Industrial marketing report
Rust99
IndustrialMarketingAssignmentBriefing2.docIndustrial Marketing Report: 40%
The mid-term assessment will consist of writing a 2000-word report in which you are required to provide a critical discussion of the nature of business to business (B2B) marketing applied to a specific company with
A theoretical part defining the main points listed below. Try to always explaining and how they apply different from consumer marketing.
The application of those theoretical concepts to the company of choice. Starting with a bit of information regarding the company and its products.
Students may focus on any decision-making model as discussed in class, but it is critical that you provide an in-depth discussion of the various steps involved in effective decision-making. Report should provide references and should use the Harvard Refence System. References do not count towards the total word count of 2000 words.
Structure of the essay:
Pick a B2B company or company type (for example, B2B consulting or retailers) of your choice. We will give you a list of Industrial Businessses proposals (Intel, IBM, Airbus, Tetrapack,...)
Characteristics of B2B
Supply chain of B2B
Target audiences of B2B
Purchasing process of B2B
Transaction process of B2B
Distributor channel of B2B
B2B and B2C buyers behavior differences
Rubrics
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Exceptional 90-100 |
Good 80-89 |
Fair 70-79 |
Fail <70 |
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Critical analysis (30%) |
Student effectively employs a variety of relevant theoretical paradigms/models and data for analysis. Student engages with theory/data in a critical manner. |
Student employs some relevant theoretical paradigms/models and data for analysis (a few key aspects might be missing). Student makes an attempt to engage with theory/data in a critical manner. |
Student employs a limited range of theoretical paradigms/models and/or data for analysis (although some key aspects might be missing). Student may be unsuccessful in attempts to engage critically with theory/data. |
Student employs insufficient/irrelevant theoretical paradigms/models and/or data for analysis. Student makes no attempt to engage with theory/data in a critical manner. |
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Critical evaluation (30%) |
Student effectively engages in critical evaluation of all aspects presented in the brief. |
Student makes a good attempt at engaging in critical evaluation of most aspects presented in the brief. |
Student makes a fair attempt at engaging in critical evaluation of some aspects presented in the brief (argument might be weak). |
Student makes an insufficient attempt to critically evaluate aspects presented in the brief. |
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Critical discussion & formulation of solutions (30%)
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Student effectively leads discussion towards strong theory/data-driven solutions. |
Student makes a good attempt at leading discussion towards theory/data-driven solutions. |
Student makes a fair attempt at leading discussion towards theory/data-driven solutions. |
Student fails to lead discussion towards relevant solutions. |
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Communication (10%) |
Student includes all relevant sections, meeting professional standards of presentation. Correct referencing format. |
Student includes all relevant sections, but falls short of professional standards of presentation. Largely correct referencing format. |
Student includes most relevant sections, but falls short of professional standards of presentation. Some incorrect referencing. |
Student fails to submit several relevant sections and/or falls significantly short of professional presentation standards. Largely incorrect referencing format. |
