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8002MMGT GRADING CRITERIA
©Australian Institute of Business Term 6 2022 1
CAPSTONE ASSESSMENT GRADING CRITERIA: STRATEGIC AND TACTICAL MARKETING PLAN

Key Components	High Distinction 100-85%	Distinction 84-75%	Credit 74-65%	Pass 64-50%	Fail 49-0%
Criterion 1: Depth of demonstrated understanding of contemporary marketing theory 20%	Demonstrates a thorough understanding of contemporary marketing theory.	Demonstrates a sound understanding of contemporary marketing theory.	Demonstrates a reasonably sound understanding of contemporary marketing theory.	Demonstrates a sufficient understanding of contemporary marketing theory.	Demonstrates insufficient or no understanding of contemporary marketing theory.
Criterion 2: Illustration of the customer persona that is clearly aligned with the target market 25%	Provides a thorough depiction of the customer persona that is concisely and clearly aligned with the target market.	Provides a sound depiction of the customer persona clearly aligned with the target market.	Provides a reasonably sound depiction of the customer persona aligned with the target market.	Provides some depiction of the customer persona that is somewhat aligned with thetarget market.	Provides insufficient or no depiction of the customer persona and/or there is insufficientor no evidence of alignment with the target market.
Criterion 3: Critical appraisal of the marketing mix (all 7Ps) of a product (good or service) and evaluation of its effectiveness in addressing the needs of the customer persona 25%	Demonstrates a thorough understanding of the marketing mix (7Ps) of a branded product (good or service) in addressing the needs of the customer persona.	Demonstrates a sound understanding of the marketing mix (7Ps) of a branded product (good or service)in addressing the needs of the customer persona.	Demonstrates a reasonably sound understandingof the marketing mix (7Ps) of a branded product (good or service) in addressing the needs of the customer persona.	Demonstrates sufficient understanding of the marketing mix (7Ps) of a branded product (good or service) in addressing the needs of the customer persona.	Demonstrates insufficient or no understanding of the marketing mix (7Ps) of a branded product (good or service) in addressing the needs of the customer persona.

8002MMGT GRADING CRITERIA
©Australian Institute of Business Term 6 2022 2

Key Components	High Distinction 100-85%	Distinction 84-75%	Credit 74-65%	Pass 64-50%	Fail 49-0%
Criterion 4 Proposed justified recommendations based on the marketing mix (7Ps) analysis, recommended positioning and identified gaps for customer persona. Relevant environmental and social responsibility, ethical, and legal compliance considerations and implications discussed in relation to proposed marketing mix recommendations 20%	Provides a compelling justification for recommendations for improvement based on the marketing mix (7Ps) analysis, recommended positioning and identified gaps. Recommendations are concisely and clearly aligned with the customer persona. Recommendations include relevant environmental and social responsibility, ethical, and legal compliance considerations and implications.	Provides a well-grounded justification for recommendations for improvement based on the marketing mix (7Ps) analysis, recommended positioning and identified gaps. Recommendations are clearly aligned with the customer persona. Recommendations include relevant environmental and social responsibility, ethical, and legal compliance considerations and implications.	Provides a sound justification for recommendations for improvement based on the marketing mix (7Ps) analysis, recommended positioning and identified gaps. Recommendations are aligned with the customer persona. Recommendations include relevant environmental and social responsibility, ethical, and legal compliance considerations and implications.	Provides sufficient justification for recommendations for improvement based on the marketing mix (7Ps) analysis, recommended positioning and identified gaps. Recommendations are somewhat aligned with the customer persona. Recommendations include relevant environmental and social responsibility, ethical, and legal compliance considerations and implications.	Provides insufficient or no justification for recommendations for improvement based on the marketing mix (7Ps) analysis, recommended positioning and identified gaps. There is little or no evidence of alignment between recommendations and customer persona. No ethical considerations and/or implications are discussed. No relevant environmental and social responsibility, ethical, and legal compliance considerations and /or implications are discussed.

8002MMGT GRADING CRITERIA
©Australian Institute of Business Term 6 2022 3

Key Components	High Distinction 100-85%	Distinction 84-75%	Credit 74-65%	Pass 64-50%	Fail 49-0%
Criterion 5 Referencing 5%	Author-date referencing style is consistent with the AIB Style Guide. All sources are acknowledged. The selection and use of sources add compelling value to the analysis and show an extensive reading on the topic. The required number (6-12) of references used.	Author-date referencing style is consistent with the AIB Style Guide. Most sources are acknowledged. Selection and use of sources add significant value to the analysis and show wider reading. The required number (6-12) of references used.	Author-date referencing is mostly consistent with the AIB Style Guide, but there are a few inconsistencies with punctuation. Most sources are acknowledged. Selection and use of sources add value to the analysis. The required number (6- 12) of references used.	Shows sufficient control over author date referencing as per the AIB Style Guide, but with some noticeable inconsistencies. Some sources are acknowledged. The selection and use of some sources add some value to the analysis. The required minimum (6) references used.	Insufficient or no application of author date referencing as per the AIB Style Guide. Very few or no sources are acknowledged. All/most sources are not credible or scholarly, and their use adds little or no value to the analysis. Less than the required number of references (6) used.

Key Components	High Distinction 100-85%	Distinction 84-75%	Credit 74-65%	Pass 64-50%	Fail 49-0%
Criterion 6 Structure, communication style and language 5%	Excellent communication style. The presentation and structure are completely logical. All conventions of written English grammar, punctuation and spelling are followed.	Sound communication style. The presentation and structure are mostly logical. Most conventions of written English grammar, punctuation and spelling are followed.	Good communication style. The presentation and structure are reasonably logical. Very few errors in written English grammar, punctuation and/or spelling are evident.	Communication style is inappropriate in places. The presentation and structure are fairly logical. Noticeable errors in written English grammar, punctuation and/or spelling impede clarity in some areas.	Overall, the communication style is inappropriate for the task. Presentation and structure are not logical and/or do not meet the task requirements. Errors in written English grammar, punctuation and/or spelling frequently impede meaning from coming through.