Distinguished - The paper is well organized with the introduction that provides sufficient background on the topic, thesis statement, and the conclusion that is logical, smoothly flows from the body of the paper.

Proficient - The paper is organized with the introduction that provides background on the topic, thesis statement, and the conclusion that is logical but not quite smooth.

Basic - The paper is organized with the introduction and the conclusion, but the introduction and/or the conclusion require improvement.

Below Expectations - The paper is loosely organized with the introduction and the conclusion, and the introduction and/or the conclusion require much improvement.

Non-Performance - The introduction and the conclusion are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Thoroughly describes the product’s target market. Effectively applies the concepts and vocabulary from the text.

Proficient - Describes the product’s target market. Sufficiently applies the concepts and vocabulary from the text. Minor details are missing.

Basic - Partially describes the product’s target market. Somewhat applies the concepts and vocabulary from the text. Relevant details are missing.

Below Expectations - Attempts to describe the product’s target market; however, does not apply specific concepts and vocabulary from the text and significant details are missing.

Non-Performance - The description of the product’s target market is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly describes how each variable of the marketing mix, including product, price, place, and promotion, is being executed. Effectively applies the concepts and vocabulary from the text.

Proficient - Describes how each variable of the marketing mix, including product, price, place, and promotion, is being executed. Sufficiently applies the concepts and vocabulary from the text. Minor details are missing.

Basic - Partially describes how each variable of the marketing mix, including product, price, place, and promotion, is being executed. Somewhat applies the concepts and vocabulary from the text. Relevant details are missing.

Below Expectations - Attempts to describe how each variable of the marketing mix, including product, price, place, and promotion, is being executed; however, does not apply specific concepts and vocabulary from the text and significant details are missing.

Non-Performance - The description of how each variable of the marketing mix, including product, price, place, and promotion, is being executed is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Provides thorough and relevant recommendations for the marketing mix. Effectively applies the concepts and vocabulary from the text.

Proficient - Provides relevant recommendations for the marketing mix. Sufficiently applies the concepts and vocabulary from the text. Minor details are missing.

Basic - Provides recommendations for the marketing mix. Minimally applies the concepts and vocabulary from the text. The recommendations are somewhat irrelevant and/or relevant details are missing.

Below Expectations - Attempts to provide recommendations for the marketing mix; however, does not apply specific concepts and vocabulary from the text and/or the recommendations are irrelevant and significant details are missing.

Non-Performance - Recommendations for the marketing mix are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Employs persuasive and applicable information from credible sources to develop an ample analysis or synthesis of the topic. Viewpoints of experts are scrutinized thoroughly.

Proficient - Employs applicable information from credible sources to develop an analysis of the topic.

Basic - Identifies applicable information from credible sources, but may neglect the application of such information toward the analysis of the topic. 

Below Expectations - Presents information from external sources, but such information may lack credibility and/or relevance. Neglects to apply such information toward the analysis of the topic.

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

Distinguished - Demonstrates methodical application of organization and presentation of content. The purpose of the writing is evident and easy to understand. Summaries, quotes, and/or paraphrases fit naturally into the sentences and paragraphs. Paper flows smoothly.

Proficient - Demonstrates sufficient application of organization and presentation of content. The purpose of the writing is, for the most part, clear and easy to understand. There are some problems with the blending of summaries, paraphrases, and quotes. Paper flows somewhat smoothly.

Basic - Demonstrates a limited understanding of organization and presentation of content in written work. The purpose of the writing is somewhat evident but may not be integrated throughout the assignment. There are many problems with the blending of summaries, paraphrases, and quotes. Paper does not flow smoothly in all sections.

Below Expectations - Organization and presentation of content are extremely limited. The purpose of the writing is unclear. There is little or no blending of summaries, paraphrases, and quotes. Paper does not flow smoothly when read.

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