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Posted: April 13th, 2023
MBA 560 Project Milestone 3 and Rubric
Marketing Strategy and Marketing Plan and 12 Month Marketing Calendar
In Week 12 Module, you will be assigned a short paper 4-6 pages covering the over- arching Marketing Strategy which spans a longer-term horizon. You will then devise the tactical marketing plan and create a supporting 12-month strategy in support of the marketing plan. You will also need to put in metrics that measure the plans effectiveness (ROI), Social media, digital goals, revenue targets etc. This milestone will be graded with the Milestone Three Rubric. NOTE: Milestone #3 is now due Saturday, April 10, by midnight and it is worth 40 points not 30points as stated previously.
Marketing Strategy 15Points
Marketing Plan (incl Metrics) 15 Points
12 Month Marketing Calendar (1page, can be a graphic be creative) 5 Points
Grammar 5 points
Total 40 points
Milestone Three Rubric
Guidelines for Submission: Your submission should be 4-6 pages in length as a guide, you can go over (excluding title page, tables or
spreadsheets, and reference list) with double spacing, 12-point Arial font, and one-inch margins. Use APA formatting for references and citations.
Critical Elements
Exemplary (100%)
Proficient (90%)
Needs Improvement (70%)
Not Evident (0%)
Value
Marketing Strategy
Meets “Proficient” criteria and draws especially well-supported and insightful connections between how longer-term business goals will be achieved
Develops a good marketing strategy that addresses most of the client’s key areas of concern.
Marketing Strategy is defined but not clear, insufficient or not complete.
Distinction between marketing strategy and tactics not clear or evident. Strategy does not address client problem statement.
15
Tactical Marketing Plan
Meets “Proficient” criteria and draws especially well-supported and insightful connections between how business goals and marketing plan aligns to achieve it.
Develops a good tactical marketing plan that aligns with the strategy but may miss a few key linkages.
Marketing tactics are defined but not clear, insufficient or not complete. Plan misses or does not address some of the key problem statements.
Marketing tactics not clear or evident. Tactics are off strategy or is missing or inadequate in its support of the plan. Plan does not address client problem statement.
15
12 Months Marketing Activity Calendar
Meets “Proficient” criteria Calendar provides a well thought out approach to business cycle and seasonality
The 12-month calendar takes in to consideration most of the key dates and events with the brand in mind.
Calendar incomplete or missing key drive periods.
Marketing calendar is missing or inadequate in its support of the plan. Plan does not address client problem statement.
5
Grammar and Flow
Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read
format
Submission has no major errors related to citations, grammar, spelling, syntax, or organization
Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of
main ideas
Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas
5
Earned Total
40 pts
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