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his assignment will be submitted to Turnitin™.Instructions
Purpose
The purpose of this assignment is to explain value proposition for a product or service. This connects to course learning outcomes of helping you identify the role of marketing in creating, communicating, and delivering value for customers, and applying the concepts of value proposition and positioning to a product or service. This course is focused on consumer marketing and as such, your selection should focus on the business to consumer aspect of marketing rather than business to business or government organizations (which can be addressed in later marketing courses).
Assignment Task Overview
As a marketing consultant, you have been asked by one of the following streaming service companies to provide a one-page memo, casually known in marketing as a “Back of the Napkin” concept. This memo will explain the value proposition from an outsider’s perspective. Consider the internal and external environment as well as the company’s competition to demonstrate your unique selling position.
You will use 150 words or less to create a short memo to management and images to communicate your value proposition. At the bottom of your memo, you will include a “back of the napkin image” to illustrate your value proposition. This original illustration you create can be added as a picture within your document or using the Word document tools to create a visual aid. Your memo and illustration will display how your product or service solves a problem for the consumer. You do not have to be an artist. You will need an idea and the ability to summarize. You will submit a single page Word document with the memo and image along with a second reference page. The illustration must go inside the memo document so that only one file is submitted. Be sure that your proposition is clear and concise. Follow the instructions below.
You will be using this value proposition to develop a message campaign later in the course.
Instructions
Step 1: Choose one of the following products or services in consumer markets. There are three category options from which you can choose. Choose just one from any category that interests you the most.
Streaming Services Category
tubi
Disney+
Paramount+
Sling
HBO
B Corporation Category (Legally acknowledged as having a higher standard of purpose or “greater benefit.”)
allbirds
Stonyfield Farm
Patagonia
Thrive Market
Avocado Green Mattress
Energy & Resource Companies (*Apply in B2C framework)
Hess
Chevron
Green Mountain Energy
Step 2: Determine the value proposition for your chosen product or service. Create a memo and images to communicate the Value Proposition.
· What is the value proposition for your product or service? Focus on offerings for customers in the U.S. market only.
· What makes a good value prop?
·Present your value proposition ideas using 150 words or less and appropriate images of your choice.
·Sample Professional Memo: https://owl.purdue.edu/owl/subject_specific_writing/professional_technical_writing/memos/sample_memo.html
Step 3: Format your submission to comply with these technical requirements.
One page is the maximum length of the value proposition. If you are nearing the length maximum, but have more to convey, work on editing your submission for writing effectiveness.
Your ideas and work must be original. You may not copy a value proposition from any source even if you cite that source. You may not reuse an assignment or example from this course, a prior course, or any other session of this course if you are retaking the course.
Your submission must also include a reference list. The reference list is not part of the 150 words, and the reference list can be placed on a second page of the document.
Cite to the product/service website and the sources for any images used on the reference list.
This assignment does not require a cover page.
See the rubric for grading guidelines. Week 2 – Written Assignment Memo Rubric
Questions?
Questions about this assignment are welcome in the “Ask the Professor” area of the classroom.
It is your responsibility to check your document and make sure you have submitted the correct one for this assignment. The last document you submit prior to the deadline is the one that will be graded.
References
Roam, D. (2008). The back of the napkin: Solving problems and selling ideas with pictures.
Due on Jun 25, 2024 11:59 PMHide Rubrics
Rubric Name: Week 2 – Written Assignment Memo Rubric
Learning Outcome AssessmentLevel 545 pointsLevel 437.35 pointsLevel 332.85 pointsLevel 228.35 pointsLevel 10 pointsCriterion ScoreAssessment of Learning Outcome – Value Proposition
This assignment demonstrates a high level of understanding of the learning outcome in this writing assignment precisely applies the concept to a real offering via a memo.
This assignment demonstrates a good level of understanding of the learning outcome in this writing assignment and generally applies the concept to a real offering via a memo.
This assignment demonstrates understanding of the learning outcome in this writing assignment, but the application of the concept to a real offering could have been more effective via a memo.
This assignment demonstrates a poor understanding of the concept and does not demonstrate the concept’s applicability to a real offering via a memo.
This effort was off track for the assignment.
Score of Assessment of Learning Outcome – Value Proposition,/ 45Assessment of Learning Outcome – Value Proposition Visual Component
This assignment exhibits a high level of understanding of the value proposition through effective “Back of the Napkin” concepts including clarity and simplicity that reflect the value proposition for the chosen offering.
This assignment exhibits a good level of understanding of the value proposition through effective “Back of the Napkin” concepts including clarity and simplicity that reflect the value proposition for the chosen offering.
This assignment exhibits understanding of the value proposition through effective “Back of the Napkin” concepts including clarity and simplicity that reflect the value proposition for the chosen offering.
This assignment demonstrates a poor understanding of the value proposition through effective “Back of the Napkin” concepts including clarity and simplicity that reflect the value proposition for the chosen offering.
This effort did not attempt a visual “Back of the Napkin” illustration or effort was off track.
Score of Assessment of Learning Outcome – Value Proposition Visual Component,/ 45Assessment of Communication TechniqueLevel 537.5 pointsLevel 431.5 pointsLevel 327 pointsLevel 224 pointsLevel 10 pointsCriterion ScoreAssessment of effective memo communication
This assignment demonstrates a high level of understanding of communication efficiency following appropriate memo structure, organization, and support to communicate ideas.
This assignment demonstrates a good level of understanding of communication efficiency following appropriate memo structure, organization, and support to communicate ideas.
This assignment demonstrates understanding of communication efficiency following appropriate memo structure, organization, and support to communicate ideas.
This assignment demonstrates a poor level of communication efficiency following appropriate memo structure, organization, and support to communicate ideas.
This effort was off track for the assignment.
Score of Assessment of effective memo communication,/ 37.5Assignment Adherence and WritingLevel 522.5 pointsLevel 415.075 pointsLevel 311.925 pointsLevel 29 pointsLevel 10 pointsCriterion ScoreGrammar, composition, adherence to submission requirements, effective use of referencing skills
Writing assignment submission is a professionally formatted document containing no typos or grammatical errors. Assignment adheres all all submission requirements. Submission demonstrates superior research and referencing skills.
Writing assignment submission is a professionally formatted document; it may have a few typos or grammatical errors. Assignment adheres to all submission requirements. Submission demonstrates adequate research and referencing skills, but may have some issues with attribution of statements of facts or others’ opinions; there may be minor issues.
Writing assignment submission is an acceptably presented document; it may have an unacceptable number of distracting typos or grammatical errors. Assignment does not adhere to all submission requirements outlined in the syllabus. Student demonstrated poor research and referencing skills leaving most statements of facts and others’ opinions unattributed
Writing assignment is a document containing typos and grammatical errors that are very distracting to the reader. Assignment does not comply with most submission requirements. Student does not demonstrate any research and referencing skills. Writing style needs significant help. Suggest student seek the services of UMGC’s Effective Writing Program before submitting further assignments.
Writing assignment is not in an acceptable format.
Score of Grammar, composition, adherence to submission requirements, effective use of referencing skills,/ 22.5TotalScore of Week 2 – Written Assignment Memo Rubric,
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