7/10/22, 2:53 PM MBA 645 Milestone Two Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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MBA 645 Milestone Two Guidelines and Rubric
Overview
In Milestone One, you analyzed the brand implications of reopening the park, and you have delivered the analysis report in the form
of a presentation. In your role as regional marketing director of one of the theme parks in the southeastern United States, you have
been tasked by your CMO with designing a marketing plan to address the marketing and branding needs of reopening the park. You
will create a customizable strategic marketing plan template, which you will implement for your own park and share with the other
regional directors of marketing. The other directors will implement the same strategy based on the needs and demographics of their
respective parks.
In this template, you will elaborate on the traditional and digital marketing methods and discuss how these marketing 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 negative impacts on the brand.
Prompt
Based on the information provided to you, share a completed customizable marketing plan template for the reopening of the
individual park. Your template should include the following critical sections with relevant guiding information:
1. Determine two methods to be used for consumer research in developing the marketing plan. Provide rationale.
2. Determine three traditional marketing methods you will use in developing the marketing plan and provide a rationale. Your
response should address the following:
a. How will identified methods help in the acquisition of new customers?
b. How will identified methods help in the retention of existing customers?
c. What are the advantages and disadvantages of identified methods?
3. Determine three digital marketing methods you will use in developing the marketing plan and provide a rationale. Your
response should address the following:
a. How will identified methods help in the acquisition of new customers?
b. How will identified methods help in the retention of existing customers?
c. What are the advantages and disadvantages of identified methods?
4. Explain how the traditional and digital marketing methods you have selected will work together to optimize the brand.
Your response should address the following:
a. Which method do you think could be most impactful in addressing your target audiences?
b. Which method do you think could be most effective in branding?
c. Can both digital and traditional marketing 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 expectations 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 negatively impact the organization’s brand image upon
reopening, and provide proactive steps that could be taken now to prevent them.
Guidelines for Submission
MBA-645-Q5979 Optimizing Brands 22TW5 TM
7/10/22, 2:53 PM MBA 645 Milestone Two Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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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 information.
Criteria Exemplary (100%) Proficient (90%) Needs Improvement
(70%) Not Evident (0%) Value
Methods for
Consumer
Research
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Determines two
consumer research
methods to be used
in developing the
marketing plan and
provides rationale
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
rationale
Does not attempt
criterion
15
Traditional
Marketing
Methods
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Determines three
traditional marketing
methods to be used
in developing the
marketing plan and
addresses how these
methods will help in
the acquisition of
new customers and
the retention of
existing 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 identifying
various traditional
marketing methods
suitable for the
reopening of the
park and stating how
these methods can
help in the
acquisition and
retention of
customers; stating
advantages and
disadvantages of
traditional marketing
methods
Does not attempt
criterion
15
Digital Marketing
Methods
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Identifies three
digital marketing
method to be used in
developing the
marketing plan and
addresses how these
methods will help in
the acquisition of
new customers and
the retention of
existing customers
and provides
advantages and
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include exploring
and identifying
various digital
marketing methods
suitable for
reopening of the
park and stating how
these methods can
Does not attempt
criterion
15
Milestone Two Rubric
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advantages and
disadvantages of
these methods
these methods can
help in the
acquisition and
retention of
customers; stating
advantages and
disadvantages of
digital marketing
methods
Traditional and
Digital Marketing
to Optimize
Brands
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Explains the
alignment between
traditional and digital
marketing and
explains which is the
most impactful
method for target
audiences and most
effective 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 identifying
the target-audiencebased marketing
methods and
explaining the
alignment between
identified methods
of marketing;
explaining how the
identified methods
are impactful for the
target audiences and
effective for
branding and
supports the brand
and business growth
Does not attempt
criterion
15
Crisis
Management
Strategies
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Explains the crisis
management
strategies that
address customer
expectations,
improve brand
damage, and support
employees;
anticipates 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 anticipating
crises that could
impact brand image
and success
Does not attempt
criterion
15
Legal and Ethical
Issues
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner.
Identifies one legal
and one ethical issue
which can occur
referring to the
memo provided by
the legal team and
provides proactive
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 attempt
criterion.
15
7/10/22, 2:53 PM MBA 645 Milestone Two Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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measures to prevent
them
memo from the legal
team and identifying
any of the legal and
ethical issues related
to reopening and
providing measures
to prevent them
Articulation of
Response
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Clearly conveys
meaning with correct
grammar, sentence
structure, and
spelling,
demonstrating an
understanding of
audience and
purpose
Shows progress
toward proficiency,
but with errors in
grammar, sentence
structure, and
spelling, negatively
impacting readability
Submission has
critical errors in
grammar, sentence
structure, and
spelling, preventing
understanding of
ideas
10
Total: 100%
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