MARKETING PLAN RUBRIC TEMPLATE

MARKETING PLAN NAME	DATE
REVIEWER NAME
RUBRIC	SCORE	SCORING SCALE	TOTAL
EXCEPTIONAL; Expectations Exceeded	4	EXCEPTIONAL	82 – 88
SATISFACTORY; Standards Met	3	SATISFACTORY	71 – 81
NEEDS IMPROVEMENT; Standards Partially Met	2	NEEDS IMPROVEMENT	60 – 70
UNSATISFACTORY; Standards Not Met	1	UNSATISFACTORY	0 – 59
PRODUCT / CLIENT STATUS	4	3	2	1
Provides comprehensive details of products / services
Clearly outlines customer's point of view
Provides product / service competitive position; Names key competitors
PRODUCT / CLIENT STATUS TOTAL SCORE	WEIGHT	1
MARKET ANALYSIS	4	3	2	1
Current marketing efforts and knowledge of competitors and customers define client's status in current market
Outlines major industry trends to inform and identify offering's immediate opportunity
Includes comprehensive customer profiles and description of buying roles, behaviors, and customer decision-making process
Completes SWOT analysis: Competition
Completes SWOT analysis: Product / Client
Provides primary research results (surveys, focus groups, interviews, etc.); Justifies plan for data collection / provides facts
MARKET ANALYSIS TOTAL SCORE	WEIGHT	1

BUSINESS PROPOSAL	4	3	2	1
Provides effective mission statement relevant to the business
Strategy identifies and validates key assumptions
Short and long-term goals are attainable and time bound
Demographics clearly identify target market, meets wants and needs
BUSINESS PROPOSAL TOTAL SCORE	WEIGHT	1
STRATEGIES AND ACTION PLAN	4	3	2	1
Provides clear evidence of supplying product / service
Provides pricing structure and determination method
Provides target market location with evidentiary explanation
Promotional material clearly provides what, where, when, and why
Provides clearly determined market unique selling position
STRATEGIES AND ACTION PLAN TOTAL SCORE	WEIGHT	1
BUDGET	4	3	2	1
Provides complete income statement; Demonstrates reasonable return on investment (ROI); Calculations are accurate and properly organized
BUDGET TOTAL SCORE	WEIGHT	2
EVALUATION	4	3	2	1
Data and criteria evaluations demonstrate a comprehensive understanding of product / service offered
EVALUATION TOTAL SCORE	WEIGHT	1
TECHNICAL BUSINESS WRITING	4	3	2	1
Demonstrates proper grammar and correct spelling; Properly cites source references; Formats plan correctly and pleasingly
TECHNICAL BUSINESS WRITING TOTAL SCORE	WEIGHT	1
OVERALL MARKETING PLAN TOTAL SCORE

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