Fundamentals of Marketing FINAL

Fundamentals of Marketing Final Assessment: Outline and RubricPurpose of this Assessment
In this competency you learned about the role marketing plays in organizations, and what makes people
decide to purchase certain products. You also learned how to create value for a product or service, and
how to create a marketing plan. The purpose of this assessment is to apply what you have learned in this
competency in order to create a strategic marketing plan for an event of your choice. You will complete a
SWOT analysis to include in this plan, along with other elements discussed in this competency.
Items Required for Submission
1.
5-Page Strategic Marketing Plan for an Event of Your Choice
Step ONE:
Brainstorm an idea for an event you would like to market. Ideally, this would be something of interest to
you. Some examples might be a concert, a fair, a webinar, or a party. Once you decide on the type of
event you want to market, then you will include specifics. For example, if you decide on a party what
might it be for? A tea party for a nonprofit that supports children in Africa perhaps? Think about what
would inspire someone to attend, and build it around that.
Step TWO: Create Your SWOT Analysis Matrix
Based on the material you have covered in this competency, you will create a SWOT analysis in order to
evaluate the strengths, weaknesses, opportunities, and threats pertaining to your event. In this step, you
will start by creating a SWOT analysis matrix. For a review on SWOT analysis and a SWOT matrix, see the
Resources/Templates section below.
Final Assessment: Outline and Rubric
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Fundamentals of Marketing Final Assessment: Outline and Rubric
Step THREE: Write Your Strategic Marketing Plan
Create a 5-page strategic marketing plan. Your plan should include the following:
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Cover page with the company logo, title, organization name, date and your name.
Summary with the organization name, list of leaders within the organization with their titles/job
roles
Explanation of the business which should include what the organization does and what industry
it is in
Company and marketing department missions
Business objectives including the company initiatives and goals of the initiative
SWOT analysis
Market research that includes the industry, target audience/psychographics and competitive
analysis
Strategic marketing goals for the year
Key marketing metrics, i.e., what quantitative measures will be used to track success?
Marketing channels, i.e., channels/social networks
Budget, including the departmental budget and how you will allocate the budget
Step FOUR: Complete Checklist for Submission
Before you submit your work, check to see if you have met the criteria noted below. Did you:
✓
✓
✓
✓
✓
✓
✓
Come up with an idea for an event to market?
Ensure there are ample details about the event and potential attendees?
Create cover page that includes:
o Company Logo
o Title
o Date
o Your Name
Write a summary with:
o Company Name
o Leadership
o Business Explanation
Include the company mission and marketing department mission?
Include business objectives including:
o Company Initiative
o Initiative Goals
Include your SWOT analysis with reasoning for each component provided in a logical manner:
o Strengths
Final Assessment: Outline and Rubric
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Fundamentals of Marketing Final Assessment: Outline and Rubric
✓
✓
✓
✓
✓
✓
o Weaknesses
o Opportunities
o Threats
Include market research which includes:
o Industry
o Target
o Competitive analysis
Include key marketing metrics including quantitative measures you will use to track success?
Include share marketing channels including channels and social networks that will be utilized?
Ensure all of the required elements of the strategic plan are covered in full, and there is ample
detail for each section.
Include your budget, including
o Departmental budget
o How you will allocate the budget
Ensure your plan adheres to technical business writing standards.
Step FIVE: Submit Your Work
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Your completed files should be submitted through the Final Assessment page of your competency.
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Please note, for files smaller than 10MB (e.g., most Word documents), use the corresponding
“+UPLOAD STUDENT FILE” button to upload your Final Assessment documents. For larger files of
any type (e.g., voice over PowerPoint files, video presentations), please use the optional TEXT
EDITOR to provide a URL where your tutorial faculty can download your file.
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How you create a download URL is up to you, but various free online providers, including Google
Drive and Dropbox, offer this service. Please make sure that the URL you provide can be accessed
by anyone with the link. For further instructions on how to create public links for uploaded files,
consult the support pages for your chosen provider.
List of Templates/Resources Needed
While you learned about SWOT analysis in this competency, this website provides additional information
and a downloadable template for your SWOT matrix.
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SWOT Analysis: How to Develop a Strategy for Success
Final Assessment: Outline and Rubric
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Fundamentals of Marketing Final Assessment: Outline and Rubric
Scoring Rubric for Final Assessment
Criterion
Description of
Event and
Client Details
EMERGING
There is little to no
information
provided about the
event or potential
attendees.
SWOT Analysis
The SWOT analysis
is missing from the
marketing plan.
Strategic Plan
Details
There are missing
key elements from
the plan, which
hinder it from being
effective.
The plan includes
some of the
required elements,
however some
important aspects
are missing.
Technical
Business
Writing
There are several
spelling and
grammatical errors
in the marketing
plan. It is written in
an incoherent
manner. The page
requirement is not
met.
Spelling and
grammatical errors
can be found
throughout the
marketing plan. It is
written in a way
that partially gets
the ideas across.
There are less than
the required five
pages.
Final Assessment: Outline and Rubric
DEVELOPING
There is some
information about
the event or
potential
attendees, but not
enough to create
an effective
marketing plan.
SWOT analysis is
provided, however
there are missing
aspects and
reasoning is not
provided for each
component.
PROFICIENT
Details of the event
are covered, but
information about
the potential
attendees is
lacking.
EXEMPLARY
There are ample
details about the
event and potential
attendees.
Although the SWOT
analysis is included,
there are some
missing aspects and
sufficient reasoning
for them is not
always given or
does not always
make sense.
Most or all of the
required elements
are covered,
however they are
not elaborated
upon.
A detailed SWOT
analysis is included,
and reasoning for
each component is
provided in a logical
manner.
There are more
than five spelling or
grammatical errors
found throughout
the marketing plan.
Despite these, the
ideas are
understandable.
The five page
requirement is met.
All of the required
elements of the
strategic plan are
covered in full.
There is ample
detail for each
section.
There are no more
than five spelling or
grammatical errors.
The plan is written
in a way that clearly
gets the message
across. The five
page requirement
is met.
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