Principles of Marketing – ISB

Marking rubric

Criteria Unsatisfactory Just enough (5- Fair (6-6.5) Good (7-8) Excellent (8.5-10) Marks
(<5) 6)
Context setting The report does The report has all The report has all The report has all The report has all Quality of:
in the report not have one or the elements the elements the elements the elements - Introduction
more of the listed below. listed below. All listed below. All listed below. All - Publication
elements listed Some of them elements are elements are elements are details of the
below. All need to should be better structured and structured and structured and article
be better structured developed with developed with developed with - Summary of the
structured and …and/or enough details but well selected well selected article
developed with developed with not well details. All details. All - Conclusion
further details. further details. connected. elements are elements are
connected to form connected to form /15
a narrative. a narrative with
the specific
purpose of the
report.
Depth of The report fails to The report The report The article for The report Analysis of:
analysis of the identify or discuss identifies most of identifies all the analysis. Their identifies all - Logic within the
characteristics all the relevant the relevant relevant aspects analysis was relevant aspects article
aspects of the aspects of the of the article for discussed of the - Article’s currency
article for article for analysis. Their comprehensively. article for - Article’s
analysis. analysis. Their analysis was The report analysis. accessibility
analysis could be discussed identifies all the Their analysis was - Article’s stability
discussed more comprehensively. relevant aspects discussed - Article’s authority
comprehensively. of the article for comprehensively
analysis. Their and /25
analysis was logically
discussed connected in light
comprehensively of the purpose of
and logically the
connected. report

Analysis of the The report has not The report The report The report The report Analysis of:
sources used identified sources identifies some identifies all identifies all identifies all
 Principles of Marketing – ISB
Marking rubric

to write the (or the lack of) sources (or the sources (or the sources (or the sources (or the - The article’s
article used in the article. lack of) used in lack of) used in lack of) lack of) used in representation of
The report thus the article. the article. used in the article. the article. the sources
does not include The report The report The report The report - Quality of the
any analysis. includes a partial includes a partial includes a includes a sources (e.g.
analysis of the analysis of the comprehensive comprehensive currency,
sources, but the sources, but the analysis of the analysis of the authority)
analysis is not analysis is not sources, and the sources, and the - Suitability of the
well connected. well connected. analysis is well analysis is very sources
connected. well connected in
light of the
purpose of the /15
report.
Independent The report does The report The report The report The report Discussion of:
research on the not include any includes a limited includes a limited includes a includes a • Quality of
accuracy of the external sources. set of arbitrarily set of purposefully comprehensive comprehensive the
article using selected external selected (with list of purposefully list of purposefully external
external sources to some justification) selected (with selected and well sources
sources (with validate the external sources some justification) justified external (e.g.
justification) article. used to validate external sources sources used to currency,
the article. used to effectively effectively validate authority)
validate the the article in light • Suitability
article. of the purpose of of the
the report. external
sources
• Justificatio
n of the
selection
• Comprehe
nsiveness
of the
selection

/20
 Principles of Marketing – ISB
Marking rubric

Organisation of The report is The report is The report is The report is The report is Quality of:
report and neither organised organised logically organised logically organised logically organised logically - Grammar and
Quality of logically nor but not formatted and formatted as and formatted as and formatted as expressions
writing formatted as a as a report. The a report, though a report, though a report, - Professional
report. The tone writing is not specifically for not specifically for specifically for its tone of writing
and accuracy of understandable. its purpose. The its purpose. The purpose. The - Use of
language used in The tone is not writing is mostly writing is mostly writing is articulate paragraphs
the writing is not appropriate or articulate. The articulate, The The tone is - Use of section
understandable at consistent. tone could be tone is appropriate and headings and
times. more appropriate appropriate and consistent. sequencing
and/or consistent. mostly consistent. - Format used

/15

Appropriate The report does The report follows The report follows The report follows The report follows - Citations made
citation of not include any a referencing style a referencing style a referencing style a referencing style appropriately
sources using citations and/or a that does not that mostly that complies with that complies with - Format of in-text
the APA style reference list. comply with the complies with the the APA style, and the APA style, and citations
APA style, or only APA style, though the in-text the in-text - Format of the
includes either the the intext citations citations are citations are made reference list
in-text citations or are not made mostly purposeful. purposefully.
the reference list purposefully /10