Assessment Rubrics
3 rubrics for open-ended questions
SEO vs PPC Comparison Essay
Question #23 · 10 total points · 4 criteria
Depth of Analysis
30% weightExcellent3 pts
Good2 pts
Adequate1 pts
Needs Work0 pts
Use of Examples
25% weightExcellent2.5 pts
Good2 pts
Adequate1 pts
Needs Work0 pts
Strategic Recommendations
25% weightExcellent2.5 pts
Good2 pts
Adequate1 pts
Needs Work0 pts
Writing Quality
20% weightExcellent2 pts
Good1.5 pts
Adequate1 pts
Needs Work0 pts
90-Day Marketing Plan
Question #24 · 10 total points · 4 criteria
Strategic Planning
30% weightExcellent3 pts
Good2 pts
Adequate1 pts
Needs Work0 pts
Channel Strategy
25% weightExcellent2.5 pts
Good2 pts
Adequate1 pts
Needs Work0 pts
Budget & KPIs
25% weightExcellent2.5 pts
Good2 pts
Adequate1 pts
Needs Work0 pts
Practicality
20% weightExcellent2 pts
Good1.5 pts
Adequate1 pts
Needs Work0 pts
AI Impact on Digital Marketing
Question #25 · 8 total points · 4 criteria
Breadth of Coverage
30% weightExcellent2.4 pts
Good1.8 pts
Adequate1 pts
Needs Work0 pts
Critical Analysis
35% weightExcellent2.8 pts
Good2 pts
Adequate1 pts
Needs Work0 pts
Forward-Looking Insight
20% weightExcellent1.6 pts
Good1.2 pts
Adequate0.6 pts
Needs Work0 pts
Writing & Structure
15% weightExcellent1.2 pts
Good0.8 pts
Adequate0.4 pts
Needs Work0 pts