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GRAND CANYON MKT-345 ALL MODULE DISCUSSIONS AND ASSIGNMENTS

GRAND CANYON MKT-345 ALL MODULE DISCUSSIONS AND ASSIGNMENTS

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Collaborative Learning Community 20.0 Consulting Project: Brand Selection
For this assignment, you will serve
as a member of a consulting team with
McClean and Company, a global marketing
consulting firm. Please see "McClean
and Company."
The course instructor, who will be
serving as president of the company,
will divide the class into teams of
three or four students. Upon review of
the above resource, each team member
will decide which role on the team they
will be most capable of performing.
Each team will identify a specific
brand within a product category with
which its members are familiar. The
brand's performance will be researched
and documented, and then analyzed
using the guidelines specified. The
brand selected should not be a market
leader since the project is intended
to expose deficiencies and shortcomings
in the marketing of the product using a
consumer behavior framework.

Gradable Items Details Points Possible

The project will be divided into four
parts to be included in the Final
Report:
1. Brand Selection
2. Brand Description
3. Brand Critique
4. Recommendation(s)
Each part will be submitted in
subsequent modules to receive
instructor (president) feedback before
the submittal of the Final Report in
Module 7.
Please refer to the Consulting Project
Grading Guide for specific information
regarding how this project will be
graded.
The first part, the Brand Selection,
is due by the end of Module 1. The
brand selected should be very specific.
For example, Kraft Foods is too
general; Kraft Mayonnaise might be
an appropriate selection (if it is
determined not to be a market leader).
Chevrolet is too general; the Chevrolet
Volt would be appropriate, again, if it
is not a market leader.
Before selecting and submitting the
brand for approval, be sure that there
is adequate information available on
competition and markets. For example,
a local brand may not have readily
accessible information or sufficient
information to satisfy the requirements
of this assignment.

Discussion
Question

Module 1 DQ 1 10.0 Select a product that seems to typifythe traditional marketing concept,describe why you selected it, and
explain how its marketing could be
adjusted to be more value and retention
focused. Include appropriate citations
(research/references) with your
response.

 
Discussion
Question

Module 1 DQ 2 10.0 Successful customer relationships arebased upon customer value, customer satisfaction, and customer retention. Choose a good or service that you
feel is successful in this regard andAssignment

Collaborative Learning Community 20.0 Consulting Project: Brand Description
For this part of the assignment, your
team is to conduct a sufficient amount
of research to provide the brand
description (750-1,000 words). The


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