Distinguished - Comprehensively critiques the company’s mission statement. The critique is fully supported with reference to the ‘Mission Statements’ article. 

Proficient - Critiques the company’s mission statement. The critique is supported with reference to the ‘Mission Statements’ article, but is slightly underdeveloped.

Basic - Partially critiques the company’s mission statement. The critique is minimally supported with reference to the ‘Mission Statements’ article and is underdeveloped. 

Below Expectations - Attempts to critiques the company’s mission statement; however, the critique is not supported with reference to the ‘Mission Statement’ article and is significantly underdeveloped. 

Non-Performance - The critique of the company’s mission statement is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Writes a one to two sentence vision statement for the company. The rationale is thoroughly supported with scholarly sources.

Proficient - (Writes a one to two sentence vision statement for the company. The rationale is supported with scholarly sources, but is slightly underdeveloped.

Basic - Writes a one to two sentence vision statement for the company. The rationale is minimally supported with scholarly sources and/or is underdeveloped. 

Below Expectations - Attempts to writes a one to two sentence vision statement for the company; however, the rationale is not supported with scholarly sources and/or is significantly underdeveloped.   

Non-Performance - The one to two sentence mission statement for the company is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly assesses targeting and segmentation strategy of the company within its five major segments. The assessment is thoroughly supported with scholarly sources.

Proficient - Assesses targeting and segmentation strategy of the company within its five major segments. The assessment is supported with scholarly sources, but is slightly underdeveloped.

Basic - Partially assesses targeting and segmentation strategy of the company within its five major segments. The assessment is minimally supported with scholarly sources and/or is underdeveloped.

Below Expectations - Attempts to assess targeting and segmentation strategy of the company within its five major segments; however, the assessment is not supported with scholarly sources and/or is significantly underdeveloped.

Non-Performance - The assessment of the targeting and segmentation strategies of the company within its five major segments is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly evaluates the external environment and the internal situation of the Company. The evaluation is fully supported with reference to the article and other scholarly resources. 

Proficient - Evaluates the external environment and the internal situation of the Company. The evaluation is supported with reference to the article and other scholarly sources, but is slightly underdeveloped.

Basic - Partially evaluates the external environment and the internal situation of the Company. The evaluation is minimally supported with reference to the article and other scholarly sources and/or the evaluation is underdeveloped.

Below Expectations - Attempts to evaluate the external environment and the internal situation of the Company; however, the evaluation is not supported with reference to the article and other scholarly sources and/or is significantly underdeveloped.

Non-Performance - The evaluation of the external environment and the internal situation of the Company is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Conducts a comprehensive SWOT analysis and chooses three or four areas from the SWOT analysis and explains why the chosen areas are essential to the strategic plan. The explanation is thoroughly supported with scholarly sources.

Proficient - Conducts a SWOT analysis and chooses three or four areas from the SWOT analysis and explains why the chosen areas are essential to the strategic plan. The explanation is supported with scholarly sources, but is slightly underdeveloped.

Basic - Conducts a partial SWOT analysis and chooses three or four areas from the SWOT analysis and partially explains why the chosen areas are essential to the strategic plan. The explanation is minimally supported with scholarly sources and/or is underdeveloped. 

Below Expectations - Attempts to conduct a SWOT analysis and choose three or four areas from the SWOT analysis and explain why the chosen areas are essential to the strategic plan; however, the explanation is not supported with scholarly sources and/or is significantly underdeveloped. 

Non-Performance - The SWOT analysis and the explanation of the areas that are essential for the strategic plan is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly assesses the implications of digital TV and internet-based business models on the strategies of the company. The assessment is thoroughly supported with scholarly sources.

Proficient - Assesses the implications of digital TV and internet-based business models on the strategies of the company. The assessment is supported with scholarly sources, but is slightly underdeveloped.

Basic - Partially assesses the implications of digital TV and internet-based business models on the strategies of the company. The assessment is minimally supported with scholarly sources and/or is underdeveloped.

Below Expectations - Attempts to assess the implications of digital TV and internet-based business models on the strategies of the company; however, the assessment is not supported with scholarly sources and/or is significantly underdeveloped.

Non-Performance - The assessment of the implications of digital TV and internet-based business models on the strategies of the company is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly evaluates the factors that determined Disney’s international diversification strategies. The evaluation is thoroughly supported with the textbook and other scholarly sources.

Proficient - Evaluates the factors that determined Disney’s international diversification strategies. The evaluation is supported with the textbook and other scholarly sources, but it is slightly underdeveloped.

Basic - Partially evaluates the factors that determined Disney’s international diversification strategies. The evaluation is minimally supported with the textbook and other scholarly sources and/or is underdeveloped.

Below Expectations - Attempts to evaluate the factors that determined Disney’s international diversification strategies; however, the evaluation is not supported with the textbook and scholarly sources and/or is significantly underdeveloped.

Non-Performance - The evaluation of the factors that determined Disney’s international diversification strategies is 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 - 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 - Conclusions and related outcomes are logical and clearly reflect an informed evaluation and the ability to place evidence and perspectives discussed in priority order.

Proficient - Conclusions and related outcomes are logical and reflect an informed evaluation and the ability to place evidence and perspectives discussed in priority order.

Basic - Conclusions and related outcomes are identified and minimally reflect an informed evaluation and the ability to place evidence and perspectives discussed in priority order.

Below Expectations - Conclusions and related outcomes are not logical or reflective of an informed evaluation and the ability to place evidence and perspectives discussed in priority order.

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.