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1 Unsatisfactory 0.00%
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2 Less than Satisfactory 65.00%
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3 Satisfactory 75.00%
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4 Good 85.00%
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5 Excellent 100.00%
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100.0 %Assignment Criteria
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10.0 %Introduction and Conclusion
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An introduction and conclusion are not present.
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An introduction and conclusion are present, but connections are not made to course objectives.
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An introduction and conclusion are present; cursory connections are made to course objectives.
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An introduction and conclusion are present. Relevant connections are made to course objectives in a thoughtful manner.
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An introduction and conclusion are present. Relevant connections are made to course objectives in a thoughtful and insightful manner. Critical and creative thinking is indicated.
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65.0 %Rebranding Strategy Presentation
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Strategy is not present.
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Strategy is incomplete or omits some requirements stated in the assignment criteria.
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Strategy is adequately presented.
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Strategy is thoroughly presented.
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Discussion is comprehensive, accurate, and persuasive; definitions are clearly stated. Research is adequate, timely, and relevant, and addresses all of the issues stated in the assignment criteria.
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10.0 %Thesis Development and Purpose
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Paper lacks any discernible overall purpose or organizing claim.
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Thesis and/or main claim are insufficiently developed and/or vague; purpose is not clear.
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Thesis and/or main claim are apparent and appropriate to purpose.
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Thesis and/or main claim are clear and forecast the development of the paper. It is descriptive and reflective of the arguments and appropriate to the purpose.
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Thesis and/or main claim are comprehensive. The essence of the paper is contained within the thesis. Thesis statement makes the purpose of the paper clear.
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5.0 %Mechanics of Writing (includes spelling, punctuation, grammar, language use)
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Surface errors are pervasive enough that they impede communication of meaning. Inappropriate word choice and/or sentence construction are used.
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Frequent and repetitive mechanical errors distract the reader. Inconsistencies in language choice (register) and/or word choice are present. Sentence structure is correct but not varied.
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Some mechanical errors or typos are present, but are not overly distracting to the reader. Correct and varied sentence structure and audience-appropriate language are employed.
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Prose is largely free of mechanical errors, although a few may be present. The writer uses a variety of effective sentence structures and figures of speech.
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Prose is free of mechanical errors. Writer is clearly in command of standard, written, academic English.
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5.0 %Paper Format (Use of appropriate style for the major and assignment)
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Template is not used appropriately or documentation format is rarely followed correctly.
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Appropriate template is used, but some elements are missing or mistaken. A lack of control with formatting is apparent.
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Appropriate template is used. Formatting is correct, although some minor errors may be present.
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Appropriate template is fully used. There are virtually no errors in formatting style.
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All format elements are correct.
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5.0 %Research Citations (In-text citations for paraphrasing and direct quotes, and reference page listing and formatting, as appropriate to assignment and style)
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No reference page is included. No citations are used.
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Reference page is present. Citations are inconsistently used.
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Reference page is included and lists sources used in the paper. Sources are appropriately documented, although some errors may be present.
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Reference page is present and fully inclusive of all cited sources. Documentation is appropriate and citation style is usually correct.
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In-text citations and a reference page are complete and correct. The documentation of cited sources is free of error.
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100 %Total Weightage
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