Industrial Marketing

BCO316 INDUSTRIAL MARKETING FINAL Task brief & rubrics

Task: written summative assignment

Develop a B2B Marketing Strategy – Part 2 - Proposal

This assessment is a written submission exam and will be released in week 5 of the course.

Imagine you are a consultant and you are required to develop the B2B Marketing strategy for the B2B division of a Company that has

B2C and B2B division.

Feel free to work on one of the companies suggested or to work on a company of your choice.

Companies suggested: HP, Nestlé, Apple, Damm, CocaCola, Pfizer, DHL, Adobe

- Propose a NEW B2B Marketing strategy for the company chosen in the midterm. Try to apply a strategy that another company is

using successfully in the B2B world.

- Support your strategy using a SWOT analysis.

- Describe the Segment, Target, Positioning for the B2B division.

- Define the objective (SMART) and the steps that you propose to achieve it.

- Use examples to illustrate the tactics you will implement.

The report should be in word document format and must be uploaded to a Turnitin folder created on the course Moodle platform.

Formalities:

o Word: Word count: 1000-1500 words.

o Cover, Table of Contents, References and Appendix are excluded of the total word count.

o Font: Arial, size 12,5

o Text alignment: Justified

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

Submission: Week (8) – Via Moodle (Turnitin). Submission deadline Sunday 18th of July 2021 at 23:59 CEST

Weight: This task is a 60% of your total grade for this subject.

It assesses the following learning outcomes:

 Outcome 1: Ability to analyze B2B customers’ needs and relationship marketing

 Outcome 2: Analyse B2B Digital marketing activities.

 Outcome 3. Understand B2B marketing strategy development and implementation.

 Outcome 4: Ability to think out of the box as a B2B marketer and look for innovative solutions to boost company performance

Rubrics

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

Knowledge & Understanding

(20%)

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

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

Student understands the task and provides minimum theory on all B2B marketing P’s, relationship marketing, 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 any B2B marketing P’s, relationship marketing, 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 all B2B marketing P’s, relationship marketing, 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 marketing P’s, relationship marketing, 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 marketing P’s, relationship marketing, 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 all B2B marketing P’s, relationship marketing, 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.