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Final Assessment – B2B Marketing Plan

Presentation Activity brief

BC0316 – Industrial Marketing Online campus

Instructor: Rowida Rizk | [email protected]

Description You will create a presentation with a B2B marketing plan for a brand in a specific country, chosen from a provided list in the Moodle platform on the week 5 section.

The plan, that must be customer centered and based on an

omni-channel approach, must include (use these very same

titles for differentiating the sections in your

presentation):

1. Brand analysis: write a SWOT analysis for your

brand in the given country.

2. Target audience: define the industrial target

audience you are going to build a B2B marketing

plan for and describe it in detail.

3. Objectives: define the objectives you want to achieve

with this B2B marketing plan and write them in a

SMART way.

4. Tactics: develop an integrated tactic for each element

of the B2B marketing mix and explain them in detail.

This is the core of your paper.

5. KPIs: specify the marketing metrics you are going to

use to measure the success of this B2B marketing plan.

6. Schedule: build a schedule for your campaign, including

all main activities in the planning, creation, and

communication processes.

Format This activity must meet the following formatting requirements:

 The submission title must be the name of the brand.

 The presentation should be submitted in a pdf document.

 Number of slides: 18-24 (1 for cover, 1 for table of contents, 1-2 for brand analysis, 1-2 for target audience, 1 for objectives, 10-14 for tactics, 1 for KPIs, 1 for schedule and 1 for references).

 Presentation should not be clutter with definitions, concepts nor brand history.

 The in-text References and the Bibliography have to be in Harvard’s citation style.

Goal(s)  Develop the students’ understanding of the

marketing mix in the industrial business

environment.

 Enable students to identify, contextualize and interpret the characteristics of B2B marketing and decision-making processes within the industrial, marketing, and purchasing contexts.

Due date Deadline: July 19th, 2021 at 23:59 CEST

Late submissions without approved mitigating

circumstances may result in one of the following penalties:

 Work submitted until June 22nd at 14:00 CEST, will be

marked and feedback will be provided. However, the

grade will be capped at 70%.

 Work submitted after June 22nd at 14:00 CEST, will not

be marked and will receive the final grade ‘0’.

Weight towards final grade

This activity has a weight of 60% towards the final grade.

Learning outcomes

 Apply and analyze the different B2B systems and

processes.

 Have a systematic understanding of how theoretical

concepts can be applied in business markets.

 Critically appreciate B2B marketing strategy

assessments and developments.

 Apply and assess the tools for B2B marketing strategy development and implementation.

Assessment criteria

 Brand analysis 10% of the grade

 Target audience: 10% of the grade

 Objectives: 10% of the grade

 Tactics: 50% of the grade

 KPI’s: 5% of the grade

 Schedule: 5% of the grade

 Formatting requirements: 10% of the grade.

Rubric: presentation

Criteria Accomplished (A) Proficient (B) Partially proficient (C) Borderline (D) Fail (F)

Visuals Professionally designed. Attractive, relevant and add to understanding. Support the development of the presentation.

Professionally designed but there are too many (some irrelevant) or are missing. Support the development of the presentation.

Visuals are well designed. Generally, they support the argument, but some are irrelevant or unclear.

Visuals are mundane and not always relevant to the presentation development. Fewer than five spelling mistakes.

Visuals are poorly designed, containing only words and are used as notes. More than five spelling mistakes. Relevance is not clear.

Content The content is clear, well developed and interesting. Conclusions are clearly justified. Appropriate language style and shows thorough, in- depth understanding of the subject area.

Competent development of content showing in-depth knowledge of subject area.

The content is clear showing knowledge of the area. Improvements would help to justify conclusions.

The content is generally clear but there are gaps in the development or information which is not relevant is given too much importance.

The content is a simple repetition of written work with no amendments to language or style. The development is confusing and does not justify the conclusions.

Questions and answers

The candidate showed in-depth knowledge, was well prepared for the questions and expanded

The candidate was well prepared to answer questions and showed in-depth

The candidate was able to answer the questions but did not expand on question areas.

The candidate attempted to answer the questions but not always appropriately.

The candidate was unprepared and unable to answer pertinent questions.

answers in-depth showing knowledge of the subject area. ownership of the subject area. Expanded on answers.