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Retail Advertising Rubric SY10

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Retail Advertising Rubric SY10 Powered By Docstoc
					                                SY10 Retail/Advertising Student Performance-Based Assessment Rubric
    STANDARDS         BENCHMARKS/PERFORMANCE INDICATORS/PROFICIENCY DESCRIPTORS
                      BLR 2.1
                      Apply knowledge of market environment, consumer profile and current market conditions to write and present an evaluation of a
                      retail establishment.
                          10 – Sophisticated               8 – In-depth              6 – Developed                   4 – Intuitive                 2 - Naive
                      Students profoundly         Students judiciously        Students acceptably           Students have difficulty     Students lack the ability to
BLR 2.0               evaluate their retail       evaluate their retail       evaluate their retail         in evaluating their retail   create and evaluate their
Applies retail market concept. They               concept. They keenly use    concept. They                 concept. They rely on a      retail concept without
analysis and          perspicaciously use their   their knowledge of market   sufficiently use their        limited repertoire of the    coaching or highly
marketing principles knowledge of market          environment, consumer       knowledge of market           knowledge of market          scripted instructions.
to improve a retail   environment, consumer       profile, merchandising,     environment, consumer         environment, consumer        They fail to create a
store concept and/or profile, merchandising,      advertising and market      profile, merchandising,       profile, merchandising,      rudimentary retail concept.
its services.         advertising and market      conditions. As a result,    advertising and market        advertising and market
                      conditions. As a result,    they create an appealing    they develop a basic retail   conditions. In doing so,
                      they create a               retail concept.             concept.                      they create simple,
                      sophisticated and                                                                     unsatisfying retail
                      engaging retail concept.                                                              concept.

                      BLR 4.1
                       Analyze how effective customer service benefits retail establishments and customer satisfaction.
                              10 - Mature               8 – Sensitive                6 – Aware                 4 – Developing                   2 - Egocentric
BLR 4.0               Students adeptly           Students proficiently      Students adequately        Students have some                Students have little or no
Analyze customer      anticipate and             anticipate and             anticipate and             capacity and self-                empathy beyond
service and selling   communicate what           communicate what           communicate what           discipline to see the             acknowledging
concepts to acquire   customers want to hear,    customers want to hear,    customers want to hear,    customer’s wants but are          customer’s wants. They
                      see and feel. They are     see and feel. They are     see and feel. They are     still primarily limited to        ignore or are threatened
basic service and
selling skills.       able to adroitly employ    able to skillfully employ  able to competently        their own vision: puzzled         or puzzled by different
                      service excellence         service excellence         employ service excellence or put off by different            feelings, attitudes, or
                      concepts to resolve retail concepts to resolve retail concepts to resolve retail feelings.                         views.
                      specific problems.         specific problems.         specific problems.
                                   SY10 Retail/Advertising Student Performance-Based Assessment Rubric
                         ACO 2.1
                         Compare the use of technical design (e.g., color theory, lighting, graphics, typography, posters, and sound) in various forms of
                         media to create a promotional or media campaign.

ACO 2.0                  ACO 2.2
Analyze the              Evaluate multimedia applications of software/hardware for application in media applying the use of technical design to
elements and             promotional and media products.
principles of                10 – Sophisticated             8 – In-depth             6 – Developed                4 – Intuitive                 2 - Naive
technical design         Students masterfully and Students thoroughly          Students proficiently      Students inconsistently Students do not apply the
applied to various       creatively apply the       uniquely apply the         apply the technical        apply the technical design technical design elements
forms of media such      technical design elements technical design elements design elements and          elements and principles to and principles to develop
as digital, print, and   and principles to develop and principles to develop principles to develop a      develop a project such as a project such as a
computer generated       a project such as a        a project such as a        project such as a          a brochure, logo, or textile brochure, logo, or textile
for a promotional or     brochure, logo, or textile brochure, logo, or textile brochure, logo, or textile design using various         design using various
media campaign.          design using various       design using various       design using various       multimedia applications of multimedia applications of
                         multimedia applications of multimedia applications of multimedia applications of software/hardware, digital software/hardware, digital
                         software/hardware, digital software/hardware, digital software/hardware, digital animation tools to meet      animation tools to meet
                         animation tools to meet    animation tools to meet    animation tools to meet    specifications.              specifications.
                         specifications.            specifications.            specifications.
                                   SY10 Retail/Advertising Student Performance-Based Assessment Rubric

                        ACO 3.2
                        Assess the products or services, adherence to client needs, integrating modifications to meet or exceed the established criteria.

                        ALD 3.1
ACO 3.0
                        Apply problem-solving techniques analyzing the script and storyboard pre-visualization development to create a digital media
Evaluate the
                        product.
methods of design
and the process to
                        ALD 3.2
create solutions for
                        Summarize different elements and methods for production regarding equipment, location, audio, and lighting for a range of
designing products
                        digital media productions.
and/or services for a
client.                          10 - Mature                  8 – Sensitive                  6 – Aware                  4 – Developing                   2 - Egocentric
                        Students develop concept,     Students develop concept,     Students develop concept,    Students develop concept,        Students develop concept,
ALD 3.0                 designs and products that     designs and products that     designs and products that    designs and products that        designs and products that
Evaluate multiple       creatively adhere to the      completely adhere to the      adhere to the client's       minimally adhere to the          do not adhere to the
digital media           client's specifications and   client's specifications and   specifications and meets     client's specifications and      client's specifications and
solutions to meet       exceed the expectations       more than meets the           the expectations of the      meets most of the                does not meet the
the needs of the        of the client. Students are   expectations of the client.   client. Students             expectations of the client.      expectations of the client.
client associated       adept at seeing and           Students are willing and      demonstrate awareness        Students have some               Students have little or no
with the pre-           feeling what the client       able to see and feel what     of what the clients desire   capacity and self-               empathy beyond
production,             desires to see and feel.      clients desire to see and     to see and feel and are      discipline to see the            acknowledging client’s
production, and         They are able to              feel. They anticipate to a    somewhat able to             client’s desires but are still   desires. They ignore or
post-production.        accurately anticipate         large degree how their        anticipate how their         primarily limited to their       are threatened or puzzled
                        how their proposal will be    proposal will be received     proposal will be received    own vision: puzzled or put       by different feelings,
                        received and interpreted.     and interpreted.              and interpreted.             off by different feelings.       attitudes, or views.
                                 SY10 Retail/Advertising Student Performance-Based Assessment Rubric

                       ACO 5.5
                       Review FCC, liable laws, cyber law, and other regulations for compliance issues relevant to the programs of study in the pathway.

ACO 5.0                ACO 5.2
Adopt ethical          Determine how to seek formal permission to use materials in accordance with the copyright laws.
principles to comply
with copyright laws            10 - Mature                8 – Sensitive                   6 – Aware            4 – Developing              2 - Egocentric
when creating          Student-developed           Student developed          Student-developed model Student-developed model Student-developed model
products and/or        concepts and products are models and concept is        and concept is original    and/or concept is original and/or concept closely
services to deliver    extremely inventive,        uniquely creative and      and unique. Students       but similar to existing     resembles existing
quality performance    unique and original.        original. Students         ensure creations do not    models or concepts.         models or concepts.
and products to a      Students adeptly ensure correctly ensure               violate copyright, FCC,    Students' creations may     Students' creations violate
client.                creations do not violate    creations do not violate   liability, cyber and other possibly violate copyright, copyright, FCC, liability,
                       copyright, FCC, liability,  copyright, FCC, liability, laws governing retail and FCC, liability, cyber and    cyber and/or other laws
                       cyber and other laws        cyber and other laws       promotional products.      other laws governing retail governing retail and
                       governing retail and        governing retail and                                  and promotional products. promotional products.
                       promotional products.       promotional products.
                       ALD 1.1
                       Organize content using various forms of media platforms to communicate a specific message to a broad audience.
                              10 – Masterful                8 – Skilled                   6 – Able             4 – Apprentice                2 - Novice
ALD 1.0                The students efficiently    The students organize      The students organize      The students organize       Students are only able to
Examine the            organize content and story content and story           content and story          content and story           perform with coaching or
principles of          elements, demonstrating elements, demonstrating elements to an                    elements and in so doing highly scripted instructions.
perception and         fluency in the principles   competency in the          acceptable degree. The demonstrate limited
narration to           of perception. The          principles of perception.  students possess a basic knowledge in the
communicate            students flexibly and       The students               grasp of the principles of principles of perception.
compelling             efficiently use knowledge   appropriately use          perception, demonstrating They are able to perform
messages for a         of the principles given the knowledge of the           knowledge of just the key well in
broad audience.        intended audience and       principles given the       concepts. They are         familiar/simple/similar/cl
                       various media.              intended audience and      competent in               oned contexts with some
                                                   various media.             communicating to an        coaching.
                                                                              intended audience
                                                                              through various media.
                                 SY10 Retail/Advertising Student Performance-Based Assessment Rubric
                       BLR 4.2
                       Model professional behaviors and communication skills that serve both internal and external customers.
                               5 - Masterful                4 – Skilled                  3 – Able                 2 – Apprentice                1 - Novice
                       Does all of the following Does all of the following Does all of the following Does all of the following Does not exhibit the
                       creatively and              exceptionally well:         proficiently: Uses clear, sufficiently well: Uses       following: Uses clear,
                       exceptionally well:         Uses clear, concise and     concise and expressive      clear, concise and          concise and expressive
                       Uses clear, concise and     expressive English;         English; speaks loudly      expressive English;         English; speaks loudly
                       expressive English;         speaks loudly enough to     enough to be heard; uses speaks loudly enough to        enough to be heard; uses
BLR 4.0                speaks loudly enough to     be heard; uses proper       proper vocabulary,          be heard; uses proper       proper vocabulary,
Analyze customer       be heard; uses proper       vocabulary, enunciation     enunciation and             vocabulary, enunciation     enunciation and
service and selling    vocabulary, enunciation     and pronunciation;          pronunciation; establishes and pronunciation;           pronunciation; establishes
concepts to acquire    and pronunciation;          establishes and maintains and maintains eye contact establishes and maintains and maintains eye contact
basic service and      establishes and maintains eye contact with the          with the audience; uses     eye contact with the        with the audience; uses
                       eye contact with the        audience; uses proper       proper oral speaking style audience; uses proper        proper oral speaking style
selling skills.
                       audience; uses proper       oral speaking style (short (short sentences, personal oral speaking style (short (short sentences, personal
                       oral speaking style (short sentences, personal          pronouns, contractions      sentences, personal         pronouns, contractions
                       sentences, personal         pronouns, contractions      and active voice); speaks pronouns, contractions        and active voice); speaks
                       pronouns, contractions      and active voice); speaks with confidence,              and active voice); speaks with confidence,
                       and active voice); speaks with confidence,              enthusiasm and sincerity; with confidence,              enthusiasm and sincerity;
                       with confidence,            enthusiasm and sincerity; and stands and moves          enthusiasm and sincerity; and stands and moves
                       enthusiasm and sincerity; and stands and moves          effectively.                and stands and moves        effectively.
                       and stands and moves        effectively.                                            effectively.
                       effectively.
                               5 - Masterful                4 – Skilled                  3 – Able                 2 – Apprentice                1 - Novice
                       Does all of the following Does all of the following Does all of the following Does all of the following Does not exhibit the
                       creatively and              exceptionally well:         proficiently well:          sufficiently well:          following:
                       exceptionally well:         Demonstrates knowledge Demonstrates knowledge Demonstrates knowledge Demonstrates knowledge
                       Demonstrates knowledge of Performance-Based             of Performance-Based        of Performance-Based        of Performance-Based
                       of Performance-Based        Assessment content and Assessment content and Assessment content and Assessment content and
                       Assessment content and concepts, delivers clear         concepts, delivers clear    concepts, delivers clear    concepts, delivers clear
                       concepts, delivers clear    explanations and            explanations and            explanations and            explanations and
                       explanations and            responses to questions,     responses to questions,     responses to questions,     responses to questions,
Overall Presentation
                       responses to questions,     provides a logical analysis provides a logical analysis provides a logical analysis provides a logical analysis
                       provides a logical analysis of the content with         of the content with         of the content with         of the content with
                       of the content with         supporting evidence, and supporting evidence, and supporting evidence, and supporting evidence, and
                       supporting evidence, and gives a thorough               gives a thorough            gives a thorough            gives a thorough
                       gives a thorough            presentation. Uses          presentation. Uses          presentation. Uses          presentation. Uses
                       presentation. Uses          PowerPoint to enhance       PowerPoint to enhance       PowerPoint to enhance       PowerPoint to enhance
                       PowerPoint creatively and   the delivery of the         the delivery of the         the delivery of the         the delivery of the
                       to enhance the delivery of message.                     message.                    message.                    message.
                       the message.

				
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