Create a Brand Extension

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:

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Brand (to include a brief background)

Extension idea

Ration/justification or need for the new idea relate the idea back to the company’s mission statement

Target market

Marketing/launch strategy (to include pricing and channel strategy)

Ethical considerations

You MUST upload assignment into the ASSIGNMENT Container as a Word document.

Please name your assignment file as ‘lastnamefirstinitial-MKTG600-assignment#

Course Objectives:

  1. Develop a Marketing Plan
  2. Define the types of marketing research
  3. Analyze potential pricing alternatives.
  4. Define channel strategy
  5. Design a sales management plan.

Assignment Content

65 points

Exceeds expected level of explanation and discussion on the assignment areas/topics. All areas included in the analysis.

55.25 points

Meets expected level of explanation and discussion on the assignment areas/topics. All areas included in the analysis.

48.75 points

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.

42.25 points

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.

0 points

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

Assignment Content

10 points

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.

8.5 points

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.

7.5 points

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.

6.5 points

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.

0 points

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

10 points

The writing has a clearly articulated original thesis and subordinate ideas supported by reliable and relevant evidence based on original research.

8.5 points

The writing has a clearly articulated thesis supported by appropriate evidence and sound logic. Minor gaps in logic and argument may appear.

7.5 points

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.

6.5 points

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.

0 points

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

5 points

Paper contains less than 2 total grammatical and/or spelling errors.

4.25 points

Paper contains 2-4 total grammatical and/or spelling errors.

3.75 points

Paper contains 5-7 total grammatical and/or spelling errors.

3.25 points

Paper contains 8-10 total grammatical and/or spelling errors.

0 points

Paper contains more than 10 total grammatical and/or spelling errors. Assignment is incomplete or not submitted.

Score of Grammar and Spelling,/ 5

APA

5 points

Paper contains less than 2 APA errors.

4.25 points

Paper contains 2-4 APA errors.

3.75 points

Paper contains 5-7 APA errors

3.25 points

Paper contains 8-10 APA errors.

0 points

Paper contains more than 10 APA errors. Assignment is incomplete or not submitted.

Score of APA,/ 5

Mechanics

5 points

Paper meets the length requirement for the assignment.

4.25 points

Paper greater than 90% or substancially exceeds the length requirement for the assignment.

3.75 points

Paper is less than 80% but greater than 70% of the length requirement for the assignment.

3.25 points

Paper is less than 70% of the length requirement for the assignment.

0 points

Paper is less than 60% of the length requirement for the assignment. Assignment is incomplete or not submitted.

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