- Introduction
- Consumer Product Introduction is clear, concise and outlines the project goals. Extra credit given for executive summery Brand description is given
The consumer product and associated services: detailed description, product levels and USP, strengths and weaknesses. All areas covered in depth All areas covered with application Only some areas covered.
Limited detail Minimum covered
Limited detail Only one area covered
Little clarity
/5
/5
- Primary and secondary research Primary: A survey questionnaire is designed and questions are understandable, usable and data is collected using the survey
Graphs prepared from the survey. Explanations are given about the graphs Recommendations are made from the explanations
Secondary: Research of brand and customer segments was detailed and evidence provided. All areas covered in depth All areas covered with application Only some areas covered.
Limited detail Minimum covered
Limited detail Only one area covered
Little clarity
/5
/5
- Marketing Opportunities
A marketing opportunity is identified and explained in detail. It is discussed with reference to existing and new market segments using the product/market expansion grid. Market research is used in this discussion
If new market or new product is used they are defined.
If existing market or product is used it is described and detailed All areas covered in depth All areas covered with application Only some areas covered.
Limited detail Minimum covered
Limited detail Only one area covered
Little clarity
/10
- Segmentation and Targeting
• existing or new target market segment identified & defined using segmentation methods
• customer profile is created All areas covered in depth All areas covered with application Only some areas covered.
Limited detail Minimum covered
Limited detail Only one area covered
Little clarity
/10
- New marketing mix proposal Marketing mini proposal includes brief description of all four Ps:
Product:
Fully describe the product in terms of the core, actual and augmented levels. Product specification Packaging and labelling Services provided
Price:
three general pricing strategies – internal and external considerations – special pricing strategy
Place:
current and new distribution methods – Type of distribution
Promotion: mix of promotional elements are described and integrated All areas covered in depth All areas covered with application Only some areas covered.
Limited detail Minimum covered
Limited detail Only one area covered
Little clarity
/10
/10
/10
/10
- Life Display Application of the creative idea in a real life display of the new product and all the components of the marketing mix. Detailed coverage in the display All areas covered in the display
Only some areas were covered Minimum covered limited details Only very few areas were covered
/15 - English, grammar and formatting
References Spelling, punctuation, grammar and structure of report
APA system used. Citations are made correctly within the report. No mistakes; references accurate. Few mistakes; references are correct. Consistent mistakes references are correct. Many mistakes; some references incorrect. Many mistakes; all references incorrect.
/5
Total /100
ORAL DEFENCE – Presentation (10%)
Name of Student: ___________________________Student ID: _________
Students will be assessed based from the following:
Key Areas: Area Description: Very Weak Weak Acceptable Good Very Good
Mark allocation (up to): 2 4 6 8 10
Content Addressed key relevant points
Well-structured
Clear knowledge of presented topic
Discussion of the new ideas and the steps taken for the life display
Aesthetics Body language
Eye contact
Language Clarity
Appropriate speed
Management Preparations
Responded well to questions
Total Score (max 100):
Student member(s) who is / are absent will receive a zero for the presentation. Student groups who have completed the presentation are required to remain until the final presentation completion by all student groups. As assessable, it is the group’s responsibility to ensure time and team management.
Assessor Name:__________ Signature:__________
GRADE DESCRIPTORS
GRADE A: EXCELLENT
OVERALL, A VERY IMPRESSIVE AND EXCELLENT PIECE OF WORK. INCLUDES THE MAJORITY OF THE FOLLOWING FEATURES:
• Demonstrates an understanding of the task which may be beyond what is expected, but which is always relevant.
• Original perspective on the problems in question. Contextualization of sources and viewpoints and comprehensive evaluation of contributions. Insightful application of relevant theories in addressing the issues/questions.
• Use of wide range of relevant sources, which are integrated and critically evaluated.
• Well-structured and organized with a clearly developed line of reasoning. Appropriate length.
• Referencing follows consistent academic conventions with all references fully and accurately cited.
• Clear, articulate style with accurate spelling, word choice and grammar. Target band level surpassed by 1.0
Grade B: Good
OVERALL, A GOOD AND COMMENDABLE PIECE OF WORK. INCLUDES THE MAJORITY OF THE FOLLOWING FEATURES:
• Demonstrates sound understanding of the task. Presentation of points and arguments generally relevant to the question.
• Sustained commentary on evidence and materials used. Inclusion of appropriate critical perspective. Use of theoretical models in a relevant way to address the issues/questions.
• Sound understanding of main sources of literature, well summarized and used in a critical and relevant way.
• Clear structure and presentation. Control of length.
• Generally consistent and accurate referencing.
• Generally accurate spelling, word choice and grammar. Target band level surpassed by 0.5.
Grade C: Satisfactory
OVERALL, A SATISFACTORY PIECE OF WORK. INCLUDES THE MAJORITY OF THE FOLLOWING FEATURES:
• Understands main point of the task. Most points and arguments presented are relevant to the question.
• Adequate commentary on evidence and materials used. Some evidence of critical awareness. Use and understanding of theoretical models, but in a fairly pedestrian way.
• Adequate range of source material consulted. Clear understanding of the literature used.
• Good structure and presentation, minor problems in organization do not impede communication. Control of length
• Generally consistent referencing.
• Comprehensible spelling, word choice and grammar, inaccuracies do not impede meaning. Target band level achieved.
GRADE D: MARGINAL PASS
OVERALL, A BARE PASS. INCLUDES THE MAJORITY OF THE FOLLOWING FEATURES:
• Understanding of basic concepts and effort made to relate them to the question.
• Argument mainly descriptive points and/or points which requires greater substantiation. More development of ideas needed to sustain an argument. Identification of main issues, but little critical awareness.
• Some evidence of reading and understanding of the literature, but range and /or relevance very limited.
• Attempt made at coherent presentation, but ideas not well integrated. Length may be considerably off target.
• Some attempt at consistent referencing.
• Comprehensible spelling, word choice and grammar, although inaccuracies may sometimes impede meaning. Below the target band level.
GRADE F: FAILURE
OVERALL, A VERY POOR PIECE OF WORK. INCLUDES THE MAJORITY OF THE FOLLOWING FEATURES:
• Inadequate or misunderstanding of task. Purely descriptive account with little or no analysis.
• Irrelevant comments and/or assertions, which are not supported by meaningful evidence. Little evidence of integration of various sources to sustain an argument. Lack of any critical or appreciative framework.
• Few relevant sources used and/or little use of literature.
• Unstructured presentation and/or lack of coherence, which impedes understanding. Length problematic.
• Little or no attempt at consistent referencing.
• Major inaccuracies in grammar, word choice and spelling. Well below the prescribed proficiency IELTS.