marketing B 2B
Sheet1
| B2B Marketing Assignment 1 Grading Rubric | 5MARK009W | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 0% | 15% | 25% | 35% | 45% | 55% | 65% | 75% | 85% | 100% | |||||||||||||||||||||||||||||||||||||||||||||||||
| Criteria | Not Attempted (0%) | Insufficient | Inadequate (25%) | Needs improvement | Basic | Competent | Proficient | Professional | Excellent | OUTSTANDING | ||||||||||||||||||||||||||||||||||||||||||||||||
| One to One Meeting: Weight: 10% | 0%: The student has NOT attended the one to one session | 15%: The student attends but shows little or no preparation, understanding or knowledge of what is required. A4 sheet is very poorly put together or nonexistent. NO PRINTED A4 Sheet provided at 1-2-1 meeting and/or in the report Appendix. | 25%: A very basic or no A4 is presented. Little evidence of work-in-progress illustrated Very basic understanding of requirements of assignment. Student does not appear to have read the assignment carefully & requires significant clarity and direction. NO PRINTED A4 Sheet provided at 1-2-1 meeting and/or in the report Appendix. | 35%: A rather basic or no A4 is presented. Limited evidence of work-in-progress illustrated Limited understanding of requirements of assignment. This work is a marginal fail. The student lacks understanding of important requirements of the assignment. NO PRINTED A4 Sheet provided at 1-2-1 meeting and/or in the report Appendix. | 45%: A basic A4 is presented. Some evidence of work-in-progress illustrated including some basic academic research. There is a basic understanding of the direction of the assignment but student requires significant clarity and direction Some very basic clarity questions are asked. PRINTED A4 sheet presented at 1-2-1 meeting & Included as appendix of report | 55%: A fairly basic A4 is presented. Reasonable evidence of work-in-progress illustrated including some relevant academic research. There is a reasonably understanding of the direction of the assignment but student requires some clarity and direction Some basic clarity questions are asked. PRINTED A4 sheet presented at 1-2-1 meeting & Included as APPENDIX of report | 65%: A succinct A4 is presented. Good work-in-progress illustrated including relevant academic research. There is a reasonably clear understanding of the direction of assignment. Some clarity questions are asked. PRINTED A4 sheet presented at 1-2-1 meeting & Included as APPENDIX of report | 75%: A clear succinct A4 is presented. Excellent work-in-progress illustrated including academic research. There is very clear understanding of direction of assignment. Professional questions are asked. PRINTED A4 sheet presented at 1-2-1 meeting & Included as APPENDIX of report | 85%: A very clear succinct A4 is presented. Excellent work-in-progress illustrated including strong academic research. There is an excellent understanding of the direction of the assignment. Salient, but original questions are asked. PRINTED A4 sheet presented at 1-2-1 meeting & Included as APPENDIX of report | 100%: Student demonstrated outstanding understanding of the scope of the assignment. There are no points requiring readjusting. There are no student questions. PRINTED A4 sheet presented at 1-2-1 meeting & Included as APPENDIX of report | Insufficient (15%) | Needs improvement (35%) | Basic(45%) | Competent(55%) | Proficient(65%) | Professional (75%) | Excellent (85%) | OUTSTANDING (100%) | ||||||||||||||||||||||||||||||||||||||||
| Executive Summary: Weight: 10% | 0%: No Executive summary is provided. | 15%: Just a few lines which does not serve any purpose. | 25%: A very basic attempt to draft an executive summary. This may feel like an introduction only with limited wffort made to summarise the key aspects of report findings | 35%: There is an attempt to draft an executive summary. But limited effort is made to create an effective executive summary which adds to the report or respects convention. | 45%: The executive summary is short and does not adequately summarize the key parts of the report. There is a limited attempt to outline the key findings and recommendations. There are significant structural and proof reading issues present. | 55%: The executive summary is written on 1 page(but may not be a full page) There is an attempt to outline the key findings and recommendations, but this requred further effort. There are some structural and proof reading issues present. | 65%: The executive summary is written on 1 full page(respecting guidelines) and contains 4 paragraphs: Paragraph 1 explains the objectives/aims of the assignment. Paragraph 2 & 3 outline some of the key findings, but not all. Paragraph 4 attempts to identify some recommendations. Quite well written with minor proof reading issues. | 75%: The executive summary is written on 1 full page(respecting guidelines) and contains 4 clear paragraphs: Paragraph 1 clearly explains the objectives/aims of the assignment. Paragraph 2 & 3 clearly outline the key findings and Paragraph 4 clearly identifies the key recommendations. Excellently written without proof reading issues. | 85%: The executive summary succinctly summarises the key components of the report over 4 paragraphs: Paragraph 1 very clearly explains the objectives/aims of the assignment. Paragraph 2 & 3 very clearly outline the key findings and Paragraph 4 very clearly identifies the key recommendations. Excellently written without proof reading issues. | 100%: This is an outstanding Executive Summary which summarises the key aspects of the report. The student has very carefully captured the most relevant aspects to convey to the reader. This is written in a highly profesional style. | ||||||||||||||||||||||||||||||||||||||||||||||||
| B2B Versus B2C Weight (10%) | 0% Did not attempt this section | 15%: Provides minimal detail with very limited knowledge or undesrtanding of the difference between B2B & B2C. | 25% Provides very limited or no sumarised table of the key differences. Includes a basic overview but this is lacking in content & undertanding. Weak choice and use of sources & referencing | 35%: Provides limited or no sumarised table of the key differences. Includes a brief overview but this is lacking in content & undertanding. There may be issues in terms of referencing format or validity/relaibility of Sources | 45% Provides a basic but adequate sumarised table of the key differences. This is followed by a brief overview which includes some references which may be of questionable origin & content. There may be issues in terms of referencing format or validity/relaibility | 55%: Provides a reasonable sumarised table of the key differences. This is followed by a reasonable overview of key fifferences between B2B & B2C which is supported by some academic references which is mostly referenced correctly. | 65% Provides a good sumarised table of the key differences. This is followed by quite a good overview of key fifferences between B2B & B2C which is supported by some good academic references which is reference correctly. | 75% Provides a clear sumarised table of the key differences. This is followed by a good overview of key fifferences between B2B & B2C which is supported by good academic references which is reference correctly. | 85% Provides a very clear sumarised table of the key differences. This is followed by a sucicnt over view of key fifferences between B2B & B2C which is supported by excellent academic references which is referenced to a high standard. | 100%: Outstanding compariosn of B2B & B2C | ||||||||||||||||||||||||||||||||||||||||||||||||
| Customer journey map and key touchpoints. Weight: 35% | 15%: Provides minimal knowledge or undertanding of the customer journey and its importance in terms of customer satisfaction in a B2B marketing setting. Minimal engagement with the module material in developing a response to this section. | 25%: Provides very limited knowledge or undertanding of the customer journey and its importance in terms of customer satisfaction in a B2B marketing setting. Very limited engagement with the module material in developing a response to this section. | 35%: Provides very limited or no B2B Customer Journey map which may.may not be aligned with the AIDA framework and used as an anchor for this section. This is followed by a very limited discussion of the key areas of the Customer Journey. Includes limited use of basic models/frameworks & literature used in the module to help support & illustrate how B2B marketers can measure customer satisfaction at various touchpoints of the journey. The student includes minimal/weak supporting research which may be poorly referenced | 45%: Provides a basic B2B Customer Journey map which is to some extent aligned with the AIDA framework and used to some extent to anchor this section. This is followed by some basic discussion of the key areas of the Customer Journey. Includes some basic use of models, frameworks and literature used in the module which helps illustrate how B2B marketers can measure customer satisfaction at various touchpoints of the journey. The student includes basic supporting literature/research sources and there may be some referencing issues. Limited analysis occurs. | 55%: Provides a reasonable B2B Customer Journey map which is mostly aligned with the AIDA framework and used to some extent to anchor this section. This is followed by some discussion of the key areas of the Customer Journey. Includes some use of models, frameworks and literature used in the module which helps illustrate how B2B marketers can measure customer satisfaction at various touchpoints of the journey. The student includes some appropriately referenced academic literature to support discussion. Fariy limited analysis with some areas requiring further thought | 65%: Provides quite a good B2B Customer Journey map which is aligned with the AIDA framework and effectively used to anchor this section. This is followed by quite a good discussion of the key areas of the Customer Journey. Includes some good use of models, frameworks and literature used in the module which helps illustrate how B2B marketers can measure customer satisfaction at various touchpoints of the journey. The student includes some good appropriately referenced academic literature to support discussion & effective analysis, although there are some areas which might have been developed more. | 75%: Provides a strong B2B Customer Journey map which is aligned with the AIDA framework and effectively used to anchor this section. This is followed by a good discussion of the key areas of the Customer Journey. Includes good use of models, frameworks and literature used in the module which helps illustrate how B2B marketers can measure customer satisfaction at various touchpoints of the journey. The student includes good academic literature to support discussion & effective analysis. | 85%: Provides a comprehensive B2B Customer Journey map which is aligned with the AIDA framework and effectively used to anchor this section. This is followed by a comprehenive discussion of the key areas of the Customer Journey. Includes extensive use of models, frameworks and literature used in the module which helps illustrate how B2B marketers can measure customer satisfaction at various touchpoints of the journey. The student includes comprehensive academic literature to support discussion & effective analysis. | 100%: Outstanding undertanding of the Customer Journey and it’s importance from a B2B Marketing perspective. | |||||||||||||||||||||||||||||||||||||||||||||||||
| Not Acceptable | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Ways of enhancing the BB customer experience. Weight: 25% | 0% Not addressed |
15% Very minimal attempt to draw recommendations on how to enhance the B2B customer journey. There is very mininmal supporting evidence. There is a very minimal attempt to link the Customer Experience(CE) models and your conclusions/recommendations. . |
25% Minimal attempt to draw clear and effective recommendations on how to enhance the B2B customer journey. There is very limited supporting evidence. There is a very limited attempt to link the Customer Experience(CE) models and your conclusions/recommendations. . |
35% The student draws 5-6(or less) limited recommendations for management in terms of how to enhance the customer journey. There is limited supporting evidence. There is a limited attempt to link the Customer Experience(CE) models and your conclusions/recommendations. A very descriptive attempt at presenting ways of enhancing the customer experience. |
45% The student draws 5-6 basic recommendations for management in terms of how to enhance the customer journey. The recommendations are supported to some extent by some academic literature/research sources where relevant which is mostly referenced accordingly. There is a basic attempt to link the Customer Experience(CE) models and your conclusion. Includes some basic analysis of approaches to enhancing CE in a B2B setting which is supported by some basic evaluation. |
55% The student draws 5-6 reasonable recommendations for management in terms of how to enhance the customer journey. The recommendations are generally supported by some academic literature where relevant which is mostly referenced accordingly. There is some attempt to link the Customer Experience(CE) models and your conclusion. Includes some analysis of approaches to enhancing CE in a B2B setting which is supported by some critical evaluation and judgement, although these could have been developed further. |
65% The student draws 5-6 fairly clear recommendations for management in terms of how to enhance the customer journey. These mostly flow from the earlier discussion. The recommendations are generally supported by various academic literature where relevant which is referenced accordingly. There is quite a good link between the Customer Experience(CE) models and your conclusion. Includes quite good analysis of approaches to enhancing CE in a B2B setting which is supported by some good critical evaluation and judgement, although there are some areas which could have been developed further. |
75% The student draws 5-6 clear recommedations for management in terms of how to enhance the customer journey. These mostly flow from the earlier discussion. The recommendations are supported by various academic literature where relevant which is referenced accordingly. There is a good link between the Customer Experience(CE) models and your conclusion. Good analysis of approaches to enhancing CE in a B2B setting which is supported by good critical evaluation and judgement |
85% The student draws 5-6 very clear recommedations for management in terms of how to enhance the customer journey. These mostly flow from the earlier discussion. The recommendations are supported by various academic literature where relevant which is referenced accordingly. Excellent link between the Customer Experience(CE) models and your conclusion. Excellent analysis of approaches to enhancing CE in a B2B setting which is supported by critical evaluation and judgement |
100% Excellent discussion of recommendations for enhancing the customer experience. The paper is ready to be published in a peer-reviewed journal. |
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| Structure, Clarity & Presentation: Weight 20% |
0% There are no headings or subheadings in the paper. It is difficult to follow the logic. Inappropriate structure within the paragraphs. Many grammar, punctuation and spelling mistakes that are not acceptable at undergraduate level. |
15% There is an attempt to create a report structure; however the paper still looks largely unstructured. It is difficult to follow the logic. Inappropriate structure within the paragraphs. Many grammar, punctuation and spelling mistakes. |
25% Poor presentation, structure & sequencing. Unsatisfactory use of tables or figures. Lacking in flow resulting in a narrative that is difficult to understand or follow. Significant paragraphing, grammar, punctuation and spelling mistakes. |
35% Inadequate presentation, structure or sequencing. Unsatisfactory use of tables or figures. No linking through the assessment resulting in a narrative that is difficult to understand or follow. Some paragraphing, grammar, punctuation and spelling mistakes. |
45% Satisfactory presentation of the report structure. Satisfactory use of tables and figures. Structure and sequencing appropriate to the assessment briefing. Minor paragraphing, grammar, punctuation and spelling mistakes are allowed. |
55% Satisfactory organised presentation which includes tables and figures where appropriate. Structure and sequencing appropriate to the assessment briefing. Minor grammar, punctuation and spelling mistakes are allowed. |
65% Clear presentation, structure and sequencing. Where appropriate clear tables and figures are used There is a consistenct and valid structure which flows naturally through the whole assignment. . Good overall structure of sentences and paragraphs, which can be improved in some places. Good grammar and punctuation. Minor spelling mistakes are allowed. |
75% Clear presentation, structure and sequencing. Where appropriate clear tables and figures are used. There is a very consistent and valid structure which flows naturally through the whole assignment. Excellent structure of sentences and paragraphs. It is easy to read and follows logically Good grammar, punctuation and spelling. |
85% Excellent presentation, structure and sequencing. The report looks professional. Where appropriate clear tables and figures are used. A consistent and valid structure which flows naturally through the whole assignment. Excellent structure of sentences and paragraphs. It is logical and easy to read Good grammar, punctuation and spelling. |
100% The paper is ready to be published in a peer-reviewed journal. |
5mark009w(B2B marketing)
Additional Guidance & Help for Assignment 1- B2B Marketing.
Firstly, please be sure to follow the guidance on the executive summary carefully, the table of contents etc. It sets the scene for any assignment and this, along with the conclusions, is usually all that gets read by busy managers. So do make every effort to make sure this is articulate, robust and informative. Note, many students confuse an executive summary with an introduction. It is for this reason, we want to emphasise the essence of an executive summary in this assignment and we are awarding specific marks for it. Follow the instructions for drafting your executive summary as per the footnote in the assignment brief which you will find in the Module Handbook.
So, follow the assignment instructions carefully. Also please see the grading rubric on Blackboard.
·
A succinct discussion of the core differences between B2B & B2C marketing (10%). (approximate word-count- 300 words)
Following a brief few lines, we would suggest that you present the key differences in a table: this should be very short words/bullet points so not to usurp too much word-count.
Follow this with a fuller discussion on the key differences you have highlighted, and support your discussion with apt academic literature which is well referenced using the standard Harvard referencing system.
· Using a customer journey map illustration, outline the key touchpoints likely to be encountered by B2B customers at a company of your choice. You are expected to use various models, and paradigms which companies are using to help understand and measure the various touchpoints encountered (35%) (approximate word-count- 1200 words)
See lecture 2(b) which illustrates the B2C customer Journey map. This is helpful as it illustrates the typical journey. As B2B marketers, we think it would be helpful for you reproduce a similar type diagram to illustrate the various touchpoint, or pain points a B2B customer might have.
We would suggest you start by discussing generally the importance of the customer journey in B2B Marketing. This should flow easily from the earlier section where you highlight the core differences between B2B and B2c. There is a strong expectation that you will use pertinent academic research throughout your report to achieve a good mark. This said, we would rather see you effectively use fewer sources than include a multitude of sources poorly. You should aim for 15-20 quality sources in this report, which will be a combination of academic sources and other relevant/reliable sources (e.g, Industry sources).
We would recommend that you draw an illustration of the ‘journey map’ that a B2B customer might have in an organisation of your choice. This will allow you to break your discussion down into various parts, all of which have key challenges.
There are many metrics for measuring the B2B customer journey satisfaction: we would expect you to select a few of these to demonstrate their relevance and importance. The asset test here is the impact of an organisation not doing this, for example.
Some of these metrics or measuring frameworks (which we have covered on the module) are more relevant at various stages of the journey in understanding the impact of satisfaction, or dissatisfaction at these stages. For instance, a dissatisfied existing customer, would be seen as more important than someone who is searching for information and at the early stages of the AIDA framework. Finally, don’t forget to discuss why all this is important in a B2B marketing context. This is the crux and answering the ‘so what’ part of what you have found out will help increase the grade you achieve.
· Based on your research and understanding of your brief, you are asked to summarise keys ways that B2B marketers can enhance their customer experience. You are advised to structure your key ideas under clear sub-headings (25%) (approximate word-count- 500 words)
·
Here we expect you to have 4-6 key sub-headings. This section will be your conclusion. Again, this should flow naturally from sections 1 and 2 above. Please dedicate some time here as this is an important section of the report and usually defines students’ final grade. You should ensure that you support this section with relevant refences also. This helps increase the validity of your conclusion.
Final Words:
Please make sure you complete ALL parts of the assignment equally as required. For example, some students produce good work and fail to include an adequate executive summary; some students write beautiful reports but fail to include a table of contents. Everything matters and everything contributes to your grade.
The A 4 Sheet which you present to your tutor MUST be uploaded as an appendix to the report. Failure to do this will see your mark for the 1-2-1 section capped.
Make sure you proof read and edit your work fully.
Number all paragraphs and sub-paragraphs.
Make sure you complete all parts in line with the word-count +/-10%
Good Luck.
The B2B team
WESTMINSTER BUSINESS SCHOOL
Module Title:
Marketing B2B
Module Code: 5Mark009w
Host School of the Module: School of Management & Marketing.
Semester 2, 2019/2020
Module Handbook
Page | 3
MODULE TEACHING TEAM CONTACT DETAILS
Name
Room
Module leader:
Kevin Heffernan
M120
k.heffernan@westminster.ac.uk
Teaching team:
To be announced
DATES FOR YOUR DIARY
Key assignment submission and feedback return dates
Assessment
Formative feedback
Deadline for submission
Method of submission
Provisional Mark & Feedback available:
Feedback available from:
Assignment 1
February 18th & 25th 2020
9th March 2020 by 13:00 UK time
Online
30th March 2020
Blackboard
Assignment 2
March 31st and April 7th 2020
April 23rd 2020 by 13:00 UK time
Online
May 14th 2020
Blackboard
The dates for the return of marks and/or feedback are determined by the University’s stated marking periods as given in the academic regulations.
The Core Text for this module is
Zimmerman A. and Blythe J. (2017) Business to Business Marketing Management: A Global Perspective, 3rd Ed: Routledge, London
Contents
1. Introduction & welcome to the module 4
2. Module aims, learning outcomes and indicative content 5
3. Assessment 7
4. Feedback arrangements 15
5. Using your study time effectively 15
6. Reading and key learning resources 17
7. Module calendar 18
8. WBS Professional Principles 20
· Please note that this module handbook serves as guidance for students taking this module.
· Some minor changes related to literature and video sources, seminar activities etc. may change during the course of the module and will be communicated by the module leader
· Key information such as the module learning outcomes, the methods of assessment and assessment deadlines will not change.
Ensure that you check the module Blackboard site and your University email regularly for announcements and updates.
1.
INTRODUCTION & WELCOME TO THE MODULE
Employability Link to the Module
Graduate Attribute
How this module curriculum & assessment enhances your employability
Critical and creative thinker
Seminar activities and assignments will test your ability to critically evaluate information.
Literate and effective communicator
Various Seminars & assignments will test your ability to present ideas in ways that communicate meaning with creativity & impact.
Entrepreneurial
Working in teams on seminar activities & individually will enhance your research, editing and formatting of information to communicate effectively and present effective solutions to problems.
Global in outlook and engaged in communities
Selected cases and assignments will focus on devising solutions to client problems using real-world case studies and examples from a global perspective.
Socially, ethically and environmentally aware
International cases and examples & assignment topics will enhance your global outlook and understanding of social, ethical and environmental issues.
Careers and Employability Service:
https://www.westminster.ac.uk/current-students/support-and-services/careers-and-employability-service
Westminster Employability Award:
https://www.westminster.ac.uk/current-students/employability-and-career-development/improving-your-employability/westminster-employability-award
Volunteering Opportunities:
volunteering@westminster.ac.uk
| 020 3506 6112
http://westminster.ac.uk/volunteering
Placement (UG):
Between levels 5 and 6 all UG students can take a paid placement year.
CV and interview preparation appointments are available from the CES (Career & Employability Service).
westminster.ac.uk/careers
or
https://www.westminster.ac.uk/study/current-students/employability
Engage Login:
https://engage.westminster.ac.uk/
Mentoring: Zurria Qureshi:
z.qureshi3@westminster.ac.uk
2.
MODULE AIMS, LEARNING OUTCOMES AND INDICATIVE CONTENT
Module Aims
This module provides a comprehensive introduction to the main theoretical and managerial issues of B2B marketing. It raises students’ awareness of the significance of B2B marketing in modern economies, in both local and global contexts. The module shows that B2B marketing is about managing the complex network of buying and selling relationships between organizations. The module includes detailed learning outcomes on the role of individual managers and the organizations they represent; outlines possible managerial solutions to common B2B marketing dilemmas; and examines issues such as e-commerce in B2B markets, key account management and supply-chain ethics. The material in this module includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, inter-firm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets.
Learning Outcomes
On successful completion of this module you should be able to:
1. Demonstrate awareness of the current practices governing B2B marketing
2. Make recommendations about business-to-business marketing, including segmentation, marketing communications, branding and pricing.
3. Evaluate the role of customer relationship management in different business markets, including the role of trust, distrust and confidence and the organizational buying centre.
4. Understand the specific challenges of B2B e-commerce in different industries.
5. Identify and evaluate appropriate B2B Marketing theories and approaches related to current views on the importance of relational and technological aspects for corporate success.
6. Analyse and evaluate the impact of the B2B marketing mix tools on corporate performance for a particular segment.
Indicative Syllabus Content
1.
Agency Theory in B2B Marketing
2. Marketing Capabilities for B2B Firms
3. Service-Dominant Logic
4. Competitor Intelligence
5. Business-to-Business Market Segmentation
6.
B2B Marketing Mix
a. B2B Marketing Communication in a Transformational Marketplace
b. Branding in B2B Firms
c. Trade Shows in the Business Marketing Communications Mix
d. Value-based Pricing
7.
Relationship Marketing
8. Customer Relationship Management in Business Markets
9. Trust, Distrust and Confidence in B2B Relationships
10. The Organizational Buying Centre
11. B2B e-Commerce
3.
ASSESSMENT
The University has arrangements for marking, internal moderation and external scrutiny. Further information can be found in
Section 12
of the Handbook of Academic Regulations,
westminster.ac.uk/study/current-students/resources/academic-regulations
The module is assessed by:
1. Individual General
Report
2. Individual Marketing Report
The pass mark for the module is 40%. To pass overall, the overall total calculated from adding weighted marks in each assessment component must be 40% (If your mark for the module is between 0-39% you will be required to complete one or more referral assessments and your mark for these will be capped at 40%).
Unless explicitly indicated otherwise all coursework must be submitted electronically via Blackboard. In addition to the detail given below, further information may be posted onto the Blackboard site for the module.
Anonymous marking
As you will work closely with your seminar tutors on your assignments and you will be given formative feedback, this module will not be subjected to anonymous marking.
Assessment rationale, methods and weightings
The taught theories provide an overview of current best practices relating to the activity of building sound B2B marketing practices. The assessments will be split in two individual coursework.
1. To write a 2000 word report on a general discussion on keys themes that differentiate B2B marketing from B2C.
2. To devise a suitable marketing plan for a specific B2B segment.
Discussions will be carried out in seminars throughout the semester to offer formative feedback to students.
ASSIGNMENTS:
Assignment 1: In B2B Marketing, The Customer is King
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Type of Assignment |
Report | ||
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Word Count |
2000 (Excluding executive summary, cover page, table of contents and list of References and Appendices. |
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Weighting |
50% |
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Submission Date |
March 9th 2020, via Blackboard by 12:59 (mid-day). The link to submit will open one week before submission. |
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Introduction |
You have been recently recruited as an executive tasked with developing B2B Marketing in a rapidly developing company. Your first task is to show you understand the key role that customers play in B2B marketing as distinct from B2C Marketing. Before you embark on other more critical roles within the company, your manager has identified a number of issues that he would like you to consider. |
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Your Task |
Your first brief in your new position is to write an informative report which will examine the nature of B2B customers and explore ways of monitoring and improving customer satisfaction within your B2B marketing remit. There are 2 key parts to this assessment 1. Formative Feedback (
10% ) · You must prepare for a provisional meeting with your manager (seminar tutor) to debrief him/her/the of your progress on your report (outlined in #2 below). · Your de-brief will last no more than 10 minutes and you will also have the opportunity to seek further guidance at this meeting (Formative feedback). 35% ) (approximate word-count- 1200 words) 25% ) (approximate word-count- 500 words) |
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Submission Requirements |
· This is a report: please number the headings and sub-headings: You should use salient headings (numbered) throughout to signpost your work. · Use 1.5 line spacing. · Font 11 · Typeface: Tahoma, Arial or Calibri ONLY! · Please ensure that you include a cover page, a table of contents and an introduction. · You are encouraged to use some diagrams, (but not too many). Please make sure these are embedded in your assignment. Also, be sure that these are also referenced in the standard Harvard format. · Please ensure you use Harvard referencing to cite all relevant literature and sources. · Avoid including unnecessary appendices; marks will be deducted for unnecessary appendices that are not cross referenced in the report body. · Please make sure you use |
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Assessment Criterion for Assignment 1 |
Weighting |
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Preliminary meeting with your manager . |
10% | ||||||||
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Executive summary . |
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Differences between B2B & B2C. |
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Customer journey map and key touchpoints. |
35% | ||||||||
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Ways of enhancing the BB customer experience. |
25% | ||||||||
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Structure, clarity & presentation of work. |
Note: For further detail see the full Grading Rubric on Blackboard.
Assignment 2: A B2B Marketing Plan for IKEA
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2000 words (excluding executive summary, list of references and appendices) |
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April 23rd 2020, via Blackboard by 12:59 (mid-day). The link to submit will open one week before submission. |
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IKEA has recently eyed the B2B market as an area with potential growth opportunities. Specifically, they have identified a range of small business industries with potential for growth in sales of a range of their products. You have been recently recruited as an executive at IKEA tasked with developing B2B Marketing within the company. As part of your brief, you are required to visit the IKEA store in Greenwich to examine the range of products they offer for specific small business types. From this, you will select a specific business area for which you will develop a B2B Marketing plan. |
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Focusing on the UK market only, your outline brief for this task is as follows: There are 2 key parts to this assessment as follows: 1. Formative Feedback (10%) · You must prepare for a provisional meeting with your manager (seminar tutor) to debrief him/her/the of your progress with your IKEA B2B Marketing Plan. (outlined in #2 below). · Your de-brief will last no more than 10 minutes and within this time you will have the opportunity to seek further guidance at this meeting (Formative feedback). · For this meeting, your manager will expect a clear structure and summarised content on · If you have your Marketing Plan at an advanced draft stage, we are happy to have a cursory look at it to check for general content, structure and possible glaring areas for improvement within the allocated time. However, please note that we will only do this if it is printed out in hard copy. We will not have time to read whole drafts. · Your meeting will be on either March 31st or April 7th : (Please see Announcements on Blackboard regarding this) · You should include this A4 Sheet as Appendix 1 to your final submission. Please note, this is not the same as your executive summary. 2. Prepare a marketing plan to cover the following areas: a) Identify the key macro drivers affecting the B2B sector in your selected sector. Please do not use PEST for this. (10%) (250 words) b) Analyse the core existing and emerging competitors in your selected sector using 4-5 years statistics to identify key trends in the industry coupled with the various strengths and weaknesses of the competitors. Please do not use Porters 5 forces model for this analysis. ( 20% ) (500 words) c) Based on your research, identify and justify your key B2B segment to target for IKEA. (10%) (250 words) d) Identify your product & pricing strategy for your selected segment. (10%) (250 words) e) Develop a promotional/communication strategy aimed at increasing awareness, developing leads and driving B2B sales for your chosen segment for IKEA. Include an array of justified promotional tools to reach your target B2B segment. (Please be sure to include academic justification of your chosen promotional methods).You should also include some costings and these should be based on your research taking due care to reference the sources of your costings. In addition, you should align your selected promotional tool with the AIDA framework and identify which element of the DMU it will target. Finally, you should include a detailed Gant chart which summarises your promotional plan which should be for one full year, starting from July 2020 ( 30% ) (750 words) f) To assist your busy manager, you should include a |
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· Use 1.5 line spacing, · Font 11 · Please ensure that you include a cover page, executive summary, a table of contents and a brief introduction. You should use salient headings (numbered) throughout to signpost your work. · You are encouraged to use some diagrams, but please make sure these are embedded in your assignment and that their contents are referenced accordingly using the Harvard Referencing System. · Please ensure you use Harvard referencing to cite all relevant literature and sources. · Please make sure you use salient academic literature and other industry research to support your Marketing Plan. · You will be rewarded for excel compiled diagrams which illustrate detail and help you reduce word count. Please ensure that you standardise all excel created charts and diagrams whilst referencing appropriately. · As this is a marketing plan, you should aim for it to be more visual: diagrams, tables, etc., as this will help you reduce actual word count. In addition management prefer more visual reports compared to long over- text based reports. · However, you will be penalised for the use of cut and paste charts which you could have standardised using excel. The structure of your Plan should be as follows: Cover Page Executive summary Table of Contents 1.0 Introduction 2.0 Analysis of Macro Drivers 3.0 Competitive analysis 4.0 Segmentation analysis 5.0 Product & Pricing 6.0 Promotional Strategy 6.1 Etc…Use a Sub heading for each promotion activity and your final sub heading should indicate a Tabularised Summary of Promotional Plan List of References Appendix 1: A4 Document Submitted on Preliminary Meeting Note: In addition to the above structure, you should also use numbered sub-headings where appropriate. |
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Assessment criteria for Assignment 2 |
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| Preliminary meeting with your manager | |
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Macro Drivers |
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Market Intelligence |
20% |
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Identify Key segments |
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Product & Pricing Strategy |
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Promotional strategy. |
30% |
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Presentation, Clarity, Structure & Executive Summary |
Eligibility of students for an ‘alternative assessment’
There is no alternative assessment
Assessment General Threshold Criteria for Level 5:
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80-100 |
An outstanding piece of work: All assessment criteria have been met at an exceptionally high standard · Shows independent reflective thought in relation to task. · Demonstrates exceptional critical analysis of theories, practices and frameworks. · Analyses concepts and principles that inform the work. · Analyses wider context and implications for practice/subject. · Synthesises research across a range of sources. · Demonstrates exemplary communication excellent presentation of format used. |
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70-79 |
An excellent piece of work: All assessment criteria have been met at a high standard. · Demonstrates critical and reflective analysis of theories, practices and frameworks from the module. · Applies a range of competing concepts and principles. · Analyses wider context and implications for practice/subject. · Provides evidence of substantial research across a range of sources. · Communicates effectively with excellent presentation of format used. |
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60-69 |
A good piece of work: All assessment criteria have been met at a good standard. · Analyses theories, practices and frameworks presented on the module. · Applies key concepts and principles reflectively. · Identifies important aspects of wider context and implications for practice/subject. · Undertakes own research and evaluation of sources to inform enquiry. · Communicates effectively using appropriate format and presentation. |
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50-59 |
A sound piece of work: All assessment criteria have clearly been met. · Uses appropriately theories, practices and frameworks presented on the module. · Demonstrates clear understanding and reflection on key concepts and principles. · Demonstrates limited understanding of wider context and implications for practice/subject. · Undertakes own research to inform task/enquiry. · Communicates work using appropriate format with some weaknesses of presentation. |
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40-49 |
An adequate piece of work: All assessment criteria have just been met. · Describes accurately a range of theories, practices and frameworks presented on the module. · Demonstrates adequate understanding of key concepts and principles. · Undertakes additional research from sources provided within the module. · Communicates work using appropriate format with some weaknesses of presentation. |
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30-39 |
FAIL: An inadequate piece of work: One or more relevant assessment criteria are not met · Describes theories, practices and frameworks presented on the module with some weaknesses/omissions. · Applies key concepts/principles with some weaknesses. · Uses a minimal amount of relevant information provided within the module. · Communicates using appropriate format with significant weaknesses in presentation. |
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0-29 |
FAIL: A poor piece of work: Most of the relevant assessment criteria area not been met. · Describes theories, practices and frameworks presented on the module with significant inaccuracies and/or misunderstandings. · Demonstrates omissions and very limited understanding of key concepts and principles. · Uses insufficient/inadequate information sources. · Communicates ineffectually with a very poor standard of presentation. |
Referencing requirements for assignments
Statements, assertions and ideas made in coursework should be supported by citing relevant sources. Sources cited in the text should be listed at the end of the assignment in a reference list. Any material that you read but do not cite in the report should go into a separate bibliography. Unless explicitly stated otherwise by the module teaching team, all referencing should be in Westminster Harvard format. If you are not sure about this, the library provides guidance (available via the library website pages).
Difficulties in submitting assignments on time
If you have difficulties for reasons beyond your control (e.g. serious illness, family problems etc.) that prevent you from submitting the assignment, make sure you apply to the Mitigating Circumstances board with evidence to support your claim as soon as possible. The WBS Registry or your personal tutor can advise on this.
Submitting your coursework – checks
Unless indicated otherwise, coursework is submitted via Blackboard. On the Blackboard home page for the module you will find a button on the menu called ‘Submit Coursework’. Clicking this will take you to the submission link.
At busy times the coursework submission process may run slowly. To ensure that your submission is not recorded as a late submission, avoid submitting very close to the deadline.
To submit your assignment:
1. Log on to Blackboard at
http://learning.westminster.ac.uk
;
2. Go to the Blackboard site for this module;
3. Click on the ‘Submit Coursework’ link in the navigation menu on the left-hand side
4. Click on the link for the assignment;
5. Follow the instructions.
REMEMBER
It is a requirement that you submit your work in this way. All coursework must be submitted by 13:00 (UK Time on the due date).
If you submit your coursework late but within 24 hours or one ‘working’ day of the specified deadline, 10% of the overall marks available for that assessment will be deducted as a penalty for late submission, except for work which is marked in the range 40-49%, in which case the mark will be capped at the pass mark (40%).
If you submit your coursework more than 24 hours or more than one ‘working’ day after the specified deadline you will be given a mark of zero for the work in question.
The University’s mitigating circumstances procedures relating to the non-submission or late submission of coursework apply to all coursework.
If you are unclear about this, speak to your class leader or module leader.
4. FEEDBACK ARRANGEMENTS
Formative feedback on assignment progress will be given to students in person during formative feedback meetings. Summative feedback will be given online via blackboard by the dates indicated and within the university guidelines for feedback
5. USING YOUR STUDY TIME EFFECTIVELY
You have primary responsibility for your own learning. You will have a schedule of formal study where you will be working with academic staff and this is outlined later in this handbook.
Alongside your scheduled studies, your private or ‘independent’ study is very important. This is the time that you spend learning without direct supervision from, or contact with, a member of teaching staff and this makes up a large part of your studies. It is likely to include background reading, preparation for seminars or tutorials, follow-up work, wider practice, the completion of assignments, revision and so on. Some independent study may be structured for you as a key part of your learning, but it also is the additional study you choose to undertake to further improve your learning.
To summarise, in general your study activity will break down into:
· Scheduled contact/activity time (such as lectures, classes, tutorials, workshops, supervisions and other directed activities)
· Structured independent study (such as reading and preparing for scheduled learning activity)
· Module and course-based wider study (such as reading the business media, employability activities, personal tutoring activity )
· Assessment (working on coursework and/or preparing for and taking tests/exams)
You should be putting in 10 hours of study time for every credit so you should plan to commit more hours than the class time in this module in order to gain the most of your studies.
Below is an indicative split of study time for this module:
Learning and Teaching Activity Type
Category
Hours*
Lecture
Scheduled
24
Class
Scheduled
24
Total Scheduled Contact/Activity Hours
48
Structured independent study
Independent
42
Module and course-based general study
Independent
42
Working on and taking assessments
Independent
68
Total Independent Study Hours
152
Total Learning and Teaching Hours
200
· These hours are indicative only and may be subject to change. They also indicate what would be typical. Your particular study needs may vary.
If you are unclear on any aspect of making the best use of your study time on this module, speak to your class leader or the module leader.
Academic integrity
What you submit for assessment must be your own current work. It will automatically be scanned through a text matching system to check for possible plagiarism.
Do not reuse material from other assessments that you may have completed on other modules. Collusion with other students (except when working in groups), recycling previous assignments (unless this is explicitly allowed by the module leader) and/or plagiarism (copying) of other sources all are offences and are dealt with accordingly. If you are not sure about this, then speak to your class leader.
University of Westminster Quality & Standards statement
Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students who break the rules, however innocently, will be penalised. It is your responsibility to ensure that you understand correct referencing practices. As a University level student, you are expected to use appropriate references and keep carefully detailed notes of all your sources of material, including any material downloaded from the www.
Plagiarism is defined as submission for assessment of material (written, visual or oral) originally produced by another person or persons, without acknowledgement, in such a way that the work could be assumed to be your own. Plagiarism may involve the unattributed use of another person’s work, ideas, opinions, theory, facts, statistics, graphs, models, paintings, performance, computer code, drawings, quotations of another person’s actual spoken or written words, or paraphrases of another person’s spoken or written words.
Plagiarism covers both direct copying and copying or paraphrasing with only minor adjustments:
· a direct quotation from a text must be indicated by the use of quotation marks (or an indented paragraph in italics for a substantive section) and the source of the quote (title, author, page number and date of publication) provided;
· a paraphrased summary must be indicated by attribution of the author, date and source of the material including page numbers for the section(s) which have been summarised.
6.
READING AND KEY LEARNING RESOURCES
Main text:
Zimmerman A. and Blythe J. (2017) Business to Business Marketing Management: A Global Perspective, 3rd Ed: Routledge, London
Essential Reading:
Brennan, R., Canning, L. & Mcdowell, R. (2017), ‘Business to Business Marketing’, 4thed, SAGE.
Lilien, Gary L. & Grewal, R. (eds.) (2012) Handbook On Business–to–Business Marketing. Cheltenham, England: Edward Elgar publishing.
Further Reading:
Bradford, Kevin, Steven Brown, Shankar Ganesan, Gary Hunter, Vincent Onyemah, Robert Palmatier, Dominique Rouziès, Rosann Spiro, Harish Sujan, and Barton Weitz. “The embedded sales force: Connecting buying and selling organizations.” Marketing Letters 21, no. 3 (2010): 239-253.
Reid, David A., and Richard E. Plank. “Business marketing comes of age: A comprehensive review of the literature.” Journal of Business-to-Business Marketing 7.2-3 (2000): 9-186.
Academic Journals
Journal of Marketing
International Journal of Marketing
Journal of interactive Marketing
Journal of Business Research
Journal of Business to Business Marketing
Note: * See blackboard for further reading material.
7.
MODULE CALENDAR
Week Commencing
Topic Focus of week
Core Readings: Zimmerman & Blythe (2017)
Points of note
1: 20/1
Introduction to B2B
Coursework 1 debrief
Z&B: Chpts 1 & 2
2:
27/1
How Business organisations buy.
The customer Journey
Lilien & Grewal, Chpt,15
3:
3/02
The Customer Experience
Ethics & developing customer relationships
Z&B: Chpt 9
4
: 10/02
Enhancing the customer experience
5:
17/02
CRM
Z&B: Chpts 4, 11, 14
Lilien & Grewal, Chpt,, 16, 17
Formative feedback & Progress report:
6:
24/02
Available for queries regarding assignment 1.
Formative feedback & Progress report
7:
2/03
Competitor Intelligence research
Segmentation & B2B Marketing
Z&B: Chpt, 6
Lilien & Grewal, Chpt,11
8:
9/03
B2B Product Strategy & Product Development,
CW2 Re-brief: The Marketing Plan
Z&B: Chpt, 8,9, 10
Assignment 1 Submission
9:
16/03
B2B Marketing Communications
Z&B: Chpt, 13, 16
10
: 23/03
Sales Promotions, Exhibitions & Trade Fairs
Salesforce Management
Z&B: Chpts 15, 12
Lilien & Grewal, Chpt, 13,28,29
11:
30/03
The future of B2B Marketing
Q&A session regarding Assignment 2
Formative feedback & Progress report
12
: 6/04
Available for queries regarding assignment 2.
Formative feedback & Progress report:
Note:
Additional preparation materials may be posted on Blackboard. To benefit fully from your face-to-face taught sessions, these should be accessed and completed beforehand. Any changes to the schedule will be announced on Blackboard.
Lecture capture
We support our students by providing complementary
recordings* to support education and learning. We aim to offer recorded versions of the following:
– Course and module induction sessions
– Key lectures
– Assessment briefings
Other types of learning may be also provided, depending on the module and mode of study.
Workshops and seminars will not be routinely recorded.
*Recordings may be provided in a range of forms, including Panopto recording, audio, video and other learning resources.
Recordings can be found on our virtual learning environment (Blackboard).
8. WBS PROFESSISONAL PRINCIPLES
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