Marketing Communication and Brand Strategy Grading Guide MKT/571 Version 10 2 Marketing Communication and Brand Strategy Grading Guide MKT/571 Version 10 Marketing Copyright Copyright © 2017, 2016 by University of Phoenix. All rights reserved. University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries. Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation. Edited in accordance with University of Phoenix® editorial standards and practices. Individual Assignment: Marketing Communication and Brand StrategyPurpose of Assignment This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience.Grading Guide Content Met Partially Met Not Met Comments: Student develops a branding strategy and marketing communication plan that addresses at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan. Choose 5 elements from the lists below: · Situational Analysis: · Vision, Mission, Strategic objectives, Values · Strengths/Weaknesses · Competitor’s Strengths/Weaknesses · Market Segments · Product, Place/Distribution, Promotion, and Price Strategies: · Creating a Brand Image · Maintaining Brand Image · Branding Concerns · Promotion/Integrated Marketing Communication · Advertising Strategy/Objectives · Push and Pull · Media Strategy · Advertising Execution · Public Relations/Strategies Student must include a measurement of customer loyalty and retention in your strategy document. The branding strategy and marketing communication plan is a minimum of 700 words in length. Note: Charts/graphs/tables do not count toward the word count. Total Available Total Earned 70 #/70 Writing Guidelines Met Partially Met Not Met Comments: The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements. Intellectual property is recognized with in-text citations and a reference page. Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper. Sentences are complete, clear, and concise. Rules of grammar and usage are followed including spelling and punctuation. Total Available Total Earned 30 #/30 Assignment Total # 100 #/100 Additional comments: Title ABC/123 Version X 1 Marketing Plan Outline and Timeline MKT/571 Version 10 1 University of Phoenix MaterialMarketing Plan Outline and Timeline Marketing Plan You are expected to develop a marketing .

1. Marketing Communication and Brand Strategy Grading Guide
MKT/571 Version 10
2
Marketing Communication and Brand Strategy Grading Guide
MKT/571 Version 10
Marketing
Copyright
Copyright © 2017, 2016 by University of Phoenix. All rights
reserved.
University of Phoenix® is a registered trademark of Apollo
Group, Inc. in the United States and/or other countries.
Microsoft®, Windows®, and Windows NT® are registered
trademarks of Microsoft Corporation in the United States and/or
other countries. All other company and product names are
trademarks or registered trademarks of their respective
companies. Use of these marks is not intended to imply
endorsement, sponsorship, or affiliation.
Edited in accordance with University of Phoenix® editorial
standards and practices.
Individual Assignment: Marketing Communication and Brand
StrategyPurpose of Assignment
This assignment is designed to help students understand the
interrelationships between brand strategy and the
communication message to the target audience.Grading Guide
Content

2. Met
Partially Met
Not Met
Comments:
Student develops a branding strategy and marketing
communication plan that addresses at least 5 elements of the
Situational Analysis and the Product, Place/Distribution,
Promotion, and Price Strategies (modified below) sections of
the marketing plan. Choose 5 elements from the lists below:
· Situational Analysis:
· Vision, Mission, Strategic objectives, Values
· Strengths/Weaknesses
· Competitor’s Strengths/Weaknesses
· Market Segments
· Product, Place/Distribution, Promotion, and Price Strategies:
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Promotion/Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution

3. · Public Relations/Strategies
Student must include a measurement of customer loyalty and
retention in your strategy document.
The branding strategy and marketing communication plan is a
minimum of 700 words in length. Note: Charts/graphs/tables
do not count toward the word count.
Total Available
Total Earned
70
#/70
Writing Guidelines
Met
Partially Met
Not Met
Comments:
The paper—including tables and graphs, headings, title page,
and reference page—is consistent with APA formatting
guidelines and meets course-level requirements.

4. Intellectual property is recognized with in-text citations and a
reference page.
Paragraph and sentence transitions are present, logical, and
maintain the flow throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed including spelling and
punctuation.
Total Available
Total Earned
30
#/30

5. Assignment Total
#
100
#/100
Additional comments:
Title
ABC/123 Version X
1
Marketing Plan Outline and Timeline
MKT/571 Version 10
1
University of Phoenix MaterialMarketing Plan Outline and
Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the
outline below, for a product or service of your choosing. The
product or service must be identified by the end of Week 1. The
product or service you select is used to develop the assignments
for Weeks 2 through Week 6. References must be included for
each section.
There are no defined standards for the length of the marketing
plan; however, your plan must disclose complete marketing
strategies and provide reliable and valid references and data
supporting the strategies to convince the target audience. The
plan must be written in plain language that would be easily
understood by stakeholders.

6. Marketing Plan Outline
Your final marketing plan must consist of the following
sections. Refer to the timeline for due dates for each section and
subsection. Assignments may include modifications to these
lists. Please use lists provided in assignments only.
· Executive Summary:
· Strategic Objectives
· Products or Services
· Resources Needed
· Projected Outcomes
· Situational Analysis:
· Vision, Mission, Strategic objectives, Values
· Internal Analysis
· Strengths/Weaknesses
· Capability/Capacity
· Competitor’s Strengths/Weaknesses
· Technological Competency
· Product or Service Analysis
· Market Segments
· Research

7. · Primary Research
· Secondary Research
· Consumer Analysis
· Customer Profile
· Continuous Consumer Monitoring & Research
· Environmental Scanning
· Identify Market, Economic, Technological, Regulatory, Legal,
Social, and Ecological Forces
· Current Opportunities
· Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Target Market(s):
· Demographics
· Psychographics
· Ethical Issues
· Legal Issues
· Social Issues
· Product, Place/Distribution, Promotion, and Price Strategies:

8. · Product Descriptions and Product/Service Mix Strategies
· Product/Service Determinants
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Distribution Strategies
· Channels, Mass, Selective, Exclusive
· Promotion/Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Sales Promotion
· Direct Marketing
· Public Relations/Strategies
· Positioning
· Dynamic/Static Pricing Strategies

9. Marketing Plan Timeline
Week 1: Marketing Plan Topic
· Consider your company and product or service selection in
Week 1. You may select an existing type of product or service
or a new product or service but it must be global or multi-
regional. Once you have selected your product or service, you
must define the size and type of company that provides the
product or service (available from annual reports). This need
not be elaborate but must include total number of employees,
production volume, distribution methods, and so forth.
Company and product or service selection is a critical part of
this project. You must ensure your proposed company can
implement the marketing methods discussed in the text.
· Key to creating an effective marketing plan is the ability to
analyze the environment in which the product or service will be
offered. The Week 1 assignment allows you to begin to
understand various reports and how they can be used in your
marketing plan.
Week 2: Understanding Target Markets
· To develop effective relationship marketing, a company must
first understand its targeted consumers’ buying influences and
behaviors. In Week 2, create the Research section of your plan.
In addition, create the first two parts of the Target Market
section, which includes performing the demographics and
psychographics analysis.
Week 3: Promotion and the product life cycle
· All products/services go through a life cycle of NPI (new
product introduction), growth, maturity and decline. These

10. various stages affect the marketing strategy and promotional
efforts. In Week 3, you will incorporate a promotion strategy
that addresses at least three areas of the product life cycle.
Week 4: Price and Channel Strategy
· How one goes to market and the influences of the channel
(channel power, strength of channel, speed of channel, etc.)
affects the pricing strategy of the product or service. In Week 4
your pricing and distribution strategy will be incorporated into
the marketing plan.
Week 5: Marketing Communication and Brand Strategy
· Brand strategy and the communication of the brand is essential
to understanding the various phases of a product or service (viz
a viz the life cycle). Brand recognition is based in the marketing
communication efforts of the firm. When you hear or see the
word Coke, you immediately know it is Coca Cola. When you
see five interlocking rings of different colors you know that is
the symbol for the Olympics. In Week 5, you will develop a
brand and communication strategy for your product.
Week 6: Executive Summary, Legal, Social and Ethical Issues,
Final Plan
· Review your final plan. Does the plan effectively analyze
market strategies? Are the social, ethical, and legal
considerations valid and accounted for? What is the relationship
among quality, price, satisfaction, and perceived value within
the plan?
Copyright © XXXX by University of Phoenix. All rights
reserved.
Copyright © 2017 by University of Phoenix. All rights reserved.