EMBA MKT 550 --
Marketing Plan Grading Rubric
Name:                                                                           Total Points Earned: 
 
 
Marketing Plan Elements
 
 
Points Possible
 
Points Earned
 
 
Comments
 
Marketing Plan Format Guidelines
Times Roman 12, Double Spaced, 1” margins all over the paper. Follow APA throughout the paper which includes citations and references.
 
Maximum page length = 15 pages
 
Table of contents:  organized, pages numbered, accurate. 
 
Be sure to cite references used  to collect secondary research to support  y our project and list them on a reference page at the end of your project.
 
Use headings to facilitate flow of  the paper.  Review paper for grammar, composition , and spelling mistakes. 
 
0 points
 
 
 
Points will be deducted from your score if these guidelines are not met, including exceeding the maximum page length.
 
Introduction
Company overview
Management team summary
Market opportunity overview
 
 
 
5 Points
            
 
 
Situation Analysis (Study internal and external environment of the organization)
Industry sector description
SWOT Analysis
Target Market Analysis
Demographic characteristics of market
Psychographic characteristics of market
Behaviors of target market
Strategies appealing to market
 
 
 
25 Points
 
 .
 
 
Marketing Mix
Product Strategy (Product Mix)
Pricing strategy
Distribution plan
Promotional message
Media plan
Promotion & advertising plan
Personal selling strategy
Positioning strategy
Competitive Analysis (Comparing organization with
Competitors’. Discuss the 4P’s of marketing mix with competitors’)
Competitors’ strengths
Competitors’ weaknesses
Organization’s competitive advantage
 
 
 
 
 
 
25 Points
 
 
 
Financial Analysis (Analyze the basic finance structure of the organization)
Starting capital
Budget/cash flow for purchases &
vendor list
Break-even analysis
Projected income & profit
Overall financial concerns/implications 
 
 
 
10 Points
 
 
 
Challenges to be addressed  to create best customer value proposition (should be factored  into recommended strategies)
Internal risks
External risks
 
 
5 Points
 
 
 
 Recommended Strategies/ Growth Plan and
Implementation Timeline (provide specific dates for two years in the future)
Description of growth plan
Strategies for market penetration
Strategies for product development
Strategies for market development
Strategies for diversification
 
Conclusion – identification of external variables that may impact the recommended strategies;
Main findings of the marketing plan
 
 
 
30 Points