MKTG7513 BEHAVIOUR CHANGE CASE STUDY RUBRIC High Distinction (7) Distinction (6) Credit (5) Pass (4) Marginal Fail (3) Fail (2) Low Fail (1) Identification (10 Marks) Does the case study demonstrate a clear purpose by drawing on background information to explain the importance of a wicked problem and incorporate an appropriate problem statement, utilising research sources The description of the wicked problem demonstrates a highly developed ability to identify key issues and insights, and examine them in detail, within a relevant social problem. The problem behaviour(s) are explained in a challenging and interesting way to clearly and effectively demonstrate why the problem needs to be examined and that social marketing approach can be applied. The work demonstrates a highly developed ability to synthesise personal ideas with those of researched sources to craft a novel, effective and concise problem statement. The description of the wicked problem demonstrates a well- developed ability to identify key issues and insights, and examine them in some detail, within a relevant social problem. The problem behaviour(s) are explained in an interesting way to clearly demonstrate why the problem needs to be examined and that a social marketing approach can be applied. The work demonstrates a well developed ability to synthesise personal ideas with those of researched sources to craft an interesting, appropriate and clear problem statement. The description of the wicked problem demonstrates a developed ability to identify key issues and insights and examine them within a relevant social problem. The problem behaviour(s) are explained to demonstrate why the problem needs to be studied and how social marketing could be applied. The work demonstrates a developed ability to synthesise personal ideas with those of researched sources to craft an appropriate and clear problem statement. The description of the wicked problem demonstrates a developing ability to locate key issues and insights and discuss them in relation to a social problem. The problem behaviour(s) is described and explanation attempted to show why the problem needs to be studied and how social marketing could be applied. The work demonstrates a developing ability to synthesise personal ideas with those of researched sources to craft an appropriate problem statement. The description of the wicked problem demonstrates little to no ability to identify the key relevant issues or insights, and the discussion falls outside the wicked problem requirement for this assessment. The problem behaviour(s) are mentioned but fail to demonstrate why the these needs to be studied and how align with a social marketing approach. The work demonstrates limited ability to synthesise personal ideas with those of researched sources to craft an appropriate problem statement The description of engages with a wicked problem but does not demonstrate the ability to identify and discuss appropriate issues and concepts relevant to a social marketing approach. The work demonstrates some ideas from personal and researched sources; however, the synthesis in crafting a problem statement is irrelevant to social marketing. The work does not demonstrate evidence of understanding the concepts in the field of study. The work does not demonstrate synthesis of personal or researched ideas in providing a problem statement. MKTG7513 BEHAVIOUR CHANGE CASE STUDY RUBRIC High Distinction (7) Distinction (6) Credit (5) Pass (4) Marginal Fail (3) Fail (2) Low Fail (1) Background Campaign Research (20 Marks) Has critical judgement been demonstrated in identifying and integrating relevant campaigns addressing the problem Have credible research sources be used to support campaign research The secondary research information is highly organised – campaigns targeting problem behaviours are identified and clearly aligns with a social change call to action. An excellent range of credible research sources demonstrate critical judgement and a depth in understanding of secondary research requirements. The secondary research information is well organised – campaigns targeting problem behaviours are identified and clearly aligns with a social change call to action. A good range of credible research sources demonstrate critical judgement and a well-developed understanding of secondary research requirements The secondary research information is organised – campaigns targeting problem behaviours are identified and clearly aligns with a social change call to action. A sufficient range of credible research sources demonstrate a clear focus and well- developed understanding of secondary research requirements. The secondary research information is clear – campaigns targeting problem behaviours are identified and mostly aligns with a social change call to action. A range of mostly credible research sources demonstrate an adequate understanding of secondary research requirements. The secondary research information is lacks focus on relevant campaigns – some information included is inappropriate or not aligned with a social change call to action. Some credible research sources demonstrate a developing understanding of secondary research requirements. The secondary research information on the campaigns is inappropriate. The research sources do not demonstrate an understanding of secondary research requirements. The secondary research information is not identified or incorporated. Situation Analysis (15 Marks) Is a clear problem behaviour and social change purpose the focus of the situation analysis The SWOT analysis of the campaigns is informed by social marketing theory and concepts The work demonstrates a highly developed ability to synthesise personal ideas with those of researched sources to craft a novel, effective and concise analysis of social change campaigns. The work demonstrates a well developed ability to synthesise personal ideas with those of researched sources to craft an interesting, appropriate and clear analysis of social change campaigns. The work demonstrates a developed ability to synthesise personal ideas with those of researched sources to craft an appropriate and clear analysis of social change campaigns. The work demonstrates a developing ability to synthesise personal ideas with those of researched sources to craft an appropriate analysis of social change campaigns. The work demonstrates limited ability to synthesise personal ideas with those of researched sources to complete an analysis of social change campaigns. The work demonstrates some ideas from personal and researched sources; however, the synthesis in completing the analysis is irrelevant to social marketing. MKTG7513 BEHAVIOUR CHANGE CASE STUDY RUBRIC High Distinction (7) Distinction (6) Credit (5) Pass (4) Marginal Fail (3) Fail (2) Low Fail (1) Analysis of the social marketing challenge and integration of theory (10 Marks) Does the case study demonstrate a commitment to social marketing inquiry Have ideas been pursued to possible conclusions/consequences The work evidences an outstanding commitment to intellectual inquiry, and a willingness to really pursue individual ideas. A thorough examination of potential consequences and conclusions is provided for the reader. Excellent coverage of internal and external factors relevant to social marketing. Includes prioritisation of factors that define and explain the problem issue/challenges identified. All critical factors of applicable social marketing theories are clearly integrated and contextualised. The work evidences a genuine commitment to intellectual inquiry, and a willingness to pursue individual ideas. A careful examination of potential consequences and conclusions is provided for the reader. Effective coverage of internal and external factors relevant to social marketing. Includes prioritisation of factors that define and explain the problem issue/challenges identified. Most of the critical factors of applicable social marketing theories are clearly integrated and contextualised. The work evidences a commitment to intellectual inquiry, and a willingness to unpack individual ideas. An examination of some of the potential consequences and conclusions is provided for the reader. Identified most internal and external factors relevant to social marketing. Attempted to prioritise factors that define and explain the problem issue/challenges identified. Some of the critical factors of applicable social marketing theories and concepts are integrated and contextualised. The work evidences an appropriate awareness of the need to pursue ideas and examine their consequences and conclusions. Some relevant internal and external factors relevant to social marketing are incorporated. Some attempt to prioritise factors that define and explain the problem issue/challenges identified. Some of the critical factors of applicable social marketing
theories and concepts are described and integrated. The level of intellectual inquiry is superficial. The ideas have been reproduced here, with no real examination. Does not identify relevant internal and external factors of relevance to social marketing. Little attempt made to prioritise factors to inform the analysis of the issues/challenges identified. The critical factors of applicable social marketing theories are unclear or inadequately described. The work evidences little to no intellectual inquiry. The conclusions drawn are inappropriate or unsupported. Internal and external factors included are not relevant to a social marketing analysis. The factors of applicable social marketing theories that are described are unclear or inappropriate. No engagement with intellectual inquiry or clear social marketing conclusions are evidenced. The social marketing theory and concepts are not included or described. Ethics identification (15 Marks) Have you identified and examined the ethical issues associated with this topic The work succinctly and effectively identifies all of the most relevant ethical issues associated with this topic. The work provides a thorough and insightful discussion on the ethical The work effectively identifies some of the most relevant ethical issues associated with this topic. The work provides a detailed and attentive discussion of the The work identifies some of the most relevant ethical issues associated with this topic. The work provides a careful and considered discussion of the key The work identifies some relevant ethical issues associated with this topic. The work provides an appropriate discussion of some The work identifies some ethical issues associated with this topic. The work provides a superficial discussion of the ethical nature of the The work identifies irrelevant ethical issues associated with this topic. The work provides an inappropriate discussion of the ethical nature of The work does not identify any ethical issues associated with this topic. The work does not provide a discussion of the ethical nature of MKTG7513 BEHAVIOUR CHANGE CASE STUDY RUBRIC High Distinction (7) Distinction (6) Credit (5) Pass (4) Marginal Fail (3) Fail (2) Low Fail (1) Have you thoroughly examined the ethical issues you identified issues associated with this topic. ethical issues associated with this topic. ethical issues associated with this topic. of the ethical issues associated with this topic. issues associated with this topic. the issues associated with this topic. the issues associated with this topic. Recommendations (15 Marks) Has time been taken to propose marketing and ethical solutions to the problem and issues being raised The analysis offers creative and original social marketing solutions to the wicked problem studied and represents an outstanding social marketing approach to addressing the problems/issues/opportu nities identified. All recommendations are supported with highly relevant and credible secondary evidence (market and/or academic) showing significance to the consumption trend. The analysis offers imaginative and authentic social marketing solutions to wicked problem studied and represents an excellent social marketing approach to addressing the problems/issues /opportunities identified. All recommendations are supported with relevant secondary evidence (market and/or academic) showing significance to the consumption trend. The analysis offers thoughtful and intuitive social marketing solutions to the wicked problem and represents a relevant social marketing approach to addressing the problems/issues opportunities identified. Most recommendations are supported with credible secondary evidence (market and/or academic) indicting some importance to the consumption trend. The analysis offers appropriate social marketing solutions to the wicked problem studied and represents some relevant marketing approaches to addressing the problems/issues opportunities identified. Some of the recommendations are supported with relevant secondary evidence (market and/or academic), and attempts to indicate importance to the consumption trend. The analysis offers inappropriate social marketing solutions to the wicked problem studied and does not represent relevant marketing approaches to addressing the problems/issues opportunities identified. Recommendations are not sufficiently supported with secondary evidence (market and/or academic). Supporting evidence does not indicate relevance to the consumption trend. The analysis evidences little to no social marketing inquiry. The recommendations drawn are inappropriate or not aligned with the wicked problem studied. The supporting evidence (market and/or academic) is inappropriate or not correctly aligned with the recommendations listed. No engagement with social marketing as a solution to a problem, or clear social marketing recommendations are evidenced. No supporting evidence (market and/or academic) are used to support recommendations. Language / Mechanics / Professionalism (10 Marks) Has the vocabulary and expression appropriate for formal academic writing within this discourse been used Has the work been edited for lapses in spelling, The writing demonstrates meticulous use of language and a sophisticated command of the vocabulary suited for social marketing.. Expression is eloquent, with no lapses in grammar, spelling or sentence construction. The writing demonstrates precise use of language and a well developed knowledge of the vocabulary suited for social marketing. Expression is fluent, with no lapses in grammar, spelling or sentence construction. The writing demonstrates careful use of language and a developed knowledge of the vocabulary suited for social marketing. Expression is clear, with no significant lapses in grammar, spelling or sentence construction. The writing demonstrates clear use of language, and an appropriate knowledge of the vocabulary suited for social marketing. Expression is readable, with only minor lapses in grammar, spelling The writing demonstrates mostly clear use of language, and an initial knowledge of the vocabulary suited for social marketing. Expression is mostly readable, with few significant lapses in grammar, spelling The writing is not readily comprehensible and does not demonstrate knowledge of the vocabulary suited for social marketing. Expression is difficult to read, with multiple The writing is incomprehensible, with inappropriate vocabulary, and an inadequate knowledge of the English language. MKTG7513 BEHAVIOUR CHANGE CASE STUDY RUBRIC High Distinction (7) Distinction (6) Credit (5) Pass (4) Marginal Fail (3) Fail (2) Low Fail (1) grammar, or sentence construction and sentence construction. and sentence construction. significant lapses in grammar, spelling and sentence construction. Referencing (5 Marks) Has broad research been conducted, in order to achieve a synthesis of personal ideas and those of the extant literature Have the researched sources been referenced correctly, both within the document, and in the referencing The writing shows a sophisticated understanding of the requirements of academic referencing technique. All sources are accurately referenced, and quotes are incorporated effectively. The reference list is formatted correctly and evidences an outstanding breadth of independent research beyond the stated minimum assessment requirement. The writing shows a highly developed understanding of the requirements of academic referencing technique. All sources are accurately referenced and quotes are incorporated appropriately. The reference list is correct and evidences an excellent breadth of research meeting the stated minimum assessment requirements. The writing shows a good understanding of the requirements of academic referencing technique. All sources are referenced and quotes are incorporated fluently. The reference list is correctly formatted with a good number of sources meeting the stated minimum assessment requirements. The writing shows an appropriate understanding of the requirements of academic referencing technique. Sources are referenced and quotes are mostly smoothly incorporated. The reference list is correctly formatted with an adequate number of sources. The writing shows an inappropriate understanding of the requirements of academic referencing technique. Most sources are referenced and some quotes are incorporated correctly. The reference list is mostly formatted correctly with an inadequate number of appropriate sources. The writing shows little to no understanding of the requirements of academic referencing technique . Sources are not referenced and quotes incorporated incorrectly. The reference list is incorrectly formatted, with only a few questionable sources and does not meet the minimum assessment requirements. The writing does not incorporate sufficient credible resources correctly.