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Marketing Essay Assignment on 560 Milestone One Guidelines and Rubric

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Marketing Essay Assignment on 560 Milestone One Guidelines and Rubric

   

3-1 Final Project Milestone One: Context, Need, Pricing
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Instructions
If you would like feedback on your paper prior to submitting Milestone One, visit the SNHU Online Writing Center in the Academic Support module. They guarantee a 48-hour turnaround.

When you are ready, submit your Milestone One document on context, need, and pricing.

For additional details, please refer to the Milestone One Guidelines and Rubric document and the Final Project Guidelines and Rubric document.

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Rubric Name: MBA 560 Milestone One Rubric
This table lists criteria and criteria group name in the first column. The first row lists level names and includes scores if the rubric uses a numeric scoring method.
Criteria
Proficient
Needs Improvement
Not Evident
Criterion Score
Context: Brand Description
8 points
Describes the key features of the company’s brand and how these features drive business decisions

5.6 points
Describes the key features of company’s brand and how they drive business decisions, but response omits key features, contains inaccuracies, or connections between brand and decisions are perfunctory

0 points
Does not describe key features of company’s brand and how these features drive business decisions

/ 8
Context: Fit
8 points
Assesses how new idea fits with company’s existing brand and how that impacts business plan, supported by relevant research and analysis

5.6 points
Assesses how new idea fits with company’s existing brand and impact on business plan, supported by research and analysis, but response is cursory, omits key details, contains inaccuracies, or support is not relevant

0 points
Does not assess how new idea fits with company’s existing brand and how that impacts business plan, supported by research and analysis

/ 8
Context: Effectiveness
8 points
Evaluates effectiveness of existing branding efforts, including implications for new product or service, supported by relevant analysis

5.6 points
Evaluates effectiveness of existing branding efforts, including implications for new product or service, supported by analysis, but response is cursory, omits key details, contains inaccuracies, or support is not relevant

0 points
Does not evaluate effectiveness of existing branding efforts, including implications for new product or service, supported by analysis

/ 8
Need: Target Market: Basic Demographics
8 points
Defines key demographic features of target market and analyzes why they are a good choice, supported by relevant research

5.6 points
Defines demographic features of target market and analyzes why they are a good choice, supported by research, but response is cursory, omits critical features, contains inaccuracies, or support is not relevant

0 points
Does not define key demographic features of target market and analyze why they are a good choice, supported by research

/ 8
Need: Target Market: Psychographics
8 points
Defines other behavioral or psychographic characteristics of target market, and analyzes why they are a good choice, supported by relevant research

5.6 points
Defines other behavioral or psychographic characteristics of target market, and analyzes why they are a good choice, supported by research, but response is cursory, omits key characteristics, contains inaccuracies or support is not relevant

0 points
Does not define other behavioral or psychographic characteristics of target market, and analyzes why they are a good choice, supported by research

/ 8
Need: Want or Need
8 points
Analyzes how new product or service meets a specific want or need of target market, supported by relevant market research

5.6 points
Analyzes how new product or service meets a specific want or need of target market, supported by market research, but response is cursory, omits key details, contains inaccuracies, or support is not relevant

0 points
Does not analyze how new product or service meets a specific want or need of target market, supported by market research

/ 8
Need: Why
8 points
Defends choice of target market relative to product success, based on analysis of target market’s characteristics, needs, and wants

5.6 points
Defends choice of target market relative to product success based on analysis of target market’s characteristics, needs, and wants, but defense is cursory, illogical, contains inaccuracies, or is not well-supported

0 points
Does not defend choice of target market relative to product success, based on analysis of target market’s characteristics, needs, and wants

/ 8
Pricing: Costs
8 points
Determines fixed and variable costs associated with new good or service and how costs fit with company objectives, supporting narrative with table showing calculations and assumptions

5.6 points
Determines fixed and variable costs and how fit with company objectives, supporting narrative with table showing calculations and assumptions, but response omits key details, contains inaccuracies, or is based on faulty assumptions

0 points
Does not determine fixed and variable costs associated with new good or service and how costs fit with company objectives, supporting narrative with table showing calculations and assumptions

/ 8
Pricing: Pay
8 points
Judges how much target market is willing and able to pay for product or service, using target market analysis and research on close competitors’ prices to justify response

5.6 points
Judges how much target market is willing and able to pay for product or service, using target market analysis and research on close competitors’ prices to justify response, but response is cursory, contains inaccuracies, or is not well-supported by research and analysis

0 points
Does not judge how much target market is willing and able to pay for product or service, using target market analysis and research on close competitors’ prices to justify response

/ 8
Pricing: Preferences
8 points
Evaluates whether targeted consumers are willing and able to pay more for product or service if it aligns with their preferences for corporate social responsibility, justifying response with evidence

5.6 points
Evaluates whether targeted consumers are willing and able to pay more for product or service if it aligns with their preferences for corporate social responsibility, justifying response with evidence, but response is cursory, contains inaccuracies, or is not well-supported by evidence

0 points
Does not evaluate whether targeted consumers are willing and able to pay more for product or service if it aligns with their preferences for corporate social responsibility, justifying response with evidence

/ 8
Pricing: Strategy
8 points
Justifies pricing strategy and price selection for new product or service in light of analysis

5.6 points
Justifies pricing strategy and price selection for new product or service in light of analysis, but justification is cursory, illogical, contains inaccuracies, or is poorly-supported

0 points
Does not justify pricing strategy and price selection for new product or service in light of analysis

/ 8
Writing
12 points
Submission has no major errors related to grammar, spelling, organization, or citation style

8.4 points
Submission has some errors related to grammar, spelling, organization, or citation style that negatively impact readability and articulation of main ideas

0 points
Submission has critical errors related to grammar, spelling, organization, or citation style that prevent understanding of ideas

/ 12
Rubric Total Score
Total
/ 100
Overall Score
Overall Score
Points earned out of 100
71 points minimum
The overall submission earned 71 points or more. Final calculation of grades can be found in the gradebook.
Points earned out of 100
1 point minimum
The overall submission earned 1 points or more. Final calculation of grades can be found in the gradebook.
Points earned out of 100
0 points minimum
The overall submission earned 0 points or more. Final calculation of grades can be found in the gradebook.

 
 
 
 
 
 
 
 

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