Assignment Prompt & Instructions
## **Overview**
In this assignment, you will use the same hypothetical company from Part A to develop the company's branding strategy, primary target market, a podcast, a perceptual map, and a positioning statement.
**Note:** You should make all assumptions needed for the completion of this assignment.
### **Instructions**
### **Section Instructions**
– [Download How to Record a Video or Audio Using MyMedia in Canvas](https://canvas.strayer.edu/courses/26100/files/16385038/download?download_frd=1)
– [Links to an external site.](https://online.visual-paradigm.com/diagrams/features/perceptual-map-maker "Link")
Provide at least two current (within 5 years) academic resources from the Strayer Library and/or outside sources. Note: Wikipedia and Web-based blogs do not qualify as credible resources. In-text citations are required when paraphrasing or quoting another source. Cite each source listed on your source page at least one time within your assignment.
For help with research, writing, and citation, access the [library](https://library.strayer.edu/) or review [library guides](https://library.strayer.edu/marketing). For citing social media resources, refer to [How Do I Cite a Post From Social Media?](https://ask.library.strayer.edu/faq/333469)
This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS assistance, including citations and formatting. Please refer to the [Library site](https://library.strayer.edu/sws) for all support. Check with your professor for any additional instructions.
The specific course learning outcome associated with this assignment is:
– Develop a branding strategy for a target market based on relevant consumer behavior.
## **Help Resources**
– [Perceptual Map MakerLinks to an external site.](https://online.visual-paradigm.com/diagrams/features/perceptual-map-maker).
– [How to Record Video or Audio Using My Media in Canvas](https://canvas.strayer.edu/courses/26100/files/16385038?wrap=1 "Record Video or Audio Using My Media.pdf") [Download How to Record Video or Audio Using My Media in Canvas](https://canvas.strayer.edu/courses/26100/files/16385038/download?download_frd=1)(PDF).
– [How to Record Video or Audio Using My Media in CanvasLinks to an external site.](https://cdnapisec.kaltura.com/index.php/extwidget/preview/partner_id/956951/uiconf_id/50082483/entry_id/1_4bbneptt/embed/dynamic)(Video).
– **Note:** Do not use Media Gallery
Week 7 Assignment – Marketing Plan Part B **Week 7 Assignment – Marketing Plan Part BCriteriaRatingsPts** Develop an introduction for Part B of the Marketing Plan that includes key components. **18 to >16.2 ptsExemplary** Developed an introduction for Part B of the Marketing Plan that includes key components. **16.2 to >12.6 ptsCompetent** Developed an introduction for Part B of the Marketing Plan that includes key components, but the introduction lacks details and clarity. **12.6 ptsNeeds Improvement** Developed an introduction for Part B of the Marketing Plan that includes key components, but the introduction is incomplete. **12.6 to >0 ptsUnacceptable** Did not develop an introduction for Part B of the Marketing Plan that includes key components./ 18 ptsDevelop a branding strategy for your product or service that includes the brand name, logo, slogan, and at least one brand extension. **27 to >24.3 ptsExemplary** Developed a branding strategy for your product or service that includes the brand name, logo, slogan, and at least one brand extension. **24.3 to >18.9 ptsCompetent** Developed a branding strategy for your product or service that includes the brand name, logo, slogan, and at least one brand extension, but the strategy lacks details and clarity. **18.9 ptsNeeds Improvement** Developed a branding strategy for your product or service that includes the brand name, logo, slogan, and at least one brand extension, but the strategy is incomplete. **18.9 to >0 ptsUnacceptable** Did not develop a branding strategy for your product or service that includes the brand name, logo, slogan, and at least one brand extension./ 27 ptsAnalyze your primary target market (audience) for your product or service. **27 to >24.3 ptsExemplary** Analyze your primary target market (audience) for your product or service. **24.3 to >18.9 ptsCompetent** Analyzed your primary target market (audience) for your product or service, but the analysis lacks details and clarity. **18.9 ptsNeeds Improvement** Analyzed your primary target market (audience) for your product or service, but the analysis is incomplete. **18.9 to >0 ptsUnacceptable** Did not analyze your primary target market (audience) for your product or service./ 27 ptsDevelop a script for a 60-90 second podcast that promotes your product or service. **18 to >16.2 ptsExemplary** Developed a script for a 60-90 second podcast that promotes your product or service. **16.2 to >12.6 ptsCompetent** Developed a script for a 60-90 second podcast that promotes your product or service. but the script is missing some necessary details to accurately reflect the product, service or market. **12.6 ptsNeeds Improvement** Developed a script for a 60-90 second podcast that promotes your product or service, but the script does not meet the required scope and/or does not reflect the target market. **12.6 to >0 ptsUnacceptable** Did not develop a script for a 60-90 second podcast that promotes your product or service./ 18 ptsCreate a 60-90 second podcast (audio file) that promotes your product or service. **18 to >16.2 ptsExemplary** Created a 60-90 second podcast (audio file) that promotes your product or service. **16.2 to >12.6 ptsCompetent** Created a 60-90 second podcast (audio file) that promotes your product or service. but the podcast is missing some necessary details to accurately reflect the product, service or market. **12.6 ptsNeeds Improvement** Created a 60-90 second podcast (audio file) that promotes your product or service. but the podcast does not meet the required scope and/or does not reflect the target market. **12.6 to >0 ptsUnacceptable** Did not create a 60-90 second podcast (audio file) that promotes your product or service./ 18 ptsCreate a perceptual map that shows your company’s position against its competitors. **27 to >24.3 ptsExemplary** Created a perceptual map that shows your company’s position against its competitors. **24.3 to >18.9 ptsCompetent** Created a perceptual map that shows your company’s position against its competitors, but the perceptual map lacks details and clarity. **18.9 ptsNeeds Improvement** Created a perceptual map that shows your company’s position against its competitors, but the perceptual map is incomplete or incorrect. **18.9 to >0 ptsUnacceptable** Did not create a perceptual map that shows your company’s position against its competitors./ 27 ptsDevelop a positioning statement based on the perceptual map that shows the company's position against its competitors. **27 to >24.3 ptsExemplary** Developed a positioning statement based on the perceptual map that shows the company's position against its competitors. **24.3 to >18.9 ptsCompetent** Developed a positioning statement based on the perceptual map that shows the company's position against its competitors, but the positioning statement lacks details and clarity. **18.9 ptsNeeds Improvement** Developed a positioning statement based on the perceptual map that shows the company's position against its competitors, but the positioning statement is incomplete or incorrect. **18.9 to >0 ptsUnacceptable** Did not develop a positioning statement based on the perceptual map that shows the company's position against its competitors./ 27 ptsInclude two required quality academic resources. **9 to >8.1 ptsExemplary** Included two required quality academic resources. **8.1 to >6.3 ptsCompetent** Included two academic resources, but the resources were not of a quality nature. **6.3 ptsNeeds Improvement** Included one quality academic resource. **6.3 to >0 ptsUnacceptable** Resources were not provided, or the resources were not of a quality nature./ 9 ptsDevelop the Marketing Plan – Part B that meets the required number of pages, is clear, includes appropriate writing mechanics, and follows SWS formatting requirements. **9 to >8.1 ptsExemplary** Writing meets the required number of pages, writing has very few spelling, punctuation, and grammatical errors, few fragments, comma splices, and run-ons. 0–2 errors present. **8.1 to >6.3 ptsCompetent** Writing meets the required number of pages, writing has spelling, punctuation, and grammatical errors that are distracting in a few places; few fragments, comma splices, and run-ons. 3–4 errors present. **6.3 ptsNeeds Improvement** Writing does not meet the required number of pages, writing has spelling, punctuation, and grammatical errors that are distracting in some places. 5–6 errors present. **6.3 to >0 ptsUnacceptable** Writing does not meet, or exceed the required number of pages, has spelling, punctuation, and grammatical errors, fragments, comma splices and run-ons that distract from the message. More than six errors present./ 9 ptsTotal Points: 0