Brand Extension Assignment: Choose a product write a 5 page paper discussing how you would create a brand extension of that product. Include your rationale for the brand extension.
Areas to include:
Brand (to include a brief background)
Ration/justification or need for the new idea relate the idea back to the company’s mission statement
Marketing/launch strategy (to include pricing and channel strategy)
You MUST upload assignment into the ASSIGNMENT Container as a Word document.
Please name your assignment file as ‘lastnamefirstinitial-MKTG600-assignment#
Exceeds expected level of explanation and discussion on the assignment areas/topics. All areas included in the analysis.
Meets expected level of explanation and discussion on the assignment areas/topics. All areas included in the analysis.
Does not meet expected level of explanation and discussion on the assignment . No more than one areas of analysis need improvement and/or additional development.
Does not meet expected level of explanation and discussion on the assignment . Multiple areas of analysis need improvement and/or additional development. One or more areas were not addressed.
Does not meet expected level of explanation and discussion on the assignment. Significant areas of analysis need improvement and/or additional development. Assignment not submitted.
Score of Assignment Content,/ 65
Student demonstrates proficient command of the subject matter in the assignment. Assignment shows an impressive level of depth of student’s ability to relate course content in examples given.
Student exhibits above average usage of subject matter in assignment. Student provides above average ability in relating course content in examples given. Details and facts presented provide an adequate presentation of student’s current level of subject matter knowledge.
The assignment reveals that the student has a general, fundamental understanding of the course material. Whereas, there are areas of some concerning in the linkages provided between facts and supporting statements. Student generally explains concepts, but only meets the minimum requirements in this area.
Student tries to explain some concepts, but overlooks critical details. Assignment appears vague or incomplete in various segments. Student presents concepts in isolation, and does not perceive to have a logical sequencing of ideas.
Explanation of concepts not provided and/or only surface level understanding is present . Assignment is incomplete or not submitted.
Score of Assignment Content,/ 10
Thesis and Support
The writing has a clearly articulated original thesis and subordinate ideas supported by reliable and relevant evidence based on original research.
The writing has a clearly articulated thesis supported by appropriate evidence and sound logic. Minor gaps in logic and argument may appear.
The writing has a clear thesis and related subordinate ideas supported by clear thinking and appropriate evidence. Logical arguments may be one-sided or incomplete.
The writing may need a more clearly articulated thesis and/or appropriate related subordinate ideas. Fuzzy logic may be evident and adequate supporting evidence is lacking.
Student has a presented information with little to no support of reference materials. Assignment is incomplete or not submitted.
Score of Thesis and Support,/ 10
Grammar and Spelling
Paper contains less than 2 total grammatical and/or spelling errors.
Paper contains 2-4 total grammatical and/or spelling errors.
Paper contains 5-7 total grammatical and/or spelling errors.
Paper contains 8-10 total grammatical and/or spelling errors.
Paper contains more than 10 total grammatical and/or spelling errors. Assignment is incomplete or not submitted.
Score of Grammar and Spelling,/ 5
Paper contains less than 2 APA errors.
Paper contains 2-4 APA errors.
Paper contains 5-7 APA errors
Paper contains 8-10 APA errors.
Paper contains more than 10 APA errors. Assignment is incomplete or not submitted.
Score of APA,/ 5
Paper meets the length requirement for the assignment.
Paper greater than 90% or substancially exceeds the length requirement for the assignment.
Paper is less than 80% but greater than 70% of the length requirement for the assignment.
Paper is less than 70% of the length requirement for the assignment.
Paper is less than 60% of the length requirement for the assignment. Assignment is incomplete or not submitted.
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