{"id":24003,"date":"2023-07-13T20:28:07","date_gmt":"2023-07-13T20:28:07","guid":{"rendered":"https:\/\/www.goodacademic.com\/blog\/questions\/mba-645-optimizing-brands-3-1-milestone-one-presentation-on-brand-equity-and-its-importance-to-the-company\/"},"modified":"2023-07-13T20:28:07","modified_gmt":"2023-07-13T20:28:07","slug":"mba-645-optimizing-brands-3-1-milestone-one-presentation-on-brand-equity-and-its-importance-to-the-company","status":"publish","type":"questions","link":"https:\/\/www.goodacademic.com\/blog\/questions\/mba-645-optimizing-brands-3-1-milestone-one-presentation-on-brand-equity-and-its-importance-to-the-company\/","title":{"rendered":"MBA-645 Optimizing Brands – 3-1 Milestone One: Presentation on Brand Equity and Its Importance to the Company"},"content":{"rendered":"

—Overview:<\/span><\/i><\/b>
\nYou are the regional marketing director of a theme park in the southeastern
\nUnited States that is part of a global brand. The chief marketing officer (CMO)
\nof global operations has called upon you to help coordinate the marketing tasks
\nrelated to rolling out an emergency response due to a recent safety and injury
\nincident at one of the parks resulting in serious injuries to employees and
\ncustomers. The parks were closed immediately following the incident to ensure
\nsafety measures for customers and employees and to deploy the needed safety
\nmeasures.<\/span><\/p>\n

Now, as the theme park is all set to reopen,
\nthe CMO has called you to take a lead in planning the marketing strategy for
\nthe same. Your responsibility is to design a phased strategy for marketing and
\nthe reopening of all parks. Your strategy should address critical objectives
\nsuch as maximum safety, crisis communication, customer satisfaction, and profit
\npotential. You must coordinate marketing strategy with corporate strategy, as
\nfailure or success of the marketing strategy can have a direct impact on the
\nbrand.<\/span><\/p>\n

 <\/span><\/p>\n

As a first step, you will perform an analysis
\nto understand the implications of reopening on brand equity. In this analysis,
\nyou will identify the groups of stakeholders that are affected by the reopening
\nand also plan the communication strategy for before and after the parks\u2019
\nreopening. Also, you will identify the roles and responsibilities of key
\nfunctional departments that are going to play an important role in the
\nreopening process. This analysis will help you develop a strategic marketing
\nplan to address the reopening of the park and also to develop an effective
\ncrisis communication plan.<\/span><\/p>\n

 <\/span><\/p>\n

In this milestone, you will create a
\nPowerPoint presentation that will include brand analysis and the implications
\nof reopening on the brand equity and functional departments, including their
\nroles and responsibilities in the reopening process.<\/span><\/p>\n

 <\/span><\/p>\n

—<\/span>Prompt: <\/span><\/b><\/p>\n

> Brand Analysis and
\nImplications<\/span><\/b>\u2014In this part of the
\nproject, you will present the brand implications of reopening the park in the
\ncourse scenario. Your presentation should include the following critical
\nfactors:<\/span><\/p>\n

1. Determine the
\nessential factors that can impact brand equity<\/b> when reopening
\nthe park (Slides 1\u20133) <\/span><\/p>\n

1 A. Define brand equity
\nand explain its importance to the organization (Slide 1).<\/span><\/p>\n

1B. Provide positive
\nimplications (Slide 2):<\/span><\/p>\n

– Safety concerns
\naddressed and communicated<\/span><\/p>\n

– Community and local
\ngovernment support for reopening<\/span><\/p>\n

– Employee support for reopening<\/span><\/p>\n

1C. Provide negative
\nimplications (Slide 3):<\/span><\/p>\n

– Social media negative
\nreactions<\/span><\/p>\n

– Employee negative
\nconcerns <\/span><\/p>\n

– Operational concerns for safety<\/span><\/p>\n

2. Describe the strategic
\ncommunication plan<\/b> that should occur before and after the park
\nreopens. Your <\/span><\/p>\n

responses should address the following (Slides 4\u20138):<\/span><\/p>\n

2A. Identify three key
\nstakeholder groups from this list and describe each stakeholder\u2019s interest in
\nthe <\/span><\/p>\n

organization:<\/span><\/p>\n

– EmployeeS<\/span><\/p>\n

– Customers<\/span><\/p>\n

– Government agencies<\/span><\/p>\n

– Communities<\/span><\/p>\n

– <\/font><\/span>Vendors<\/span><\/p>\n

2B. Describe their
\ncommunication needs.<\/span><\/p>\n

2C. Identify the best
\nmode for communicating with them based on their needs, including how you will
\ntake feedback from stakeholders.<\/span><\/p>\n

2D. Describe what impact
\nreopening the park could have on each identified stakeholder (low, medium, or
\nhigh). Why?<\/span><\/p>\n

>Functional Departmental
\nRoles and Responsibilities<\/span><\/b>\u2014In this part of the
\nproject, you will identify the functional department and describe their roles
\nand responsibilities in making the reopening of the park a success. Your
\npresentation should include the following critical factors (Slides 9\u201312):<\/span><\/p>\n

1. Identify three functional
\ndepartments<\/b>, including marketing, which play a significant role in the
\nreopening process. Consider which departments will be most engaged in the
\nreopening process. Describe the roles and responsibilities<\/b> of
\nthese functional departments in the safe and successful process of reopening
\nthe park (Slides 9-10).<\/span><\/p>\n

2. Select at least
\nthree legal and ethical considerations<\/b> outlined in the memo from legal team<\/span><\/a><\/u>
\n(SEE ATTACHED). Explain why each of these considerations is important to factor
\nin when reopening the park (Slides 11-12).<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

—Overview: 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 (CMO) of global operations has called upon you to help coordinate the marketing tasks related to rolling out an emergency response due to a recent safety and injury […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":[],"disciplines":[1121],"paper_types":[],"tagged":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions\/24003"}],"collection":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions"}],"about":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/types\/questions"}],"author":[{"embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/comments?post=24003"}],"version-history":[{"count":0,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions\/24003\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/media?parent=24003"}],"wp:term":[{"taxonomy":"disciplines","embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/disciplines?post=24003"},{"taxonomy":"paper_types","embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/paper_types?post=24003"},{"taxonomy":"tagged","embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/tagged?post=24003"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}