Application of Key Concepts - Industry Not done, or seriously incomplete. An insufficient number of appropriate tools and frameworks used, or used incorrectly. Specific industry characteristics, trends and implications are omitted. Uses some appropriate tools and frameworks appropriately but one key tool or framework is omitted or used incorrectly or specific industry characteristics and trends are omitted or implications are unclear. Uses an appropriate number of appropriate tools and frameworks but specific industry characteristics and trends maybe not be clearly articulated and implications are unclear. Uses an appropriate number of appropriate tools and frameworks but specific industry characteristics and trends maybe not be clearly articulated or are implications unclear. Uses an appropriate number of appropriate tools and frameworks to concisely and clearly articulate the most important industry characteristics and trends, and their implications. Application of Key Concepts - Competitors Not done, or seriously incomplete. An insufficient number of appropriate tools and frameworks used, or used incorrectly. Specific competitor characteristics, trends and implications are omitted. Uses some appropriate tools and frameworks appropriately but one key tool or framework is omitted or used incorrectly or specific competitor characteristics and trends are omitted or implications are unclear. Uses an appropriate number of appropriate tools and frameworks but specific competitor characteristics and trends maybe not be clearly articulated and implications are unclear. Uses an appropriate number of appropriate tools and frameworks but specific competitor characteristics and trends maybe not be clearly articulated or are implications unclear. Uses an appropriate number of appropriate tools and frameworks to concisely and clearly articulate the most important competitor characteristics and trends, and their implications. Visualisation of Qualitative and Quantitative Information Not done, or seriously incomplete. Few quantitative or qualitative metrics around key variable significance, trends, and values are visualised but they are not very relevant. Some quantitative or qualitative metrics around key variable significance, and values are visualised but they do little to enhance comprehension of implications. Some quantitative and qualitative metrics around key variable significance, trends, and values are clearly visualised to enhance comprehension of implications. Appropriate quantitative and qualitative metrics around key variable significance, trends, and values are clearly visualised to enhance comprehension of implications. Appropriate quantitative and qualitative metrics around key variable significance, trends, relationships, values, and correlations are clearly visualised to enhance comprehension of implications, and inform decision making. Quality of References Not done Sources of information are largely unreliable, irrelevant or biased. Poorly formatted. Sources of information that are mostly reliable, relevant and unbiased. Poorly formatted. Sources of information that are mostly reliable, relevant and unbiased. Correctly formatted to APA guidelines. References are relevant, reliable, verifiable and credible in accordance with the SCRAPE framework. Information derived is valuable and insightful and adds to the overall impact of the document. Formatted according to APA guidelines. References are highly relevant, reliable, verifiable and credible in accordance with the SCRAPE framework. Information derived is valuable and insightful and adds to the overall impact of the document. Demonstrates superior judgement in choosing sources that are the \'best\' source for the information presented. Formatted according to APA guidelines. Breadth of References Not done, or seriously incomplete. Uses an inappropriate number of references (too few or too many) that may not be used at the appropriately relevant time. Uses an inappropriate number of references (too few or too many). Uses an appropriate number of references that may not be used at the appropriately relevant time. An appropriate number of references used to derive and validate conclusions drawn wherever relevant in the document. An appropriate number of references used to derive and validate conclusions drawn wherever relevant in the document. Uses appropriately diverse sources to resolve potential conflicts and overcome potential bias. Format, Structure & Readability - Graphic No graphs, tables or diagrams. Some use of graphs / diagrams / tables to present information but maybe incomplete or confusing. Hard to decipher information presented. Visually unappealing. Confuses rather than clarifies. Some use of graphs /diagrams /tables to present information but maybe confusing. Creativity confuses the message and is visually unappealing. Hard to interpret. Acceptable use of graphs/ diagrams/ tables to present information. Creativity may confuse the message or maybe difficult to decipher and /or visually unappealing. Neither confusing, not clarifying. Effective use of graphs /diagrams /tables to present information in a way that enhances the reader\'s comprehension. Creativity enhances the message and is easy to read and visually appealing. Looking good! Effective use of graphs /diagrams /tables to present information in a way that enhances the reader\'s comprehension. Creativity enhances and highlights the message. Relevant, easy to decipher and visually appealing. \"A picture paints a thousand words\"! MKF2801 Assignment Two Feedback Rubric

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