Recommendation Report Guidelines
MBA 645 Module Five Recommendation Report Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5https://learn.snhu.edu/d2l/le/content/1085674/viewContent/18775861/View 1/4
MBA 645 Module Five Recommendation Report Guidelines and Rubric
Overview
Millennials (born between 1981 and 1996) and Genera�on Z (born between 1997 and 2015) are the two target audience groups
that are important for businesses in the entertainment category.
As a regional marke�ng director of the theme park, you are aware that more than 70% of your target audience falls into the
Genera�on Z category. Understanding their needs, mindsets, percep�ons, and preferred methods of communica�on is essen�al for
your business and your marke�ng strategy.
Considering these points, you will dra� a recommenda�on report that will help the chief marke�ng officer (CMO) and the other
marke�ng directors understand the importance of these major stakeholders in the marke�ng strategy for park reopening. Your
recommenda�on report should also include the correct marke�ng strategies to engage Genera�on Z.
Prompt
Dra� a report for the CMO in the scenario and recommend marke�ng strategies to engage Genera�on Z, or the “I-Genera�on.”
Specifically, you must address the following criteria:
1. What is unique about Genera�on Z in terms of marke�ng?
Iden�fy two digital marke�ng approaches that work best for this genera�on.
2. How do you best reach this genera�on with your message focusing on brand image ?
Iden�fy two social media pla�orms preferred by Genera�on Z. Give examples and reasons.
What is the role of bloggers or other influencers in connec�ng with Genera�on Z? Describe and provide examples.
Do online adver�sements work with this genera�on? Explain.
3. Describe the role of tradi�onal methods of marke�ng with Genera�on Z.
Which forms of tradi�onal media can work best in influencing Genera�on Z?
How will the park use these forms of tradi�onal media in its plan?
Consider outdoor, promo�onal, and guerilla marke�ng.
Describe the pros and cons of using TV and radio.
Guidelines for Submission
In a Word document, use double spacing, 12-point Times New Roman font, and one-inch margins. This recommenda�on report
should be 1 to 2 pages in length. Consult the Shapiro Library APA Style Guide for more informa�on.
Criteria Exemplary (100%) Proficient (90%) Needs Improvement
(70%) Not Evident (0%) Value
Genera�on Z and
Marke�ng
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated or
Iden�fies and
discusses the
uniqueness of
Genera�on Z from
Shows progress
toward proficiency,
but with errors or
omissions; areas for
Does not a�empt
criterion
30
Module Five Recommenda�on Report Rubric
MBA-645-Q5979 Optimizing Brands 22TW5 TM
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sophis�cated, or
crea�ve manner
Genera�on Z from
the perspec�ve of
marke�ng;
determines the two
best marke�ng
approaches required
to reach this
genera�on
omissions; areas for
improvement may
include iden�fying at
least one unique
feature of
Genera�on Z along
with one marke�ng
approach
Brand Messaging
for Genera�on Z
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Iden�fies and
discusses the best
pla�orm to reach
Genera�on Z,
focusing on the
brand image;
determines the right
social media pla�orm
required for the
reach
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include iden�fying
the ideal social
media pla�orm to
reach the target
audience based on
the brand image
Does not a�empt
criterion
30
Tradi�onal
Methods of
Marke�ng to
Genera�on Z
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Recommends and
discusses the
tradi�onal methods
of marke�ng that
can influence
Genera�on Z and
how the park will use
these methods
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include iden�fying
and recommending
at least one relevant
and realis�c
tradi�onal method of
marke�ng to reach
the target audience
of Genera�on Z in
marke�ng for the
park’s reopening
Does not a�empt
criterion
30
Ar�cula�on of
Response
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Clearly conveys
meaning with correct
grammar, sentence
structure, and
spelling,
demonstra�ng an
understanding of
audience and
purpose
Shows progress
toward proficiency,
but with errors in
grammar, sentence
structure, and
spelling, nega�vely
impac�ng readability
Submission has
cri�cal errors in
grammar, sentence
structure, and
spelling, preven�ng
understanding of
ideas
10
Total: 100%
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7/3/22, 10:49 AM MBA 645 Module Five Recommendation Report Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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