MBA 645 Project Guidelines and RubricCompetencies In this project, you will demonstrate your mastery of the following competencies: Manage elements of a sustainable global brand Propose a method to market

MBA 645 Project Guidelines and RubricCompetencies

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 a 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 chief marketing officer (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 plan 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 a 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 present this presentation to your CMO and other regional marketing directors of the park.

Directions

Part One: Strategic Brand Implication and ManagementSubmit 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 that can impact brand equity when reopening the park (Slides 1–3)
   1. Define brand equity and describe its importance to the organization (Slide 1).
   2. Provide positive implications (Slide 2):
      • Safety concerns addressed and communicated
      • Community and local government support for reopening
      • Employee support for reopening
   3. 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):
   1. Identify three key stakeholder groups from this list and describe each stakeholder’s interest in the organization:
      1. Employees
      2. Customers
      3. Government agencies
      4. Communities
      5. Vendors
   2. Describe their communication needs.
   3. Identify the best mode for communicating with them based on their needs, including how you will take feedback from stakeholders.
   4. 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. Describe the roles and responsibilities of these functional departments in the safe and successful process of reopening the park (Slides 9-10)
   • Consider which departments will be most engaged in the reopening process.
2. Select at least three legal and ethical considerations outlined in the memo from legal team. Explain why each of these considerations is important to factor in when reopening the park (Slides 11–12).

Part Two: Customizable Marketing PlanBased on the information provided to you, share a completed marketing plan for the reopening of this individual park. Ensure you address any feedback received in Milestone Two before you submit the final presentation.

Your presentation should include the following critical sections:

1. Determine two methods to be used for consumer research in developing the marketing plan. Provide rationales (Slide 1).
2. Keeping the target audience in mind, determine three traditional marketing methods you will use in developing the marketing plan and provide rationales. Your response should address the following (Slides 2–4):
3. Keeping the target audience in mind, determine three digital marketing methods you will use in developing the marketing plan and provide rationales. Your response should address the following (Slides 5–7):
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 (Slide 8):
5. Explain the crisis management strategies to be implemented prior to reopening. Your response should address the following (Slide 9):
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 (Slide 10).

Part Three: Measuring Your Strategic Marketing Plan’s SuccessSubmit a narrated PowerPoint presentation to share your analysis and recommendations for the proposed marketing support of the park. 

Monitoring Your Marketing Strategy— In this part of the project, you will explain how you will monitor the performance of the digital and traditional marketing methods that you selected. Your presentation should include the following critical factors:

1. Identify three SMART marketing objectives and describe how they align with three of your suggested methods (one for each) (Slide 1).
2. Identify one key performance indicator (KPI) that can be used for each of the marketing objectives (Slide 2).
3. Describe the methods that could be used to monitor the performance of the three marketing objectives. Provide a rationale (Slides 3–4).
4. Using plan-do-check-act (PDCA) methodology, provide a continuous improvement process for preserving brand identity and reputation. (Slides 5–6)
5. Describe two marketing strategies to address negative public feedback on social media (Slides 7–8).
   • 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 ManagementSubmit a narrated PowerPoint presentation with 10–12 slides.
2. Customizable Marketing PlanSubmit a narrated PowerPoint presentation with 10-12 slides.
3. Measuring Your Strategic Marketing Plan’s SuccessSubmit a narrated PowerPoint presentation with 8–10 slides.

Consult the Shapiro Library APA Style Guide and FAQ: Where Can I Find Information on APA Style and PowerPoint Presentations for more information.

Note: In addition to the text on the slides, remember to include audio narration in your PowerPoint presentation 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 PresentationUse this resource to learn how to record your PowerPoint presentation with narration and video.

Resource: MBA Research GuideThis Shapiro Library resource will help you find any additional information you may need to complete the project.

Project RubricCriteriaExemplary (100%)Proficient (85%)Needs Improvement (55%)Not Evident (0%)ValueBrand EquityExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerDefines and describes the importance of brand equity and provides positive and negative implications on the organization’s brand when the park reopensShows 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 reopensDoes not attempt criterion6Strategic Communication PlanExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerIdentifies 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, including how you will take feedback from stakeholdersShows 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 needsDoes not attempt criterion6Functional Departments, Roles and ResponsibilitiesExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerIdentifies the three functional departments, including marketing, that play a significant role in the reopening of the park; describes the roles and responsibilities of the functional departments in the safe and successful process of reopening the parkShows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying the functional departments that are involved in reopening the park; describing the roles or responsibilities of each of the functional departments in the safe and successful reopening of the parkDoes not attempt criterion6Legal and Ethical ConsiderationsExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerDevelops a communication plan in alignment with the brand support that considers and explains legal and ethical issues and daily information sharing per the Memo From Legal TeamShows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying the legal and ethical issues, based on the Memo From Legal TeamDoes not attempt criterion6Methods for Consumer ResearchExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerDetermines two consumer research methods to be used in developing the marketing plan and provides rationales behind the choicesShows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying appropriate consumer research methods or providing sufficient rationalesDoes not attempt criterion8Traditional Marketing MethodsExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerDetermines 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 methodsShows 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 marketingDoes not attempt criterion8Digital Marketing MethodsExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerIdentifies 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 methodsShows 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 marketingDoes not attempt criterion8Traditional and Digital Marketing to Optimize BrandsExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerExplains how the selected traditional and digital marketing methods work together to optimize 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 growthShows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying the target-audience-based 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 growthDoes not attempt criterion6Crisis Management StrategiesExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerExplains the crisis management strategies that address customer expectations to improve brand damage, support employees, and anticipate crises related to the incident and reopeningShows 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 successDoes not attempt criterion6Legal and Ethical IssuesExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerIdentifies one legal and one ethical issue which can occur, referring to the memo provided by the legal team, and provides proactive measures to prevent themShows 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 themDoes not attempt criterion5SMART Marketing ObjectivesExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerIdentifies three SMART marketing objectives and explains how they align with safety, customer expectations, and profitabilityShows progress toward proficiency, but with errors or omissions; areas for improvement may include the explanation of the alignment of safety, customer expectations, and profitability in relation to the SMART marketing objective that were identifiedDoes not attempt criterion5KPIs for Marketing ObjectivesExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerIdentifies one KPI that can be used for each of the marketing objectivesShows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying one KPI for each of the three marketing objectivesDoes not attempt criterion5Monitoring ResultsExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerDescribes the methods that could be used to monitor performance of the three marketing objectives and provides rationaleShows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying suitable method to monitor the performance of the three marketing objectivesDoes not attempt criterion5Continuous Improvement ProcessExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerProvides a continuous improvement process for preserving brand identity and reputation using PDSA methodologyShows progress toward proficiency, but with errors or omissions; areas for improvement may include the continuous improvement process following PDSA methodologyDoes not attempt criterion5Method to Address Negative Public PerceptionsExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerDescribes two marketing strategies to address negative public feedback on social media considering the role of public relations and crisis managementShows 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 issueDoes not attempt criterion5Articulation of ResponseExceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative mannerClearly conveys meaning with correct grammar, sentence structure, and spelling, demonstrating an understanding of audience and purposeShows progress toward proficiency, but with errors in grammar, sentence structure, and spelling, negatively impacting readabilitySubmission has critical errors in grammar, sentence structure, and spelling, preventing understanding of ideas5Citations and AttributionsUses citations for ideas requiring attribution, with few or no minor errorsUses citations for ideas requiring attribution, with consistent minor errorsUses citations for ideas requiring attribution, with major errorsDoes not use citations for ideas requiring attribution