Competencies
Competencies
Competencies
Competencies Competencies
In thisproject,youwilldemonstrateyour mastery of thefollowing
competencies:
• Manageelements asustainableglobal of brand
• Proposea method to market
• Designamarketing strategy
Scenario
Scenario
Scenario
Scenario Scenario
You theregionalmarketingdirector a are of theme park in thesoutheastern
UnitedStatesthat part is of globalbrand. Thechiefmarketingofficer global of
operationshas calleduponyou to helpcoordinatethemarketingtasksrelated
to rollingout an emergencyresponse arecentsafety to and injuryincident at
oneof theparksthatresulted in seriousinjuries employeesand to customers.
Thisthemeparkwasclosedimmediately followingtheincident ensure to
safetymeasuresforcustomersandemployees d deploytheneeded an to
safety measures.
Now, thethemepark as is allset reopen,the to CMOhascalled you to take a
lead planningthemarketingstrategy support in to thereopening thepark. of
Yourresponsibility is to designaphased strategy for reopeningallparks, with
criticalobjectivessuch as maximumsafety,crisiscommunication,customer
satisfaction,andprofitpotential.Youmustcoordinatemarketingstrategywith
corporatestrategy, failed successful as or planningwillimpactbrand success
and recognition.
Youhavedeterminedthescope workandhaveoutlined of thehigh-levelplan.
As afirststep,youdecided performthebrand to analysis and identification of
criticalelements successfullymarketthereopening to of thepark.Based on
theoutcomes,youdevelopedacustomizablemarketingstrategytemplate
thatcan used be by otherthemeparksunder thesame umbrella.
Next,youneed createapresentation to (toolkit) shareyouranalysisand to
recommendationsfortheproposedmarketingsupport thepark.But, you of as
are working to completethefinalbit of thetoolkit,yoursocial media
monitoringpartnersharesa report thetheme social of park’s mediaimage and
performance.Thereportshowsasignificantspike negativepublicfeedback. in
The report statesthere theperception uncaring,carelessbrandforcing is of an
areopening forprofit.Yourpresentationshouldalsoincludestrategies for
how youwilladdresstheemergingnegativeperception on socialmediaabout
thethemepark.Youwillshowthispresentation to yourCMOandother
regionalmarketingdirectors of the park.
Directions
Directions
Directions
Directions Directions
Part
Part
Part
PartPartOne:
One:
One:
One:One:Strat
Strat
Strat
StratStrategic
egic
egic
egicegic Implication
Implication
Implication
ImplicationImplication
Brand
Brand
Brand
BrandBrand
and
and
and
andandManagement
Management
Management
ManagementManagement
Recordand submit narratedPowerPointpresentation shareyouranalysis a to
andrecommendations fortheproposed marketingsupport thepark.Ensure of
youaddressany feedback received MilestoneOnebeforeyousubmitthe in
final presentation.
Brand
Brand
Brand
BrandBrand
Analysis
Analysis
Analysis
AnalysisAnalysisand
and
and
andandI
I
I
IImplications
mplications
mplications
mplicationsmplications
—In this part of theproject,youwillpresent
thebrandimplications reopeningthepark.Yourpresentationshould of
includethefollowingcritical factors:
1. Determinetheessentialfactorswhichcanimpactthe br
br
br
brbrand
and
and
andandequity
equity
equity
equityequity
whenreopeningthepark.(slides 1–3)
. Describe theimportance brandequity of to theorganization.
(slide 1)
a. Providepositiveimplications(slide 2):
