February 22, 2019


You have a series of assignments that are reasonably well defined. I will not repeat them here. Below, you will find rubrics that identify what I will be looking for in evaluating your work. You, as an individual or a group, will be well advised to keep these in mind. When you read the rubrics do not think that there is only one way of completing the assigned work. Within the framework of the rubric, each assignment will reflect your thought processes in analyzing and synthesizing acquired knowledge and gathered information. Do not approach them as prescriptions but as road maps.

Rubric for the industry analysis

This assignment has a two-fold purpose. First, it will show you how to look at any industry and make some sense of it. Second, this assignment will lead the way to the marketing plan for your client. An industry analysis is a part of a strategic plan, it explores and understands the environment. A well-rounded industry analysis will have the following qualities:

  1. Carefully and clearly defines the industry as a whole
  2. Establishes the level of analysis
  3. Analyze customers, key market segments; who are they, what are their characteristics, needs?
  4. Depending on the level of analysis, identifies the product-market that is the main focus if necessary
  5. Sales trends, no less than a five-year period
  6. Major competitors (not of a particular company but major players) and/or strategic groups are analyzed, understood
  7. Major environmental changes, trends and opportunities and threats stemming from them
  8. Future look

Rubric for the strategic marketing plan

A strategic plan indicates the strategic goals of an organization and how they plan to achieve them. In order for this to be complete, it needs to include the following:

  1. Context and the level of analysis. What industry segment, what division if applicable, need to be presented as the framework
  2. A proper external analysis; remember the industry analysis you have already completed. Now is the time to use it
  3. Competitors, now specific competitors may be more meaningful
  4. Product-market, targets, needs
  5. General strategic thrust
  6. Functional strategies

Rubric for the class participation

Class participation is one of the essential ways of learning. it involves preparation before the class and presenting thoughts and ideas in class in a cogent and articulate manner. Almost every class meeting will have a segment that I call “What’s new in your world”. In this period, which will last 15-20 minutes, I expect that you relate the happenings in the real business world to the material we are learning in this course. It is not mere news reporting, it requires relating the news to the course material. These linkages are fundamental to learning, especially subjects like strategy and policy. Quality participation requires the following:

  1. Advance preparation by reading (not just skimming) news, articles, events in the business world. Business world, as you should realize is not limited to commercial companies, the environment is a major factor in the business world.
  2. Studying the course material in advance and digesting it well
  3. Relating the current events to the course material
  4. Presenting them in class clearly, quickly, and with depth. This may be discrete idea or a response to another member of the class either agreeing or disagreeing with their view points. Disagreement is not a bad thing
  5. Making sure that we maintain individual courtesy and respect in the discussions

Rubric for the end of semester group presentation

Consider yourselves hired outside consultants, paid to do the job. Your presentation should be of very high quality and you should present your material to an audience who may or may not read your entire report. A high quality group presentation has the following qualities:

  1. The presenters are presentable, the appearance should be suitable for a professional presentation. Your attire and your care of your professional appearance are indicators of how much you care about your work as well. Dress for success, what you may wear for a job interview will be appropriate.
  2. The presentation starts on time and uses all the allotted 20 minute period
  3. The presentation delivery is clear, not rushed, loud enough with confidence, with eye contact with the audience (not only with me)
  4. The delivery is not merely reading from the report or the note cards, preparation and practice will be visible in your delivery. You need to convey your full grasp of what is being presented.
  5. The transfer to the next presenter is done smoothly and comfortably.
  6. The presentation visuals are of high quality and suitable for the client, easy to read, not cluttered. Presentation slides are talking points and to provide a mental map for the audience to follow, not your notes from which you simply read. Do not let PowerPoint to automatically size the font to make the content fit on the page. If you have more than 5-7 points on a slide, that is probably too much.
  7. Questions from the audience are handled professionally. Not knowing the answer is sometimes quite alright, in fact better than trying to make up one.

Rubric for group work

Group work is an integral part of the course, and an almost certain part of your professional life. When groups work well, it could be a rewarding experience. When they don’t, it could be extremely frustrating. The move from the latter to the former is not highly time consuming or one that requires extreme effort. If all the members agree and commit to using the group experience as a learning tool, participate fully, and carry their own weight, the group will function smoothly and produce a good learning experience. I expect the following from your group work and will use these standards in evaluating your grade in this arena.

  1. Group selects a contact person
  2. A standing meeting is scheduled no less than every other week for at least one hour. As the semester progresses, the time requirement will increase.
  3. Group meets on time, with a previously determined agenda, takes attendance, keeps notes of the meetings to distribute to all the members and one copy to me
  4. At each meeting an assessment of the prior work is done, the future work is established, members are assigned tasks and clearly defined deliverables for the following meeting

Rubric for the ETS Exam

This test will affect your grade in this course as follows

  1. I will add 2 points to your semester cume if you take the test and answer 50 questions or more
  2. I will add 4 points to your semester cume if you take the test and score in the 51%-75% of all PC students
  3. I will add 5 points to your semester cume if you take the test and score in the 75%-100% of all PC students
  4. I will deduct 2 points if you fail to take the test or answer less than 50 questions, that is -2 points for your semester cume
  5. These are the standards established by the School of Business and all the seniors will be subject to the same standards

Read more details of this test in the “Requirements” section of this course syllabus.