7/31/22, 3:00 PM MBA 645 Project Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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MBA 645 Project Guidelines and Rubric
Competencies
In this project, you will demonstrate your mastery of the following competencies:
Manage elements of a sustainable global brand
Propose a method to market
Design a marketing strategy
Scenario
You are the regional marketing director of a theme park in the southeastern United States that is part of global brand. The chief
marketing officer of global operations has called upon you to help coordinate the marketing tasks related to rolling out an
emergency response to a recent safety and injury incident at one of the parks that resulted in serious injuries to employees and
customers. This theme park was closed immediately following the incident to ensure safety measures for customers and employees
and to deploy the needed safety measures.
Now, as the theme park is all set to reopen, the CMO has called you to take a lead in planning the marketing strategy to support the
reopening of the park. Your responsibility is to design a phased strategy for reopening all parks, with critical objectives such as
maximum safety, crisis communication, customer satisfaction, and profit potential. You must coordinate marketing strategy with
corporate strategy, as failed or successful planning will impact brand success and recognition.
You have determined the scope of work and have outlined the high-level plan. As a first step, you decided to perform the brand
analysis and identification of critical elements to successfully market the reopening of the park. Based on the outcomes, you
developed a customizable marketing strategy template that can be used by other theme parks under the same umbrella.
Next, you need to create a presentation (toolkit) to share your analysis and recommendations for the proposed marketing support of
the park. But, as you are working to complete the final bit of the toolkit, your social media monitoring partner shares a report of the
theme park’s social media image and performance. The report shows a significant spike in negative public feedback. The report
states there is the perception of an uncaring, careless brand forcing a reopening for profit. Your presentation should also include
strategies for how you will address the emerging negative perception on social media about the theme park. You will show this
presentation to your CMO and other regional marketing directors of the park.
Directions
Part One: Strategic Brand Implication and Management
Record and submit a narrated PowerPoint presentation to share your analysis and recommendations for the proposed marketing
support of the park. Ensure you address any feedback received in Milestone One before you submit the final presentation.
Brand Analysis and Implications —In this part of the project, you will present the brand implications of reopening the park. Your
presentation should include the following critical factors:
1. Determine the essential factors which can impact the brand equity when reopening the park. (slides 1–3)
a. Describe the importance of brand equity to the organization. (slide 1)
b. Provide positive implications (slide 2):
Safety concerns addressed and communicated
Community and local government support for reopening
Employee support for reopening
MBA-645-Q5979 Optimizing Brands 22TW5 TM
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p y pp p g
c. Provide negative implications (slide 3):
Social media negative reactions
Employee negative concerns
Operational concerns for safety
2. Describe the strategic communication plan that should occur before and after the park reopens. Your responses should
address the following (slides 4–8):
a. Identify three key stakeholder groups from this list:
Employees
Customers
Government agencies
Communities
Vendors
b. Describe each stakeholder’s interests in the organization.
c. Describe their communication needs.
d. Identify the best mode for communicating with them based off their needs.
e. Describe the impact that reopening the park could have on each identified stakeholder (low, medium, or high). Why?
Functional Departmental Roles and Responsibilities —In this part of the project, you will identify the functional department and
describe their roles and responsibilities in making the reopening of the park a success. Your presentation should include the
following critical factors (slides 9-12):
1. Identify three functional departments, including marketing, which play a significant role in the reopening process. (slide 9)
Consider which departments will be most engaged in the reopening process.
2. Describe the roles and responsibilities of these functional departments in the safe and successful process of reopening the
park. (slide 10)
3. Develop an internal communication plan that addresses the following (slides 11–12):
a. How will you take feedback from the stakeholders?
b. What could be the legal and ethical issues in reopening of the park? To understand the specific guidelines, refer to
the memo from the legal team.
c. What will be the frequency of meetings with stakeholders to share relevant information?
Part Two: Customizable Marketing Plan Template
Based on the information provided to you, share a completed marketing plan template for the reopening of this individual park.
Ensure you address any feedback received in Milestone Two before you submit the final template.
Your template should include the following critical sections:
1. Determine two methods to be used for consumer research in developing the marketing plan. Provide rationales.
2. Determine three traditional marketing methods you will use in developing the marketing plan and provide rationales. Your
response should address the following:
a. How will the identified methods help in the acquisition of the new customers?
b. How will the identified methods help in the retention of the existing customers?
c. What are the advantages and disadvantages of the identified methods?
3. Determine three digital marketing methods you will use in developing the marketing plan and provide rationales. Your
response should address the following:
a. How will the identified methods help in the acquisition of the new customers?
b. How will the identified methods help in the retention of the existing customers?
c. What are the advantages and disadvantages of the 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 to 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?
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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.
Part Three: Measuring Your Strategic Marketing Plan’s Success
Record and submit a narrated PowerPoint presentation to share your analysis and recommendations for the proposed marketing
support of the park.
1. Provide a marketing strategy that considers the following areas (slides 1–4):
a. Digital marketing strategy
b. Traditional marketing strategy
c. Communications and public relations strategy
d. Event marketing strategy
Monitoring Your Marketing Strategy— In this part of the project, you will explain how you will monitor the performance of your
strategy. Your presentation should include the following critical factors:
2. Identify three SMART marketing objectives and describe how they align with three of your suggested strategies (one for
each). (slide 5)
3. Identify one KPI that can be used for each of the marketing objectives. (slide 6)
4. Describe the methods that could be used to monitor performance of the three marketing objectives. Provide rationale.
(slides 7–8)
5. Using plan-do-check-act (PDCA) methodology, provide a continuous improvement process for preserving brand identity and
reputation. (slides 9–10)
6. Describe two marketing strategies to address negative public feedback on social media. (slides 11–12)
Consider the role of public relations.
Consider the role of crisis management.
What to Submit
To complete this project, you must submit the following:
1. Strategic Brand Implication and Management
Submit a narrated PowerPoint presentation with 12–13 slides. Consult the Shapiro Library APA Style Guide for more information.
2. Customizable Marketing Plan Template
Submit 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.
3. Measuring Your Strategic Marketing Plan’s Success
Submit a narrated PowerPoint presentation with 12–13 slides. Consult the Shapiro Library APA Style Guide for more information.
Note: Remember to use both onscreen text and audio narration or speaker notes in your PowerPoint presentations to convey your
information effectively. If, due to technical challenges, audio narration is not possible, precise and extensive speaker notes should be
used addressing all the critical elements in the presentation. For example, you can use brief bulleted lists on the slide and include
detailed explanations in your audio narration or speaker notes.
Supporting Materials
The following resources support your work on the project:
Organizational Chart
CMO Memo
Memo From Legal Team
CMO Memo for Target Audience
Exemplar Communication Grid
Video: Record a Presentation
Use this resource to learn how to record your PowerPoint presentation with narration and video.
Resource: MBA Research Guide
This Shapiro Library resource will help you find any additional information you may need to complete the project.
7/31/22, 3:00 PM MBA 645 Project Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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Criteria Exemplary (100%) Proficient (85%) Needs Improvement
(55%) Not Evident (0%) Value
Brand Equity Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Describes the
importance of brand
equity and provides
positive and negative
implications on the
organization’s brand
when the park
reopens
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include the
description of brand
equity or the
positive and negative
implications on the
organization’s brand
when the park
reopens
Does not attempt
criterion
5
Strategic
Communication
Plan
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Identifies three key
stakeholder groups,
describes their
interests in the
organization, the
impact reopening
might have on them,
and the best mode
of communicating
with them based on
their needs
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include sufficient
details concerning
description of
stakeholder interests
in the organization
or the impact
reopening might
have on them or
identification of the
best mode of
communicating with
them based on their
needs
Does not attempt
criterion
5
Functional
Departments
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Identifies the three
functional
departments,
including marketing,
that play a significant
role in the reopening
of the park
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include identifying
the functional
departments that are
involved in
reopening the park
Does not attempt
criterion
5
Roles and
Responsibilities
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Describes the roles
and responsibilities
of the functional
departments in the
safe and successful
process of reopening
the park
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include the roles or
responsibilities of
each of the
functional
departments in the
safe and successful
reopening of the
park
Does not attempt
criterion
5
Internal
Communication
Plan
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Develops an internal
communication plan
in alignment with the
brand which includes
stakeholders’
feedback legal and
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include identifying
Does not attempt
criterion
5
Project Rubric
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feedback, legal and
ethical issues, and
daily information
sharing
include identifying
the internal
organizational
communications
needed; considering
stakeholder
feedback, legal and
ethical issues, and
information sharing
frequency
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 rationales
behind the choices
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include identifying
appropriate
consumer research
methods or
providing sufficient
rationales
Does not attempt
criterion
8
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
acquisition of new
customers, how
these methods will
help in retention of
existing customers,
and the 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
reopening of the
park; stating how
these methods can
help in acquisition
and retention of
customers; stating
advantages and
disadvantages of
traditional marketing
Does not attempt
criterion
8
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
acquisition of new
customers, how
these methods will
help in retention of
existing customers,
and the advantages
and disadvantages of
these methods
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include exploring
and identifying
various digital
marketing methods
suitable for
reopening the park;
stating how these
methods can help in
acquisition and
retention of
customers; stating
advantages and
disadvantages of
digital marketing
Does not attempt
criterion
8
Traditional and
Digital Marketing
to Optimize
Brands
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Explains how the
selected traditional
and digital marketing
methods work
together to optimize
the brand explains
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include identifying
Does not attempt
criterion
5
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the brand, explains
which is the most
impactful method for
the target audiences
and most effective
method for branding,
and describes how
both methods
support the brand
and business growth
include identifying
the target-audiencebased marketing
methods and
explaining the
alignment between
identified methods
of marketing;
explaining how the
identified methods
are impactful for
target audiences and
effective for
branding and
supports the brand
and business growth
Crisis
Management
Strategies
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Explains the crisis
management
strategies that
address customer
expectations to
improve brand
damage, support
employees, and
anticipate 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, employee
support, and
anticipated crisis
impacting brand
image and success
Does not attempt
criterion
5
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
them
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include
comprehending the
memo from the legal
team, identifying any
of the legal and
ethical issues related
to reopening, and
providing measures
to prevent them
Does not attempt
criterion
5
Marketing
Strategy
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Provides a marketing
strategy that
considers digital,
traditional,
communications and
public relations, and
event marketing
strategy
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include providing a
marketing strategy
that considers digital,
traditional,
communications and
public relations, and
event marketing
strategy
Does not attempt
criterion
6
SMART Marketing
Objectives
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Identifies three
SMART marketing
objectives and
explains how they
align with safety,
customer
expectations, and
profitability
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include the
explanation of the
alignment of safety,
customer
Does not attempt
criterion
5
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expectations, and
profitability in
relation to the
SMART marketing
objective that were
identified
KPIs for Marketing
Objectives
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Identifies one KPI
that can be used for
each of the
marketing objectives
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include identifying
one KPI for each of
the three marketing
objectives
Does not attempt
criterion
5
Monitoring Results Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Describes the
methods that could
be used to monitor
performance of the
three marketing
objectives and
provides rationale
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include identifying
suitable method to
monitor the
performance of the
three marketing
objectives
Does not attempt
criterion
5
Continuous
Improvement
Process
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Provides a
continuous
improvement
process for
preserving brand
identity and
reputation using
PDSA methodology
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include the
continuous
improvement
process following
PDSA methodology
Does not attempt
criterion
5
Method to
Address Negative
Public Perceptions
Exceeds proficiency
in an exceptionally
clear, insightful,
sophisticated, or
creative manner
Describes two
marketing strategies
to address negative
public feedback on
social media
considering the role
of public relations
and crisis
management
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include providing
appropriate
marketing methods
to address negative
public feedback on
social media,
considering how
public relations and
crisis management
can help address this
issue
Does not attempt
criterion
5
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
5
Total: 100%
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Total: 100%
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