Distinguished - Thoroughly describes the selected company, and provides a brief history.

Proficient - Describes the selected company, and provides a brief history. Minor details are missing.

Basic - Partially describes the selected company, and provides a brief history. Relevant details are missing.

Below Expectations - Attempts to describe the selected company and provide a brief history; however, significant details are missing.

Non-Performance - The descriptions of the selected company and its brief history are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Thoroughly identifies the core products/services the company offers and key current competitors.

Proficient - Identifies the core products/services the company offers and key current competitors. Minor details are missing.

Basic - Partially identifies the core products/services the company offers and key current competitors. Relevant details are missing.

Below Expectations - Attempts to identify the core products/services the company offers and key current competitors; however, significant details are missing.

Non-Performance - The identification of the core products/services the company offers and the key current competitors is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly conducts a SWOT analysis to determine why the company/brand warrants marketplace investment.

Proficient - Conducts a SWOT analysis to determine why the company/brand warrants marketplace investment. Minor details are missing.

Basic - Partially conducts a SWOT analysis to determine why the company/brand warrants marketplace investment. Relevant details are missing.

Below Expectations - Attempts to conduct a SWOT analysis to determine why the company/brand warrants marketplace investment; however, significant details are missing.

Non-Performance - The SWOT analysis to determine why the company/brand warrants marketplace investment is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Comprehensively explores the ideas, thoughts, and elements of the topic and provides relevant evidence and information that demonstrates all of the following as applicable to the discussion prompt: clarity, relevance, depth, breadth, use of information resources, and logic.

Proficient - Explores the ideas, thoughts, and elements of the topic and provides relevant evidence and information that demonstrates most of the following as applicable to the discussion prompt: clarity, relevance, depth, breadth, use of information resources, and logic.

Basic - Explores the ideas, thoughts, and elements of the topic and provides relevant evidence and information that demonstrates some of the following as applicable to the discussion prompt: clarity, relevance, depth, breadth, and use of information, and logic.

Below Expectations - Attempts to explore the ideas, thoughts, and elements of the topic and provide relevant evidence and information, but demonstrates few of the following as applicable to the discussion prompt: clarity, relevance, depth, breadth, use of information resources, and logic.

Non-Performance - There is no attempt to explore the ideas, thoughts, and elements of the topic and provide relevant evidence and information in either the original post or subsequent response posts within the discussion, or no post is present.

Distinguished - Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors and is very easy to understand.

Proficient - Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors and is mostly easy to understand.

Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors which may slightly distract the reader.

Below Expectations - Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors which distract the reader.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Accurately uses APA formatting consistently throughout the paper, title page, and reference page.

Proficient - Exhibits APA formatting throughout the paper. However, layout contains a few minor errors. 

Basic - Exhibits limited knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements. 

Below Expectations - Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - The length of the paper is equivalent to the required number of words.

Proficient - The length of the paper is nearly equivalent to the required number of words.

Basic - The length of the paper is equivalent to at least three quarters of the required number of words.

Below Expectations - The length of the paper is equivalent to at least one half of the required number of words.   

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Proficient - Uses the required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Basic - Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.

Below Expectations - Uses an inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.