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MKT 400 Final Project Guidelines and Rubric

Overview The final project for this course is a strategic brand analysis. You will assume the role of an independent marketing consultant tasked with analyzing brands that are in the following stages of a brand life cycle:

 Process of brand development

 Brand growth and reinvention

 Brand maturity and decline Throughout these stages, you will determine what critical decisions need to occur at each stage to build and grow the brand and keep it relevant as it matures, as well as what decisions you will make for a declining brand. As a consultant, you will evaluate how the marketing mix is applied at each stage of the brand life cycle in order to identify areas for improvement. You will analyze the role and function of various stakeholders throughout the cycles. Additionally, you will provide solutions, recommendations, and marketing strategies for the brand at each stage to help it achieve its goals. The strategic brand analysis will allow you to apply knowledge you have acquired throughout this course to brands at each stage and to apply your knowledge of key aspects of branding, including brand equity, positioning, differentiation, relevance, and consumer engagement. For your final project, you will describe the attributes of the brands, identify the 4P’s of the brand, and recommend marketing strategies to effectively help companies achieve their branding goals. Each activity and milestone for this course will prepare you for developing the proposal. The project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Three, Four, and Six. The final product will be submitted in Module Seven. In this assignment, you will demonstrate your mastery of the following course outcomes:

 MKT-400-01: Determine impact of employees on the success or failure of a brand for informing marketing strategies

 MKT-400-02: Develop appropriate components of marketing strategies for a product or service that align with a brand’s mission

 MKT-400-03: Develop recommendations based on the marketing mix for informing brand strategies

 MKT-400-04: Establish the role and function of internal and external stakeholders for ensuring the effective management of a brand

 MKT-400-05: Establish the appropriate legal and ethical guidelines that must be considered in the management of a brand

Prompt For the summative assessment, you will assume the role of an independent marketing consultant and will review companies whose brands are in 1) the development stage, 2) the growth stage; 3) and the maturity or decline stage. You will select one brand for each stage, analyze them, and create a strategic brand analysis that contains specific marketing strategies each company could employ to help the brand achieve its goals. Specifically, you must address the critical elements listed below. Most of the critical elements align with a particular course outcome (shown in brackets).

I. Brand Creation and Development: Focus on the brand that is being developed and introduced into the market and address the following elements: a. Describe the attributes of this brand.

i. Discuss how the internal stakeholders (e.g., employees) are engaged in the development of the brand and building the brand identity. [MKT-400-01]

ii. Identify the legal and ethical issues the company should be concerned about in this stage. [MKT-400-05] b. Identify the 4P’s of the brand.

i. Describe how the brand uses the marketing mix elements as a guide in this stage. [MKT-400-03] ii. Analyze the impact of the marketing mix on overall brand perception. [MKT-400-03]

iii. Describe the function of multiple internal teams in applying the marketing mix in the development stage. [MKT-400-04] c. Marketing strategies.

i. Describe existing marketing strategies used by the brand to successfully launch a new product. [MKT-400-02] ii. Analyze the marketing strategies for their effectiveness in this stage of the brand. [MKT-400-02]

iii. Discuss any legal or ethical issues that have arisen and how they have impacted the brand. [MKT-400-05] iv. Identify and describe two new marketing strategies the brand can employ in this stage. [MKT-400-04]

II. Brand Growth and Reinvention: Focus on your brand that is in the growth stage, facing competition and in need of differentiation, and address the

following elements: a. Describe the attributes of this life cycle stage. [MKT-400-01] b. Identify the 4P’s of the brand.

i. Describe how the brand uses the marketing mix elements as a guide in this stage. [MKT-400-03] ii. Analyze the impact of the marketing mix on overall brand perception. [MKT-400-03]

iii. Describe the role of stakeholders in supporting the growth and reinvention of a brand. [MKT-400-04]

III. Brand Maturity or Decline: Focus on your brand that is in the mature or declining stage and address the following elements: a. Describe the attributes of this life cycle stage. [MKT-400-01] b. Identify the 4P’s of the brand.

i. Describe how the brand uses the marketing mix elements as a guide in this stage. [MKT-400-03] ii. Analyze the impact of the marketing mix on overall brand perception. [MKT-400-03]

iii. Describe the role of stakeholders in ensuring the relevance of a brand in the maturity or decline stage. [MKT-400-04]

Milestones Milestone One: Developing a Brand In Module Three, you will apply principles and concepts you learned in Modules One and Two to analyze a brand in its development stage. In this assignment, you will identify key attributes of a brand in its creation and development stage, assess how the marketing mix is currently being used at this stage to develop brand equity, and explain how marketing strategies are used to successfully launch a new product. This milestone will be graded with the Milestone One Rubric. Milestone Two: Brand Growth In Module Four, you will identify key attributes of a brand in the growth stage, assess how the marketing mix is used at this stage to develop brand equity and how it may impact brand perception, and describe the role of stakeholders at this brand stage. This milestone will be graded with the Milestone Two Rubric. Milestone Three: Brand Maturity and Decline In Module Six, you will identify key attributes of a brand in the mature or declining stage and assess how the marketing mix is currently being used at this stage to ensure consumers remain engaged with the brand. This milestone will be graded with the Milestone Three Rubric. Final Submission: Strategic Brand Analysis In Module Seven, you will submit your 12- to 15-page strategic brand analysis. This proposal will include critical elements that were not addressed in previous milestones for the following sections:

I. Brand Creation and Development a. Marketing strategies

i. Analyze the marketing strategies for their effectiveness in this stage of the brand. [MKT-400-02] ii. Discuss any legal or ethical issues that have arisen and how they have impacted the brand. [MKT-400-05]

iii. Identify and describe two new marketing strategies the brand can employ in this stage. [MKT-400-04] It is important to incorporate feedback acquired from your previous milestones into the proposal. This submission will be graded with the Final Project Rubric.

Deliverables

Milestone Deliverable Module Due Grading

One Brand Creation and Development Three Graded separately; Milestone One Rubric

Two Brand Growth and Reinvention Four Graded separately; Milestone Two Rubric

Three Brand Maturity or Decline Six Graded separately; Milestone Three Rubric

Final Submission

Strategic Brand Analysis Seven Graded separately; Final Project Rubric

Final Project Rubric Guidelines for Submission: Your strategic brand analysis must be 12–15 pages in length (plus a cover page and references) and should be double spaced, in 12- point Times New Roman font, with one-inch margins. Reference scholarly or peer-reviewed sources from the required and optional resources in this course or from the Shapiro Library to support your claims. You should use current APA style guidelines for your citations and reference list.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Brand Creation and Development:

Internal Stakeholders [MKT-400-01]

Meets “Proficient” criteria and explanation demonstrates a complex grasp of how the internal stakeholders are engaged in the development of the brand and building the brand identity

Describes how the internal stakeholders are engaged in the development of the brand and building the brand identity

Describes how internal stakeholders are engaged in the development of the brand and building the brand identity, but description is cursory, illogical, or inaccurate

Does not describe how internal stakeholders are engaged in the development of the brand

5.5

Brand Creation and Development:

Legal and Ethical Issues

[MKT-400-05]

Meets “Proficient” criteria and explanation demonstrates a complex grasp of the legal and ethical issues the company should be concerned about in this stage

Identifies the legal and ethical issues the company should be concerned about in this stage

Identifies the legal and ethical issues the company should be concerned about in this stage, but discussion is cursory, illogical, or inaccurate

Does not identify the legal and ethical issues the company should be concerned about in this stage

5.5

Brand Creation and Development: Marketing Mix

Elements [MKT-400-03]

Meets “Proficient” criteria and explanation demonstrates a complex grasp of how the brand uses the marketing mix elements as a guide in this stage

Describes how the brand uses the marketing mix elements as a guide in this stage

Describes how the brand uses the marketing mix elements as a guide in this stage, but discussion is cursory, illogical, or inaccurate

Does not describe how the brand uses the marketing mix elements as a guide in this stage

5.5

Brand Creation and Development:

Brand Perception [MKT-400-03]

Meets “Proficient” criteria and analysis demonstrates a complex grasp of the impact of the marketing mix on overall brand perception

Analyzes the impact of the marketing mix on overall brand perception

Analyzes the impact of the marketing mix on overall brand perception, but analysis is cursory, illogical, or inaccurate

Does not analyze the impact of the marketing mix on overall brand perception

5.5

Brand Creation and Development: Marketing Mix

Function of Internal Teams

[MKT-400-04]

Meets “Proficient” criteria and explanation demonstrates a complex grasp of the function of multiple internal teams in applying the marketing mix in the development stage

Describes the function of multiple internal teams in applying the marketing mix in the development stage

Describes the function of multiple internal teams in applying the marketing mix in the development stage, but description is cursory, illogical, or inaccurate

Does not describe the function of multiple internal teams in applying the marketing mix in the development stage

5.5

Brand Creation and Development:

Existing Marketing Strategies

[MKT-400-02]

Meets “Proficient” criteria and description demonstrates a complex grasp of the marketing strategies used by the brand to successfully launch a new product

Describes existing marketing strategies used by the brand to successfully launch a new product

Describes existing marketing strategies used by the brand to successfully launch a new product, but description is cursory, illogical, or inaccurate

Does not describe existing marketing strategies used by the brand to successfully launch a new product

5.5

Brand Creation and Development:

Effectiveness of Marketing Strategies

[MKT-400-02]

Meets “Proficient” criteria and analysis demonstrates a complex grasp of the effectiveness of marketing strategies in this stage of the brand

Analyzes the marketing strategies for their effectiveness in this stage of the brand

Analyzes the marketing strategies for their effectiveness in this stage of the brand, but analysis is cursory, illogical, or inaccurate

Does not analyze the marketing strategies for their effectiveness in this stage of the brand

5.5

Brand Creation and Development: Legal

or Ethical Issues [MKT-400-05]

Meets “Proficient” criteria and explanation demonstrates a complex grasp of the legal or ethical issues that have arisen and how they have impacted the brand

Discusses any legal or ethical issues that have arisen and how they have impacted the brand

Discusses any legal or ethical issues that have arisen and how they have impacted the brand, but explanation is cursory, illogical, or inaccurate

Does not discuss any legal or ethical issues that have arisen and how they have impacted the brand

5.5

Brand Creation and Development: Two

New Marketing Strategies

[MKT-400-04]

Meets “Proficient” criteria and explanation demonstrates a complex grasp of two new marketing strategies the brand can employ in this stage

Identifies and describes two new marketing strategies the brand can employ in this stage

Identifies and describes two new marketing strategies the brand can employ in this stage, but description is cursory, illogical, or inaccurate

Does not identify or describe two new marketing strategies the brand can employ in this stage

5.5

Brand Growth and Reinvention:

Attributes [MKT-400-01]

Meets “Proficient” criteria and explanation demonstrates a complex grasp of attributes of this life cycle stage

Describes the attributes of this life cycle stage

Describes the attributes of this life cycle stage, but description is cursory, illogical, or inaccurate

Does not describe the attributes of this life cycle stage

5.5

Brand Growth and Reinvention:

Marketing Mix Elements

[MKT-400-03]

Meets “Proficient” criteria and explanation demonstrates a complex grasp of how the brand uses the marketing mix elements as a guide in this stage

Describes how the brand uses the marketing mix elements as a guide in this stage

Describes how the brand uses the marketing mix elements as a guide in this stage, but description is cursory, illogical, or inaccurate

Does not describe how the brand uses the marketing mix elements as a guide in this stage

5.5

Brand Growth and Reinvention:

Marketing Mix Brand Perception

[MKT-400-03]

Meets “Proficient” criteria and analysis demonstrates a complex grasp of the impact of the marketing mix on overall brand perception

Analyzes the impact of the marketing mix on overall brand perception

Analyzes the impact of the marketing mix on overall brand perception, but analysis is cursory, illogical, or inaccurate

Does not analyze the impact of the marketing mix on overall brand perception

5.5

Brand Growth and Reinvention: Stakeholders [MKT-400-04]

Meets “Proficient” criteria and explanation demonstrates a complex grasp of the role of stakeholders in supporting the growth and reinvention of a brand

Describes the role of stakeholders in supporting the growth and reinvention of a brand

Describes the role of stakeholders in supporting the growth and reinvention of a brand, but description is cursory, illogical, or inaccurate

Does not describe the role of stakeholders in supporting the growth and reinvention of a brand

5.5

Brand Maturity and Decline: Attributes

[MKT-400-01]

Meets “Proficient” criteria and explanation demonstrates a complex grasp of attributes of this life cycle stage

Describe the attributes of this life cycle stage

Describes the attributes of this life cycle stage, but description is cursory, illogical, or inaccurate

Does not describe the attributes of this life cycle stage

5.5

Brand Maturity and Decline: Marketing

Mix Elements [MKT-400-03]

Meets “Proficient” criteria and explanation demonstrates a complex grasp of how the brand uses the marketing mix elements as a guide in this stage

Describes how the brand uses the marketing mix elements as a guide in this stage

Describes how the brand uses the marketing mix elements as a guide in this stage, but description is cursory, illogical, or inaccurate

Does not describe how the brand uses the marketing mix elements as a guide in this stage

5.5

Brand Maturity and Decline: Brand

Perception [MKT-400-03]

Meets “Proficient” criteria and analysis demonstrates a complex grasp of the impact of the marketing mix on overall brand perception

Analyzes the impact of the marketing mix on overall brand perception

Analyzes the impact of the marketing mix on overall brand perception, but analysis is cursory, illogical, or inaccurate

Does not analyze the impact of the marketing mix on overall brand perception

5.5

Brand Maturity or Decline: Stakeholders

[MKT-400-04]

Meets “Proficient” criteria and explanation demonstrates a complex grasp of the role of stakeholders in ensuring the relevance of a brand in the maturity or decline stage

Describes the role of stakeholders in ensuring the relevance of a brand in the maturity or decline stage

Describes the role of stakeholders in ensuring the relevance of a brand in the maturity or decline stage, but description is cursory, illogical, or inaccurate

Does not describe the role of stakeholders in ensuring the relevance of a brand in the maturity or decline stage

5.5

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

6.5

Total 100%