MKTNG: Final Project Guidelines and Grading Guide
Final project focuses on the applications of the concepts presented through basically the first half of the course.
1. Market Segmentation
3. Target Market
4. Multinational Strategies
The final project for this course is an 8-10 page paper. The project is divided in to 4 milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions.
You are a senior marketing executive with a large domestic company with only minor interests in international markets. However, corporate HQ’s is planning a focused effort behind international expansion in the very near future. Visit the Web sitewww.CRG.com (Control Risks Group). Please familiarize yourself with the services offered by CRG and write a one page report to senior management describing how CRG’s services could possibly help with your global expansion plans. Keep in mind that this is a report to senior management and not a “market research” report.
This concise analysis focuses on these critical concepts and evaluates their successful-unsuccessful application to a specific, real -world situation. The report will analyze a specific multinational marketing opportunity, research the brand(s) involved, and recommend a specific action plan to a senior multinational marketing manager. The recommendation will take the form of 8 – 10 pages report to the top management.
The Final Paper should include the following elements:
-Heading (Student Name, Date, Course Information, Assignment Name)
-Company and Product (or Service) Overview
-Market Segmentation Strategies
-How CRM will be implemented
-Conclusion and References in APA format
Milestone One: Topic Proposal – one or two paragraphs providing a brief overview of your chosen company and the product or service that will be the focus of your paper. APA format with doubles spaced, one-inch margins, Times New Roman, 12pt.
Milestone Two: Rough Draft of Final Paper. APA format, 3-5 pages double spaced, one-inch margins, Times New Roman, 12pt.
Milestone Three: Final Paper – should be a complete, polished artifact containing all of the main elements of the final project. It should reflect the incorporation of feedback gained throughout the course. This milestone will be graded using the Final Product Rubric. APA format, 8-10 pages, double spaced, one-inch margins, Times New Roman, 12pt.
Milestone Four: Final Project Discussion Board Presentation share your Final Project on the Discussion Board forum, following the same participation rules as all discussion forums, and give students meaningful feedback on their presentations. Please refer to the project description and scoring guide to review the guidelines for this part of your Final Project.
Milestone Deliverables Module Due Grading
1 Topic Proposal Three Graded separately; Final Project Rubric
2 Rough Draft of Final Paper Five Graded separately; Final Project Rubric
3 Final Draft of Final Paper Seven Graded separately; Final Project Rubric
4 Discussion Board Presentation Eight Graded separately; Discussion Board Rubric
Requirements of submission: Written components of projects must follow these formatting guidelines when applicable: double spacing, 12-point Times New Roman font, double spaced, one-inch margins, and discipline-appropriate citations. 8-10 pages not including cover page and resources.
Instructor Feedback: Students can find their feedback in the grade book as an attachment.
Critical Elements Exemplary Proficient Needs Improvement Not Evident Value
Main Elements Includes almost all of the main elements and requirements and cites multiple examples to illustrate each element
(23-25) Includes most of the main elements and requirements and cites many examples to illustrate each element
(20-22) Includes some of the main elements and requirements
(18-19) Does not include any of the main elements and requirements
Inquiry and Analysis Explores multiple issues through extensive collection and in-depth analysis of evidence to make informed conclusions
(18-20) Explores some issues through collection and in-depth analysis of evidence to make informed conclusions
(16-17) Explores minimal issues through collection and analysis of evidence to make informed conclusions
(14-15) Does not explore issues through collection and analysis of evidence and does not make informed conclusions
Integration and Application All of the course concepts are correctly applied
(10) Most of the course concepts are correctly applied
(8-9) Some of the course concepts are correctly applied
(7) Does not correctly apply any of the course concepts
Critical Thinking Demonstrates comprehensive exploration of issues and ideas before accepting or forming an opinion or conclusion
(18-20) Demonstrates moderate exploration of issues and ideas before accepting or forming an opinion or conclusion
(16-17) Demonstrates minimal exploration of issues and ideas before accepting or forming an opinion or conclusion
(14-15) Does not demonstrate exploration of issues and ideas before accepting or forming an opinion or conclusion
Research Incorporates many scholarly resources effectively that reflect depth and breadth of research
(14-15) Incorporates some scholarly resources effectively that reflect depth and breadth of research
(12-13) Incorporates very few scholarly resources that reflect depth and breadth of research
(11) Does not incorporate scholarly resources that reflect depth and breadth of research
(Mechanics/Citations) No errors related to organization, grammar and style, and citations
(9-10) Minor errors related to organization, grammar and style, and citations
(8) Some errors related to organization, grammar and style, and citations
(7) Major errors related to organization, grammar and style, and citations
How Control Risk Group will Help Zeolink in its Global Expansion Plans
Zeolink is a domestic telecommunications company that also deals with distribution of electronic goods. With is wide range of products and services, the firm plans to expand to offer its services globally. However it is not sure of the global market trends regarding its line of production. Therefore, it wishes to partner with Control Risk Group (CRG) in its expansion program. A critical look at the services offered by the company has helped us know how to venture into the new market
CRG is a global risk consultancy company that specializes in political, integrity, and security risk. Throughout the many years of operation, it has helped some of the world s biggest firms manage the risks and explore the opportunities while operating in hostile environments. The firm specializes in giving strategic consultancy, in-depth expert analysis, and thorough investigations by handling sensitive political issues and ground support to their clientele (Eisenhardt, 2005). It has successfully advised customers about the risks they face and the possible solutions to the same. Furthermore, the group tailors an efficient solution for each client per their needs. From their various unique services and geographical reach, their clients have come to trust them in the moments of need. Similarly, CRG has a track record of helping companies efficiently realize new opportunities across the globe. Currently working in 5 continents with over thirty five offices globally, the corporation has a wide range of services to help customers manage integrity, security and political challenges (Prahalad & Ramaswamy 2014). A part from the three major risk analysis services, it has great online solutions that clients may get at will. These include the EPRE, CRF, and CTI among others. Therefore, to make its expansion successful, Zeolink should seek to partner with Control Risk Group.
Eisenhardt, K. M. (2005). Control: Organizational and economic approaches.Manageme science, 31(2), 134-149.
Prahalad, C. K., & Ramaswamy, V. (2014). Co-creating unique value with customers. Strategy & leadership, 32(3), 4-9.
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