Distinguished - Clearly summarizes the marketing plan.

Proficient - Summarizes the marketing plan. Minor details are missing or unclear.

Basic - Minimally summarizes the marketing plan. Relevant details are missing and/or unclear.

Below Expectations - Attempts to summarize the marketing plan; however, significant details are missing and unclear.

Non Performance - A summary of the marketing plan is nonexistent or lacks the components described in the assignment instructions.

Distinguished - Clearly and accurately states the objectives of the strategic plan and how the marketing plan will achieve the objectives to support the organizations business and strategic plan.

Proficient - States the objectives of the strategic plan and how the marketing plan will achieve the objectives to support the organizations business and strategic plan. Minor details are missing or unclear.

Basic - Vaguely states the objectives of the strategic plan and how the marketing plan will achieve the objectives to support the organizations business and strategic plan. Relevant details are missing and/or unclear.

Below Expectations - Attempts to state the objectives of the strategic plan and how the marketing plan will achieve the objectives to support the organizations business and strategic plan. However, significant details are missing and unclear.

Non Performance - The objectives of the strategic plan and how the marketing plan will achieve the objectives to support the organizations business and strategic plan are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Clearly and thoroughly explains how the product or services meet the needs of the organizations determined customer base. Including relevant aspects from the SWOT analysis to determine the organizations competitive advantage.

Proficient - Explains how the product or services meet the needs of the organizations determined customer base. Including relevant aspects from the SWOT analysis to determine the organizations competitive advantage. Minor details are missing or unclear.

Basic - Vaguely explains how the product or services meet the needs of the organizations determined customer base. Including relevant aspects from the SWOT analysis to determine the organizations competitive advantage. Relevant details are missing and/or unclear.

Below Expectations - Attempts to explain how the product or services meet the needs of the organizations determined customer base. Including relevant aspects from the SWOT analysis to determine the organizations competitive advantage; however, significant details are missing and unclear.

Non Performance - How the product or services meets the needs of the organization’s determined customer base. Including relevant aspects from the SWOT analysis to determine the organizations competitive advantage is either nonexistent or lack the components described in the assignment instructions.

Distinguished - Thoroughly and accurately analyzes the role of leadership, employees, the communications process and the culture of the workplace.

Proficient - Analyzes the role of leadership, employees, the communications process and the culture of the workplace. Minor details are missing or inaccurate.

Basic - Minimally analyzes the role of leadership, employees, the communications process and the culture of the workplace. Relevant details are missing and/or inaccurate. 

Below Expectations - Attempts to analyze the role of leadership, employees, the communications process and the culture of the workplace. However, significant details are missing and inaccurate.

Non Performance - An analysis of the role of leadership, employees, the communications process and organizational culture in the workplace are nonexistent or lack the components described in the assignment instructions.

Distinguished - Includes a comprehensive environmental analysis/external analysis of the socioeconomic, legal, ethical, political, and technological factors that could affect the HCO.

Proficient - Includes an environmental analysis/external analysis of the socioeconomic, legal, ethical, political, and technological factors that could affect the HCO. Minor details are missing.

Basic - Includes a limited environmental analysis/external analysis of the socioeconomic, legal, ethical, political, and technological factors that could affect the HCO. Relevant details are missing. 

Below Expectations - Attempts to include an environmental analysis/External analysis of the socioeconomic, legal, ethical, political, and technological factors that could affect the HCO; however, relevant and significant details are missing. 

Non Performance - An environmental analysis including socioeconomic, legal, ethical, and technological factors are either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Comprehensively discusses how data based on the Quadrants presented in the Boston Consulting Ground Matrix would apply to the marketing plan.

Proficient - Discusses how data based on the Quadrants presented in the Boston Consulting Ground Matrix would apply to the marketing plan. Minor details are missing.

Basic - Partially discusses how data based on the Quadrants presented in the Boston Consulting Group Matrix would apply to the marketing plan. Relevant details are missing.

Below Expectations - Attempts to discuss how data based on the Quadrants presented in the Boston Consulting Group Matrix would apply to the marketing plan; however, significant details are missing.

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

Distinguished - Thoroughly describes the marketing opportunities and goals for the chosen HCO and explains the marketing strategies that are employed in the marketing plan.

Proficient - Describes the marketing opportunities and goals for the chosen HCO and explains the marketing strategies that are employed in the marketing plan. Minor details are missing.

Basic - Partially describes the marketing opportunities and goals for the chosen HCO and explains the marketing strategies that are employed in the marketing plan. Relevant details are missing.

Below Expectations - Attempts to describe the marketing opportunities and goals for the chosen HCO and explains the marketing strategies that are employed in the marketing plan; however, significant details are missing.

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

Distinguished - Thoroughly describes the application of marketing segmentation to the plan based on the identified target markets.

Proficient - Describes the application of marketing segmentation to the plan based on the identified target markets. Relevant issues are missing.

Basic - Partially describes the application of marketing segmentation to the plan based on the identified target markets. Relevant details are missing.

Below Expectations - Attempts to describe the application of marketing segmentation to the plan based on the identified target markets; however, significant details are missing.

Non Performance - The description of target market identification and marketing segmentation is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly explains how database marketing was used or why it was not included in the marketing plan.

Proficient - Explains how database marketing was used or why it was not included in the marketing plan. Minor details are missing or unclear.

Basic - Partially explains how database marketing was used or why it was not included in the marketing plan. Relevant details are missing and/or unclear.

Below Expectations - Attempts to explain how database marketing was used or why it was not included in the marketing plan; however, significant details are missing and unclear.

Non Performance - Why databased marketing was or was not implements into the marketing plan is either nonexistent or lack the components described in the assignment instructions.

Distinguished - Clearly and thoroughly discusses methods of performance evaluation and monitoring that will be used to evaluate the success of the marketing plan.

Proficient - Discusses methods of performance evaluation and monitoring that will be used to evaluate the success of the marketing plan. Minor details are missing or unclear.

Basic - Partially discusses methods of performance evaluation and monitoring that will be used to evaluate the success of the marketing plan. Relevant details are missing and/or unclear.

Below Expectations - Attempts to discuss methods of performance evaluation and monitoring that will be used to evaluate the success of the marketing plan; however, significant details are missing and unclear.

Non Performance - The methods for performance evaluation and monitoring that will be used to evaluate the success of the marketing plan are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Thoroughly explains why reports from a particular time frame (weekly, monthly, quarterly) would be important and how feedback in these reports would be used to control future of marketing plans.

Proficient - Explains why reports from a particular time frame (weekly, monthly, and quarterly) would be important and how feedback in these reports would be used to control future of marketing plans. Minor details are missing.

Basic - Minimally explains why reports from a particular time frame (weekly, monthly, quarterly) would be important and how feedback in these reports would be used to control future of marketing plans. Relevant details are missing.

Below Expectations - Attempts to explain why reports from a particular time frame (weekly, monthly, quarterly) would be important and how feedback in these reports would be used to control future of marketing plans; however, significant details are missing.

Non Performance - The explanation regarding why reports from a particular time frame would be important and feedback in those reports would be used to control future marketing plans is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Comprehensively summarizes the marketing plan, including persuasive statements explaining how the marketing plan supports the goal of the chosen HCO’s strategic plan

Proficient - Summarizes the marketing plan, including persuasive statements explaining how the marketing plan supports the goal of the chosen HCO’s strategic plan. Minor details are missing or unclear.

Basic - Partially summarizes the marketing plan, including persuasive statements explaining how the marketing plan supports the goal of the chosen HCO’s strategic plan. Relevant details are missing and/or unclear.

Below Expectations - Attempts to summarize the Marketing plan, including persuasive statements explaining how the marketing plan supports the goal of the chosen HCO’s strategic plan; however, significant details are missing and unclear.

Non Performance - The summary of the marketing plan and persuasive statements that explain how the marketing plan supports the goals of the chosen HCO’s strategic plan are either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Clearly and comprehensively explains the issue to be considered, delivering all relevant information necessary for a full understanding.

Proficient - Clearly explains the issue to be considered, delivering enough relevant information for an adequate understanding.

Basic - Briefly explains the issue to be considered, delivering minimal information for a basic understanding.

Below Expectations - Briefly explains the issue to be considered, but may not deliver additional information necessary for a basic understanding.

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

Distinguished - Adapts and employs skills, abilities, theories, and/or methodologies gained in one situation to new situations. Solves difficult problems and/or explores complex issues in original ways.

Proficient - Utilizes skills, abilities, theories, or methodologies gained in one situation to new situations, contributing to an understanding of problems or issues.

Basic - Minimally utilizes skills, abilities, theories, or methodologies gained in one situation to a new situation.

Below Expectations - Attempts to utilize skills, abilities, theories, or methodologies gained in one situation in a new situation; however, the attempts are ineffective.

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.