Optimizing Brands Week 4 Video Check in

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MBA 645 Milestone Two Guidelines and Rubric

Overview

In Milestone One, you analyzed the brand implica�ons of reopening the park, and you have delivered the analysis report in the form

of a presenta�on. In your role as regional marke�ng director of one of the theme parks in the southeastern United States, you have

been tasked by your CMO with designing a marke�ng plan to address the marke�ng and branding needs of reopening the park. You

will create a customizable strategic marke�ng plan template, which you will implement for your own park and share with the other

regional directors of marke�ng. The other directors will implement the same strategy based on the needs and demographics of their

respec�ve parks.

In this template, you will elaborate on the tradi�onal and digital marke�ng methods and discuss how these marke�ng methods are

aligned with each other. You will also discuss the crisis management strategies that should be implemented prior to the reopening of

parks and perform some analysis of legal and ethical issues, which might have nega�ve impacts on the brand.

Prompt

Based on the informa�on provided to you, share a completed customizable marke�ng plan template for the reopening of the

individual park. Your template should include the following cri�cal sec�ons with relevant guiding informa�on:

1. Determine two methods to be used for consumer research in developing the marke�ng plan. Provide ra�onale.

2. Determine three tradi�onal marke�ng methods you will use in developing the marke�ng plan and provide a ra�onale. Your

response should address the following:

a. How will iden�fied methods help in the acquisi�on of new customers?

b. How will iden�fied methods help in the reten�on of exis�ng customers?

c. What are the advantages and disadvantages of iden�fied methods?

3. Determine three digital marke�ng methods you will use in developing the marke�ng plan and provide a ra�onale. Your

response should address the following:

a. How will iden�fied methods help in the acquisi�on of new customers?

b. How will iden�fied methods help in the reten�on of exis�ng customers?

c. What are the advantages and disadvantages of iden�fied methods?

4. Explain how the tradi�onal and digital marke�ng methods you have selected will work together to op�mize the brand.

Your response should address the following:

a. Which method do you think could be most impac�ul in addressing your target audiences?

b. Which method do you think could be most effec�ve in branding?

c. Can both digital and tradi�onal marke�ng support the brand and growth of the business?

5. Explain the crisis management strategies that should be implemented prior to reopening. Your response should address the

following:

a. How can we focus on customer expecta�ons to improve brand damage from the incident?

b. How can we support our employees’ needs in reopening the park?

c. What possible crises could arise relevant to the incident and reopening?

6. Determine one legal and one ethical issue that could arise and nega�vely impact the organiza�on’s brand image upon

reopening, and provide proac�ve steps that could be taken now to prevent them.

Guidelines for Submission

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Guidelines for Submission

Submit a report that is a 4- to 6-page Word document with 12-point Times New Roman font, double spacing, 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

Methods for

Consumer

Research

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Determines two

consumer research

methods to be used

in developing the

marke�ng plan and

provides ra�onale

behind the choice

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include determining

appropriate

consumer research

methods or

providing sufficient

ra�onale

Does not a�empt

criterion

15

Tradi�onal

Marke�ng

Methods

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Determines three

tradi�onal marke�ng

methods to be used

in developing the

marke�ng plan and

addresses how these

methods will help in

the acquisi�on of

new customers and

the reten�on of

exis�ng customers

and provides

advantages and

disadvantages of

these methods

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include exploring

and iden�fying

various tradi�onal

marke�ng methods

suitable for the

reopening of the

park and sta�ng how

these methods can

help in the

acquisi�on and

reten�on of

customers; sta�ng

advantages and

disadvantages of

tradi�onal marke�ng

methods

Does not a�empt

criterion

15

Digital Marke�ng

Methods

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Iden�fies three

digital marke�ng

method to be used in

developing the

marke�ng plan and

addresses how these

methods will help in

the acquisi�on of

new customers and

the reten�on of

exis�ng customers

and provides

advantages and

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include exploring

and iden�fying

various digital

marke�ng methods

suitable for

reopening of the

park and sta�ng how

these methods can

Does not a�empt

criterion

15

Milestone Two Rubric

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advantages and

disadvantages of

these methods

these methods can

help in the

acquisi�on and

reten�on of

customers; sta�ng

advantages and

disadvantages of

digital marke�ng

methods

Tradi�onal and

Digital Marke�ng

to Op�mize

Brands

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Explains the

alignment between

tradi�onal and digital

marke�ng and

explains which is the

most impac�ul

method for target

audiences and most

effec�ve method for

branding; describes

how both methods

support the brand

and business growth

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include iden�fying

the target-audience-

based marke�ng

methods and

explaining the

alignment between

iden�fied methods

of marke�ng;

explaining how the

iden�fied methods

are impac�ul for the

target audiences and

effec�ve for

branding and

supports the brand

and business growth

Does not a�empt

criterion

15

Crisis

Management

Strategies

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Explains the crisis

management

strategies that

address customer

expecta�ons,

improve brand

damage, and support

employees;

an�cipates crises

related to the

incident and

reopening

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include planning for

crisis management

pertaining to brand

damage and

employee support

and an�cipa�ng

crises that could

impact brand image

and success

Does not a�empt

criterion

15

Legal and Ethical

Issues

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner.

Iden�fies one legal

and one ethical issue

which can occur

referring to the

memo provided by

the legal team and

provides proac�ve

measures to prevent

Shows progress

toward proficiency,

but with errors or

omissions; areas for

improvement may

include

comprehending the

memo from the legal

Does not a�empt

criterion.

15

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measures to prevent

them

memo from the legal

team and iden�fying

any of the legal and

ethical issues related

to reopening and

providing measures

to prevent them

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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