Optimizing Brands Week 1 Assignment

6/5/22, 5:46 PM MBA 645 Module One Report Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

https://learn.snhu.edu/d2l/le/content/1085674/viewContent/18775854/View 1/5

MBA 645 Module One Report Guidelines and Rubric

Overview

You are a regional marke�ng director of a theme park in the southeastern United States. The chief marke�ng officer (CMO) of global

opera�ons of the theme park group wants you to lead the marke�ng response to a recent safety incident that has affected the

brand globally. You are tasked with designing a phased marke�ng strategy for reopening all parks in the group while addressing the

organiza�onal goals of maximum safety, effec�ve crisis communica�on, improved customer sa�sfac�on, and increased profit

poten�al.

As a first step, you must create a short report for all other regional marke�ng directors to help them understand the role of

marke�ng in crea�ng and sustaining customers’ brand loyalty, which is necessary for improving long-term customer sa�sfac�on and

profit poten�al.

As explained by Aaker and Moorman in Strategic Market Management, brand loyalty is the tendency of customers to purchase

products from the same brand over and over again, rather than switching to other choices. Brand loyalty can also be viewed as a

“resistance to switching;” it gives a business an edge over its compe�tors by causing it to be the first choice when a customer makes

a spending decision. If a company has a high degree of brand loyalty it can redirect its assets to more impac�ul spending, including

how it allocates those resources towards marke�ng efforts.

Prompt

Review the memo from the CMO of the organiza�on in the course scenario and write a short report on the role of marke�ng in

crea�ng and sustaining a brand. You will also explain the benefits of customer loyalty to the brand.

Specifically, address the following criteria:

Explain the role of the four Ps of marke�ng in crea�ng and sustaining brand.

How does product (theme park services) from the four Ps of marke�ng reassure exis�ng customers and invite new ones?

Explain.

How can price (entrance �cket, services, and food and beverage costs) from the four Ps of marke�ng be used to generate

new customers and mo�vate exis�ng ones? Explain.

How can place (loca�on and ambience of the parks) from the four Ps of marke�ng restore and enhance confidence of

customers in the brand? Explain.

How can promo�on (events, outreach programs) from the four Ps of marke�ng create addi�onal traffic and more

engagement? Explain.

Explain the benefits of customer loyalty to the brand.

Determine the benefits of brand loyalty in reducing marke�ng cost.

Explain how brand loyalty can be used to create a barrier to entry for the new compe�tors.

Explain the how brand loyalty can help overall financial performance.

Guidelines for Submission

Submit a 2- to 3-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 on style.

Module One Report Rubric



MBA-645-Q5979 Optimizing Brands 22TW5 TM

6/5/22, 5:46 PM MBA 645 Module One Report Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

https://learn.snhu.edu/d2l/le/content/1085674/viewContent/18775854/View 2/5

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

(70%) Not Evident (0%) Value

Four Ps of

Marke�ng:

Product

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies and clearly

explains the role the

product component

plays in reassuring

exis�ng customers

and invi�ng new

ones

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include explaining

the role and

importance of

product in the four

Ps of marke�ng and

in brand loyalty

Does not a�empt

criterion

15

Four Ps of

Marke�ng: Price

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies and clearly

explains how price

can be used to

generate new

customers and

mo�vate exis�ng

ones

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include explaining

how a good pricing

strategy can

mo�vate exis�ng

customers to

become brand loyal

and can also help

generate new

customers

Does not a�empt

criterion

15

Four Ps of

Marke�ng: Place

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies and clearly

explains the role and

importance of place

in restoring and

enhancing brand

loyalty through the

experience

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include explaining

how the customer’s

experience with

place can have an

impact on their

loyalty toward the

brand

Does not a�empt

criterion

15

Four Ps of

Marke�ng:

Promo�on

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies and clearly

explains how

promo�onal

ac�vi�es can help in

a�rac�ng addi�onal

park traffic and

engagement

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include explaining

the role and

importance of

promo�on in

a�rac�ng traffic to

the park and in

Does not a�empt

criterion

15

6/5/22, 5:46 PM MBA 645 Module One Report Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

https://learn.snhu.edu/d2l/le/content/1085674/viewContent/18775854/View 3/5

eventually improving

brand loyalty

Customer Loyalty

to the Brand:

Reduc�on in

Marke�ng Cost

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Determines and

explains clearly the

impact of customer

loyalty on the brand

in the reduc�on of

marke�ng costs

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include iden�fying

the ways that the

brand loyalty of the

customers can help

in the reduc�on of

marke�ng costs

Does not a�empt

criterion

10

Customer Loyalty

to the Brand:

Barriers to Entry

for New

Compe�tors

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies and

explains clearly the

importance of

customer loyalty to

the brand in a

compe��ve business

environment

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include iden�fying

how the brand

loyalty of customers

can help in a

compe��ve business

environment

Does not a�empt

criterion

10

Customer Loyalty

to the Brand:

Overall Financial

Performance

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Explains clearly the

impact of customer

brand loyalty on

overall financial

performance of an

organiza�on

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include showing how

the brand loyalty of

customers helps in

building and

op�mizing the brand

Does not a�empt

criterion

10

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%

6/5/22, 5:46 PM MBA 645 Module One Report Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

https://learn.snhu.edu/d2l/le/content/1085674/viewContent/18775854/View 4/5

6/5/22, 5:46 PM MBA 645 Module One Report Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

https://learn.snhu.edu/d2l/le/content/1085674/viewContent/18775854/View 5/5

Reflect in ePortfolio Download Print

Open with docReader

Task: View this topic

Activity Details