Marking criteria and standards (Marketing Report) 30%

Marking criteria and standards (Marketing Report) 30%

The following marking criteria and standards will be applied to the Marketing Report submission.

CRITERIA STANDARDS Analysis of the Segments profile. There is only minimal or no reference to the segment profile. Poorly stated profile with no link to their consumer behaviour. Some general coverage of the profile of the Segment with limited attempt to outline key factors that might influence the Segments behaviour and subsequent impact on marketing strategies to be developed. Good coverage of profile of the Segment and attempt to outline key factors that might influence the Segments behaviour and subsequent impact on marketing strategies to be developed. However, there might be some conceptual errors. A comprehensive profile of the Segment and relevant factors that influence their behaviour is developed and presented. 1 2 3 4 5 Decision Making Process Minimal attempt to identify the decision making process in alignment with the segment and product choice. Limited identification of the decision making process in alignment with the segment and product choice. Satisfactory identification of the decision making process in alignment with the segment and product choice. Good identification the decision making process in alignment with the segment and product choice. Exemplary identification of the decision making process in alignment with the segment and product choice. 1 3 4 6 7 Competitor analysis Minimal competitor analysis with no clear assessment of competitive situation

Some competitor analysis but superficial assessment of competitive situation

Satisfactory competitor analysis with a good assessment of competitive situation

Adequate competitor analysis with a good assessment of competitive situation

Excellent competitor analysis with clear assessment of competitive situation 1 2 3 4 5 Application of the 4Ps Response to this section is limited, where the marketing mix elements used are largely undeveloped. Ideas about the 4Ps could be improved. Satisfactory coverage of the marketing strategy covering 4P. Some elements may lack focus. Tendency to over-generalise ideas. Adequate coverage of the marketing strategy covering 4Ps but include better justification. Some elements may lack focus. Good coverage of the marketing strategy using all 4Ps however, some areas need further justification or explanation Fully addresses all parts marketing mix. Cohesive presentation of the 4Ps and well justified. 2 4 6 8 10 Referencing and Paraphrasing

Poor in-text citations and/or incomplete bibliography provided and/or content may be poorly paraphrased. Satisfactory in-text citations, paraphrasing and bibliography, with some errors Good in-text citations, paraphrasing and bibliography in all respects. 1 2 3 Total / 30%