The final presentation will be held in week 8 in the

The final presentation will be held in week 8 (in the PMA session).
Failure to meet a deadline may result in the report not being accepted and not graded. You would
then have to apply to the Examinations Committee for advice on how to proceed.
Resit
Please consult the Teaching and Exam Regulations (TER) 2017-2018 for the exact procedure to
take in such a case.

48
11.7 Assessment
Marketing Plan - Assessment Rubric
10 Outstanding 8 Good 6 Sufficient 4 To be improved
Part 1: Audit
Comprehensive information well researched and
presented with the sources clearly identified.
Presented in diagrammatical form as well as text
with an eye for relevance and attention to detail.
A minimum of three SWOTS, (using the data
identified in the audit) dealing with the Dutch travel
market, the tour operator concerned and the
destination chosen. All are comprehensive and
detailed.
Good coverage of the parts of audit. Use of
diagrams supports the main points of the
text. Relevance is good without being
outstanding.
All three SWOTS are comprehensive. The
links between the audit and the SWOTS are
clear.
All the parts of the audit have been covered
but not comprehensively. The most relevant
areas are included but not identified as such.
All three SWOTS are completed and cover the
most important factors. However there are
some points missing.
Missing information, i.e. a part of the audit not
covered. Lack of relevance, i.e. too much text
spent on irrelevant detail.
The SWOTS may be inaccurate and may have
major elements missing. They may be
expressed in text only terms not in
diagrammatic form.
Part 2:
Segmentation,
Product &
Objectives
Excellent argumentation for the choice of market
segment. It is clearly based on the detailed market
analysis.
The product description is detailed, fits well with
the existing product portfolio and the explanation of
the product life cycle is realistic.
Strong linkage between objectives and audit is
clear and objectives are clearly SMART.
Targeting of the new market segment and
positioning of the new product is well explained.
Good argumentation for the choice of
market segment. It is based on the detailed
market analysis.
The product description is somewhat
detailed, fits with the existing product
portfolio and the explanation of the product
life cycle is fairly realistic.
Linkage between objectives and audit is
clear and objectives are SMART.
Targeting of the new market segment and
positioning of the new product is explained.
Argumentation for the choice of market
segment is somewhat based on the market
analysis but links could be stronger.
The product description is not detailed, its fit
with the existing product portfolio is
questionable and the explanation of the
product life cycle is somewhat realistic.
Weak linkage between objectives and audit is
and objectives are somewhat SMART
Targeting of the new market segment and
positioning of the new product is somewhat
explained.