Purpose of Assignment: To evaluate students’ ability to create a strategy within an ambiguous marketing environment.
Scenario: You were just hired as Senior Director of Marketing for First Generation Success – a non-profit organization that focuses on improving graduation rates among first-generation college students (FGCS) in Southern California. During your job interview, you discovered that the Senior Director of Marketing is a new position. Before this new role, there was a Chief Marketing Officer (CMO) position that was eliminated due to two main factors:
Therefore, the CEO downgraded this position until they find someone who can deliver meaningful results to the non-profit and to prove marketing can move organizations forward.
As you enter this role, you are faced with multiple challenges: 1. Inconsistent branding
On your first day of work, your CEO states the following, “We didn’t experience a financial loss last fiscalyearbecause welaid-offemployees andreduced salaries. Wewerelucky tobreak-even. However, we are predicting a financial loss next fiscal year, if we don’t make a significant turnaround. We need to become more innovative with our revenue models. Right now, we have only been focused on individual donations and governmental grants, which have not produced fruitful results. I need to know what you will accomplish during your first 100 days. Submit your response to me via an executive summary by the end of the week for my review.”
Although you may have many questions, your CEO expects your experience and education to identify problems and create possible solutions rather than the CEO actively assisting you.
Format Requirements: 1. Business Memo 2. Single-Spaced 3. 1-page
Writing Tips:
**See Moodle for the business memo template. There is also an article that explains the template’s components: CMO’s First 100 Days
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