Homework answers / question archive / MBA 645 Milestone One  Guidelines and Rubric Scenario You are the regional marke!ng director of a theme park in the southeastern United States that is part of a global brand

MBA 645 Milestone One  Guidelines and Rubric Scenario You are the regional marke!ng director of a theme park in the southeastern United States that is part of a global brand

Business

Share With

---

MBA 645 Milestone One  Guidelines and Rubric Scenario

You are the regional marke!ng director of a theme park in the southeastern United States that is part of a global brand. The chief marke!ng officer (CMO) of global opera!ons has called upon you to help coordinate the marke!ng tasks related to rolling out an emergency response due to a recent safety and injury incident at one of the parks resul!ng in serious injuries to employees and customers. The parks were 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 marke!ng strategy for the same. Your responsibility is to design a phased strategy for marke!ng the reopening of all parks. Your strategy should address the cri!cal objec!ves such as maximum safety, crisis communica!on, customer sa!sfac!on, and profit poten!al. You must coordinate marke!ng strategy with corporate strategy, as failure or success of the marke!ng strategy can have a direct impact on the brand.

As a first step, you will perform an analysis to understand the implica!ons of reopening on brand equity. In this analysis you will iden!fy the groups of stakeholders that are affected by the reopening and also plan the communica!on strategy for before and a$er the parks’ reopening. Also, you will iden!fy the roles and responsibili!es of key func!onal departments that are going to play an important role in the reopening process. This analysis will help you develop a strategic marke!ng plan to address the reopening of the park and also to develop an effec!ve crisis communica!on plan.

In this milestone, you will create a PowerPoint presenta!on that will include brand analysis and the implica!ons of reopening on the brand equity and func!onal departments, including their roles and responsibili!es in the reopening process.

Prompt

Brand Analysis and Implica!ons—In this part of the project, you will present the brand implica!ons of reopening the park in the course scenario. Your presenta!on should include the following cri!cal factors:

1. Determine the essen!al factors that can impact the brand equity when reopening the park. (slides 1–3)
   1. Describe the importance of brand equity to the organiza!on. (slide 1)
   2. Provide posi!ve implica!ons (slide 2):

Safety concerns addressed and communicated

Community and local government support for reopening

Employee support for reopening

1. 3. Provide nega!ve implica!ons (slide 3):

Social media nega!ve reac!ons

Employee nega!ve concerns

Opera!onal concerns for safety

2. Describe the strategic communica!on plan that should occur before and a$er the park reopens. Your responses should address the following (slides 4–8):
   1. Iden!fy three key stakeholder groups from this list:

Employees Customers

Government agencies

Communi!es

Vendors

1. 2. Describe each stakeholder’s interests in the organiza!on.
   3. Describe their communica!on needs.
   4. Iden!fy the best mode for communica!ng with them based on their needs.
   5. Describe what impact reopening the park could have on each iden!fied stakeholder (low, medium, or high). Why?

Func!onal Departmental Roles and Responsibili!es—In this part of the project, you will iden!fy three func!onal departments and describe their roles and responsibili!es in making the reopening of the park a success. Your presenta!on should include the following cri!cal factors (slides 9–12):

1. 1. Iden!fy three func!onal departments, including marke!ng, that play a significant role in the reopening process. Consider which departments will be most engaged in the reopening process. (slide 9)
   2. Describe the roles and responsibili!es of these func!onal departments in the safe and successful process of reopening the park. (slide 10)
   3. Develop an internal communica!on plan that addresses the following (slides 11–12):
      1. How will you take feedback from the stakeholders?
      2. What could be the legal and ethical issues in reopening of the park? To understand the specific guidelines, refer to the Memo From Legal Team.
      3. What will be the frequency of mee!ngs with stakeholders to share relevant informa!on?

Guidelines for Submission

Submit a recorded PowerPoint presenta!on with 12–13 slides. Consult the Shapiro Library APA Style Guide for more informa!on.

Video: Record a Presenta!on

Use this resource to learn how to record your PowerPoint presenta!on with narra!on and video.

Milestone One Rubric

Criteria	Exemplary (100%)	Proficient (85%)	Needs Improvement (55%)	Not Evident (0%)	Value
Brand Equity	Exceeds proficiency in an excep!onally clear, insigh%ul, sophis!cated, or crea!ve manner	Describes the importance of brand equity and provides posi!ve and nega!ve implica!ons to the organiza!on's brand when the park reopens	Shows progress toward proficiency, but with errors or omissions; areas for improvement may include the descrip!on of brand equity or the posi!ve and nega!ve implica!ons to the organiza!on’s brand when the park reopens	Does not a&empt criterion	20
Strategic Communica!on Plan	Exceeds proficiency in an excep!onally clear, insigh%ul, sophis!cated, or crea!ve manner	Iden!fies three key stakeholder groups; describes their interests in the organiza!on and the impact reopening might have on them; and iden!fies the best mode of	Shows progress toward proficiency, but with errors or omissions; areas for improvement may include sufficient details concerning descrip!on of stakeholder interests	Does not a&empt criterion	20

 

		communica!ng with them based on their needs	in the organiza!on or the impact reopening might have on them or iden!fica!on of the best mode of communica!ng with them based off their needs
Func!onal Departments	Exceeds proficiency in an excep!onally clear, insigh%ul, sophis!cated, or crea!ve manner	Iden!fies the three func!onal departments, including marke!ng, 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 iden!fying the func!onal departments that have a significant role in reopening the park	Does not a&empt criterion	20
Roles and Responsibili!es	Exceeds proficiency in an excep!onally clear, insigh%ul, sophis!cated, or crea!ve manner	Describes the roles and responsibili!es of the func!onal 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 describing the roles or responsibili!es of each of the func!onal departments in the safe and successful reopening of the park	Does not a&empt criterion	20
Internal Communica!on Plan	Exceeds proficiency in an excep!onally clear, insigh%ul, sophis!cated, or crea!ve manner	Develops an internal communica!on plan in alignment with the brand support which includes stakeholders’ feedback, legal and ethical issues, and daily informa!on sharing	Shows progress toward proficiency, but with errors or omissions; areas for improvement may include iden!fying the internal organiza!onal communica!ons needed, considering stakeholder feedback, legal and	Does not a&empt criterion	20

 

			ethical issues, and informa!on-sharing frequency
Total:					100%