Overview
You have already been provided with the target audience for the theme park, and you have already worked on the strategic marketing plan template, which contains a plan to address the park’s reopening needs. Now it is time to move on to aligning your marketing research efforts to further connect with the target audience. The CMO requires you to determine the needed marketing research effort 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
You will review the Project Guidelines and Rubric (the project is due in Module Nine) and have an asynchronous discussion with your instructor regarding any initial concerns about the same. You will also review the Theme Park Vision, Mission, and Values document and outline the marketing research efforts and how they align with the vision, mission, and values of the organization.
You are encouraged to continue reaching out to your instructor, so any concerns and questions are addressed before the course project is due. Discuss your progress and concerns with your instructor through this video submission.
Q&A tool, addressing the following criteria:
- Refer to the Theme Park Vision, Mission, and Values document and identify the key factors of vision, mission, and values in relation to the strategic direction.
- How would the values of the organization influence the marketing strategy?
- Describe the market research efforts that should be conducted with your audiences before establishing a strategic direction. Consider what marketing channels are most suitable for the purpose.
- Share your expectations and understanding about the course project, including any questions or concerns you have regarding:
- Marketing strategy
- Methods to monitor results
- Marketing objectives and KPIs
- Role of a business intelligence department in reporting critical factors impacting marketing
- Using outside digital (social) media monitoring firms to report consumer insights, opinions, and concerns
- Feedback from previous milestones
If you have any additional questions or require additional support from your instructor, let your instructor know.
What to Submit
You can submit the check-in using a Word document - you also can submit the PowerPoint presentations using detailed speaker notes instead of a recorded PowerPoint.
Module Seven Video Check-In Rubric
| Criteria | Exemplary (100%) | Proficient (90%) | Needs Improvement (70%) | Not Evident (0%) | Value |
|---|---|---|---|---|---|
| Vision, Mission, and Values | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Identifies the key factors of vision, mission, and values in relation to strategic direction | Shows progress toward proficiency, but with errors or omissions; areas for 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 | 40 |
| Marketing Research | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Describes the marketing research efforts needed before establishing a strategic direction | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include articulating the importance of market demographics and marketing channels in the marketing research process | Does not attempt criterion | 40 |
| Course Project Expectations and Understanding | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Shares clear expectations and understanding of the course project | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include sharing clear expectations and understanding of the course project | Does not attempt criterion | 20 |
| Total: | 100% |