Distinguished - Thoroughly examines Integrated Marketing Communication (IMC) strategies for the mentor company, and clearly and accurately establishes a global marketing campaign.

Proficient - Examines Integrated Marketing Communication (IMC) strategies for the mentor company, and establishes a global marketing campaign. Minor details are missing, slightly unclear, or inaccurate.

Basic - Minimally examines Integrated Marketing Communication (IMC) strategies for the mentor company, and vaguely establishes a global marketing campaign. Relevant details are missing, unclear, and/or inaccurate.

Below Expectations - Attempts to examine Integrated Marketing Communication (IMC) strategies for the mentor company and establish a global marketing campaign; however, significant details are missing, unclear, and inaccurate.

Non-Performance - The examination of Integrated Marketing Communication (IMC) strategies for the mentor company and establishment of a global marketing campaign are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Clearly and accurately identifies a campaign execution for at least four different types of media, and thoroughly explains what unifies the campaign as an IMC.

Proficient - Identifies a campaign execution for at least four different types of media, and explains what unifies the campaign as an IMC. Minor details are missing, slightly unclear, or inaccurate.

Basic - Partially identifies a campaign execution for at least four different types of media, and minimally explains what unifies the campaign as an IMC. Relevant details are missing, unclear, and/or inaccurate.

Below Expectations - Attempts to identify a campaign execution for at least four different types of media and explain what unifies the campaign as an IMC; however, significant details are missing, unclear, and inaccurate.

Non-Performance - The identification of a campaign execution for at least four different types of media and explanation of what unifies the campaign as an IMC are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Clearly and accurately identifies another marketing communication activity, other than advertising, thoroughly compares it to the IMC campaign, and comprehensively discusses one strength and one weakness of this marketing communication activity.

Proficient - Identifies another marketing communication activity, other than advertising, compares it to the IMC campaign, and discusses one strength and one weakness of this marketing communication activity. Minor details are missing, slightly unclear or inaccurate.

Basic - Partially identifies another marketing communication activity, other than advertising, minimally compares it to the IMC campaign, and briefly discusses one strength and one weakness of this marketing communication activity. Relevant details are missing, unclear, and/or inaccurate.

Below Expectations - Attempts to identify another marketing communication activity, other than advertising, compare it to the IMC campaign, and discuss one strength and one weakness of this marketing communication activity; however, significant details are missing, unclear, and inaccurate.

Non-Performance - The identification of another marketing communication activity, other than advertising, comparison to the IMC campaign, and discussion of one strength and one weakness of this marketing communication activity are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Clearly and accurately selects two advertisements for the same product from the same medium but targeted for a different country, and includes a copy of the advertisements with a comprehensive explanation of the ads.

Proficient - Selects two advertisements for the same product and from the same medium but targeted for a different country and includes a copy of the advertisements with an explanation of the ads. Minor details are missing, slightly unclear, or inaccurate.

Basic - Partially selects two advertisements for the same product from the same medium but targeted for a different country and includes a copy of the advertisements with a vague explanation of the ads. Relevant details are missing, unclear, and/or inaccurate.

Below Expectations - Attempts to selects two advertisements for the same product and include a copy of the advertisements with an explanation of the ads; however, the two advertisements are not from the same medium and/or targeted for different countries, and/or significant details are missing, unclear, and inaccurate.

Non-Performance - The selection of two advertisements for the same product from the same medium but targeted for a different country and inclusion of a copy of the advertisements with an explanation of the ads are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Thoroughly examines how the advertisements reflect the two cultures, and comprehensively explains what kind of appeal is used for the ads and whether to choose a different appeal.

Proficient - Examines how the advertisements reflect the two cultures, and explains what kind of appeal is used for the ads and whether to choose a different appeal. Minor details are missing.

Basic - Minimally examines how the advertisements reflect the two cultures, and partially explains what kind of appeal is used for the ads and whether to choose a different appeal. Relevant details are missing.

Below Expectations - Attempts to examine how the advertisements reflect the two cultures and explain what kind of appeal is used for the ads and whether to choose a different appeal; however, significant details are missing.

Non-Performance - The examination of how the advertisements reflect the two cultures and explanation of what kind of appeal is used for the ads and whether to choose a different are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Comprehensively discusses the position in the ‘standardized versus localized’ debate.

Proficient - Discusses the position in the ‘standardized versus localized’ debate. Minor details are missing.

Basic - Minimally discusses the position in the ‘standardized versus localized’ debate. Relevant details are missing. 

Below Expectations - Attempts to discuss the position in the ‘standardized versus localized’ debate; however, significant details are missing.

Non-Performance - The discussion of the position in the ‘standardized versus localized’ debate is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors and is very easy to understand.

Proficient - Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors and is mostly easy to understand.

Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors which may slightly distract the reader.

Below Expectations - Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors which distract the reader.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Accurately uses APA formatting consistently throughout the paper, title page, and reference page.

Proficient - Exhibits APA formatting throughout the paper. However, layout contains a few minor errors. 

Basic - Exhibits limited knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements. 

Below Expectations - Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - The length of the paper is equivalent to the required number of correctly formatted pages. 

Proficient - The length of the paper is nearly equivalent to the required number of correctly formatted pages. 

Basic - The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages.

Below Expectations - The length of the paper is equivalent to at least one half of the required number of correctly formatted pages.   

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Proficient - Uses the required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Basic - Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.

Below Expectations - Uses an inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.