Marketing Plan Rubric
BA 11 – FUNCTIONAL AREAS OF BUSINESS OPERATION
 Submit a completed marketing outline or plan
 Present a PowerPoint presentation to the class
Marketing Plan Outline-
Categories
1-Company/Industry Overview
a. Profile/History
b. SBU’s
c. Mission & Vision
d. SWOT Analysis
e. Goals and Objectives
2-Market Analysis/Environmental
Audit
a. Environmental Audit
b. Product Life Cycle Identified
3-Competitive Analysis-Identify:
a. Competition-Direct/Indirect
b. Market Share Breakdown
c. Competitive Advantage
d. Product Positioning
e. Industry Analysis
4-Consumer Analysis/Profile
a. Market Segmentation
b. Consumer Demographics
c. Target Audiences
d. Market Research
5-Strategy-Ansoff’s Matrix
6-Market Mix Analysis-5 P’s
a. Product
b. Place
c. Price
d. Promotion
e. People/Customer Service
7-Recommendations/Conclusion
Technical Elements
Team Presentation
Team Score
TOTAL POINTS
Existing Co. New Co. Includes-
New Product New Product the following
20 30
Brief description of the company
Strategic Business Units
Mission & Vision statements
Strengths, Weaknesses, etc.
Resources to achieve goals?
10 20
6 Factors Identified
Where is your product/service in
the Product Life Cycle?
20
Who/where are the competitors?
What/who is the market?
What is your advantage?
Perception of product by consumer
Describe the industry
20 20
How did you segment this market?
Age, education, gender, income?
What is the target market?
What type of research to do?
10 10 Which strategy will you use & why?
10 10
How does your product or service
fit into the Market Mix?
Did you explain each?
5 5 Conclusion
5 5 PPTS, Citations, Outline
50 50 PPT presentation of key elements
150 150 Total Possible: 150 points