Posted: December 7th, 2022

The Balanced Scorecard /The Brand Report Card

The Balanced Scorecard /The Brand Report Card

Instructions are in the word document. Please read through. 

In class we have extensively discussed multiple aspects of Marketing Strategy. You have been tasked with papers on several aspects of our subject. First Marketing Myopia and the difference between a product focus and a need satisfaction focus. Second you were asked to compare and contrast two different approaches to strategy: Darwinian (Henderson) and Operational Effectiveness (Porter). We then for our third topic turned to Legal, Moral and Ethical implications on an organizational strategic focus (as exemplified by Enron).

We now move to the subject of Measurement and Evaluation, a critical component for any long term strategic planning efforts. The question raised is have we been successful and how would an organization make that calculation. Our final paper assignment (Part 1) raises this important issue.

Part 1: For this final effort we turn to the topic of Measurement and Evaluation. As a foundation to these discussions 2 articles have been assigned to be read and which you may choose to re-read for this assignment:

The Balanced Scorecard
The Brand Report Card
In two well-crafted pages (2 pages maximum) choose one of these articles, the one you most agree with, and discuss the approach taken by the author (their hypothesis or focus). Explore what points you agree as well as disagree with, and why. Your arguments, supportive or disagreeing, should be reinforced by some additional outside sourcing. Should you wish to bring in arguments from both articles you may, but you still need to take and support one approach or the other and be sure to go beyond just restating what the author says.

A minimum of 3 external sources (beyond the 2 assigned articles) are required. This is not optional and less than 3 sources will result in a lowered grade (e.g. if paper an 18 by its arguments but if less than 3 sources it will be graded a 17) and that potentially will lower your full term grade as well. This paper will be critical grading element when I calculate term efforts, and a high grade will carry strong weight.

For the article you’ve chosen be sure your positions and arguments are clear, logical, and focused. As stated above, if you see a way to incorporate points from both articles that too is fine but each must be consistent in its position. With just 2 pages your points need to be stated efficiently and without excess verbiage (credit deducted for papers more than minimally beyond the allowed length).

Grading criteria: Papers will be graded on a 20 point scale (see syllabus). Reiterating just what your chosen author states or what has been presented in class will result in an average graded paper (a grade of 16-18). A superior paper (grade of 19-20) will bring in additional arguments, sources, and original thinking that demonstrate thought and insights beyond what we’ve covered (so some additional research required here). Additionally, the quality of your writing, its structure and presentation, will also be incorporated as grading criteria.

Once again: This final assignment is assigned to be completed on

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