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MKT 400 Module One Short Paper Guidelines and Rubric Overview: For this short paper, you will begin to examine brands that interest you for your final project. You will choose three brands, each in a different stage of a brand life cycle and analyze how the 4P’s are applied to increase brand equity and promote the brand. Prompt: The marketing mix, or 4P’s (i.e., product, price, promotion, and place), can help to increase brand equity and promote a brand at each stage of its life cycle. First, using the provided list, select three brands, each in a different stage of a brand life cycle (i.e., brand development, brand growth, and brand maturity). As you write, reflect on the following in 2 to 3 pages and justify your responses with this week’s readings and resources:

 Which marketing mix elements are currently used to promote the brand at each stage of the life cycle?

 How is each brand using these elements to increase consumer perception and brand equity at the respective stages? Specifically, the following critical elements must be addressed:

I. Brand Development a) Describe which marketing mix elements are applied at this stage. b) Explain how the brand uses these elements to increase consumer perception and brand equity at this stage.

II. Brand Growth a) Describe which marketing mix elements are applied at this stage. b) Explain how the brand uses these elements to increase consumer perception and brand equity at this stage.

III. Brand Maturity a) Describe which marketing mix elements are applied at this stage. b) Explain how the brand uses these elements to increase consumer perception and brand equity at this stage.

Rubric Guidelines for Submission: Your short paper should be submitted as a Word document, 2 to 3 pages in length, double spaced, using 12-point Times New Roman font, and 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. All references must be cited in APA format.

Critical Elements Proficient (100%) Needs Improvement (70%) Not Evident (0%) Value

Brand Development: Marketing Mix

Describes marketing mix elements used to promote the brand and how they are applied at this stage

Describes marketing mix elements used to promote the brand and how they are applied at this stage, but description is cursory or illogical

Does not describe marketing mix elements used to promote the brand at this stage

15

Brand Development: Consumer Perception and

Brand Equity

Explains how the brand uses these elements to increase consumer perception and brand equity at this stage

Explains how the brand uses these elements to increase consumer perception and brand equity at this stage, but the explanation is cursory or illogical

Does not explain how the brand uses these elements to increase consumer perception and brand equity at this stage

15

Brand Growth: Marketing Mix

Describes marketing mix elements used to promote the brand and how they are applied at this stage

Describes marketing mix elements used to promote the brand and how they are applied at this stage, but description is cursory or illogical

Does not describe marketing mix elements used to promote the brand at this stage

15

Brand Growth: Consumer Perception and Brand Equity

Explains how the brand uses these elements to increase consumer perception and brand equity at this stage

Explains how the brand uses these elements to increase consumer perception and brand equity at this stage, but the explanation is cursory or illogical

Does not explain how the brand uses these elements to increase consumer perception and brand equity at this stage

15

Brand Maturity: Marketing Mix

Describes marketing mix elements used to promote the brand and how they are applied at this stage

Describes marketing mix elements used to promote the brand and how they are applied at this stage, but description is cursory or illogical

Does not describe marketing mix elements used to promote the brand at this stage

15

Brand Maturity: Consumer Perception and Brand Equity

Explains how the brand uses these elements to increase consumer perception and brand equity at this stage

Explains how the brand uses these elements to increase consumer perception and brand equity at this stage, but the explanation is cursory or illogical

Does not explain how the brand uses these elements to increase consumer perception and brand equity at this stage

15

Articulation of Response 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

10

Total 100%