good proposal for the Marketing Plan brand explored, with minor errors.
Student makes a fair proposal. Some issues arise that would make the proposal difficult to be implemented.
Student makes an unclear or invalid proposal, with many errors or misunderstandings.
Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck. Citations and References are addressed properly.
Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck. Citations and References are addressed with minor errors.
Student communicates their ideas with some clarity and concision. Wordcount slightly over limit. Some misspelling errors. Citations and References are not addressed properly.
Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident. Citations and References are absent.