MKT 668: Project Guidelines and Grading Guide Overview The final project for this course is an analysis of a service company, including the identification of challenges faced by the company and the development of service strategies to overcome those challenges. Deliverables will include a final paper and a presentation. The project is divided into six milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Two, Three, Five, Seven, and Nine. Objectives To successfully complete this project, you will be expected to apply what you have learned in this course and should include several of the following course outcomes: · Evaluate the competitive advantages that service organizations and companies that sell products can use within the marketplace · Identify the factors behind a good customer service experience · Explain the marketing challenges associated with intangible goods and the strategies used to offset those challenges · Identify the four stages of operational competitiveness and compare the differences of each stage · Assess how the concepts of organizational behavior work with the overall marketing plan · Analyze the consequences for managers when service is considered an experience where the consumer is an active participant · Describe the benefits associated with customer satisfaction and explain why companies should invest in customer satisfaction research · Explain how successful customer service programs provide employees with tools · Define, compare and contrast the industrial management approach and the market-focused management approach · Analyze the four culture-changing initiatives that facilitate cultural change Main Elements · · Topic Selection and Outline · Company Synopsis · Service Issues · Company Analysis · Final Paper · Presentation Format Milestone 1: Topic Selection and Outline In 2-4, you will submit the name of the company you have chosen and an outline of your final project. The company should be a company with plenty of research material available. The assignment should be delivered as a Word document. This milestone is ungraded and is for instructor feedback only. Feedback should be applied to revisions. Milestone 2: Company Synopsis In 3-4, you will submit a synopsis of the company you have selected for your final project. Include company history, competitors, and key service issues considered as obstacles to future company growth. The assignment should be delivered as a Word document. This milestone will be graded using the Final Project Rubric. Feedback should be applied to revisions. Milestone 3: Service Issues In 5-5, you will submit a brief description that identifies the specific service issues faced by the company you have selected. Are these obstacles unique to your organization, or are they industry-wide problems? The assignment should be delivered as a Word docum ...

1. MKT 668: Project Guidelines and Grading Guide
Overview
The final project for this course is an analysis of a service
company, including the identification of challenges faced by the
company and the development of service strategies to overcome
those challenges. Deliverables will include a final paper and a
presentation. The project is divided into six milestones, which
will be submitted at various points throughout the course to
scaffold learning and ensure quality final submissions. These
milestones will be submitted in Modules Two, Three, Five,
Seven, and Nine.
Objectives
To successfully complete this project, you will be expected to
apply what you have learned in this course and should include
several of the following course outcomes:
· Evaluate the competitive advantages that service organizations
and companies that sell products can use within the marketplace
· Identify the factors behind a good customer service experience
· Explain the marketing challenges associated with intangible
goods and the strategies used to offset those challenges
· Identify the four stages of operational competitiveness and
compare the differences of each stage
· Assess how the concepts of organizational behavior work with
the overall marketing plan
· Analyze the consequences for managers when service is
considered an experience where the consumer is an active
participant
· Describe the benefits associated with customer satisfaction
and explain why companies should invest in customer
satisfaction research
· Explain how successful customer service programs provide
employees with tools
· Define, compare and contrast the industrial management

2. approach and the market-focused management approach
· Analyze the four culture-changing initiatives that facilitate
cultural change
Main Elements
·
· Topic Selection and Outline
· Company Synopsis
· Service Issues
· Company Analysis
· Final Paper
· Presentation
Format
Milestone 1: Topic Selection and Outline
In 2-4, you will submit the name of the company you have
chosen and an outline of your final project. The company should
be a company with plenty of research material available. The
assignment should be delivered as a Word document. This
milestone is ungraded and is for instructor feedback only.
Feedback should be applied to revisions.
Milestone 2: Company Synopsis
In 3-4, you will submit a synopsis of the company you have
selected for your final project. Include company history,
competitors, and key service issues considered as obstacles to
future company growth. The assignment should be delivered as
a Word document. This milestone will be graded using the Final
Project Rubric. Feedback should be applied to revisions.
Milestone 3: Service Issues
In 5-5, you will submit a brief description that identifies the
specific service issues faced by the company you have selected.

3. Are these obstacles unique to your organization, or are they
industry-wide problems? The assignment should be delivered as
a Word document. This milestone will be graded using the Final
Project Rubric. Feedback should be applied to revisions.
Milestone 4: Competitor Analysis
In 7-5, you will submit a brief description of the company’s
competitors. Give a brief description of each competitor and
compare the company to the competitors in terms of service
marketing. The assignment should be delivered as a Word
document. This milestone will be graded using the Final Project
Rubric. Feedback should be applied to revisions.
Milestone 5:Final Paper
In 9-4, you will submit your final paper. Your final written
analysis should be a complete, polished artifact containing all
of the main elements of the final product. It should reflect the
incorporation of feedback gained throughout the course. This
milestone will be graded using the Final Project Rubric.
Milestone 6:Final Presentation
In 9-5, you will submit your final presentation of your project.
The presentation should summarize the written analysis. It
should be a brief yet informative overview and touch on the key
elements important to the company overview. This milestone
will be graded using the Presentation Rubric.
Deliverable Milestones
Milestone
Deliverables
Module Due
Grading
1
Topic Selection and Outline
Two
Not graded. For instructor feedback only.
2

4. Company Synopsis
Three
Graded separately; Final Project Rubric
3
Service Issues
Five
Graded separately; Final Project Rubric
4
Competitor Analysis
Seven
Graded separately; Final Project Rubric
5
Final Paper
Nine
Graded separately; Final Project Rubric
6
Final Presentation
Nine
Graded separately; Presentation Rubric
Final Project Rubric
Requirements of submission: Written components of projects
must follow these formatting guidelines when applicable:
double spacing, 12-point Times New Roman font, one-inch
margins, and discipline-appropriate citations. Milestones should
be between 2 and 4 pages. The final draft should not exceed 8
pages, not including the cover page and references.
Instructor Feedback: Students can find their feedback in the
grade book as an attachment.
Critical Elements
Exemplary
Proficient
Needs Improvement
Not Evident

5. Value
Main Elements
Includes all of the main elements and requirements and cites
multiple examples to illustrate each element
(23-25)
Includes most of the main elements and requirements and cites
many examples to illustrate each element
(20-22)
Includes some of the main elements and requirements
(18-19)
Does not include any of the main elements and requirements
(0-17)
25
Inquiry and Analysis
Provides in-depth analysis that demonstrates complete
understanding of multiple concepts
(18-20)
Provides in-depth analysis that demonstrates complete
understanding of some concepts
(16-17)
Provides in-depth analysis that demonstrates complete
understanding of minimal concepts
(14-15)
Does not provide in-depth analysis
(0-13)
20
Milestone submission and incorporation of feedback
Meets Emerging requirements and addresses all instructor
feedback through incorporation or clarifying questions/dialogue
with instructor
(9-10)
Meets Emerging requirements and incorporates some of the
instructor’s feedback throughout the progression of the project
(8)

6. Student completes and submits all milestones by the due date
(7)
Student submits incomplete milestones or does not submit by
the due date
(0-6)
10
Critical Thinking
Draws insightful conclusions that are thoroughly defended with
evidence and examples
(18-20)
Draws informed conclusions that are justified with evidence
(16-17)
Draws logical conclusions, but does not defend with evidence
(14-15)
Does not draw logical conclusions
(0-13)
20
Research
Incorporates at least three scholarly resources effectively that
reflect depth and breadth of research
(14-15)
Incorporates at least two scholarly resources effectively that
reflect depth and breadth of research
(12-13)
Incorporates one scholarly resource that reflects depth
(11)
Does not incorporate scholarly resources that reflect depth
(0-10)
15
Writing
(Mechanics/Citations)
No errors related to organization, grammar and style, and
citations
(9-10)
Minor errors related to organization, grammar and style, and

7. citations
(8)
Some errors related to organization, grammar and style, and
citations
(7)
Major errors related to organization, grammar and style, and
citations
(0-6)
10
Earned Total:
Comments:
100