Needs Improvement	Developing	Competent	Meeting Standard	Exceeding Standards
Issue ID	Some of the key issues in the case weren't identified or discussed.	Some of the key issues in the case were identified and a discussion was attempted.	Most of the key issues were identified and a brief discussion was provided.	Almost all of the key issues were identified and discussed in detail.	All of the key issues were identified and fully discussed in detail.
Analysis of Business Environment	The candidate didn't provide a balanced analysis of the Company's strengths, weaknesses, opportunities and threats.	The candidate attempted a balanced analysis of the Company's strengths, weaknesses, opportunities and threats however lacked key case facts and research.	The candidate provided a balanced analysis of the Company's strengths, weaknesses, opportunities and threats. The analysis lacked details or synthesis at times.	The candidate provided a balanced analysis of the Company's strengths, weaknesses, opportunities and threats. The analysis had occasional errors or omissions.	The candidate provided a thorough and balanced analysis of the Company's strengths, weaknesses, opportunities and threats and synthesized this with the rest of the paper.
Analysis of Various Job Opportunities	The candidate did not provide a detailed numerical comparison between the various job opporunities. Qualitative analysis lacked depth.	The candidate provided a high level qualitative analysis on the job opportunities, a calculation was attempted but contained errors.	The candidate provided a detailed qualitative analysis amongst the different options OR the candidate provided detailed calculations on the various employment opportunities.	The candidate provided a detailed qualitative analysis amongst the different options AND the candidate provided detailed calculations on the various employment opportunities.	The candidate provided an accurate calculation that compared each job offer and a detailed qualitative analysis that helped the user make an informed decision.
Analysis of Opening Travel Agency including advertising impacts	The candidate didn't provide a balanced discussion with both quantitative and qualitative factors for starting the travel agency. The impact of advertising is ignored.	The candidate attempted a quantitative OR a qualitative rationale for commencing the travel agency business. This analysis lacked depth or accuracy. The impact of advertising is attempted however not sufficient.	The candidate provided a quantitative OR a qualitative analysis for commencing the travel agency. Parts of the analysis lacked depth or accuracy. The advertising impact is successfully attempted.	The candidate provided a quantitative AND qualitative analysis for the travel agency and thoroughly calculated the implication. Occasional errors or omissions. The advertising is well incorporated and accounted for. Differences are highlighted.	The candidate provided a flawless quantitative and qualitative analysis for opening the travel agency. Thoroughly assessed the risk and rewards and had an in depth discussion of risks and rewards. External research regarding the industry was synthesized alongside case facts. The advertising differences are included and accurate. There is sufficient detail in how the different advertising schemes will impact operations and net income.
Analysis of Purchase vs. Rental of Billboard	The candidate attempted to discusses the benefits and drawbacks. The analysis was either irrelevant to the user or lacked detail. The candidate attempted to calculate the difference however this lacked sufficient detail.	The candidate attempted to discusses the benefits and drawbacks of ownership vs. rental of the billboared. The analysis was relevant to the user however lacked detail. The depreciation calculations were attempted.	The candidate attempted to discusses the benefits and drawbacks and provide some calculations to the user. The analysis was relevant to the user and sufficient in detail. There was a qualitative OR quantitative analysis of advertising.	The candidate attempted to discusses the benefits and drawbacks of each option qualitatively and quantitatively. The candidate discusses the implications of the transaction on net income and accurately calculates the depreciation.	The candidate discusses the alternatives of purchasing vs. renting thoroughly both qualitatively and quantitatively. Depreciation is discussed and calculated and reflected in the overall net income calculations for the user to understand.
General Accounting Advice	The candidate attempted to discuss accounting facts to user. The analysis was either irrelevant to the user or lacked detail.	The analysis was relevant to the user however lacked detail. The candidate had a high level discussion of accounting details.	The candidate attempted to discusses the importance of accounting and provide some details to the user. The analysis was relevant to the user and sufficient in detail for the user's understanding.	The candidate sufficiently answers the users questions to accounting issues posed. The tone and level of explanation meets the users comprehension and needs.	The candidate thoroughly explains accounting concepts. These are detailed with easy to understand examples and meet the users' needs.
Debt vs. Equity Decision	The candidate overlooked the capital management and provided a high level analysis.	The candidate attempted to discusses the two alternatives. The analysis was relevant to the user however lacked detail or contained several errors.	The candidate provided a qualitative or quantitative analysis. The analysis was relevant to the user and sufficient in detail for decision making with some errors.	The analysis was relevant to the user and sufficient in detail and comparison. Provided a balanced discussion on how to proceed with the funding decisions both quantitative and qualitative factors.	The analysis was informative to the user and sufficient in detail and comparison. A balanced discussion of the the differences between debt and equity and calculations were provided to defend recommendation. Calculations and discussion were accurate and complete.
General spelling, professionalism, layout and readability. Inclusion of overall strategy and ethical issues.	The response lacks structure, headings and contains many spelling mistakes and errors. Ethics and business strategy not addressed. The tone is occasionally insulting to user.	The response has some structure and headings however contains spelling mistakes and errors. Attempted a general overview of business strategy and ethics.	The response has some structure and headings and minimal spelling mistakes. Attempted to cover impacts on ethics and business strategy. Parts of analysis were too general.	The response has structure and minimal spelling and grammar mistakes. Specifically discussed business strategy and relevant ethical considerations.	The response is well written, easy to read with appropriate headings and structure. There are no spelling or grammar mistakes. Fully discussed short and long term business strategy, ethical considerations that were relevant, detailed and realistic.
Recommendation	The candidate's discussion of recommendations is too short, too shallow and lacks cohesive detail for the user to be able to follow.	The candidate makes recommendations that lack detail or missed some recommendations for issues not identified.	The candidate make plausible recommendations. At times they are not appropriate or feasible for the company.	The candidate makes clear, reasonable, relevant recommendations.	The candidate makes clear, reasonable, relevant recommendations and plots them on a timeline for ease of implementation. The recommendations include potential risks or downfalls.
Questions and Conclusion	The candidate attempts summarized the paper. The conclusion lacks length and cohesion. No questions or assmuptions stated.	The candidate attempts summarized the paper or attempts to pose some questions to user. The conclusion lacks length and cohesion. No questions or assmuptions stated.	The candidate attempts to summarize the paper and noted any additional questions that may have been outstanding. The conclusion lacks length and cohesion or questions are too general.	The candidate summarized the paper and noted any additional questions that may have been outstanding.	The candidate successfully summarized the paper and noted any additional questions that may have been outstanding. This is thorough, summarizes all items discussed in the paper and does a good job highlighting key points.
APA Style Bibliography & Appendices	The candidate did not have a bibliography and did not referenced where all information was sourced from. Appendices were difficult to follow or lacked information. Some information not referenced appropriately.	The candidate had a short bibliography and attempted to appropriately referenced where all information was sourced from. Appendices were well laid out, at times difficult to follow or lacked information. Some information not referenced appropriately.	The candidate had a bibliography and attempted to appropriately referenced where all information was sourced from. Appendices were well laid out, at times difficult to follow or lacked information.	The candidate had a bibliography and appropriately referenced where all information was sourced from. Appendices were well laid out, at times difficult to follow.	The candidate had a bibliography and appropriately referenced where all information was sourced from. Appendicecs were well laid out, well referenced and relevant to the paper.