industrial marketing

BCO316 INDUSTRIAL MARKETING MIDTERM Task brief & rubrics

Task:

The midterm is a group task (2 people per group), and will be released in week 1 of the course. Please read the below article “Six steps to B2B Customer

Experience Excellence”. Select two of the steps for great B2B customer experience, then research and present good/or bad examples of the how other

companies have successfully addressed or failed on these particular principles, as well as what their results were (if such data is available on internet). Please

submit your findings in a report format.

https://www.b2binternational.com/publications/six-steps-to-b2b-customer-experience-excellence/

Formalities:

 Wordcount: 2.500-3.000 words.

 Cover, Table of Contents, References and Appendix are excluded of the total slide count.

 Font: Arial, size 12.5.

 Text alignment: Justified.

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

Submission: Week (4) – Via Moodle (Turnitin). Submission deadline June 21, 11.30 am

Weight: This task is a 40% of your total grade for this subject.

It assesses the following learning outcomes:

 Outcome 1: Understanding and ability to address customers’ needs

 Outcome 2: Understanding and ability to apply B2B customer experience and customer satisfaction best practices

 Outcome 3: Ability to think out of the box as a B2B marketer and look for innovative solutions to boost your company marketing and business

performance

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge & Understanding

(20%)

Student demonstrates excellent understanding of analyzing B2B customers’ needs, customer experience, customer satisfaction best practices and innovative B2B marketing approaches and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant concepts related to B2B customers’ needs, customer experience, customer satisfaction best practices and innovative B2B marketing approaches and demonstrates use of the relevant vocabulary.

Student understands the task and provides minimum theory on B2B customers’ needs, customer experience, customer satisfaction best practices and innovative B2B marketing approaches and/or some use of vocabulary.

Student understands the task and attempts to answer the question but does not mention B2B customers’ needs, customer experience, customer satisfaction best practices and innovative B2B marketing approaches or uses minimum amount of relevant vocabulary.

Application (30%) Student applies fully relevant knowledge from the B2B customers’ needs, customer experience, customer satisfaction best practices and innovative B2B marketing approaches topics delivered in class.

Student applies mostly relevant knowledge from the B2B customers’ needs, customer experience, customer satisfaction best practices and innovative B2B marketing approaches topics delivered in class.

Student applies some relevant knowledge from the B2B customers’ needs, customer experience, customer satisfaction best practices and innovative B2B marketing approaches topics delivered in class. Misunderstanding may be evident.

Student applies little relevant knowledge from the B2B customers’ needs, customer experience, customer satisfaction best practices and innovative B2B marketing approaches topics delivered in class. Misunderstands are evident.

Critical Thinking (30%)

Student critically assesses in excellent ways, drawing outstanding conclusions from relevant sources and authors.

Student critically assesses in good ways, drawing conclusions from relevant sources, authors and references.

Student provides some insights but stays on the surface of the topic. References and sources may not be relevant.

Student makes little or none critical thinking insights, does not quote appropriate sources, authors, and does not provide valid sources.

Communication (20%)

Student communicates their ideas extremely clearly and concisely, respecting slide count, grammar and spellcheck

Student communicates their ideas clearly and concisely, respecting slide count, grammar and spellcheck

Student communicates their ideas with some clarity and concision. It may be slightly over or under the slide count limit. Some misspelling errors may be evident.

Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed slide count excessively and misspelling errors are evident.