30 Aug You are a regional marketing director of a theme park in the southeastern United States. The chief marketing officer (CMO) of global operations of the the
You are a regional marketing director of a theme park in the southeastern United States. The chief marketing officer (CMO) of global operations of the theme park group wants you to lead the marketing response to a recent safety incident that has affected the brand globally. You are tasked with designing a phased marketing strategy for reopening all parks in the group while addressing the organizational goals of maximum safety, effective crisis communication, improved customer satisfaction, and increased profit potential.
In this one page word document, you will look at the project scenario for MBA 645 and have an asynchronous discussion with your instructor regarding the role of marketing in creating and sustaining a brand. You will also address any initial concerns about the project scenario and the Milestone One submission due in Module Three. Review the course infographic and course structure and check when the two milestones and the project are due.
You are highly encouraged to continue reaching out to your instructor, so any concerns and questions are addressed before Milestone One is due. Discuss your progress and these concerns with your instructor through this video submission.
Review the memo from the CMO, the guidelines and rubric document for Milestone One, and the support documents. Address
the following criteria:
- Review the memo from the CMO of the organization in the course scenario. Explain the role of the four Ps of marketing in creating and sustaining a brand. Your response should address the following:
- How does product (theme park services) from the four Ps of marketing reassure existing customers and invite new ones? Explain.
- How can price (entrance ticket, services, and food and beverage costs) from the four Ps of marketing be used to generate new customers and motivate existing ones? Explain.
- How can place (location and ambiance of the parks) from the four Ps of marketing restore and enhance the confidence of customers in the brand? Explain.
- How can promotion (events, outreach programs) from the four Ps of marketing create additional traffic and more engagement? Explain.
- Review the guidelines and rubric document for Milestone One, including the support documents. With regard to the expectations and understanding of the scenario, identify any initial questions or concerns you have regarding:
- The project scenario
- The deliverables expected in Milestone One
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