Theodor Levitt.

Using United Airlines as an example, identify each of the different levels of product (e.g., core value, expected product, etc.) as defined by Theodor Levitt.

Essay rubric 2019 (1)

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Criteria Ratings Pts

Edit criterion description Delete criterion row

This criterion is linked to a Learning Outcome Main Idea: _4552

Essay reflects thoughtful insight into the topic of the articles. citing supporting references.

view longer description Essay reflects thoughtful insight into the topic of the articles. citing supporting references.

Range

threshold: pts

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10.0 to >7.0 pts

Excellent

Demonstrates exceptional insight with two or more supporting references.

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7.0 to >4.0 pts

Good

Demonstrates higher than average insight with one supporting references.

_7927

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4.0 to >1.0 pts

Poor

Demonstrates average insight with one supporting reference.

_7599

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1.0 to >0 pts

Unacceptable

Demonstrates lack of insight into the topic of discussion and does not include supporting references.

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pts  

 / 10.0 pts 

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This criterion is linked to a Learning OutcomeSupporting Position and Rationale _9241

Position is stated, and rationale is provided.

view longer descriptionPosition is stated, and rationale is provided.

Range

threshold: pts

Edit ratingDelete rating

10.0 to >7.0 pts

Excellent

Clearly states position and provides excellent rationale.

_454

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7.0 to >4.0 pts

Good

Much of the position and rationale are states position and provides.

_6174

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4.0 to >1.0 pts

Poor

States position but does not provide strong supportive rationale.

_5740

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1.0 to >0 pts

Unacceptable

Does not clearly state position or provide supportive rationale.

_2135

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pts  

 / 10.0 pts 

Edit criterion descriptionDelete criterion row

This criterion is linked to a Learning OutcomeOrganization _3963

The essay is structured logically. 1) Main points are distinguished. 2) Ideas are linked with transitions, and 3) Paragraphs are properly unified.

view longer descriptionThe essay is structured logically. 1) Main points are distinguished. 2) Ideas are linked with transitions, and 3) Paragraphs are properly unified.

Range

threshold: pts

Edit ratingDelete rating

10.0 to >7.0 pts

Excellent

Paper is well-organized and are very easy to follow. All the elements are demonstrated.

_5124

Edit ratingDelete rating

7.0 to >4.0 pts

Good

Two of the elements are demonstrated, OR much of the flow of information is organized and easy to follow.

_6634

Edit ratingDelete rating

4.0 to >1.0 pts

Poor

One element is demonstrated, OR the flow of information is disorganized and difficult to follow.

_8446

Edit ratingDelete rating

1.0 to >0 pts

Unacceptable

None of the three elements are demonstrated. The essay is disorganized and very difficult to follow.

_3411

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pts  

 / 10.0 pts 

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This criterion is linked to a Learning OutcomeNetiquette and Timely Submission _4890

Utilize proper netiquette including language, spelling, and grammar; and submit on or before due time.

view longer descriptionUtilize proper netiquette including language, spelling, and grammar; and submit on or before due time.

Range

threshold: pts

Edit ratingDelete rating

10.0 to >7.0 pts

Excellent

Excellent demonstration of netiquette with accurate spelling and grammar. References are correctly cited. Submission is on or before due time.

_1245

Edit ratingDelete rating

7.0 to >4.0 pts

Good

Higher than average demonstration of netiquette with several spelling or grammar errors. References are mainly correctly cited. Submission is on or before due time.

_2576

Edit ratingDelete rating

4.0 to >1.0 pts

Poor

Average demonstration of netiquette with quite some spelling and/or grammar errors; and/or References are not correctly cited; and/or submission is delayed (within 3 days).

_7717

Edit ratingDelete rating

1.0 to >0 pts

Unacceptable

Poor demonstration of netiquette with numerous spelling and/or grammar errors; and/or reference are not correctly cited; and/or submission is seriously delayed (more than 3 days).

_222

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pts  

 / 10.0 pts 

Edit criterion descriptionDelete criterion row

This criterion is linked to a Learning OutcomeDescription of criterion

view longer description

Range

threshold: 5 pts

Edit ratingDelete rating

5to >0 pts

Full Marks

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Edit ratingDelete rating

0to >0 pts

No Marks

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This area will be used by the assessor to leave comments related to this criterion.

pts  

 / 5 pts 

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