Understanding Marketing and Customer Relationships Grading Guide.docx

Understanding Marketing and Customer Relationships Grading
Guide
MKT/421 Version 16
4
Guide
MKT/421 Version 16
Marketing
Copyright
Copyright © 2017 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: Understanding Marketing and Customer
RelationshipsPurpose of Assignment
Understanding marketing as a multi-step process relying on
building successful customer relationships is essential to
helping organizations grow and achieve their goals. This
assignment defines marketing, the customer value proposition,
and creating mutually beneficial relationships between the

organization and target, as well as applies these concepts to the
student to create a personal brand.
Resources Required
Week 1 textbook reading
Week 1 video
American Marketing Association Website
University Career Center: Crafting Your ImageGrading Guide
Content
Met
Partially Met
Not Met
Comments:
Provided a definition of marketing from the American
Marketing Association. Defined the customer value
proposition. Discussed the differences between the marketing
process and advertising, the goals of creating a strong customer
value proposition, and the unique relationship that exists
between company and customer.
Used student’s workplace, a company he/she would like to work
for, or an entrepreneurial vision and applied the concepts of the
customer value proposition and relationship marketing to their
operations. Introduced who the company, or business idea is
and what they do. Provided examples that demonstrate how the
company uses these concepts successfully. Answered: Are
there any ways they can improve in these areas? How?
Determined how student’s own personal brand links to the

organization’s customer value proposition. Discussed ways
student can integrate a customer value proposition and use
relationship marketing to position yourself the best. Shared
examples to illustrate student’s thoughts and reasoning.
Cited a minimum of two peer-reviewed sources with at least one
coming from the textbook, the Week 1 video, or the University
Library.
The paper is 1,050 words in length.
Total Available
Total Earned
4
#/4
Writing Guidelines
Met
Partially Met
Not Met
Comments:
Organization

The tone is appropriate to the content and assignment.
The introduction provides a sufficient background on the topic
and previews major points.
Paragraph transitions are present, logical, and maintain the flow
throughout the paper.
The conclusion is logical, flows from the body of the paper, and
reviews the major points.
Mechanics
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.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed including spelling and
punctuation.
Total Available
Total Earned
1
#/1
Assignment Total
#
5
#/5
Additional comments:

FINAL PROJECT ONE MILESTONE 2
FINAL PROJECT ONE MILESTONE 5
Running head: FINAL PROJECT ONE MILESTONE 1
Final Project One Milestone
Research Question: Are Youth Mentoring Programs as well as
Apprentice programs beneficial to the youth in Jefferson
County, New York?
The many different programs as well as resources that are
offered to the youth of Jefferson County such as apprentice and
mentoring programs are quite beneficial to the youth of our
community. The benefits of having such programs help today’s
youth in many positive ways. Programs such as
apprenticeships, help to improve the unsteady graduation rate
that plagues the High School in Watertown and the surrounding
towns. Some great programs that are offered are a “Youth and
Young Adult Employment Program” that offer work experience

for 16-24-year old’s ("Services," 2017). By having mentoring
programs that are both profit as well as non-profit can have a
positive impact on the youth. In ways such as it will decrease
criminal activity, minimize drug and alcohol abuse, increase
employment amongst the youth of our society. The
apprenticeship programs implemented in Jefferson county have
increased the youth employment rate both during high school as
well as after graduation.
By acting on the growing need for more concentrated youth
intervention in the community it will ultimately benefit the
local economic community as well. Programs such as “Big
Brothers, Big Sisters makes matches with young vulnerable
people with trained volunteers who mentor them and they are
usually disadvantaged youth or troubled in some way ("Big
Brother big Sisters," 2017, p. 1). Meeting these specific needs
can be met through youth apprenticeship programs as well as
youth mentoring programs especially in and around
disadvantaged communities. Poverty in Jefferson county can be
seen and felt throughout the community. Apprentice programs
are great for juveniles who have records it gives them the skills
necessary to get into trade careers. A lot of these agencies or
programs offer individuals with a criminal record a second
chance. Students who have been previously convicted of
criminal activity can use youth apprenticeship programs. I chose
this specific issue because the youth is the future of our
country.
Sources:
http://www.co.jefferson.ny.us/index.aspx?page=281
https://bmcpublichealth.biomedcentral.com/articles/10.1186/147
1-2458-9-41
https://www.labor.ny.gov/workforcenypartners/lwia/dolmatrix.p
df
https://www.governor.ny.gov/news/governor-cuomo-announces-
more-26-million-expand-apprenticeships-risk-youth-new-york-
state
Credibility:

Jefferson County, NY is a credible source as well as a
secondary one that is credible. I will be using it because it
covers a wide variety of areas for today’s youth. From, a wide
variety of youth services, job seeker services. This source is
credible because it is a county run organization that offers
numerous resources as well as services to the community.
BMC Public Health, can be viewed as non-credible source for
several reasons. It’s based on research as well as statistics from
different many different resources. There is always room for
human error and this particular site has great information but
can be seen as non-credible. It is an independent run website. I
will be utilizing this particular site as a secondary source.
Labor New York is a credible source that is government run and
I will be using it as a primary resource. It provides research
from all over New York and I can compare as well as contrast
from different cities and their youth mentoring as well as
apprentice programs compared to Jefferson county. When
conducting research, I tend to utilize government websites more
often than ones that are privately established.
Lastly, Governor. NY is a government website as well for the
great state of New York and will be used as a primary source.
This website is credible and will help support my research in
many ways. One way is the fact that the Governor of New York
announced he was “releasing 2.6 million in funds to expand
apprenticeships for at risk youth in New York state” ("Youth,"
2016, figure 1).
Applicability:
Assessing both my primary and secondary sources they all will
help support my research throughout my final. The sources for
my research question “Are Youth Mentoring Programs as well
as Apprentice programs beneficial to the youth in Jefferson
County, New York?” provide multiple research based
approaches to help the youth in Jefferson county. Each of the
four sources, outlines the difference on how to approach and
highlight the use of the programs such as the Boys and Girls
Club. I will use each source to support as well as show the

negative and positive side of profit as well as non-profit
organizations.
References
Jefferson County, New York. (2017). Retrieved from
http://www.co.jefferson.ny.us/index.aspx?page=281
New York State. (2016). Retrieved from
https://www.governor.ny.gov/news/governor-cuomo-announces-
more-26-million-expand-apprenticeships-risk-youth-new-york-
state
Public Health. (2017). Retrieved from
https://bmcpublichealth.biomedcentral.com/articles/10.1186/147
1-2458-9-41
SCS 224 Final Project One Guidelines and Rubric
Overview
For this course, there are two final projects or comprehensive
assessments. The first project for this course is the creation of a
literature review. Research is
integral in the field of social sciences, no matter which
discipline is being studied. Not only may professionals conduct
research, but they may also analyze and
apply research to address specific problems or needs. It is
therefore vital that they possess the basic skills to do so in a

professional, ethical manner.
You will base your research on a community problem or need of
your choice, which calls for your unique experiences and
research interests. Throughout the
process, you will be guided in the creation of a literature
review, which will include context for the creation of a research
question and the selection of
appropriate methodology and theoretical orientations.
The project is divided into one milestone, which will be
submitted to scaffold learning and ensure a final, quality
submission. The milestone will be submitted in
Module Three. The final product will be submitted in Module
Four.
In this assignment you will demonstrate your mastery of the
following course outcomes:
credibility and their applicability to social science research
een quantitative and qualitative methods
for their appropriateness in addressing research questions
research process and publication of results on the research
community
Prompt
For the first project, you will choose an issue or need in your
local community, or a community of choice, on which to base
your research and research proposal.
This section establishes the groundwork for the whole of your

research. To cover the appropriate range of research, you should
consider using at least five
scholarly or professional sources that establish context for your
research question, methodology, ethical implications, proposed
conclusions, or any theoretical
orientations you might be using in your proposal. You may start
your exploration into credible sources at the SNHU Shapiro
Library.
Specifically, the following critical elements must be addressed:
I. Describe the community need in your local community or a
community of your choice, and explain why you chose this
issue.
II. Assess the primary and secondary sources for their
credibility, justifying how the sources are or are not credible.
How do you know the sources are
credible? How do you know the sources are not credible?
III. Assess the primary and secondary sources for their
applicability to your research, justifying how the sources are or
are not applicable. How will the
sources support your research question? How do the sources
you’ve found appropriately cover the range of research needed
for addressing your topic?
IV. Conclusions: Using the primary and secondary sources,

what conclusions can you draw for informing your research
proposal?
a) What types of research designs have been used with similar
issues? Differentiate the advantages and disadvantages of the
types of research
designs.
b) What types of research methods have been used with similar
issues? Differentiate the advantages and disadvantages of the
types of methods.
c) Discuss any ethical dilemmas stemming from others’ research
and how these dilemmas may be relevant to your own research.
Milestones
Milestone: Draft of Community Need, Credibility, and
Applicability
In Module Three, you will submit a draft of Sections I
(Community Need), II (Credibility), and III (Applicability),
including all critical elements as listed in the
prompt. This draft should be as detailed as possible in order to
allow the instructor to provide significant feedback. The draft
should be two to three pages in
length. This milestone is graded with the Final Project One
Milestone Rubric.
Final Submission: Literature Review
In Module Four, you will submit your completed literature
review. It should be a complete, polished artifact containing all
of the critical elements of the final
product. It should reflect the incorporation of feedback gained
throughout the course. This submission is graded with the Final
Project One Rubric.

Final Project One Rubric
Guidelines for Submission: Your literature review should
adhere to the following formatting requirements: three to four
pages, double-spaced, 12-point Times
New Roman font, one-inch margins, and APA citations and
style.
Instructor Feedback: This activity uses an integrated rubric in
Blackboard. Students can view instructor feedback in the Grade
Center. For more information,
review these instructions.
Critical Elements Exemplary (100%) Proficient (85%) Needs
Improvement (55%) Not Evident (0%) Value
Community Need
Meets “Proficient” criteria and
makes direct connections
between the community at large
or group and the need
Describes the community need
and the reasoning behind the
selection
Describes the community need,
but not the reasoning behind the
selection, or description lacks
detail or clarity

Does not describe the community
need
10
Credibility
assessment is well-qualified with
concrete examples
Assesses the sources for their
credibility, justifying how the
sources are or are not credible
credibility, but does not justify
how the sources are or are not
credible
Does not assess the sources for
their credibility
18
Applicability
assessment is well-qualified with
concrete examples
applicability to the research,
justifying how the sources are or

are not applicable, and how the
range is appropriate
applicability to the research, but
does not justify how the sources
are or are not applicable, or how
the range is appropriate
Does not assess the sources for
their applicability to the research
18
Conclusions: Types of
Research Designs
description is well-qualified with
concrete examples
Describes the types of research
designs used with similar issues,
differentiating advantages and
disadvantages of the types of
designs
designs used with similar issues,
but does not differentiate
advantages and disadvantages of
the types of designs, or lacks
clarity or detail
Does not describe the types of

research designs used with similar
issues
15.5
Conclusions: Types of
Research Methods
description is well-qualified with
concrete examples
methods used with similar issues,
differentiating advantages and
disadvantages of the types of
methods
methods used with similar issues,
but does not differentiate
advantages and disadvantages of
the types of methods, or lacks
clarity or detail
Does not describe the types of
research methods used with
similar issues
15.5
Conclusions: Ethical
Dilemmas

discussion is well-qualified with
concrete examples
Discusses ethical dilemmas
stemming from others’ research
that may be relevant to selected
research
Discusses ethical dilemmas
stemming from others’ research,
but does not discuss how these
dilemmas may be relevant to
selected research, or discussion is
inaccurate
Does not discuss ethical dilemmas
stemming from others’ research
that may be relevant to selected
research
18
http://snhu-
media.snhu.edu/files/production_documentation/formatting/rubr
ic_feedback_instructions_student.pdf
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and organization,
and is presented in a professional

and easy-to-read format
Submission has no major errors
spelling, syntax, or organization
Submission has major errors
that negatively impact readability
and articulation of main ideas
Submission has critical errors
that prevent understanding of
ideas
5
Earned Total 100%
Guide
MKT/421 Version 16
2
Guide
MKT/421 Version 16
Marketing

Copyright
Copyright © 2017 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: Understanding Marketing and Customer
RelationshipsPurpose of Assignment
Understanding marketing as a multi-step process relying on
building successful customer relationships is essential to
helping organizations grow and achieve their goals. This
assignment defines marketing, the customer value proposition,
and creating mutually beneficial relationships between the
organization and target, as well as applies these concepts to the
student to create a personal brand.
Resources Required
Instructor Policy
Welcome Letter
Week 1 textbook reading
Week 1 video
American Marketing Association Website
University Career Center: Crafting Your ImageGrading Guide

Content
Met
Partially Met
Not Met
Comments:
Send me a private message within the online classroom
answering the following questions about the posted instructor
policy and welcome letter found within the "Instructor
Announcements" in the online classroom
1. What two things do I provide you as a foundation for
knowing what I expect from written assignments?
2. How do I grade team assignments?
3. What two things are required in team communication?
Provided a definition of marketing from the American
Marketing Association. Defined the customer value
proposition. Discussed the differences between the marketing
process and advertising, the goals of creating a strong customer
value proposition, and the unique relationship that exists
between company and customer.
Used student’s workplace, a company he/she would like to work
for, or an entrepreneurial vision and applied the concepts of the
customer value proposition and relationship marketing to their
operations. Introduced who the company, or business idea is
and what they do. Provided examples that demonstrate how the
company uses these concepts successfully. Answered: Are

there any ways they can improve in these areas? How?
Determined how student’s own personal brand links to the
organization’s customer value proposition. Discussed ways
student can integrate a customer value proposition and use
relationship marketing to position yourself the best. Shared
examples to illustrate student’s thoughts and reasoning.
Cited a minimum of two peer-reviewed sources with at least one
coming from the textbook, the Week 1 video, or the University
Library.
The paper is 1,050 words in length.
Total Available
Total Earned
3
#/3

Writing Guidelines
Met
Partially Met
Not Met
Comments:
Organization
The tone is appropriate to the content and assignment.
The introduction provides a sufficient background on the topic
and previews major points.
Paragraph transitions are present, logical, and maintain the flow
throughout the paper.
The conclusion is logical, flows from the body of the paper, and
reviews the major points.
Mechanics

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.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed including spelling and
punctuation.
Total Available
Total Earned
2
#/2

Assignment Total
#
5
#/5
Additional comments:

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