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MKTG3112 Marketing Communication Task 3 Rubric
Assessment criteria: Important - the following criteria are NOT simply averaged to arrive at a final mark, they simply provide students information on which areas were
stronger or weaker to help you improve your work. Some sections are more important than others, but the cohesiveness of the document relies on the quality of each
section. The criteria should be read in conjunction with the assignment brief. The overall assignment score is based on the tutor's assessment. Students’ queries/ appeals
based on questioning the ratings vs the overall mark is unlikely to be upheld.
IMPORTANT: the following criteria are NOT simply averaged to arrive at a final mark. The criteria should be read in conjunction with the assignment brief.
Task 2b: Group Written Report
Assessment Criteria
Fail
(< 50)
Pass
(50 – 64)
Credit
(65 – 74)
Distinction
(75 – 84)
High Distinction
(85 – 100)
Competently critiques Teams
Creative
Little to no evaluation of
creative (strategy &/or draft
static ad) or evaluation is
inadequate. No use of
secondary materials.
Demonstrated adequate but basic
ability to evaluate aspects of the teams
creative (strategy & draft static ad).
Primarily descriptive.
Demonstrated a sound ability to
evaluate multiple aspects of the creative
(strategy & draft static ad). Relevant,
scholarly secondary materials used to
support the communication strategy
(such as text book). Elements of
description with deeper (critical) analysis
in places.
Demonstrates good competence in
evaluating the creative (strategy & draft static
ad including appeals and execution and
copy). Multiple, relevant, scholarly secondary
materials used to support the communication
strategy (text book and academic journals).
Deep analysis in most places.
Demonstrates excellence in evaluating the
creative (Strategy & draft static ad including
appeals and execution, copy and art).
Discussion linked to advertising theory.
Multiple, relevant, scholarly secondary
materials used to support the communication
strategy (primarily academic journals). Deep
analysis provided in all instances.
Quality of alternate Creative
Strategy
Develop and justify an alternate
creative strategy for the campaign.
Outline and discuss the selection
of creative execution(s) and
creative appeal(s).
• No creative
strategy developed
or creative Strategy
is inadequate.
• Little to no
connection with
critique of teams
creative.