I. TRAIT Amount and quality of research conducted and strategic audit undertaken: Relevant theoretical principles, models, frameworks and research methods need to be identified and applied to the strategic audit.
AACSB Assurance of Learning: Business Exercise – Contents of the Campaign Does Not Yet Meet Expectations Little or no theoretical models, principles and framework are used. No or little secondary and primary research is conducted.
Meets Expectations
Exceeds Expectations
Demonstrates the use of theoretical principles, models and framework with a good application. Good secondary research is conducted. Evidence of primary research is present.
Demonstrates the use of variety of theoretical principles, models and framework with critical application. Good secondary and primary research is conducted.
Amount and quality of analysis and research undertaken into the chosen segment: Relevant theoretical frameworks and research methods need to be identified and applied to the segmentation.
No theoretical framework is applied to the segmentation. No or little secondary and primary research is undertaken into the chosen segment.
Demonstrates the application of the theoretical framework to the segmentation. Good secondary research is undertaken into the chosen segment. Evidence of primary research is present.
Demonstrates the use of variety of theoretical frameworks to the segmentation. Good secondary and primary research is undertaken into the chosen segment.
Clearly written SMART objectives: Set of marketing communication objectives which are formed using the following principles, (1) being specific, (2) being measurable, (3) being achievable, (4) being realistic, (5) being time-constrained, (6) integrated and underpinned by the strategic audit and the analysis of the segment.
Set of objectives which are partially specific, measurable, achievable, realistic, or timeconstrained and presented as set of unrelated individual marketing communication objectives.
Set of marketing communication objectives which are specific, measurable, achievable, realistic, time-constrained, and integrated.
Set of marketing communication objectives which are specific, measurable, achievable, realistic, time-constrained, integrated and underpinned by the strategic audit and the analysis of the segment.
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Creativity and originality of the campaign theme: Imaginative objectives, ideas and approaches to the campaign.
Work is unimaginative and simplistic.
Work presents good and interesting ideas which have been applied in the existing marketing communication campaign(s).
Work presents original ideas for the campaign theme.
Appropriateness and quality of campaign theme: Insightful and realistic objectives, ideas and approaches to the campaign.
Work lacks cohesion and logically linked ideas, which are underpinned by research and analysis.
Work presents a cohesive story, which is grounded on the research and analysis.
Work presents a cohesive story of the campaign with direct link to the strategic audit, objectives and creative direction. Creative direction of the campaign is realistic.
Relevance of marketing communication strategy: Clearly defined and justified marketing communication strategy, underpinned by the strategic audit and marketing communication objectives.
Marketing communication strategy is acknowledged and defined.
Marketing communication strategy is well defined with good justification provided.
Marketing communication strategy is defined with exceptional justification provided.
Quality and relevance of marketing communication tools: Insightful, imaginative, realistic and integrated set of marketing communication tools justified and underpinned by the strategic audit, segmentation, objectives, and strategy.
Marketing communication tools are proposed and discussed briefly.
Marketing communication tools are integrated and discussed in details (i.e. channels, budget, and schedule).
Marketing communication tools are insightful, imaginative, and realistic, integrated, exceptionally justified and discussed in details (i.e. channels, budget, and schedule).
(Cont. on the next page)
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Level of critical analysis and deduction / quality of recommendations: Work should show an appropriate application of critical analysis using different areas of knowledge.
Work is descriptive with little evidence of debate. Work shows little or no understanding and application of the key conceptual knowledge that relates to the area under investigation. Where it is, the conceptual knowledge is not used to develop and/or support ideas. No real conclusions from analysis. Unsupported generalisations made. The marketing communication plan seems arbitrary or abstract.
Critical analysis is present. Student interrogates the literature with good application of conceptual knowledge supporting coherent arguments and informing the whole study. The conceptual knowledge is used to develop and support ideas; thus evidence of strong logic and debate is clear. Work shows clear evidence of analysis. Work shows a reasonable understanding and application of the key conceptual knowledge that relates to the area under investigation. The conceptual knowledge is used to support ideas.
Demonstrates very high level of critical appraisal and judgment in analysis, evaluation and synthesis of material. Demonstrates an ability to diagnose and apply appropriate and selective conceptual knowledge to a practical problem/situation in order to produce valid, creative/original solutions which are logical, meaningful and effective. Highly developed critical insight has informed the marketing communication plan. An excellent plan which can be clearly implemented. The work shows very high level of awareness of limitations and contradictions.
Quality and appropriateness of creative inputs to the content and delivery of the presentation: Illustration of ideas, where appropriate and relevant, in the form of visual cues, i.e. video, images etc.
Decisions and ideas are inconsistent. No or little supporting evidences and creative materials are illustrated. Where it is, no link is evident with the decisions and recommendations that are made.
Decisions and ideas are logical. Some supporting evidences and creative materials are illustrated and support well the decisions and recommendations that are made.
Decisions and ideas are of a very high standard, likely to be highly stimulating. Supporting evidences and creative materials are well selected, collated, illustrated and support decisions and recommendations that are made. (End)
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II. TRAIT
AACSB Assurance of Learning: Business Exercise – Effective Pitching of the Campaign
Does Not Yet Meet Expectations
Meets Expectations
Exceeds Expectations
Engagement: ownership of presentation environment; eye contact; body language; enthusiasm for the subject; internalisation of scenario.
Evidences difficulty in taking ownership of the presentation environment and presents with a lack of confidence and audience rapport. Over-reliant upon reading and not ‘in character’.
Evidences effective ownership of the presentation environment and is generally comfortable presenting, establishing good audience rapport and generally remaining ‘in character’.
Organisation: coherence; sequencing; editorial control; effective introduction and conclusion; timekeeping.
The presentation is poorly structured, with little or no coherent sequencing; required material covered insufficiently or not at all, and content overlap. Little editorial control. Poor timekeeping.
The presentation is generally coherently structured, with logical sequencing. Most required material is covered, though there are minor gaps and/or overlap. Good timekeeping.
Evidences natural ownership of the presentation environment and presents confidently and authentically, establishing credible audience rapport and remaining ‘in character’ throughout. The presentation is very coherently structured, with logical sequencing. All required material is covered, evidencing very good editorial control. Excellent timekeeping.
Spoken delivery: tone, pace, clarity and projection; accuracy and appropriateness of register, expression and terminology.
Delivery requires major improvements in respect of the ability to present with appropriate tone, pace, clarity and projection. Register, expression and terminology require refinement.
Delivery requires minor improvements in respect of tone, pace, clarity and projection, but is generally sound. Register, expression and terminology are appropriate to the scenario.
Delivery is excellent in respect of tone, pace, clarity and projection. Register, expression and terminology are nuanced to the scenario and the audience.
Slides: design, animation, loading, visuals; accuracy of language; referencing (individual slides & Bibliography); harmonisation.
Slides evidence a lack of editorial control and harmonisation, with inconsistent loading and animation. Insufficient thought has been put into slide design. Poor referencing.
Slides evidence reasonable editorial control, though scope for further harmonisation in respect of loading and animation. Good slide design. Generally appropriate referencing.
Slides evidence excellent editorial control, with good harmonisation in respect of loading and animation. Very good slide design. Effective referencing throughout.
Group dynamics: layout of room; team introduction; accessories, handovers; team cohesion.
Little sense of teamwork, with group cohesion lacking. No attempt to harmonise in respect of accessories or dress, poor handovers, with names not used. Poor body language.
Good sense of teamwork and group cohesion. Evidence of attempts to harmonise in respect of accessories or dress, general smooth handovers, with names used. Good body language.
Strong sense of teamwork and group cohesion. Evidence of harmonisation in respect of accessories and dress, consistently smooth handovers, with names used. Excellent body language.
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