Optimizing Brands Week 7-1 Assignment

7/17/22, 11:26 AM MBA 645 Module Seven Memo Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

https://learn.snhu.edu/d2l/le/content/1085674/viewContent/18775863/View 1/4

MBA 645 Module Seven Memo Guidelines and Rubric

Overview

A target audience is determined by understanding who your product or service appeals to and who is most likely to use those

products or services. There are various forms of research that can assist in this determina�on, including Google Analy�cs, Facebook

Audience, and mul�ple forms of consumer research including surveys, focus groups, and, importantly, learnings from your current

customer base and profile. You have already been provided with the target audience for the theme park. Now it is �me to move

onto aligning your marke�ng research efforts to further connect with the target audience.

You have already worked on the strategic marke�ng plan template, which contains a plan to address the park reopening needs. The

CMO now requires you to determine the needed marke�ng research effort and addi�onal clear marke�ng strategies to connect with

the target audience and their alignment with the vision, mission, and values of the global park organiza�on. It will be cri�cal to keep

the organiza�onal parameters of vision, mission, and values in mind as the strategies are determined and ul�mately executed.

Prompt

Dra� a memo to the CMO outlining the marke�ng research efforts and their alignment with the vision, mission, and values of the

organiza�on in the course scenario. You must share two marke�ng strategies as well.

Specifically, you must address the following criteria:

1. Describe the marke�ng research efforts that should be conducted before establishing a strategic direc�on. Consider the

following:

What market demographics should be chosen?

What marke�ng channels are most suitable for the purpose?

2. Refer to the Theme Park Vision, Mission, and Values of the organiza�on and address the key factors of vision, mission, and

values in rela�on to strategic direc�on.

How would the values of the organiza�on influence the marke�ng strategy?

3. Determine two marke�ng strategies that can help ensure successful reopening of all the parks.

Explain how these strategies support the decision to reopen the parks.

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.

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

(70%) Not Evident (0%) Value

Marke�ng

Research

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated or

Describes clearly the

marke�ng research

efforts needed

before establishing a

Shows progress

toward proficiency,

but with errors or

omissions; areas of

Does not a�empt

criterion

30

Module Seven Memo Rubric

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MBA-645-Q5979 Optimizing Brands 22TW5 TM

7/17/22, 11:26 AM MBA 645 Module Seven Memo Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

https://learn.snhu.edu/d2l/le/content/1085674/viewContent/18775863/View 2/4

sophis�cated, or

crea�ve manner

before establishing a

strategic direc�on

omissions; areas of

improvement may

include ar�cula�ng

the importance of

market

demographics and

marke�ng channels

in the marke�ng

research process

Vision, Mission,

and Values

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Addresses clearly the

key factors of vision,

mission, and values

in rela�on to

strategic direc�on

Shows progress

toward proficiency,

but with errors or

omissions; areas of

improvement may

include iden�fying

the alignment of

marke�ng strategy

to corporate strategy

by addressing clearly

the key factors of

vision, mission, or

values in rela�on to

strategic direc�on

Does not a�empt

criterion

30

Marke�ng

Strategies

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies and

jus�fies two

marke�ng strategies

for the successful

reopening of the

parks

Shows progress

toward proficiency,

but with errors or

omissions; areas of

improvement may

include iden�fying or

jus�fying at least

one marke�ng

strategy for the

successful reopening

of the parks

Does not a�empt

criterion

30

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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7/17/22, 11:26 AM MBA 645 Module Seven Memo Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

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