Creating a New Mission


Creating a New Mission

Your readings this week included information about the purpose and development of missions. Reflect on the RPZ Marketing: The Background scenario and what you know about the merger of RPZ and Genaflek. Assume that Regina, CEO of RPZ Marketing, is now tasked with creating a mission for the company. If you were in her position, what would you consider as you tackle this opportunity to set the new company’s direction?  

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Use these questions to guide your work:

  1. In your own words, how does a mission guide a company? 
  2. In what direction should Regina take the merged company as it expands its business to include both traditional and social media marketing? Consider other companies’ missions as examples.
  3. Should the new mission take today’s strong online and social media marketing into consideration? If so, how?

A well-developed post, one that would be considered distinguished, is usually 250–350 words, on topic, provides examples, and relates what you’re saying to the course content.

Post your initial discussion response by Thursday to allow time for your peers to respond.

RPZ Marketing: The Background


It is several months after


Genaflek met with his old employee,


Poincy Zimmerman. Since then, Regina’s company, RPZ Social Media Analytics, has acquired Carl’s company, Genaflek Marketing. The new company that resulted from the acquisition is called RPZ Marketing.

The following video appears on the About Us page on the RPZ Marketing website.


Welcome! My name is Ravin James, and am the Director of Business Development here at RPZ Marketing. I am here to tell you about the exciting new developments at RPZ Marketing, and to tell you about how RPZ can help your business maximize its marketing strategy.

RPZ Marketing is a new company that resulted from the exciting merger between RPZ Social Media Analytics and Genaflek Marketing.

What Genaflek Marketing brings to the table is thirty years of experience as a pioneering leader in the marketing industry! What RPZ Social Media Analytics brings to the table is expertise in contemporary social media marketing strategies, like search engine optimization. With the combined expertise, we will be able to serve your diverse media needs better than anyone else in the industry!


Hello, I am Carl Genaflek, the founder of Genaflek Marketing. I am excited to be a part of this new partnership. Both our old and our new clients will benefit by the combined expertise of these two companies. I will be leaving the day-to-day running of this business to spend more time with my family, but I will continue to play an active role in the company.


In today’s business, there are no one-size-fits-all solution for your marketing needs. Here at RPZ Marketing, we will be able to create individualized service packages that leverage traditional marketing strategies and innovative new ones that reflect the dynamic world of social media.


I have been a proud part of the Genaflek family for about 10 years, and I am really excited about the opportunities that come with this merge. I look forward to working with old clients to develop groundbreaking new social media strategies. And I look forward to working with new clients to develop comprehensive strategies from the ground up.


Hi! I am Regina Poincy Zimmerman, CEO of RPZ Marketing. We are thrilled to have the opportunity to serve your differentiated marketing needs.


All of us here at RPZ Marketing look forward to working with you, our clients, in new and innovative ways.


Subject Matter Expert: Jennifer Herrera

Interactive Design: Patrick Lapinski, Kate Bendzick

Media Instructional Design: Naomi Rockler-Gladen

Instructional Design: Joe Lane

Project Manager: Laura Rosene


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