Optimizing Brands Week 8 Business Intelligence Alert

7/24/22, 5:07 PM MBA 645 Module Eight Memo Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

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MBA 645 Module Eight Memo Guidelines and Rubric

   

Overview

In today’s informa�on age, customers have access to various digital pla�orms to access and share informa�on. Customers also use

these pla�orms to communicate with service providers, share opinions, and provide feedback. Therefore, it is important for product

owners and service providers to be ready with a response plan for all communica�ons over digital pla�orms.

You are a regional marke�ng director of a theme park and responsible for designing marke�ng strategy for the reopening of the

park. Each department is helping you with the relevant and required informa�on. As the date of reopening of the parks gets closer,

the business intelligence unit of the organiza�on in the scenario has no�ced a surge of nega�ve opinions among consumers. This is

evident not only on social media pla�orms but also across a host of other digital media pla�orms, such as the organiza�on’s

websites and other digital informa�on sources. A major cause of concern is that the organiza�on’s ethics are being ques�oned in

most of these nega�ve opinions.

The business intelligence unit has sent a memo to share their concerns. The CMO has asked you to respond to this memo by

crea�ng a recommenda�on report.

Prompt

Write a recommenda�on report, in a memo format, to the CMO of the organiza�on in the course scenario, describing the strategies

to minimize the nega�ve opinion from consumers. Refer to the Business Intelligence Memo to ensure adjustments and addi�ons to

the plan for stopping nega�ve publicity. In your memo, emphasize the need for cross-func�onal effort alignment, crisis management,

social media response methods, and CSR communica�ons.

Specifically, you must address the following criteria:

1. Describe strategic changes in the plan to stop nega�ve publicity.

Which two steps will you take to effec�vely address the nega�ve publicity related to the park re-opening?

2. Describe the cross-func�onal effort alignment.

How can the organiza�on’s sales and opera�ons departments help address the nega�ve publicity?

How can you use marke�ng channels to communicate the safety measures to the customers?

3. Explain how a crisis communica�on plan can improve the organiza�on’s image, when aligned with ethical prac�ces.

How would you use your public rela�ons efforts in crisis communica�on?

How would you use your corporate website for crisis communica�on?

4. Describe the social media response methods to be used in this scenario.

How would you address nega�ve comments?

How would you answer the safety-related ques�ons?

5. Describe the corporate social responsibility (CSR) communica�ons strategy in this scenario.

What are the key CSR ini�a�ves and policies for the organiza�on?

What are the key channels of communica�ng the CSR ini�a�ves?

Guidelines for Submission

Submit a 1- to 2-page Word document using double spacing, 12-point Times New Roman font, and one-inch margins. Consult the

Shapiro Library APA Style Guide for more informa�on.

MBA-645-Q5979 Optimizing Brands 22TW5 TM

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Criteria Exemplary (100%) Proficient (90%) Needs Improvement

(70%) Not Evident (0%) Value

Strategic Changes Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Clearly iden�fies and

describes the

required changes to

the exis�ng

marke�ng strategy

Shows progress

toward proficiency,

but with errors or

omissions; areas of

improvement may

include iden�fying

and describing

required adjustments

to the plan to

address the

challenges that have

emerged due to the

new informa�on

Does not a�empt

criterion

20

Cross-Func�onal

Effort Alignment

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Describes how sales

and opera�ons

departments align to

make sure that

nega�ve comments

are addressed

Shows progress

toward proficiency,

but with errors or

omissions; areas of

improvement may

include providing a

clear descrip�on of

expecta�ons about

the role of sales and

opera�ons

departments to

address the nega�ve

publicity on the

digital pla�orms

Does not a�empt

criterion

20

Crisis

Communica�on

Management

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Explains how crisis

management can be

used to improve the

ethical stance of the

company

Shows progress

toward proficiency,

but with errors or

omissions; areas of

improvement may

include determining

the appropriate

methods of

marke�ng for crisis

communica�on and

explaining how crisis

management can be

used to improve the

ethical stance of the

company

Does not a�empt

criterion

20

Social Media

Response Methods

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

�

Iden�fies and

describes the

appropriate social

media response

th d t i i i

Shows progress

toward proficiency,

but with errors or

omissions; areas of

i t

Does not a�empt

criterion

15

Module Eight Memo Rubric

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crea�ve manner methods to minimize

the nega�ve

opinions

improvement may

include iden�fying

and describing one

standard social

media response

method which helps

in effec�vely

handling the

nega�ve comments

on social media

Corporate Social

Responsibility

(CSR)

communica�ons

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies and

describes the

appropriate CSR

communica�ons to

be used

Shows progress

toward proficiency,

but with errors or

omissions; areas of

improvement may

include iden�fying

the appropriate

marke�ng channel

and describing how

the channel can be

used to effec�vely

communicate the

CSR ini�a�ves and

policies of the

company

Does not a�empt

criterion

15

Ar�cula�on of

Response

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Clearly conveys

meaning with correct

grammar, sentence

structure, and

spelling,

demonstra�ng an

understanding of

audience and

purpose

Shows progress

toward proficiency,

but with errors in

grammar, sentence

structure, and

spelling, nega�vely

impac�ng readability

Submission has

cri�cal errors in

grammar, sentence

structure, and

spelling, preven�ng

understanding of

ideas

10

Total: 100%

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