In your role as a marketing consultant, you will be required to make recommendations to clients. As you become more skilled in the role, you will develop your own process. This project is designed to help you become comfortable with the steps involved. The first stage after you have been asked to make a recommendation is to identify examples of companies that can provide the template for the specific strategies that you will be asked to develop.Company Selection Process: Identification of companies that will meet your client’s need takes practice to ensure that you have fully considered the requirements. To guide the selection of your potential Four companies, complete the following brainstorming tasks in order: 1. Spend 5–10 minutes brainstorming the names of companies that you are interested in. 2. Review that list and cross out all companies that are not headquartered in the United States. 3. Review the list to cross out companies that do not offer their products or services in at least two other countries; this may take a little research on your part. A few examples of companies that meet the criteria include Walmart, GM, Microsoft, and McDonald’s. 4. Have you narrowed your list of companies down to two or three? If not, identify additional criteria that will help you narrow your list to two to three companies. 5. Once you have narrowed your list of companies down to four companies, number the companies in order of preference (with your top choice listed as number one). 6. For each of the companies on your list, conduct research into the corporation and its background. The following critical elements must be addressed for each of the potential companies you identified: I. Company: a) What is the name of the corporation you have selected? b) Give a brief overview of your chosen company, including the types of products and/or services it offers, the markets it targets, which may be different in different countries, and its brand values (i.e., what the brand means to you). c) Are these aspects of the company consistent in the markets it serves? II. Criteria Verification: How does this company meet the criteria for selection? Provide the source(s) for this information. III. Rationale: Explanation of your rationale for selecting this corporation is essential, as it will be the focus of your work through the course. a) What is your rationale for selecting this company? In particular, what interests you about it? What don’t you like about these companies? b) What in your opinion makes it different from its competitors, both in its home market (i.e., in the United States) and in the various markets where it operates overseas?
mkt_690_milestone_one_company_selection_guidelines_and_rubric.pdf
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MKT 690 Milestone One: Company Selection Guidelines and Rubric
In your role as a marketing consultant, you will be required to make recommendations to clients. As you become more skilled in the role, you will develop your
own process. This project is designed to help you become comfortable with the steps involved. The first stage after you have been asked to make a
recommendation is to identify examples of companies that can provide the template for the specific strategies that you will be asked to develop.
In Module One, you will submit your company selection. It should include an ordered list of two to three companies that you have selected for this project, along
with a company overview that introduces each company, justifies how each company meets the required criteria, and includes your rationale for selection. Your
instructor will use this milestone submission to approve your company selection for your final project. Therefore, it is important that you consider the final
submission critical elements as you develop your list of companies.
Company Selection Process
Identification of companies that will meet your client’s need takes practice to ensure that you have fully considered the requirements. To guide the selection of
your potential two or three companies, complete the following brainstorming tasks in order:
1. Spend 5–10 minutes brainstorming the names of companies that you are interested in.
2. Review that list and cross out all companies that are not headquartered in the United States.
3. Review the list to cross out companies that do not offer their products or services in at least two other countries; this may take a little research on your
part. A few examples of companies that meet the criteria include Walmart, GM, Microsoft, and McDonald’s.
4. Have you narrowed your list of companies down to two or three? If not, identify additional criteria that will help you narrow your list to two to three
companies.
5. Once you have narrowed your list of companies down to two to three companies, number the companies in order of preference (with your top choice
listed as number one).
6. For each of the companies on your list, conduct research into the corporation and its background.
For Milestone One, the following critical elements must be addressed in your initial post for each of the potential companies you identified:
I.
II.
III.
Company:
a) What is the name of the corporation you have selected?
b) Give a brief overview of your chosen company, including the types of products and/or services it offers, the markets it targets, which may be
different in different countries, and its brand values (i.e., what the brand means to you).
c) Are these aspects of the company consistent in the markets it serves?
Criteria Verification: How does this company meet the criteria for selection? Provide the source(s) for this information.
Rationale: Explanation of your rationale for selecting this corporation is essential, as it will be the focus of your work through the course.
a) What is your rationale for selecting this company? In particular, what interests you about it?
b) What in your opinion makes it different from its competitors, both in its home market (i.e., in the United States) and in the various markets
where it operates overseas?
Response Posts
Respond to at least twoclassmates, stating whether you agree or disagree with their analysis of the company that they have selected. Using the criteria for
verification, critique their rationale for selecting that company and offer suggestions that will help them improve their justification and rationale for company
selection. Through these discussions, you may identify gaps in your selection rationale, so be sure to address them in your post as well.
For your initial post (1), you must:
Complete the initial post by Thursday at 11:59p.m. EST of Module One
Take into consideration material such as course content and other
discussion topics from the current module and previous modules, when
appropriate
For your response posts (2), you must:
Reply to at least two different classmates outside of your own initial
post thread
Complete the two response posts by Sunday at 11:59 p.m.EST
Demonstrate more depth and thought than simply stating “I agree” or
“You are wrong.”
Rubric
Critical Elements
Company
Criteria Verification
Rationale
Proficient (100%)
Provides a brief overview of the
chosen company, addressing the
company’s type of products,
markets it operates in, and its
brand values
Provides an explanation of how
the selected company meets
the identified qualification
criteria and supports with
evidence
Provides an explanation of the
selection rationale, including
interest in the company and
unique characteristics, and
addresses the overseas markets
Needs Improvement (75%)
Provides an overview of the
chosen company, but misses
some important aspects of the
types of products, markets it
operates in, and its brand values
Provides an explanation of how
the selected company meets
the identified qualification
criteria, but does not fully
support with evidence and/or
the company does not fully
meet the required criteria
Provides an explanation of the
rationale, but does not address
important aspects of the
interest, characteristics, and
overseas markets
Not Evident (0%)
Does not provide an overview of
the selected company
Value
15
Does not provide an explanation
for selecting the company or
address alignment with the
required criteria
20
Does not provide rationale for
the selected company
15
Timeliness
Engagement
Critical Thinking
Articulation of Response
Submits initial post on time by
Thursday at 11:59 p.m. EST
Provides relevant response
posts with some explanation
and detail
Draws informed conclusions
that are justified with evidence
Submission has no major errors
related to citations, grammar,
spelling, or syntax
Submits initial post by Friday at
11:59 p.m. EST, one day late
Provides somewhat relevant
response posts with some
explanation and detail
Draws logical conclusions
Submission has major errors
related to citations, grammar,
spelling, or syntax that
negatively impact readability
and articulation of main ideas
Submits initial post by Saturday
at 11:59 p.m. EST, two days late
Provides response posts that are
generic with little explanation or
detail
Does not draw logical
conclusions
Submission has critical errors
related to citations, grammar,
spelling, or syntax that prevent
understanding of ideas
Earned Total
10
15
15
10
100%
…
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