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PERFORMANCE MANAGEMENT ASSIGNMENT

Assignment Title: Behaviourally Anchored Rating Scales (BARS)

Profile: Digital Marketing Consultant

Submitted to: Dr. Saleena Khan

Submitted by: Chitvan Daulani

Roll no.: 202032065
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Job Description
Job Title: Digital Marketing Consultant

Job Location: Delhi

Reporting to: Digital Marketing Manager

Responsibilities:

• Determining the most suitable business models for start-up businesses.

• Developing suitable digital marketing strategies based on clients' business models.

• Evaluating brands' target customers to identify the social media channels that would
provide the best opportunities for customer engagement.

• Calculating clients' return on ad spend (ROAS) and comparing it against industry

averages.

• Evaluating clients' marketing budgets and allocating spending on various marketing

needs accordingly.

• Assisting clients in launching new websites and apps.

• Assessing clients' current digital marketing strategies and suggesting improvements

accordingly.

• Performing SEO audits to identify various issues impacting clients’ search engine
performance.

• Identifying new opportunities to encourage customer engagement.

Job Specification
Qualification: MBA (Marketing)

Experience: 0-2 years in Digital Marketing

Skills:

• Organizational skills
• Management skills
• Project Management skills
• Communication skills
• Creativity
• Analytical and problem-solving skills
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Competencies Identified:

• Analytical and problem-solving skills

• Creativity
• Communication skills
• Time Management skills
• Supervision skills

Defining the scale:

1. Exceptional: Employee consistently displays high level of job knowledge in all areas of
his or her job. Other employees go to this person for training.
2. Advanced: Shows high levels of job knowledge in most areas of his/her job.
Consistently completes all normal tasks. Employee continues searching for more job
knowledge, and may seek guidance in some areas.
3. Competent: Employee shows an average level of job knowledge in all areas of the job.
May need assistance completing difficult tasks.
4. Improvement Needed: Does not consistently meet deadlines or complete tasks
required for this job. Does not attempt to acquire new skills or knowledge to improve
performance.
5. Major Improvement Needed: Typically performs tasks incorrectly or not at all.
Employee has no appreciation for improving his/her performance.

A. Analytical and Problem-Solving skills

Major
Improvement
Exceptional Advanced Competent Improvement
Needed
Needed
Meticulously Very Usually does a Tries to be Handles data
handles minute responsible great job but careful in carelessly with
details of the with data still commits handling the enormous
data with great handling and mistakes data mistakes
precision commits few
minor errors
Proficiently Is able to form Is able to find Is able to Is not able to
finds patterns conclusions patterns in the understand the understand the
in large data from patterns data but is not data but faces data
sets and is able observed in the able to form difficulty in
to predict data finding patterns
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future conclusions
situations from it
Is confident Has decided on Knows what Understands Confused about
about his a solution but should be done the situation the situation
reasoning and lacks but is not able but does not
makes prompt confidence to come to a know how to
decisions decision proceed
Is able to create Understands Is able to relate Understands Is clueless
hypothesis and what caused the incident to that it is about why and
develop the incident but similar important to how an incident
theories from is not able to incidents analyze the happened
the incident utilize the incident
and takes steps knowledge to
to avoid/cause its full potential
future incidents
Is able to tackle Is able to find Understand the Listens to the Does not listen
client problems solutions to client’s client but does to the client at
quickly and client’s problems and not understand all
accurately problems tries to look for them
solutions

B. Creativity

Major
Improvement
Exceptional Advanced Competent Improvement
Needed
Needed
When there is a When there is a When there is a When there is a When there is a
disagreement in disagreement in disagreement in disagreement in disagreement in
the team, comes the team, tries to the team, listens the team, tries to the team,
up with a convince both the arguments ignore the provides fuel to
solution that the parties to but never comes discussion and the fire
actually solves come to a mutual up with a keeps himself
the disagreement solution suggestion away from the
controversy
Comes up with Tries to come up Usually gives Listens to the Never takes part
creative with creative ideas but they brainstorming in the discussions
campaigns for campaign ideas are very sessions for and is least
special days for mainstream discussion of interested in
the client (special campaigns listening those
days – festivals, properly but
anniversary of never puts forth
his points
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the client’s
business, etc.)

Is imaginative Imagines new Can picturize Tries to picturize Does not try to
with the ideas ideas but lacks ideas given by but cannot do it picturize and has
and can picturize the others but properly no imagination
the idea understanding imagination skills
discussed about how to power is quite
picturize ideas slow
Can present a Can present an Tries to present Is not able to Is least interested
simple idea with idea in front of but due to low present the idea in the task and
a lot of creativity the client but imagination could in front of the gives no inputs
in front of the lacks creative not do it properly client but helps
client element others to do the
same
Thinks out of the Thinks out of the Helps people to Tries to help Takes a backseat
box and is good box but needs implement their other with and neither helps
in help to ideas but gets no implementation nor gives and
implementation implement those ideas on his own ideas
of the ideas ideas

Defining the scale:

1. Significantly Exceeds: Exceeded all performance goals. Consistently demonstrated
expected behaviors resulting in significant impact on customers or colleagues.
2. Exceeds: Exceeded some performance goals. Consistently demonstrated expected
behaviors.
3. Meets: Met all performance goals. Mostly demonstrated expected behaviors.
4. Partially meets: Met some performance goals. Mostly demonstrated expected
behaviors.
5. Unacceptable: Performance and behaviors demonstrated are unacceptable.
Immediate improvement is required.

C. Communication skills

Significantly
Exceeds Meets Partially Meets Unacceptable
Exceeds
Communicates Is able to Tries to Tries to Cannot
his ideas well to communicate communicates communicate communicate
the team and his ideas well his ideas and but struggles his ideas at all
client to his fellow succeeds to because of a
teammates some extent lack of
vocabulary and
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subject
knowledge
Gives written Tries to give Written reports Written reports Written
reports which written reports have a lot of are not made communication
can be which are easy mistakes and properly is not at all
understood to comprehend hence it makes because of a good
properly and no sense to the lack of subject
can be reader knowledge and
comprehended basic
without any understanding
assistance
Listens to the Listens to the Tries to listen Listens but is Does not listen
expectations of expectations and not able to to the client
the client and but loses his concentrate but understand/ and just tries to
superior calm if he finds loses comprehend it keep his points
authorities with any concentration properly
patience expectation to in the middle of
be over the
burdening conversation
Regularly Regularly Tries to remain Approaches Never listens or
communicates communicates updated but subordinates talks to
with but forgets to loses track just to makes subordinates
subordinates talk about because of them aware of
and takes certain inconsistent their mistakes
updates about important efforts
the work points
Is mindful of his Is mindful of his Underestimates Tries to mind Pays no heed to
own body body language the power of his body his body
language and but sometimes body language language but language
always keeps it fails to keep it but pays very ignores the
positive positive less attention body language
to it of the other
person which
creates a
hurdle in
effective
communication

D. Time Management Skill

Significantly
Exceeds Meets Partially Meets Unacceptable
Exceeds
Tech-savvy Is fairly Is moderately Tries to make Is technologically
individual who comfortable with comfortable with use of modern handicapped and
uses automation technology and technology and technology but is does not use it
technologies to often employs it occasionally uses
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its full potential to boost it for going through a

and gets things productivity complicated learning curve
done quicker tasks
Focuses on one Tries to focus on Takes up too Multitasks, but is Does not focus
thing and gets it the given task many tasks and not able to focus on any tasks
done rather than but occasionally then juggles on one task and given
taking up too fails between all of thus loses time
many tasks on them
Is punctual about Is not very Tries to be more Is usually late for Has no respect
the deadlines punctual but punctual and is work and misses for deadlines and
whether it is tries hard to fairly successful most deadlines punctuality
about reaching deliver
the office on everything on
time or time
submitting a
report
Always meets Does not overdo Is able to control Nitpicks on small Is a perfectionist
deadlines and things but still perfectionist details and and spends way
avoids overdoing cannot meet all urges to a certain misses usually too much time
things deadlines extent and misses deadlines on irrelevant
meets most details
deadlines
Asks for help Usually asks for Tries to avoid Rarely asks for Never asks for
whenever in help asking for help help help
need

Defining the scale:

1. Excellent: Works exceptionally well
2. Good: Gives his 100%
3. Average: Tries to give 100% but lacks concentration
4. Poor: Needs a lot of training
5. Unacceptable: Level of work of not acceptable and is not willing to improve

E. Supervision/Management

Excellent Good Average Poor Unacceptable

Implements Provides staff Provides staff Inadequately Disregards or
innovative with innovative necessary directs, trains, ineffectively
policies, and constructive direction, monitors, and provides staff
resources, and direction, feedback, recognizes staff direction,
technology to delegation, development, monitoring, and
maximize feedback, and recognition development
efficiency and mentoring, and
service recognition
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Uses and Promotes and Encourages Lacks leadership Is indecisive or

encourages maintains innovation, in promoting lacks good
creative teamwork, teamwork, and innovation, judgment
decisions and inclusiveness, teamwork, and
solutions respect, and inclusiveness.
creativity.
Acts as a positive Encourages Understands that Resists change Prevents change
change agent change change is but cannot avoid
necessary but it completely
does not
encourage it
Committed to Usually achieves Has a positive Portrays Exhibits a
and promotes better attitude and tries neutrality and is negative attitude
excellence; leads productivity for to influence the not bothered at work
by example the entire team same in others about the
energizing through positive performance of
performance and reinforcement others
teamwork
Understands his Encourages his Is comfortable Doesn’t Is against his
subordinates' subordinates to with his encourage his subordinates to
skills and take up new subordinates subordinates to learn new skills
suggests them skills and learning and learn new skills apart from their
new skills to responsibilities developing new apart from their responsibilities
develop, along skills responsibilities
with encouraging
their existing
upskilling
endeavors
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Bibliography

1. https://in.indeed.com/?r=us
2. Performance Management 3rd edition (Herman Aguinis)
3. CDK Global (India), scale of performance management
4. https://www.spica.com/blog/time-management-skills#the-full-list-of-time-
management-skills