Optimizing Brands Week 1 Check-In

6/6/22, 10:13 AM MBA 645 Milestone One Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

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MBA 645 Milestone One Guidelines and Rubric

Scenario

You are the regional marke�ng director of a theme park in the southeastern United States that is part of a global brand. The chief

marke�ng officer (CMO) of global opera�ons has called upon you to help coordinate the marke�ng tasks related to rolling out an

emergency response due to a recent safety and injury incident at one of the parks resul�ng in serious injuries to employees and

customers. The parks were closed immediately following the incident to ensure safety measures for customers and employees and

to deploy the needed safety measures.

Now, as the theme park is all set to reopen, the CMO has called you to take a lead in planning the marke�ng strategy for the same.

Your responsibility is to design a phased strategy for marke�ng the reopening of all parks. Your strategy should address the cri�cal

objec�ves such as maximum safety, crisis communica�on, customer sa�sfac�on, and profit poten�al. You must coordinate

marke�ng strategy with corporate strategy, as failure or success of the marke�ng strategy can have a direct impact on the brand.

As a first step, you will perform an analysis to understand the implica�ons of reopening on brand equity. In this analysis you will

iden�fy the groups of stakeholders that are affected by the reopening and also plan the communica�on strategy for before and a�er

the parks’ reopening. Also, you will iden�fy the roles and responsibili�es of key func�onal departments that are going to play an

important role in the reopening process. This analysis will help you develop a strategic marke�ng plan to address the reopening of

the park and also to develop an effec�ve crisis communica�on plan.

In this milestone, you will create a PowerPoint presenta�on that will include brand analysis and the implica�ons of reopening on the

brand equity and func�onal departments, including their roles and responsibili�es in the reopening process.

Prompt

Brand Analysis and Implica�ons—In this part of the project, you will present the brand implica�ons of reopening the park in the

course scenario. Your presenta�on should include the following cri�cal factors:

1. Determine the essen�al factors that can impact the brand equity when reopening the park. (slides 1–3)

a. Describe the importance of brand equity to the organiza�on. (slide 1)

b. Provide posi�ve implica�ons (slide 2):

Safety concerns addressed and communicated

Community and local government support for reopening

Employee support for reopening

c. Provide nega�ve implica�ons (slide 3):

Social media nega�ve reac�ons

Employee nega�ve concerns

Opera�onal concerns for safety

2. Describe the strategic communica�on plan that should occur before and a�er the park reopens. Your responses should

address the following (slides 4–8):

a. Iden�fy three key stakeholder groups from this list:

Employees

Customers

Government agencies

Communi�es



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Vendors

b. Describe each stakeholder’s interests in the organiza�on.

c. Describe their communica�on needs.

d. Iden�fy the best mode for communica�ng with them based on their needs.

e. Describe what impact reopening the park could have on each iden�fied stakeholder (low, medium, or high). Why?

Func�onal Departmental Roles and Responsibili�es—In this part of the project, you will iden�fy three func�onal departments and

describe their roles and responsibili�es in making the reopening of the park a success. Your presenta�on should include the

following cri�cal factors (slides 9–12):

1. Iden�fy three func�onal departments, including marke�ng, that play a significant role in the reopening process.

Consider which departments will be most engaged in the reopening process. (slide 9)

2. Describe the roles and responsibili�es of these func�onal departments in the safe and successful process of

reopening the park. (slide 10)

3. Develop an internal communica�on plan that addresses the following (slides 11–12):

a. How will you take feedback from the stakeholders?

b. What could be the legal and ethical issues in reopening of the park? To understand the specific guidelines,

refer to the Memo From Legal Team.

c. What will be the frequency of mee�ngs with stakeholders to share relevant informa�on?

Guidelines for Submission

Submit a recorded PowerPoint presenta�on with 12–13 slides. Consult the Shapiro Library APA Style Guide for more informa�on.

Video: Record a Presenta�on

Use this resource to learn how to record your PowerPoint presenta�on with narra�on and video.

Criteria Exemplary (100%) Proficient (85%) Needs Improvement

(55%) Not Evident (0%) Value

Brand Equity Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Describes the

importance of brand

equity and provides

posi�ve and nega�ve

implica�ons to the

organiza�on's brand

when the park

reopens

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include the

descrip�on of brand

equity or the

posi�ve and nega�ve

implica�ons to the

organiza�on’s brand

when the park

reopens

Does not a�empt

criterion

20

Strategic

Communica�on

Plan

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies three key

stakeholder groups;

describes their

interests in the

organiza�on and the

impact reopening

might have on them;

and iden�fies the

best mode of

communica�ng with

them based on their

needs

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include sufficient

details concerning

descrip�on of

stakeholder interests

in the organiza�on

or the impact

reopening might

h th

Does not a�empt

criterion

20

Milestone One Rubric

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have on them or

iden�fica�on of the

best mode of

communica�ng with

them based off their

needs

Func�onal

Departments

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies the three

func�onal

departments,

including marke�ng,

that play a significant

role in the reopening

of the park

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include iden�fying

the func�onal

departments that

have a significant

role in reopening the

park

Does not a�empt

criterion

20

Roles and

Responsibili�es

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Describes the roles

and responsibili�es

of the func�onal

departments in the

safe and successful

process of reopening

the park

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include describing

the roles or

responsibili�es of

each of the

func�onal

departments in the

safe and successful

reopening of the

park

Does not a�empt

criterion

20

Internal

Communica�on

Plan

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Develops an internal

communica�on plan

in alignment with the

brand support which

includes

stakeholders’

feedback, legal and

ethical issues, and

daily informa�on

sharing

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include iden�fying

the internal

organiza�onal

communica�ons

needed, considering

stakeholder

feedback, legal and

ethical issues, and

informa�on-sharing

frequency

Does not a�empt

criterion

20

Total: 100%

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