7/17/22, 11:26 AM MBA 645 Module Seven Memo Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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MBA 645 Module Seven Memo Guidelines and
Rubric
Overview
A target audience is determined by understanding who your product or service appeals to and who is most likely to use those
products or services. There are various forms of research that can assist in this determination, including Google Analytics, Facebook
Audience, and multiple forms of consumer research including surveys, focus groups, and, importantly, learnings from your current
customer base and profile. You have already been provided with the target audience for the theme park. Now it is time to move
onto aligning your marketing research efforts to further connect with the target audience.
You have already worked on the strategic marketing plan template, which contains a plan to address the park reopening needs. The
CMO now requires you to determine the needed marketing research effort and additional clear marketing strategies to connect with
the target audience and their alignment with the vision, mission, and values of the global park organization. It will be critical to keep
the organizational parameters of vision, mission, and values in mind as the strategies are determined and ultimately executed.
Prompt
Draft a memo to the CMO outlining the marketing research efforts and their alignment with the vision, mission, and values of the
organization in the course scenario. You must share two marketing strategies as well.
Specifically, you must address the following criteria:
1. Describe the marketing research efforts that should be conducted before establishing a strategic direction. Consider the
following:
What market demographics should be chosen?
What marketing channels are most suitable for the purpose?
2. Refer to the Theme Park Vision, Mission, and Values of the organization and address the key factors of vision, mission, and
values in relation to strategic direction.
How would the values of the organization influence the marketing strategy?
3. Determine two marketing strategies that can help ensure successful reopening of all the parks.
Explain how these strategies support the decision to reopen the parks.
Guidelines for Submission
Submit a 1- to 2-page Word document using double spacing, 12-point Times New Roman font, 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
Marketing
Research
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated or
Describes clearly the
marketing research
efforts needed
before establishing a
Shows progress
toward proficiency,
but with errors or
omissions; areas of
Does not attempt
criterion
30
Module Seven Memo Rubric
MBA-645-Q5979 Optimizing Brands 22TW5 TM
7/17/22, 11:26 AM MBA 645 Module Seven Memo Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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sophisticated, or
creative manner
before establishing a
strategic direction
omissions; areas of
improvement may
include articulating
the importance of
market
demographics and
marketing channels
in the marketing
research process
Vision, Mission,
and Values
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Addresses clearly the
key factors of vision,
mission, and values
in relation to
strategic direction
Shows progress
toward proficiency,
but with errors or
omissions; areas of
improvement may
include identifying
the alignment of
marketing strategy
to corporate strategy
by addressing clearly
the key factors of
vision, mission, or
values in relation to
strategic direction
Does not attempt
criterion
30
Marketing
Strategies
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Identifies and
justifies two
marketing strategies
for the successful
reopening of the
parks
Shows progress
toward proficiency,
but with errors or
omissions; areas of
improvement may
include identifying or
justifying at least
one marketing
strategy for the
successful reopening
of the parks
Does not attempt
criterion
30
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%
7/17/22, 11:26 AM MBA 645 Module Seven Memo Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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Activity Details
7/17/22, 11:26 AM MBA 645 Module Seven Memo Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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