Optimizing Brands Week 2 Assignment

6/12/22, 1:16 PM MBA 645 Module Two Communication Plan Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

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MBA 645 Module Two Communication Plan Guidelines and Rubric

Overview

Stakeholders are individuals or groups that have an ac�ve interest in an organiza�on. Stakeholders and stakeholder groups typically

include employees, vendors, communi�es, government agencies, customers, investors, and lenders. Different stakeholders have

different interests, a�tudes, and priori�es. Effec�ve communica�on ensures that they receive relevant informa�on and develop

posi�ve a�tudes to your organiza�on in the scenario.

As the regional marke�ng director of a theme park, you are in the process of designing a phased marke�ng strategy for reopening all

parks a�er a safety incident. You have already helped other marke�ng directors understand the importance of having a good

marke�ng mix to inspire customer loyalty; now help them with a stakeholder communica�on plan. Develop a communica�on plan

that will ensure stakeholders understand the steps the organiza�on is taking to benefit them.

Three aspects to consider for effec�ve stakeholder communica�on are the interest of stakeholders in the organiza�on, the impact of

the reopening decision on stakeholders, and the relevance of informa�on going to stakeholders.

Prompt

Complete the communica�on plan for the stakeholders of the organiza�on in the course scenario. Refer to the Exemplar

Communica�on Grid for an example of how the template can be used.

Specifically, you must address the following rubric criteria:

1. Iden�fy the three key stakeholders (a minimum of one internal and two external groups) in the reopening of the park.

Internal Stakeholders

Employees

Departments

Management

External Stakeholders

Customers

Suppliers

Lenders

Communi�es

Use the Communica�on Grid Template to complete this step.

2. Iden�fy and analyze the informa�on about each stakeholder group and their need for communica�on. Use the

Communica�on Grid Template to complete this step. Consider the following points:

Stakeholder's interest in the park’s reopening

Assessment of the impact on stakeholder (low, medium, or high)

Informa�on and communica�on needs of the stakeholder

Communica�on methods to and with the stakeholder

3. Iden�fy two crisis communica�on methods for communica�ng with stakeholders.

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MBA-645-Q5979 Optimizing Brands 22TW5 TM

6/12/22, 1:16 PM MBA 645 Module Two Communication Plan Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

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What forms of communica�on can be used to quickly communicate with internal stakeholder groups?

What forms of communica�on can be used to communicate with external stakeholder groups?

Guidelines for Submission

Submit a 1- to 2-page Word document, which includes your responses and the completed Communica�on Grid Template, 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.

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

(70%) Not Evident (0%) Value

Stakeholders Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies three key

stakeholder groups

(one internal and two

external) for the park

reopening

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include iden�fying

the three key

stakeholders which

are most affected by

the reopening of the

park

Does not a�empt

criterion

15

Interest of

Stakeholders in

Park Reopening

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies and

describes the

interest of the

stakeholder groups

in the park

reopening and

defines the

mo�va�ons for this

interest

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include ar�cula�ng

the interest of each

stakeholder

depending upon

their role in the park

reopening;

iden�fying at least

one mo�va�on

which is driving the

interest of the

iden�fied

stakeholder groups

Does not a�empt

criterion

15

Impact on

Stakeholders

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Assesses the impact

of park reopening on

the stakeholders, on

a scale of low,

medium, or high

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include assessing

how each

stakeholder is

affected by the

reopening and

iden�fying the

intensity of the

impact on each

Does not a�empt

criterion

15

Module Two Communica�on Plan Rubric

6/12/22, 1:16 PM MBA 645 Module Two Communication Plan Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

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impact on each

stakeholder groups

as low, medium, or

high

Communica�on

Needs of the

Stakeholders

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies the specific

communica�on

needs of the

stakeholder groups,

given their interest in

the parks

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include analyzing the

specific

communica�ons

needs of the affected

stakeholder groups

based on their

interest

Does not a�empt

criterion

15

Communica�on

Methods to and

With the

Stakeholders

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies and

describes

communica�on

methods to and with

stakeholder groups

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement should

include analyzing the

communica�on

needs of different

stakeholder groups

and, based on that,

iden�fying the

methods of

communica�ons and

its frequency

Does not a�empt

criterion

15

Crisis

Communica�on

Methods

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies and

describes one crisis

communica�on

method each for

both internal and

external stakeholder

groups

Shows progress

toward proficiency,

but with error or

omissions; areas for

improvement should

include determining

the need for

communica�on for

both internal and

external stakeholder

groups and

iden�fying effec�ve

crisis communica�on

method

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

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

6/12/22, 1:16 PM MBA 645 Module Two Communication Plan Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

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understanding of

audience and

purpose

impac�ng readability ideas

Total: 100%

6/12/22, 1:16 PM MBA 645 Module Two Communication Plan Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

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