This four-part essay project will give you the opportunity to assess the online B2B marketing skills you’ve learned in this course

INTRODUCTION This four-part essay project will give you the opportunity to assess the online B2B marketing skills you’ve learned in this course.

Procedure Go online and look up different B2B companies. Find the web page of one company that you’ll use for this project. For each of the following parts of the final graded project, you’ll research online for the company you’ve chosen and then write an essay answer of approximately 250 words for each part.

Goal The goal of this project is to show how you can transfer the concepts you learned in this course by analyzing a B2B business.

Part 1 Go online and research various B2B companies. When you find one you would like to examine for this project, begin by taking a look at how they brand themselves.

Using the concepts you’ve learned about branding in this course, how do you feel the company is using its brand? Do you feel it’s effective? Why or why not? What, if anything, would you change?

Part 2 Take a good look around the company’s website. Do you feel it’s effective in targeting the right audience? Is it user-friendly? What, if anything, would you change to improve the website and make it more usable?

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Part 3 Based on the company’s service or product, look up a few dif- ferent keywords in a Google search. Does the company come up in the first page or two of Google’s results? Do you see results for organic or paid keywords?

If not, what other keywords do you think this company could use to market themselves better on Google? Is there anything else you see that could improve their page rank on Google?

Part 4 Does the company integrate social media in their marketing efforts? If so, how? What do you think is effective or not effective? What would you do to improve their social media marketing?

If the company isn’t using social media, describe how they could use social media in their online marketing efforts.

Writing Guidelines 1. Type your submission, double-spaced, in a standard

print font, size 12. Use a standard document format with 1-inch margins.

2. Read the instructions carefully and address the topics and issues that are suggested.

3. Carefully proofread your project, making sure that you use correct spelling and grammar and appropriate sentence structure.

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GRADING CRITERIA Your grade will be based on the following criteria:

Content 70%

Written Communication 20%

Format 10%

Here’s a brief explanation of each criterion.

Content The student

� Provided a clear discussion of the assigned topic or issue

� Incorporated the suggested concepts into the research project

� Included other relevant information from the textbook

� Used his or her own ideas in the formulation of this project

Written Communication The student

� Included at least 250 words for each part

� Used correct grammar, sentence structure, and spelling

� Used appropriate terminology showing an understanding of the concepts in the course