Individual task
You were just named the chief marketing officer (CMO) of a B2B company of your choice. You are to write a marketing plan the company for 2021.
The objective of the assignment is to describe in detail the components of an industrial marketing plan.
You are to examine the brand situation and based in your findings and on the content in the course material and other reference sources, you will build
an industrial marketing plan that must be customer centered.
Expected table of contents:
o Define the market.The market is defined by the product-market matrix and ist aken from the perspective of the customer. Which is you most profitable set of customers? What are they really buying? What do they value the most?
o Analyze the situation. Understand the market, the industry, the competition ,and company’s strengths, weaknesses, opportunities, and threats.o Identify problems and opportunities.The see merge during the situational analysis and provide a basis for matching a firm’s strength with a market need.
o Break goals down in to concrete objectives.Objectives should bereal is tic and measurable and should flow logically from afirm’s strengths.o Develop an integrated strategy for each element of the marketing mix.Each element requires its own set of tactics in the context of a
comprehensive strategy. At least eight (8) tactics should be developed.
o Determine budget sandas sign responsibility for each tactic.Each tactic would have a timeline and a deliverable. Responsibility for execution
can reside with an individual or on an area.
o BuildKPI’s.What metrics are going to be used to measure the performance and tosee if any adjustments are required.
• The task should be submitted in a document form uploaded as pdf.
BCO316 Industrial Marketing Task brief & rubrics
Final assessment
• Individual task
• You were just named the chief marketing officer (CMO) of a B2B company of your choice. You are to write a marketing plan the company for 2021.
• The objective of the assignment is to describe in detail the components of an industrial marketing plan.
• You are to examine the brand situation and based in your findings and on the content in the course material and other reference sources, you will build
an industrial marketing plan that must be customer centered.
• Expected table of contents:
o Define the market. The market is defined by the product-market matrix and is taken from the perspective of the customer. Which is your most
profitable set of customers? What are they really buying? What do they value the most?
o Analyze the situation. Understand the market, the industry, the competition, and company’s strengths, weaknesses, opportunities, and threats.
o Identify problems and opportunities. These emerge during the situational analysis and provide a basis for matching a firm’s strength with a
market need.
o Break goals down into concrete objectives. Objectives should be realistic and measurable and should flow logically from a firm’s strengths.
o Develop an integrated strategy for each element of the marketing mix. Each element requires its own set of tactics in the context of a
comprehensive strategy. At least eight (8) tactics should be developed.
o Determine budgets and assign responsibility for each tactic. Each tactic would have a timeline and a deliverable. Responsibility for execution
can reside with an individual or on an area.
o Build KPI’s. What metrics are going to be used to measure the performance and to see if any adjustments are required.
• The task should be submitted in a document form uploaded as pdf.
Formalities:
• Wordcount: 2500-3000 words
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• Font: Arial 12,5 pts.
• Text alignment: Justified.
• The in-text References and the Bibliography have to be in Harvard’s citation style.
Deadlines & Submission Policy: Week 13 – Via Moodle (Turnitin) before January 17th, at 23:59 CET
• Late submissions without approved mitigating circumstances may result in one of the following penalties:
• Work submitted until January 19th at 14:00 CET, will be marked and feedback will be provided. However, the grade will be capped at 70%.
• Work submitted after January 19th, at 14:00 CET, will not be marked and will receive the final grade ‘0’.
Weight: This task is a 60% of your total grade for this subject.
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge &
Understanding
(20%)
Student demonstrates
excellent understanding of
key concepts and uses
vocabulary in an entirely
appropriate manner.
Student demonstrates
good understanding of the
task and mentions some
relevant concepts and
demonstrates use of the
relevant vocabulary.
Student understands the
task and provides minimum
theory and/or some use of
vocabulary.
Student understands the task
and attempts to answer the
question but does not
mention key concepts or uses
minimum amount of relevant
vocabulary.
Application (30%) Student applies fully
relevant knowledge from
the topics delivered in
class.
Student applies mostly
relevant knowledge from
the topics delivered in
class.
Student applies some
relevant knowledge from
the topics delivered in
class. Misunderstanding
may be evident.
Student applies little relevant
knowledge from the topics
delivered in class.
Misunderstands are evident.
Critical Thinking
(30%)
Student critically assesses
in excellent ways, drawing
outstanding conclusions
from relevant authors.
Student critically assesses
in good ways, drawing
conclusions from relevant
authors and references.
Student provides some
insights but stays on the
surface of the topic.
References may not be
relevant.
Student makes little or none
critical thinking insights, does
not quote appropriate
authors, and does not
provide valid sources.
Communication
(20%)
Student communicates
their ideas extremely
clearly and concisely,
respecting word count,
grammar and spellcheck
Student communicates
their ideas clearly and
concisely, respecting word
count, grammar and
spellcheck
Student communicates
their ideas with some
clarity and concision. It
may be slightly over or
under the wordcount limit.
Some misspelling errors
may be evident.
Student communicates their
ideas in a somewhat unclear
and unconcise way. Does not
reach or does exceed
wordcount excessively and
misspelling errors are
evident.
