Written assignment
Activity brief
BC0 316: Industrial Marketing
Online campus
Instructor: Rowida Rizk | rowida.rizk@euruni.edu
Description
You will write an analysis for Cambridge Sciences Pharmaceuticals case study (provided).
The objective of the assignment is to provide an opportunity to gain an understanding of the complexities and challenges of managing a B2B companys marketing strategy.
You are to examine the company situation and based on your findings and on the content in the course material and other reference sources, you will propose a plan with three different B2B marketing strategies for the company.
The required structure of your paper is (use these very same titles for differentiating your paper sections):
1. Companys main problem: you are to examine the situation in depth and then, identify and explain the companys main problem.
2. Three possible strategies: you are to propose three B2B strategies for the company, to face the problem described, with their benefits (at least three for each strategy) and weaknesses (at least three for each strategy).
3. KPIs: you are to establish how you are going to measure the success of your B2B marketing strategies, including specific goals for each KPI.
Format
This activity must meet the following formatting requirements:
· Font size 12
· Double-spaced
· The task should be submitted in a pdf document.
· Cover, Table of Contents and References are mandatory.
· Papers should not be clutter with definitions, concepts nor brand history.
· The in-text References and the Bibliography have to be in Harvards citation style.
· Word count: 2000-2500 words.
· Cover, Table of Contents, References and Appendix are excluded of the total word count.
Goal(s)
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Equip students with a critical understanding of marketing practices in the industrial business environment.
Enable students to identify, contextualize and interpret the characteristics of B2B marketing and decision-making processes within the industrial, marketing, and purchasing contexts.
Due date
Deadline: June 21st, 2021 at 23:59 CEST
Late submissions without approved mitigating circumstances may result in one of the following penalties:
· Work submitted until June 23rd at 14:00 CEST, will be marked and feedback will be provided. However, the grade will be capped at 70%.
· Work submitted after June 23rd at 14:00 CEST, will not be marked and will receive the final grade
0.
Weight towards final grade
This activity has a weight of 40% towards the final grade.
Learning outcomes
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Identify and differentiate between the different and unique challenges of business markets.
Have a systematic understanding of how theoretical concepts can be applied in business markets.
Apply and assess the tools for B2B marketing strategy development and implementation.
Assessment criteria
Your paper will be graded based on the explanation of each strategy, with its benefits and risks or weaknesses, and the reason why you recommend it.
Additionally, your ability to apply concepts from the literature to your analysis, with proper citation of articles and books.
Specifically:
· Main problem: 20% of the grade
· Each strategy: 20% of the grade
· KPIs: 10% of the grade
· Formatting requirements: 10% of the grade.
Rubric: written assignment
Criteria
Accomplished (A)
Proficient (B)
Partially proficient (C)
Borderline (D)
Fail (F)
Problem
identification
The business issue has been correctly identified, with a competent and comprehensive explanation of key driving forces and considerations. Impact on company operations has been correctly identified. Thorough analysis of the issue is presented.
The student correctly identified the issue(s), taking into account a variety of environmental and contextual drivers. Key case information has been identified and analyzed.
The student correctly identified the case (issues), considering
obvious environmental/contextual drivers. There is evidence of analysis, but it lacks depth.
The student correctly identified the issue(s) but analysis was weak. An absence of context the work is basically descriptive with little analysis.
The student failed to correctly identify the issue(s); analysis was incorrect or too superficial to be of use; information was misinterpreted.
Information gathering
The student showed skill in gathering information and analyzing it for the purposes of filling the information gaps identified. Comprehensive and relevant.
Relevant information gaps were
identified and additional relevant information was found to fill them. At least two different types of sources were used. The student demonstrates coherent criteria for selecting information but needs greater depth.
The student correctly identified at least one information gap and found relevant information, but which was limited in scope. Some evidence of sound
criteria for selecting information but not consistent throughout.
Needs expansion.
An information gap was identified and the student found additional information to fill it. However, this was limited in scope. Weak criteria for the selection of necessary information.
Information was taken at face value with no questioning of its relevance or value. Gaps in the information were not identified or were incorrect.
Conclusions
The student evaluated, analyzed, and synthesized all information provided to create a perceptive set of conclusions to support the decisions and solutions.
The student evaluated, analyzed and synthesized to create a conclusion(s) which support decisions and solutions.
The student reached conclusions, but they were limited and provided minimal direction for decision-making and solutions.
The conclusion was reasonable but lacked depth and would not be a basis for suitable strategy development.
The student formed a conclusion, but it was not reasonable. It was either unjustified, incorrect or unrelated to the case in hand.
Solutions
The student used problem solving techniques to make thoughtful, justified decisions about difficult and conflicting issues. A realistic solution was chosen which would provide maximum benefit to the company. Alternative solutions were explored and ruled out.
The student used problem solving techniques to make appropriate decisions about complex issues. Relevant questions were asked and answered. A realistic solution was chosen. Alternatives were identified, explored and ruled out.
The student used problem- solving techniques to make appropriate decisions about simpler issues. The solution has limited benefit but does show understanding of implications of the decision. Alternatives were mentioned but not explored.
The student used problem solving techniques to make decisions about simpler issues but disregarded more complex issues. Implications of the decision were not considered.
Alternatives were not offered.
The student formed a conclusion, but it was not reasonable. It was either unjustified, incorrect or unrelated to the case in hand.
