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%
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Relevance (20%)
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Knowledge and Understanding (20%)
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Analysis and Evaluation (35%)
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Research, Structure and referencing (15%)
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Reflection (10%)
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DISTINCTION
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Exceptional Quality
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85-100%
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Directly relevant to title/brief.
Expertly addresses the assumptions of the title and/or the requirements of the brief.
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For this level, demonstrates remarkable knowledge of theory and practice.
Interprets appropriate concepts and theoretical models with insight.
Displays creativity in conceptual thinking.
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Presents an exceptional analysis of essential research materials, leading to conclusions that are distinct, creative, and illuminating.
Exhibits unusual, smart, and inventive approaches to solving complicated challenges.
Produces great work that contributes to the expansion of subject-area knowledge and comprehension.
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Provides insightful reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility.
Coherently articulated and logically structured. An appropriate format is used.
Exceptionally well written
answer with standard spelling and grammar.
Style is clear, resourceful and academic.
Sources accurately cited in the text.
An extensive range of contemporary and relevant references cited in the reference list in the correct style.
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.
Clearly articulates what has been learnt whilst critically assessing the marketing models.
Accurately identifies pros and cons and provides constructive reflection.
Offers specific and practical recommendations for how the marketing planning process could be improved.
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Excellent Quality
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70-84%
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Directly relevant to title/brief.
Expertly addresses the assumptions of the title and/or the requirements of the brief.
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Demonstrates an excellent knowledge of theory and practice for this level.
Expertly interprets appropriate concepts and theoretical models.
Demonstrates originality in conceptual understanding.
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Provides an excellent analysis of essential research materials, resulting in conclusions that are distinct, creative, and illuminating.
Exhibits innovative and perceptive answers to complicated challenges.
Produces exceptional work that contributes to the expansion of subject-area knowledge and comprehension.
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Provides excellent reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility
Coherently articulated and logically structured.
An appropriate format is used.
Excellently written
answer with standard spelling and grammar.
Style is clear, resourceful and academic.
Sources accurately cited in the text.
A wide range of contemporary and relevant references cited in the reference list in the correct style.
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Articulates what has been learnt critically assessing the marketing models.
Accurately identifies pros and cons and provides but could provide constructive reflection.
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MERIT
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Good Quality
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60-69%
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Directly relevant to title/brief.
Addresses the assumptions of the title and/or the requirements of the brief well.
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Exhibits a solid understanding of theory and practice at this level.
Interprets pertinent concepts and theoretical models exhaustively.
Manifests originality in conceptual comprehension
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Presents a coherent analysis of significant research materials that leads to distinct and original conclusions.
Provides inventive answers to difficult issues.
Produces a very good work that contributes to the expansion of subject-area knowledge and comprehension.
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For the most part coherently articulated and logically constructed.
An appropriate format is used.
Well written with
standard spelling and grammar. Style is clear and academic.
Sources accurately cited in the text.
A range of contemporary and relevant references cited in the reference list in the correct style.
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Provides very good reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility, as required by the assessment Articulates some understanding what has been learnt but could provide more details whilst critically assessing the marketing models.
Identifies some pros and cons and could provide more specific constructive reflection.
Offers generic recommendations for how the marketing planning process could be improved.
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PASS
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Satisfactory Quality
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50-59%
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Generally, addresses the assumptions of the title and/or the requirements of the brief.
Minor irrelevance in places.
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Demonstrates an adequate knowledge of theory and practice for this level. Some minor omissions.
Satisfactorily interprets some appropriate concepts and theoretical models.
Demonstrates some originality in conceptual understanding.
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Contains a critique of essential research materials leading to innovative conclusions. Disorientation in certain places.
Exhibits some inventiveness in solving difficult situations.
Produces satisfactory work that makes some contribution to the advancement of subject-area knowledge and understanding.
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Adequate attempt at articulation and logical structure.
An acceptable format is used.
Competently written with minor lapses in spelling and grammar.
Style is legible and mainly academic.
Key contemporary and relevant academic sources are drawn upon.
Most sources are accurately cited in the text and reference list/bibliography.
Minor weaknesses evident.
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Provides good reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility, as required by the assessment.
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FAIL
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Borderline Fail
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45-49%
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Some implications of issues explored.
Some irrelevant and/or superficial arguments.
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There are certain gaps in knowledge of theory and practice at this level.
Inadequate knowledge of relevant concepts and theoretical models.
In areas, demonstrates some conceptual grasp.
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A small amount of critical analysis of essential study material, with descriptions in spots. Lacks creativity. Some novel conclusions.
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Limited attempt at articulation and problems with structure.
Some formatting errors.
Intermittent lapses in grammar and spelling.
Style hinders clarity in places and is not academic throughout.
Limited number of contemporary and relevant sources cited. Weaknesses in referencing technique.
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Provides some reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility, as required by the assessment.
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Fail
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30-44%
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Significant degree of irrelevance to the title and/or brief.
Issues are addressed at a superficial level and in unchallenging terms.
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Demonstrates weaknesses in knowledge of theory and practice for this level.
Limited understanding and application of concepts.
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A basic argument is presented, but too descriptive or narrative in style.
Limited originality and creativity.
Conclusions are not clearly stated.
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Poorly structured. Lack of articulation.
Format deficient.
Deficiencies in spelling and grammar make reading difficult in places.
Simplistic or repetitious style impairs clarity.
Inappropriate sources and poor referencing technique.
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Provides limited reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility, when required.
Does not articulate what has been learnt whilst critically assessing the marketing models.
Does not identify pros and cons nor provides constructive reflection.
Does not offer any recommendations for how the marketing planning process could be improved.
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<30%
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Relevance to the title and/or brief is intermittent or missing.
The topic is reduced to its vaguest and least challenging terms.
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Demonstrates a lack of basic knowledge of either theory or practice for this level, with little evidence of conceptual understanding.
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Severely limited arguments. Descriptive or narrative in style with no evidence of critique and originality or creativity.
Conclusions are sparse.
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Unstructured.
Lack of articulation.
Format deficient.
Poorly written with numerous deficiencies in grammar, spelling, expression and style.
An absence of academic sources and poor referencing technique.
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Provides inadequate reflection and self-awareness in relation to the outcomes of own work and personal responsibility, when required
Doesn’t offer any discussion on the assignment or classroom learning
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