RUBRIC
A:MOTIVATIONAL EMAIL TO INTERNAL STAFF
NOT EVIDENT
A motivational email for the internal
staff is not provided.
APPROACHING COMPETENCE
The motivational email is not appropriately written for internal staff or
inadequately discusses 2 advantages and 2 disadvantages of the
product, or it does not sufficiently explain how to mitigate the
disadvantages.
COMPETENT
The motivational email is appropriately written for internal staff, adequately
discusses 2 advantages and 2 disadvantages of the product, and sufficiently
explains how to mitigate the disadvantages.
B:INFORMATIONAL EMAIL TO EXTERNAL STAKEHOLDERS
NOT EVIDENT
An informational email to external
stakeholders is not provided.
APPROACHING COMPETENCE
The informational email is not appropriately written for external
stakeholders or inadequately discusses 2 distinct organizational and/or
financial impacts the product will create.
COMPETENT
The informational email is appropriately written for external stakeholders
and adequately discusses 2 distinct organizational and/or financial impacts
the product will create.
APPROACHING COMPETENCE
The blog post is not appropriately written for consumers, inadequately
highlights 3 distinct benefits of the product, or does not inform the
consumer what sets the product and/or business apart from others in the
industry.
COMPETENT
The blog post is appropriately written for consumers, adequately highlights
3 distinct benefits of the product, and informs the consumer what sets the
product and/or business apart from others in the industry.
APPROACHING COMPETENCE
The letter is not appropriately or persuasively written for the business
partner or inadequately discusses the partner’s challenges in meeting
production needs. The letter is composed with inadequate logic by not
providing facts that can be tied to benefits in supporting production
needs.
COMPETENT
The letter is appropriately and persuasively written for the business partner
and adequately discusses the partner’s challenges in meeting production
needs. The letter is composed with adequate logic by providing facts that
can be tied to benefits in supporting production needs.
NOT EVIDENT
APPROACHING COMPETENCE
A response to the customer complaint is The response does not acknowledge the customer complaint, would not
not provided.
likely improve the company image, or is inappropriate for a public
online audience.
COMPETENT
The response acknowledges the customer complaint, would likely improve
the company image, and is appropriate for a public online audience.
C:CONSUMER-FACING BLOG POST
NOT EVIDENT
A consumer-facing blog post is not
provided.
D:PERSUASIVE LETTER TO BUSINESS PARTNER
NOT EVIDENT
A letter to the business partner is not
provided.
E1:PUBLIC RESPONSE TO CUSTOMER COMPLAINT
E2:DIRECT PRIVATE MESSAGE TO CUSTOMER COMPLAINT
NOT EVIDENT
A direct private message to the
customer is not provided.
APPROACHING COMPETENCE
The response does not provide a proposed adjustment for the customer
or is not appropriate for a direct private message.
COMPETENT
The response provides a proposed adjustment for the customer and is
appropriate for a direct private message.
APPROACHING COMPETENCE
The response ineffectively explains how the communication strategies
support or do not support the desired outcomes, or the examples
provided do not support the conclusions.
COMPETENT
The response effectively explains how the communication strategies
support or do not support the desired outcomes and provides relevant
examples to support conclusions.
F1:COMMUNICATION STRATEGIES
NOT EVIDENT
A response explaining how the
communication strategies support or do
not support the desired outcomes is not
provided, or no examples are provided.
F2:COMMUNICATION METHODS
NOT EVIDENT
A response explaining how the 4
communication methods serve the
target audience is not provided, or no
examples are provided.
APPROACHING COMPETENCE
The response does not logically explain how the 4 communication
methods effectively or ineffectively serve the target audience, or the
examples provided do not support the conclusions.
COMPETENT
The response logically explains how the 4 communication methods
effectively or ineffectively serve the target audience and provides relevant
examples to support the conclusions.
APPROACHING COMPETENCE
The submission includes in-text citations for sources that are quoted,
paraphrased, or summarized and a reference list; however, the citations
or reference list is incomplete or inaccurate.
COMPETENT
The submission includes in-text citations for sources that are properly
quoted, paraphrased, or summarized and a reference list that accurately
identifies the author, date, title, and source location as available.
APPROACHING COMPETENCE
Content is poorly organized, is difficult to follow, or contains errors in
mechanics, usage, or grammar that cause confusion. Terminology is
misused or ineffective.
COMPETENT
Content reflects attention to detail, is organized, and focuses on the main
ideas as prescribed in the task or chosen by the candidate. Terminology is
pertinent, is used correctly, and effectively conveys the intended meaning.
Mechanics, usage, and grammar promote accurate interpretation and
understanding.
G:SOURCES
NOT EVIDENT
The submission does not include both
in-text citations and a reference list for
sources that are quoted, paraphrased, or
summarized.
H:PROFESSIONAL COMMUNICATION
NOT EVIDENT
Content is unstructured, is disjointed, or
contains pervasive errors in mechanics,
usage, or grammar. Vocabulary or tone
is unprofessional or distracts from the
topic.
INTRODUCTION
As a business manager, you may encounter situations that require a wide variety of
communication responses. For this assessment, you will be creating a portfolio of
communication documents. Please appropriately format each communication for the message
type.
SCENARIO
Scenario 1:
You are a manager of a company that has recently purchased a smaller company. The purchased
company has an existing product, which will now be part of your product offering. The product
is a weight-loss supplement called Kamelon. The product has been very successful for the
previous owner, but the company had a limited ability to adjust its manufacturing system to
accommodate growth as well as a limited potential sales audience. Your role is to oversee and
coordinate all aspects of launching the product from the newly acquired company. You have a
far greater manufacturing capacity and more potential customers readily available because you
already sell several weight-loss related products to a large base of customers.
Kamelon has been proven successful by a research study. The study consisted of 100
participants, 90% of whom lost at least 15 pounds over a reasonable time period. To date, the
study participants have successfully maintained their weight loss by continuing to use the
product. Of the users, 80% were able to maintain their weight loss with continued use of
Kamelon. The 10% of study participants who were not successful may have been unsuccessful
because they did not follow the program’s protocol. An inherent risk in a weight loss product is
the inability to determine whether the product has produced results or if the user has not followed
directions. Dissatisfied customers present a challenge as a result.
Your success relies upon your external business partner, Synesthor Inc., who manufactures the
pill casing for Kamelon. There is a need for 10,000 pills to be manufactured in the next three
months to meet the demands of your customers. Synesthor Inc. is a manufacturing company
located in a different country, and you will need to work closely with this partner to ensure their
manufacturing operation is able to increase as needed in a just-in-time environment to meet sales
demands. Your contact’s name at Synesthor Inc. is Fatima Sousa.
You have received a customer complaint via the company’s social media page. The customer is
extremely dissatisfied, and the complaint has negatively impacted the company’s image. The
customer’s complaint is as follows: “Kamelon does not work! I’ve been using this for a week,
and I haven’t lost anything! I’m going on vacation in a couple of weeks and I was hoping to shed
a couple of pounds before I left for my trip. Unfortunately, I do not foresee this happening. No
one should buy this product! As a faithful member of several weight-loss groups, I will not
recommend this product to anyone in my groups.”
Scenario 2:
You are a manager in a small pharmaceutical distributor. Your company has been awarded the
exclusive contract to distribute a new medication.
Nasaquil is an over-the-counter medication that has been approved to treat
influenza. Nasaquil will compete directly with prescription antiviral medications.
Your company, through your sales and customer service representatives, already has extensive
relationships with medical providers. There is great anticipation within the market about the
potential efficacy of this new medication. According to estimates by the Centers for Disease
Control and Prevention (CDC), from October 1, 2018, to February 16, 2019, there were
approximately 19 million flu illnesses in the United States with about 8–9 million flu-related
medical visits (Centers for Disease Control and Prevention, 2019). Initial clinical trials indicate
this new Nasaquil medication may help to lower influenza’s severity and duration; however,
clinical trials only demonstrate a new medication’s efficacy in a small group of patients over a
limited amount of time. Long-term product efficacy rates have not yet been established. As with
all new medication launches, your company anticipates patient dissatisfaction if desired results
are not achieved. In those cases, the company will work directly with the patient.
The success of Nasaquil relies upon an external business partner, Pruhart Tech, who
manufactures the refrigerated casing designed specifically for this product. The product is
required to be shipped overnight in a temperature-controlled package. Unfortunately, Pruhart
Tech has limited refrigerated shipping containers, and the availability is restricted to weekend
deliveries only. You will need to work closely with this partner to ensure their manufacturing
operation is able to increase as needed in a just-in-time environment to meet sales demands.
Your contact’s name at Pruhart Tech is Diego Garcia.
You have received a customer complaint via the company’s social media page. The customer is
extremely dissatisfied, and the complaint has negatively impacted the company’s image. The
customer’s complaint is as follows: “@Nasaquil does not work! My wife started Nasaquil and
got very ill! I don’t understand how big pharma companies get away with rolling out unsafe
drugs that can hurt people! Dealing with all of the medical appointments and issues is bad
enough, but this sickness . . . I cannot wait for the patient support meeting tomorrow to share this
medication’s reaction. Maybe this drug shouldn’t be approved yet.”
Scenario 3:
You are a manager of a research company. Your research team has developed a transition
package that allows a gas-powered engine to transition to running on biofuels. The availability
and low cost of biofuels make the transition package a potential game changer in the automobile
market. You have named the product Sparkit.
In addition to tests completed by your staff, you have partnered with a large automobile producer
to ensure the transition package works with many different types of vehicles. The large
automobile producer remains a partner in the product as a result of their involvement, and you
anticipate that future vehicles from the producer may use the technology when initially built.
With the producer’s assistance, you anticipate 50% of cars currently on the road can potentially
be retrofitted with your product. The producer has created a guide for your sales force to ensure
that Sparkit is not sold to customers whose cars are not compatible with the product.
This is the first big product developed by your company. Your sales and service teams do not
have current relationships with potential buyers. One potential risk is that purchasers may choose
to install the transition package on their own rather than choose a knowledgeable automotive
professional to install it. You anticipate there may be issues with installation as a result.
The success of Sparkit relies upon an external partner, Autojor, who manufactures a filter critical
to the proper operation of the transition package. As the result of a natural
disaster, Autojor recently lost a manufacturing plant that was responsible for producing 25% of
your inventory. You will need to work closely with this partner to ensure their manufacturing
operation is able to continue supporting the just-in-time environment to meet sales demands.
Your contact’s name at Autojor is Mateo Kalani.
You have received a customer complaint via the company’s social media page. The customer is
extremely dissatisfied, and the complaint has negatively impacted the company’s image. The
customer’s complaint is as follows: “I bought and installed Sparkit. It doesn’t work! The
instructions do not match my engine’s layout, and now my car doesn’t work at all. This was
supposed to save me money, but now my car won’t run. I’ll have to put more money into getting
it fixed. This is ridiculous. I have told all my friends, and now I am telling the world—do not buy
this product! If you do, you will regret it.”
REQUIREMENTS
Your submission must be your original work. No more than a combined total of 30% of the
submission and no more than a 10% match to any one individual source can be directly quoted
or closely paraphrased from sources, even if cited correctly. An originality report is provided
when you submit your task that can be used as a guide.
You must use the rubric to direct the creation of your submission because it provides detailed
criteria that will be used to evaluate your work. Each requirement below may be evaluated by
more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions
of the course.
Create a portfolio of communication documents based on one of the scenarios by doing the
following:
A. Compose a motivational email to internal staff that discusses two advantages
and two disadvantages of the product and explain how to mitigate the disadvantages should
they occur.
B. Compose an informational email to external stakeholders (i.e., investors, shareholders) that
discusses two distinct organizational and/or financial impacts the product will create.
C. Compose a consumer-facing blog post that highlights three distinct benefits of the product
and informs the consumers what sets this product and/or business apart from others in the
industry.
D. Compose a persuasive letter to the business partner to discuss their challenges in meeting
your production needs.
E. Compose responses to the customer complaint about the product that was posted on the
company’s social media page by doing the following:
1. Develop a public response that acknowledges the customer complaint and improves the
company image within the social media page.
2. Develop a direct private message with a proposed adjustment (resolution) for the customer.
F. Evaluate the communication strategies and methods (i.e., email, letter, blog, and social
media) used in items A–E by doing the following:
1. Explain how the communication strategies support or do not support the desired
outcomes and provide examples to support your conclusion.
2. Explain how the four communication methods effectively or ineffectively serve the
target audience and provide examples to support your conclusion.
G. Acknowledge sources, using in-text citations and references, for content that is quoted,
paraphrased, or summarized.
H. Demonstrate professional communication in the content and presentation of your submission.
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