485000 Fundamentals of Marketing, Advertising, Retailing & Sales
Semester Two, 2015
Marking Criteria for Marketing Essay

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CRITERIA
DISTINCTION
MERIT
ACHIEVED
NOT ACHIEVED
Analysis
Provides a convincing analysis of key marketing decisions and activity for the chosen brand, supported by clear links to relevant evidence.
Clearly analyses key marketing decisions and activity for the chosen brand. There may be some gaps, or inconsistencies with the evidence provided.
Identifies some key marketing decisions and activities for the chosen brand. In parts the discussion may be superficial or lack validity.
Identifies some marketing decisions and activity for the chosen brand but there are significant gaps or major flaws in the logic.
Critical thinking
Evaluates (makes judgement on) key marketing decisions and activity for the chosen brand. Ideas are insightful and well-justified.
Includes some evaluation of marketing decisions and activity for the chosen brand. Ideas may not be well-justified at times.
Discussion is largely descriptive, but some effort has been made to make judgements. Ideas lack justification.
Limited or no attempt to make judgements.
Application of concepts
Demonstrates sophisticated understanding of relevant marketing concepts and how they are linked.
Ideas are supported by relevant marketing concepts. There may be some gaps or minor inaccuracies in how they are applied.
Discussion reveals only superficial understanding of broad marketing concepts. Some errors in application of concepts.
Little or no application of marketing concepts, or major flaws in application.
Evidence
Selects interesting evidence that clearly illustrates and supports the key ideas in the report. Evidence is clearly presented.
Selects evidence that generally illustrates and supports most key ideas. There may be some gaps or minor lack of clarity as to its relevance.
Evidence is provided but is limited in range, or provides limited support for key points in the discussion.
No or very limited effort to provide relevant evidence.
Writing quality
Develops ideas logically and coherently through the report. Expresses