Understanding Marketing and Customer Relationships Grading 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. Understanding Marketing and Customer Relationships Grading Guide MKT/421 Version 16 Edited in accordance with University of Phoenix® editorial standards and practices. Individual Assignment: Understanding Marketing and Customer Relationships Purpose 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 Image Grading Guide Content 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 Met Partially Met Not Met Comments: 2 Understanding Marketing and Customer Relationships Grading Guide MKT/421 Version 16 Content Met Partially Met Not Met Total Available Total Earned 3 #/3 Partially Met Not Met Comments: 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. Writing Guidelines 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. Met Comments: 3 Understanding Marketing and Customer Relationships Grading Guide MKT/421 Version 16 Rules of grammar and usage are followed including spelling and punctuation. Assignment Total Additional comments: # Total Available Total Earned 2 #/2 5 #/5 4
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