Define, compare and contrast “brand promise” and “mission statement”. In a 3-5 page essay (page count is not including title page or reference list) discuss these two methods of describing institutional purposes, and explain why each is important to marketing colleges and universities. Provide examples of ways these two kinds of message statements might be effectively used to create a distinctive marketing communications.
Week 2 Written Assignment Rubric
Quality of Content (80 Points)
___/40: Brand comparison and mission statements are compared and contrasted
___/20: An explanation for why each is important to marketing is presented
___/20: Examples of message statements are idenified and explained
Quality of Writing (20 Points)
___/5: Format – Text meets APA/MSE standards.
___/5: Organization – Organization of paper demonstrates critical thinking. (Paper contains cover page, introduction, conclusion, headings, and effective transitions).
___/5: Precision – Student uses terminology and writes clearly and concisely.
___/5: Mechanics – Student spells, constructs sentences, and punctuates correctly.
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