High distinction

85 - 100

Professional Criteria (Media Relations Plan, Media Relations Toolkit & Campaign Pitch)

HD: 85-100% A grade at this level indicates work of outstanding overall quality. It will consist of an original and ambitious project, which has achieved its goals with a very good to high level of technical competence (in relation to the experience of the student). It will have been well researched and planned and exhibit a highly developed critical awareness of the medium or industry, as well as the intended audience, including an excellent strategy. It will be informed by the strength of its original idea(s) and an appropriate structure, which is both engaging and professional. It will demonstrate an understanding of the theories related to ‘best practice’ in the industry and have a sound evidence base. It will be work that the Department would normally regard as appropriate to exhibit to the University or wider industry partners and communities.

Essay Criteria

HD 85-100% Work of outstanding quality, demonstrating an excellent standard of written English and of criticism, logical argument, interpretation of materials or use of methodology. Evidence of extensive research and use of primary sources, a thoughtful structure, substantial additional work and independent learning. This grade may be given to recognise particular originality or creativity.

Distinction

75 - 84

Professional Criteria (Media Relations Plan, Media Relations Toolkit & Campaign Pitch)

DI: 75-84% A grade at this level indicates work that overall achieves a very high standard. The work will have achieved most of its goals and will demonstrate a significant degree of originality and ambition, with a very good level of technical competence, especially in regard to a messaging strategy. The work will be based on original ideas and will be well structured. It will show significant evidence of research/planning and demonstrate a critical awareness of the medium. It will be work that the Department would normally regard as appropriate to exhibit or publish within the School or University.

Essay Criteria

DI 75-84% Work of superior quality, demonstrating a command of language, sound grasp of content, efficient organisation and selectivity. Evidence of relevant research, additional work and independent learning.

Credit

65 - 74

Professional Criteria (Media Relations Plan, Media Relations Toolkit & Campaign Pitch)

CR: 65-74% A grade at this level indicates work that overall achieves a higher than satisfactory standard. The work will have achieved its principle goal(s) and will demonstrate degrees of originality and ambition, especially regarding an appropriate messaging strategy. Technically it will be competent in quality with a recognisable and successful overall structure. It will be based on a degree of research and planning and exhibit some critical awareness of the medium and of issues such as audience and representation. It will be work that the Department would normally regard as appropriate to internal Department exhibition or publication.

Essay Criteria

CR 65-74% A sound performance, competent and appropriate. Work that is well written and demonstrates good research skills. Demonstrates a clear grasp of the basic skills and knowledge. Work of good quality, showing more than satisfactory achievement.

Pass

50 - 64

Professional Criteria (Media Relations Plan, Media Relations Toolkit & Campaign Pitch)

PS: 50-64% A grade at this level indicates work of an overall satisfactory standard but with some significant positive features. It will demonstrate some originality or ambition and a limited critical awareness of the medium and of issues such as audience and representation. Its goals will have been only partially realised although some reasonable attempt will have been made to achieve them. The level of technical competence will range from adequate to poor with significant structural weaknesses. Its weak structure will show evidence of inadequate research/planning. It will be work the Department would not normally regard as appropriate for exhibition or publication.

Essay Criteria

PS 50-64% A satisfactory attempt to meet the demands of the assignment.
Demonstrates understanding and command of basic skills and core knowledge. The assignment may have significant weaknesses, or may not be wholly successful or coherent, but shows at least satisfactory achievement in more important aspects.

Fail

0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.