MARK2268 (A01 / O01) Business to Business Marketing Fall 2022 – B2B Marketing Strategy Paper
ASSIGNMENT OVERVIEW
The goal of this assignment is for students to come up with a Marketing Strategy in the Business to Business (B2B) realm.
Students are advised to create a NEW B2B innovation and give marketing advice as a consultant would on how to maximize the marketing impact in the particular industry the company competes. This can be a completely NEW (never thought of) B2B innovation or it can be a SIGNIFICANT improvement on an existing B2B product or innovation. In short, this is not a paper to report back on what a company has already done.
The Assignment achieves several learning outcomes:
Differentiate business to business (B2B) marketing from consumer marketing, Recognize the different ways of segmenting business markets,
Construct a business-to-business marketing strategy for an organization,
Develop a marketing strategy that will draw in more business customers to your organization, Recognize appropriate product offerings to satisfy customer needs, and
Determine the appropriate distribution channels to create strong levels of customer service.
The Assignment has been structured to be delivered in two (2) sections allowing for instructor feedback and student revisions after the first section has been submitted. The strategy of delivering the assignment in multiple sections has been chosen by the instructor to guide effort by the online students throughout the term and ensure materials are being completed in a timely fashion.
The student(s) have a choice to complete this Assignment independently, pairs (2 people), or in groups up to four (4) people. In all cases, student(s) must register on Moodle in the section entitled Your B2B Marketing Strategy Team by September 18th, 2022 by 11:59 PM of their intent of submitting as an individual or their commitment to working together in pairs / groups. If the Instructor is not notified by that time, students will be responsible for submitting an independent Assignment. There are advantages and disadvantages to working alone or in a pair throughout an online course. Please consider those before notifying the instructor. All choices are final.
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DUE DATES
There are four (4) specific due dates when it comes to B2B Strategy Project:
An optional 150-word synopsis of the B2B Innovation is due on September 25th, 2022 @ 11:59 PM via email (gillesp@nait.ca). This provides some validation of the B2B Innovation prior to submission of Section 1. This synopsis allows groups to provide some additional guidance and direction from the instructor prior to completing significant work on Section 1. It is optional (not required), and though students may always contact the instructor for guidance and support, setting a due date allows for time for the instructor to respond and time for groups to modify their B2B innovation.
Section 1 is due on October 9th, 2022 @ 11:59 PM via Moodle.
Section 2 is due on November 13th, 2022 @ 11:59 PM via Moodle.
Students will showcase their proposal via their YouTube video (see Section 3 for details). The instructor will provide an optional MS Teams Online Session for students who are interested to view those presentations. It provides students a chance to see other groups work and marketing strategies which is quite beneficial.
SUBMISSION DETAILS
Both (2) sections of the B2B Marketing Strategy Report are to be submitted on Moodle before the due dates above as an MS Word or Adobe PDF file. For Section 2, the YouTube videos are not to be uploaded to Moodle but be uploaded to YouTube and set to public for the MS Teams Online Session. The link to the YouTube video should be provided in the Comments Section of the Moodle submission for Section 2.
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ASSESSMENT
The Assignment is worth 25% of the Total Mark. Marks will be allocated in two (2) portions:
10% for Section 1 of the B2B Strategy Project due on October 9th, 2022. 15% for Section 2 of the B2B Strategy Project due on November 13th, 2022.
Each of the two (2) sections are broken down below with the marks related to the specific outcomes contained within each section:
Section 1: Innovation and Market Analysis (65 marks) including:
o Description of the B2B Innovation (10 marks)
o Market & Opportunity Analysis (15 marks)
o Positioning Strategy (10 marks)
o Competitive Analysis (5 marks)
o Competitive Advantage (5 marks)
o Organization and Flow (5 marks)
o Evidence / Research (10 marks)
o Conclusions and Related Outcomes (5 marks)
Section 2: B2B Marketing Strategy Recommendations (100 marks) including: o Segmentation and Target Marketing (10 marks)
o B2B Channel Strategy (10 marks)
o B2B Content Marketing Strategy (15 marks)
o LinkedIn Campaign Sample (15 marks)
o B2B Advertising Campaign Sample (15 marks)
o YouTube Presentation Video (15 marks)
o Organization and Flow (5 marks)
o Evidence / Research (10 marks)
o Conclusions and Related Outcomes (5 marks)
More details of how the marks are assigned are listed at the end of each of the two (2) sections assignment details in the section entitled Marking Rubric.
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