supply chain management
Keer49
B2BMarketingPlanAssignment2.docx
B2B Marketing Plan – Final Assignment
Working in small groups you are required to develop a B2B Plan for a B2B organization. This plan will require your group to demonstrate and determine the appropriate marketing communication requirements based on a client briefing session—covering all components of B2B marketing communications. In your group, you are required to develop and design an integrated marketing communication strategy, evaluate and research the firm’s identity and product, identify the target market (B2B) and buying behaviour, provide a SWOT analysis, plan appropriate media and communication channels for a potential campaign, evaluate marketing and communication objectives, and develop timelines and budgets.
You are required to construct a fully referenced strategic integrated marketing communication plan that responds to the communications brief. The plan must be developed using report format covering all areas of the criteria and uploaded to Moodle as either a PDF or Word file.
Your report will contain a title page containing all group members, and the following sections: an executive summary, background info, customer analysis, SWOT analysis, marketing strategies and objectives, tactics, measurement and evaluation plan, conclusions, and appendices.
Resources: Your textbook has a chapter dedicated to each of the above topics. Each section of your report must display understanding of core concepts from ongoing chapters.
Length: Your final report should be between 25-30 pages double-spaced. This does not include your appendix. Your appendix should be used to show additional and supplementary information about your report – this can be of infinite length.
Grading: A detailed grading criteria can be found below on page 2.
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Criteria |
Requirements |
Scoring |
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Research |
· Effectively addresses the diverse nature of the target market. · SWOT analysis / Define current positioning of competitors. · Covers the target market in detail (demographic, geographic, psychographic, and behavioral). · Provide a clear understanding of the media the competition is currently using in the marketing plans.
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9 – 10 = Superior 7 – 8 = Very Good 5 – 6 = Satisfactory 3 – 4 = Unsatisfactory 1 – 2 = Unacceptable |
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Strategy & Execution |
· Outline a B2B marketing strategy that provides a creative way to answer the objectives outlined by the client. · Provide messaging and executions for all recommended media and customer touch points. · Provide target market feedback on executions through primary research.
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9 – 10 = Superior 7 – 8 = Very Good 5 – 6 = Satisfactory 3 – 4 = Unsatisfactory 1 – 2 = Unacceptable |
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Media Plan |
· Establish clear objectives that media will accomplish and that can be evaluated. · Encompass consumer touch points across all media selected. · Provides rationale and illustrate use of media choices. · Substantiated by research and applicable to the target audience. · Provides a clear outline of all media purchases across all months of the year in an organized chart, · Clearly outlines all costs associated with purchases in a detailed format.
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9 – 10 = Superior 7 – 8 = Very Good 5 – 6 = Satisfactory 3 – 4 = Unsatisfactory 1 – 2 = Unacceptable
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Measurement & Evaluation |
· Describe what you would evaluate, how, why, and what is expected. |
9 – 10 = Superior 7 – 8 = Very Good 5 – 6 = Satisfactory 3 – 4 = Unsatisfactory 1 – 2 = Unacceptable |
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Overall Quality of the Plans Book |
· Professional in appearance and delivery, engaging, and convincing. · Unique, highlighting individual approach to provide distinction from the other agencies. · Is 25-30 pages in length.
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9 – 10 = Superior 7 – 8 = Very Good 5 – 6 = Satisfactory 3 – 4 = Unsatisfactory 1 – 2 = Unacceptable |
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Total |
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50 points x 2 = 100 pts. |
