GROUP #
| Element | Points | Expectations | Comments |
| Opportunity | 20 | Identify the unmet need and describe new product Suggested pages: 1-2 pages |
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| Environmental Factors | 20 | Correctly and succinctly discuss each of the macro-environmental factors as relevant to your new product Suggested pages: 2-3 pages |
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| Marketing Strategy: STP | 30 | Segmentation, targeting and positioning Suggested pages: 3-4 pages |
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| Marketing Research Plan | 10 | What research is necessary, research objectives, data, etc. Suggested pages: 1-2 pages |
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| Marketing Mix: 4Ps | 30 | Correctly identify how each marketing mix elements should be modified to capitalize on/minimize the opportunities/threats identified in the macro-environmental analysis. Suggested pages: 5-6 pages |
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| Conclusion | 10 | Persuasive pitch for new product Suggested pages: 1 page |
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| Creativity | 10 | Evidence of original thought from need identification through execution of 4Ps |
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| Professional writing and critical thinking | 20 | See detailed rubric below (writing rubric applied to entire paper) |
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| Total points | 150 |
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| 1 – Developing | 2/3 – Acceptable | 4 – Effective | 5 – Exemplary | Points |
| Analysis (5 points) | Unclear and undeveloped ideas; Analysis simply involves restating information. | Some analysis done but somewhat shallow; Some supporting evidence. | Careful analysis; Good supporting evidence for conclusions. | Clear and effective support of central idea; Detailed analysis providing insights. |
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| Organization (5 points) | Lack of focus with few ideas around a central theme; Does not lead up to any clear conclusions. | Some of the ideas are presented well; Others are lacking; offers plausible conclusion(s). | Ideas are well organized and help the reader move along; The key points are presented but does not demonstrate in-depth understanding. | Logical arrangement and smooth flow. Introduction and conclusion present. Relevant, quality details give the reader important information. |
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| Research (5 points) | Collects minimal information; Weak or no link between main idea and evidence. | Collects adequate information about the theme but not much about related ones. | Collects adequate information about the theme and demonstrate link between evidence and theme. | Substantial support of ideas through varied and appropriate details; Includes exhaustive information including all the background. |
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| Writing Style (5 points) | Problems with word choices and sentence structure; Distract the reader with unprofessional tone. | Words and sentences are adequate but lack energy; Reader has to struggle to keep reading to the end. | Good writing style; Sentences flow smoothly and evenly. | Compelling writing style; Connects strongly with the reader and keeps him or her engaged right to the end. |
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| Total: |
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