Distinguished - Thoroughly analyzes the specific marketplace situation including a SWOT analysis.

Proficient - Analyzes the specific marketplace situation including a SWOT analysis. Minor details are missing.

Basic - Partially analyzes the specific marketplace situation including a SWOT analysis. Relevant details are missing.

Below Expectations - Attempts to analyze the specific marketplace situation including a SWOT analysis; however, significant details are missing.

Non-Performance - The analysis of the specific marketplace situation including a SWOT analysis is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Develops a thorough organizational mission statement and forecasts the performance goals. 

Proficient - Develops an organizational mission statement and forecasts the performance goals. Minor details are missing.

Basic - Develops a partial organizational mission statement and forecasts the performance goals. Relevant details are missing.

Below Expectations - Attempts to develop an organizational mission statement and forecast the performance goals; however, significant details are missing.

Non-Performance - The organizational mission statement and forecast performance goals are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Designs a thorough marketing strategy based upon the objectives.

Proficient - Designs a marketing strategy based upon the objectives. Minor details are missing.

Basic - Designs a partial marketing strategy based upon the objectives. Relevant details are missing.

Below Expectations - Attempts to design a marketing strategy based upon the objectives; however, significant details are missing.

Non-Performance - The design of a marketing strategy based upon the objectives is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Creates a thorough and appropriate integrated marketing communications mix.

Proficient - Creates an appropriate integrated marketing communications mix. Minor details are missing.

Basic - Creates a partial  integrated marketing communications mix. Relevant details are missing or the marketing mix is inappropriate.

Below Expectations - Attempts to create an appropriate integrated marketing communications mix; however, significant details are missing and the marketing mix is inappropriate.

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

Distinguished - Develops a thorough summary and specific recommendations for the implementation of this plan.

Proficient - Develops a summary and specific recommendations for the implementation of this plan. Minor details are missing.

Basic - Partially develops a summary and recommendations for the implementation of this plan. Relevant details are missing.

Below Expectations - Attempts to develop a summary and recommendations for the implementation of this plan; however, significant details are missing.

Non-Performance - The summary and recommendations for the implementation of this plan is either nonexistent or lacks the components described in the assignment instructions.

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 correctly formatted pages. 

Proficient - The length of the paper is nearly equivalent to the required number of correctly formatted pages. 

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

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

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.