Business to Business (B2B) Marketing | My Assignment Tutor

© TAFE NSW – Higher EducationSubject Guide Subject Code:Subject Name:BUMAR301ABusiness to Business (B2B) Marketing Version Date: 10 Feb 2021Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 3ContentsContents …………………………………………………………………………………………….. 21. Introduction ………………………………………………………………………………………. 31.1. Subject overview …………………………………………………………………………………….31.2. Pre-requisites…………………………………………………………………………………………31.3. Co-requisites………………………………………………………………………………………….31.4. Credit points………………………………………………………………………………………….31.5. Subject duration ……………………………………………………………………………………..32. Subject learning outcomes………………………………………………………………………… 43. Assessment ……………………………………………………………………………………….. 44. Subject schedule ………………………………………………………………………………….. 45. Recommended reference materials……………………………………………………………….. 65.1. Prescribed texts………………………………………………………………………………………65.2. Recommended readings …………………………………………………………………………….65.3. Online resources……………………………………………………………………………………..66. Additional information ……………………………………………………………………………. 66.1 Subject grading ……………………………………………………………………………………….66.2 Submission requirements/late submission procedure……………………………………………..76.3 Student conduct and academic standards ………………………………………………………….76.4. Approaches to teaching and learning……………………………………………………………….8Appendix 1 – Assessment Details ……………………………………………………… 10Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 31. Introduction1.1. Subject overviewIn this unit students study the characteristics and importance of contemporary business-to-business(B2B) markets in an Australian business environment.Students will learn to differentiate between strategies for addressing end consumers, and strategiesthat address diverse wants and needs of a range of business enterprises. They will examine the roleof e-commerce and logistics in management of the supply chain, and evaluate and critically analyseother considerations for developing value-based propositions for their customers.Finally, students will examine a range of B2B marketing issues and problems and propose solutionsusing appropriate marketing tools.1.2. Pre-requisitesYou must have successfully completed the following subject before attempting this subject:None1.3. Co-requisitesTo maximise your learning in this subject, you must complete the following subject at the same timeas attempting this subject:None1.4. Credit pointsThis subject is worth 10 credit points.1.5. Subject durationWeekly face to face contact hours are 4 hours per week over 12 weeks.• Workshops 4 hpwIn addition, students are expected to undertake 6 hours per week of private study in order toachieve the subject learning outcomes.Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 32. Subject learning outcomesAt the end of this subject students will be able to:1. Contrast business and consumer buying behaviour and critically examine strategies for theselection, segmentation, and targeting of business markets.2. Assess B2B marketing concepts and strategies for diverse business clients including (but notlimited to) the agri-business, reseller and government sectors.3. Assess how pricing of goods and services is undertaken for business markets.4. Evaluate the application of e-commerce, logistics practice and supply chain management indelivering value to customers in business markets.5. Analyse the nature and characteristics of communication tools and media and theircontribution to the business promotional mix.6. Evaluate the essential elements of a business value-based proposition.3. AssessmentThe table below summarises assessment requirements for this subject. Further details aboutassessment requirements including submission requirements and grading criteria are provided in theAppendices of this Subject Guide as well as on the subject Moodle. Assessment EventDue DateLearningOutcomesAssessedWeighting1. Business reportWeek 41, 4, 615%2. Group marketing plan report Week 12 2, 3, 4, 5 35%3. Group presentation (individualcomponents, reflection &assessment)Week 12 2, 3, 4, 5 15%4. Applied Report Week 13-15* 1, 2, 4, 6 35% * This will be a submission document, during an announced 4.5 day assessment period.Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 34. Subject scheduleThe weekly schedule below must be read in conjunction with information provided on the subjectMoodle. WEEK NO:TOPICS AND ACTIVITIESWeek 1Overview of Business to Business (B2B) marketingThis topic explores the unique aspects of B2B marketing, key groups and the keydifferences from Business to Consumer (B2C) marketing.Pre-reading:Hutt, MD & Speh, TW 2014, Business Marketing Management, Europe Ed., SouthWestern, Cengage Learning, Mason, Ohio. (Chapter 1)Loh, J 2019 ’The state of B2B marketing in 2019: it’s a jungle sometimes’,.Workshop activities:As a class:• Form groups of 4-5 and create a group name. You will be working in thisgroup for all 12 weeks.In assessment groups:• Discuss questions on p. 23 of Hutt (2014)• Communicate a unified response for each response to the larger group forcomparison• Refer to Appendix 2A handout and using the categories provided,interpret and convert the common B2C products into a B2B product byindicating both the intended consumer and the intended use of theproduct.• Compare your groups results with other groups• Discuss with your group how this topic is relevant and can be applied tothe projectWeek 2 Organisational buying behaviourThe how and why of organisational buying. The buying process and groupinfluences, the buying centre and evaluation methods & criteria.Pre-reading:Hutt, MD & Speh, TW 2014, Business Marketing Management, Europe Ed., SouthWestern, Cengage Learning, Mason, Ohio. (Chapter 2)Bonoma, T 2006, ‘Major Sales: Who Really Does the Buying?’,.Ice, E 2017, ‘Milennial buyers to make 75% of B2B purchasing decisions this year’,. Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 3 WEEK NO:TOPICS AND ACTIVITIESWorkshop activities:In your assessment groups:• Discuss questions on p. 45 of Hutt (2014)• Communicate a unified response for each response to the larger group forcomparison• Refer to Appendix 2B handout, find one or more Australian example(s) ofstage influence relating to your assigned stage(s)• Present your findings via informal discussion to the rest of the groups• Discuss with your group how this topic is relevant and can be applied tothe project. Identify project tasks to be completed and set dates.Week 3 Customer relationship management, segmentation and estimating demandThe critical importance of customer relation management and developingrelationship strategies. Segmentation. Measuring demand, and performance &profitability.Pre-reading:Hutt, MD & Speh, TW 2014, Business Marketing Management, Europe Ed., SouthWestern, Cengage Learning, Mason, Ohio. (Chapters 3 & 4)Workshop activities:In your assessment groups:• Discuss questions on p. 69 & p. 90 of Hutt (2014)• Communicate a unified response for each response to the larger group forcomparison.• Refer to Appendix 2C handout. Read the brief descriptions of the salesstaff in the handout and decide which would be the best assignment ofsalespersons to each account. Justify your responses and refer to arelevant section of Hutt (2014).• Present your findings via informal discussion to the rest of the groups.• Discuss with your group how this topic is relevant and can be applied tothe project. Review project tasks completed.Week 4 Strategic perspectives, planning and global marketsThe decision making process, evaluating opportunities. The importance &interplay of corporate, business level and functional levels in planning strategies.The key drivers in globalisation strategies, coordination, leadership and alliances.Pre-reading:Hutt, MD & Speh, TW 2014, Business Marketing Management, Europe Ed., SouthWestern, Cengage Learning, Mason, Ohio. (Chapters 5 & 6)Glencore Australia 2021, .Workshop activities:In your assessment groups:• Discuss questions on p. 114 & p. 132 of Hutt (2014) Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 3 WEEK NO:TOPICS AND ACTIVITIES• Communicate a unified response for each response to the larger group forcomparison• Refer to Glencore Australia’s agribusiness strategy. You group will beallocated one or more components of the strategic marketing plan.Discuss two aspects that interest your group and justify why these aspectsare prominent and/or interrelated.• Present your findings via informal discussion to the rest of the groups.• Discuss with your group how this topic is relevant and can be applied tothe project. Review project progress. Draft due in week 6.Week 5 Managing products for business marketsBuilding corporate brands, equity and premium strategies. Developing awarenessand value. Product policies, positioning and the life cycle.Pre-reading:Hutt, MD & Speh, TW 2014, Business Marketing Management, Europe Ed., SouthWestern, Cengage Learning, Mason, Ohio. (Chapter 7)Wirthwein, C 2015, ‘3 Key Areas Where a Strong Corporate Brand Adds Value,.Workshop activities:In your assessment groups:• Discuss questions on p. 153 of Hutt (2014)• Communicate a unified response for each response to the larger group forcomparison• Decide on a BSB product. (e.g. cloud technology, solar power, scanningtechnology)• Using products at varying levels of problem solving and involvement,determine the movement of those products through the diffusion ofinnovation, and detail which products are likely to be bowling alley,tornado or main street and over what period of time?• Present your findings via informal discussion to the rest of the groups.• Discuss with your group how this topic is relevant and can be applied tothe project. Progress draft due next week.Week 6 Managing services for business marketsThe solution centred perspective to service offerings. The special challenges indeveloping effective & profitable solutions. Packaging the concept & benefitdelivery. Hybrid approaches.Pre-reading:Hutt, MD & Speh, TW 2014, Business Marketing Management, Europe Ed., SouthWestern, Cengage Learning, Mason, Ohio. (Chapter 8)Maechler, N et al. 2016, ‘Improving the business to business customer experience’,< http://www.mckinsey.com/business-functions/marketing-and-sales/ourinsights/improving-the-business-to-business-customer-experience>. Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 3 WEEK NO:TOPICS AND ACTIVITIESWorkshop activities:In your assessment groups:• Discuss questions on p. 177 of Hutt (2014)• Communicate a unified response for each response to the larger group forcomparison• Decide on a service experience that all team members have in common• Refer to Appendix 2D handout.• Complete the handout based on your team’s collective experiences with acommon service provider.• Share and compare results with the other groups emphasizing therelationship between the weighting rankings, customer satisfaction andloyalty.• Discuss with your group how this topic is relevant and can be applied tothe projectWeek 7 Managing innovation and new industrial product developmentPatterns of strategic behaviour – induced & autonomous. Technology andinnovation models. The product development process and rapid environmentalchange.Pre-reading:Hutt, MD & Speh, TW 2014, Business Marketing Management, Europe Ed., SouthWestern, Cengage Learning, Mason, Ohio. (Chapter 9)Oracle n.d., .Sarner, A 2016, ‘5 hot areas for B2B marketing‘,marketing/2/#22781e6d5dbc>.Workshop activities:In your assessment groups:• Discuss questions on p. 196 of Hutt (2014)• Communicate a unified response for each response to the larger group forcomparison• Decide on a service experience that all team members have in common• Review the Oracle Australia website and identify an example of productinnovation• Decide as a group whether this is a sustaining (incremental) or disruptiveinnovation to the market and also the clients business, and justify yourdecision.• Make a 2 minute informal presentation as a group on your findings.• Discuss with your group how this topic is relevant and can be applied tothe project. Ensure tasks allocated are documented and communicatedto all group members.Week 8 Managing business channels Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 3 WEEK NO:TOPICS AND ACTIVITIESThe design and management of business marketing channels. Utilising direct &indirect, the integration of e.channels. Process & administration. Channelmember motivation.Pre-reading:Hutt, MD & Speh, TW 2014, Business Marketing Management, Europe Ed., SouthWestern, Cengage Learning, Mason, Ohio. (Chapter 10)Marketing Magazine 2019, ’The B2B/C convergence – vendors must considersentiment in an experience-driven world’, c/sponsored-marketo-experience-convergence/>.Workshop activities:In your assessment groups:• Discuss questions on p. 216 of Hutt (2014)• Communicate a unified response for each response to the larger group forcomparison• Decide on another (different) service experience that all team membershave in common• Create a life cycle map for the service your team has selected. Rank eachstep in the experience life cycle on a scale of 1-3 based on its significanceto the customer experience.• Re-read the passage on p. 158 of Hutt (2014) titled “Applying thecustomer experience map”• Discuss what the relative value of the customer experience is compared tothe value of the resultant service. (e.g. experience withtelecommunications call centre to get assistance for a problem vs thecorrection to the problem)• Share and compare results with other groups.• Discuss with your group how this topic is relevant and can be applied tothe project. Ensure tasks allocated are documented and communicatedto all group members.Week 9 Supply chain managementThe unique role of SCM in business marketing. Its source as competitiveadvantage. Integrating marketing, sales & logistics. The critical nature ofintegration of channels and logistical process.Pre-reading:Hutt, MD & Speh, TW 2014, Business Marketing Management, Europe Ed., SouthWestern, Cengage Learning, Mason, Ohio. (Chapter 11)Martyn, P 2016, ‘Tell me something I don’t know’,predictions-for-2017/#707a7ebf7370>.Workshop activities:In your assessment groups:• Discuss questions on p. 237 of Hutt (2014) Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 3 WEEK NO:TOPICS AND ACTIVITIES• Communicate a unified response for each response to the larger group forcomparison• Exercise: Design pathways using intermediaries and their valuecontribution• Discuss what the relative value of the pathway is compared to the value ofthe resultant service.• Share and compare results with other groups.• Discuss with your group how this topic is relevant and can be applied tothe project. Ensure tasks allocated are documented and communicatedto all group members.Week 10 Pricing strategiesThe key determinants in pricing, the buyers’ perception, value benefit analysis andplace in marketing strategy and the product life cycle. The nature of competitivepricing, attacks, their response & bidding approaches.Pre-reading:Banker, S 2017, ‘Price Optimization Finally Becomes A Supply Chain Tool’,finally-becomes-a-supply-chain-tool/#2ca689b11d12>.Hutt, MD & Speh, TW 2014, Business Marketing Management, Europe Ed., SouthWestern, Cengage Learning, Mason, Ohio. (Chapter 12)Workshop activities:In your assessment groups:• Discuss questions on p. 258 of Hutt (2014)• Explain the difference between economic value, commodity value, anddifferentiation value. Provide examples.• Communicate a unified response for each response to the larger group forcomparison• Exercise: Use of competitive bidding in e-commerce at *nsw.gov.au.• Select one potential impact and discuss how this can impact businessdevelopment• Share and compare results with other groups.• Discuss with your group how this topic is relevant and can be applied tothe project. Ensure tasks allocated are documented and communicatedto all group members.Week 11 Communicating with the business market & marketing performancemeasurementAdvertising, promotion and use of social media. Evaluating effectiveness. Salesforce management & personal selling. Marketing control systems & integrationwith business performance metrics.Pre-reading:Hutt, MD & Speh, TW 2014, Business Marketing Management, Europe Ed., SouthWestern, Cengage Learning, Mason, Ohio. (Chapters 13 & 14) Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 3 WEEK NO:TOPICS AND ACTIVITIESWorkshop activities:In your assessment groups:• Discuss questions on p. 290 of Hutt (2014)• Why might a business consider exhibiting at a trade show? Provideexamples.• Communicate a unified response for each response to the larger group forcomparison• Exercise: Evaluate use of social media in promotional and communicationactivity mapped to the B2B buying process.• Select one potential impact and discuss how this can impact businessdevelopment• Share and compare results with other groups.• Discuss with your group how this topic is relevant and can be applied tothe project. Ensure tasks allocated are documented and communicatedto all group members.Week 12 Assessment 2 – Group Presentation due this weekAll presentations to be done in class and presentation and reflection to beuploaded to moodleAssessment 3 – Group Report due this weekAll reports to be uploaded to Moodle via TurnitinThe core focus this week will be for the group presentation of the group report.All groups should be ready to present first at the beginning of the workshop. Lateattendance will mean a zero mark. The order of presentations will be randomlyselected by the teacher during the workshop.Assessment 4 WorkshopWeek 13 Study WeekAssessment 4 scheduledWeek 14/15 Examination Week: (Refer to the TAFE NSW Higher Education examinationtimetable)Assessment 4 scheduled Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 35. Recommended reference materials5.1. Prescribed textsHutt, MD & Speh, TW, 2014, Business Marketing Management, Europe Ed., South-Western, CengageLearning, Mason, Ohio. ISBN 97814080937195.2. Recommended readingsA list of readings to support weekly topics is provided here and on the subject moodle.Adamson, B & Spenner, P 2016, ‘Avoid these common B2B content marketing mistakes’, HarvardBusiness Review Digital Articles, pp. 2-4, EbscoHost.Bachikirov, A A 2016, ‘Organizational buying behavior in non-Western contexts’, Advances inBusiness-Related Scientific Research Journal, vol. 7, no. 1, pp. 1-11, EbscoHost.Cooper, R G & Edgett, S J 2012, ‘Best practices in the idea-to-launch process and its governance’,Research Technology Management, pp.43-54, EbscoHost.Cooper, R G 2013, ‘Where are all the breakthrough new products: using portfolio management toboost innovation’, Research Technology Management, September-October pp.25-33, EbscoHost.Desmet, B 2016, ‘The Impact of strategy on supply chain and forecasting’, Foresight, Fall pp.4-11,EbscoHost.Friend, S B 2011, ‘Buyer-seller relationships within a multisource context: understanding customerdefection and available alternatives’, Journal of Personal Selling & Sales Management, vol.XXXI, no.4Fall, pp. pp.383-395, EbscoHost.Gagnon, E 2016, ‘The marketer’s action plan (MAP): six steps to developing effective marketing plansin B2B marketing programs’, International Management Review, vol. 12, no. 2, pp.56-59, EbscoHost.Katona, Z & Sarvary, M 2014, ‘Berkeley-Haas case series: Maersk Line: B2B social media – “It’scommunication, not marketing”’, California Management Review, vol. 56, no. 3, Spring, EbscoHost.Lingqvist, O, Plotkin, C L & Stanley, J 2015, ‘Do you really understand how your business customersbuy?’, McKinsey Quarterly, 1st Quarter, no. 1, pp.74-85, EbscoHost.O’Sullivan, D & Abela, A V 2010, ‘Proving marketing success pays off!: marketing performancemeasurement and its effects on marketing’s stature and firm success’, GfK MIR, vol. 2, no. 2, pp.42-49, EbscoHost.Ronchi, S 2011, ‘Collaborative markets in B2B relationships’, Supply Chain Forum, vol. 12, no. 3,pp.22-34, EbscoHost.Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 3Schultz, D E 2017, ‘Lost in the B-to-B time warp: calling all superheroes: a plea to redefine B-to-Bmarketing and communication for the 21st century’, Marketing Insights,.Schultz, R J, Schwepker, C H & Good, D J 2012, ‘An exploratory study of social media in business-tobusiness selling: salesperson characteristics, activities and performance’, Marketing ManagementJournal, Fall pp.76-89,.Sood, S C & Pattinson, H M 2012, ‘21st Century applicability of the interaction model: doespervasiveness of social media in B2B marketing increase business dependency on the interactionmodel?’ Journal of Customer Behaviour, vol. 11, no. 2, pp.117-128, EbscoHost.Theron, E & Terblanche, N S 2010, ‘Dimensions of relationship marketing in business-to-businessfinancial services’, International Journal of Market Research, vol. 52, no. 3, EbscoHost.Tompkins, J 2014, ‘Parting the ways for supply chain excellence: segmenting the flow of goods oftenimproves service and reduces costs’, Industrial Engineer, May, pp. 34-39.Woodcock, N 2011, ‘Social CRM as a business strategy’, Database Marketing & Customer StrategyManagement, vol.18, no.1, pp. 50-64, < https://link.springer.com/article/10.1057/dbm.2011.7> .5.3. Online resourcesForbes 2019, Forbes Media LLC, .Marketing & sales insights 2019, McKinsey Insights, < http://www.mckinsey.com/businessfunctions/marketing-and-sales/our-insights>.Entrepreneur Asia Pacific 2019, .Marketing 2017, Niche Media, < https://www.marketingmag.com.au/?s=b2b>.BSB Marketing 2019, < https://www.b2bmarketing.net/en-gb/resources/articles>.Brafton: Fuel your brand 2019, Brafton, .6. Additional information6.1 Subject gradingGrades for individual assessment events and the subject as a whole are awarded as follows.High Distinction: marks ranging from 85 to 100%Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 3Where the student has demonstrated highly original, relevant and sophisticated applications ofresearch, appraisal, enquiry and evaluation techniques resulting in innovative concepts thatchallenge existing conventions in the field of study.Distinction: marks ranging from 75 to < 85%Where the student has demonstrated a high level of performance indicating depth and breadth inresearch, appraisal, enquiry and evaluation with broad application of knowledge of theoreticalconcepts, and applied analytical thought.Credit: marks ranging from 65 to < 75%Where the student has undertaken an innovative and creative interpretation of assessment briefs,and has provided evidence of extended research and inquiry applied to assessment tasks.Pass: marks ranging from 50 to < 65%Where the student has met all requirements of assessment briefs to a satisfactory level.Fail: marks under 50%Where the student has not demonstrated satisfactory performance in assessment tasks or has failedto meet subject requirements.Fail: Failure of a must pass eventWhere the student has an overall mark for subject at a passing level, but has not demonstratedsatisfactory performance in an event deemed a must pass event, resulting in failure of the subject asa whole. ‘Fail’ is reported for the subject on the Transcript of Academic Record.Fail: WithdrawnWhere the student withdraws from the subject on or after the final assessment due date or end of subjectexamination date. ‘Fail’ is reported on the Transcript of Academic Record.6.2 Submission requirements/late submission procedureYour teacher will advise you of the format required for each assessment task and the format forsubmission, which may be electronically.Each assessment task must include a cover sheet, with a signed declaration indicating that the workis your own work and has not been previously submitted. If you are submitting your assessment viaTurnItIn, you do not need to include a separate cover sheet.Assessments that are not submitted on the due date will attract a marking penalty of 5 per cent ofthe total marks for the assessment event for each day the assessment is late, to a maximum of 10days, or a maximum result of 50 per cent. Assessments submitted later than 10 days after the duedate will not be marked unless the student has an approved extension or has successfully applied forspecial consideration.Additional assessment information, including provisions for special circumstances and misadventure,requests for an extension of the assessment due date or to resubmit an assessment or sit an exam atSubject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 3a later date, can be found in the TAFE NSW Higher Education Assessment policy and procedureswhich you can download at:https://www.tafensw.edu.au/about/policies-procedures/higher-education6.3 Student conduct and academic standardsTAFE NSW Higher Education encourages high standards of professional behaviour and academicconduct. You must conduct all work associated with this course in a manner that is environmentally,socially and culturally responsible, so as not to cause harm or disrespect to the environment, peopleor their values and beliefs.You shall hold confidential all information about any specific organisation and their business orbusiness activities, which may be divulged in the process of a work placement, lecture or tutorial,including lectures given by industry guest lecturers.It is the policy of TAFE NSW Higher Education that respect and acknowledgement is given tointellectual property created by academics, writers, practitioners and other students whose work iscited in your submissions, or used to illustrate them. It is therefore important to use the Harvardcitation system and include a bibliography with every submission, to acknowledge the intellectualproperty of others that you have used to support your own proposals or position. Penalties apply forplagiarism and other forms of academic misconduct.Further information about academic conduct can be found in the TAFE NSW Higher EducationAcademic Integrity and Honesty policy and procedures which you can download at:https://www.tafensw.edu.au/about/policies-procedures/higher-education6.4. Approaches to teaching and learning6.4.1. Methods of teaching and learningTeaching methods for this subject will include:• workshops• guest lecturers and/or site visits• online presentationsLearning activities may include:• independent and/or group research activities• role-plays• group discussions• case studies and situational analysis• work-based practical activities• team projects• online forumsResources will include:• online learning materials• websitesSubject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 3• readings• textbooks• videos• podcastsYou will need:• a computer for research, online communication and collaboration, to create documents andto complete assessment requirements6.4.2. Expected attendance• In addition to attending lectures, tutorials and other learning activities, you are expected toundertake self-directed private study including reading, practical application of theoreticalknowledge, and completion of assessment tasks.• If you are unable to attend class-based learning activities you should notify the teacherand/or tutor and access the relevant learning materials to make up the missed class throughprivate study.• If you are unable to attend a class during which an assessment activity is scheduled, youmust provide a medical certificate as evidence of your inability to attend class. Your teacherwill advise you of alternative assessment requirements.6.4.3. Supplementary learning activitiesYou are expected to:• complete any pre-reading specified prior to attending classes• access resources on the subject Moodle and elsewhere as advised by the subject teacher.6.4.4. Student resource requirementsStudents will need to purchase the subject text:Hutt, MD & Speh, TW, 2014, Business Marketing Management, Europe Ed., South-Western, CengageLearning, Mason, Ohio. ISBN 9781408093719The book is available as a hard copy via the usual sources new and used, and also as a download.This the Europe edition, but other versions are reasonably similar.Your teacher will advise you of any additional equipment or resources you will need for thecompletion of this subject.Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13Appendix 1 – Assessment DetailsAssessment event 1 – individual business reportDue: Week 4 Word limit: 1,000 wordsThis assessment will focus on business buyer behaviour and relationship management, covered during weeks 1 – 3. The format required is a businessreport.You are to select an aged care provider in Australia. It is recommended you avoid the larger providers (such as Bupa, Opal, Allity, Regis, Estia and Japara).This is a target account, you are an ‘out’ supplier. They are considering a modified re-buy of an entering product that your business already provides toother customers. You will need to conduct research into the buying behaviour, policy and influence and develop a business strategy response.Develop a strategy to win their business, utilising the B2B theory provided in Hutt Ch 1 -3.Outline:• Identify and briefly profile the target account and detail your scope.• Identify and select key aspects of the theory that allow you to create key marketing strategic elements that will help deliver you this targetbusiness.• Do not attempt to outline a whole strategy, carefully select that which you wish to develop.Important Note. A description of theory is not sufficient – rather demonstration through application of a selected strategy component.• There is no right or wrong strategy, you will be assessed on your understanding of the theory by its application in your strategy, and so providecritical analysis.• Identify, analyse and critique the strategy / strategies employed.• You are permitted to develop/make assumptions of fact (omitted or outside of the case study material, but not contrary to provided facts) thatallow you to demonstrate your knowledge better. For example, around buying centre influence.Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13Written submissions should be a maximum of 1,000 words in length, professionally presented, with supporting visuals including diagrams, sketches, photosand other relevant illustrations. This report should also draw on theoretical readings in addition to the textbook, all referencing to be from credible sources.TAFE NSW HE Harvard AGPS referencing is required. Provide a List of References. The assessment is to be uploaded to the Turnitin section on the Moodlewith a cover sheet.A reminder to everyone that self-plagiarism (using your own material) is still plagiarism.Please note that all assessments must be uploaded to the Moodle, which sets a time and date stamp. Submission is required as per standard statedmethods, which is normally to the Moodle (for most subjects through turnitin), unless the teacher advises you otherwise in writing. Please notesubmission of assessments after the due time incurs a 5% penalty per day, for each day late. No submissions are accepted after 10 days late. Extensionapplications must follow approved procedure.Note that the Rubric Marking Guides for Assessment 1 and 2 are the same, except for the italicised bold font elements and that Assessment 2 is a groupassessment. This provides consistency in understanding of requirements and feedback.TAFE NSW Higher Education – Rubric marking guide assessment 1 – individual business report Subject nameSubject codeStudent name & IDCampusAssessment No & name% WeightingDate DueCriteriaFail0 – 49%Pass50 – 64%Credit65-74%Distinction75-84%High Distinction85 – 100%Mark/CriteriaWeightingResponse (35% weighting)Response word count notwithin 10% of required wordlimit.Overall responsedemonstrates a lack of basicunderstanding.A large number of relevantaspects of theory areabsent.Scope of report is present andreasonably clear.The examined issue is partiallyclear and in focus.We have some unnecessarycontent.Overall responsedemonstrates a basicScope of report is clear andclearly defined.The examined issue is mostlyclear and in focus.We have little unnecessarycontent.Overall responsedemonstrates a goodunderstanding via theScope of report is sound andcomplete, and clearly defined.The examined issue is clearand in focus.We have no unnecessarycontent.Overall responsedemonstrates an insightfulScope of report is sound andcomplete, and clearly defined.The examined issue iscompletely clear and in focus.We have no unnecessarycontent.Overall responsedemonstrates a truly excellentand insightful understanding/x% Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13 Some required sections aremissing completely.ORMissing partially andremainder covered withinsufficient depth.Executive Summary missing.We have a disproportionatenumber of direct quotes.Inadequate response to thetask set.understanding via theinclusion of selected evidence.Relevant aspects of theoryare evident but with some notrequired descriptive content.Some required sections arecovered in sufficient depth.Executive Summary coversunnecessary aspects and fewaspects of the key findings.We have very few directquotes.inclusion of selectedevidence.Relevant aspects of theoryare evident without notrequired descriptive content.Most required sections arecovered in sufficient depth.Executive Summary coversmost aspects of the keyfindings.We have no direct quotes.understanding via theinclusion of selected evidence.Relevant aspects of theory areevident and complete withoutany not required descriptivecontent.All required sections arecovered in precise andsufficient depth.Executive Summary iscomplete and covers conciselythe key findings with almostno unnecessary elements.We have no direct quotes.via the inclusion of selectedevidence.All relevant aspects of theoryare evident and completewithout any not requireddescriptive content.All required sections arecovered in precise and perfectdepth.Executive Summary iscomplete and covers conciselythe key findings with nounnecessary elements.We have no direct quotes.Analysis (35% weighting)A lack of analysis andapplication to theunderlying theory.The identified issues andinfluences have aninadequate level of analysis.Fails in major part toadequately develop andintegrate the argument in acoherent and logicalmanner.Inclusion of descriptivecontent is in excess of 75%of aspects core (reportbody) to the approachapplied.The analysis of the applicationof the underlying theory isreasonably developed inplaces and covers a few of thekey aspects.The identified issues andinfluences have an adequateanalysis of them.Develops and integrates theargument in places in acoherent and logical manner.Inclusion of descriptivecontent is mainly limited toless than 50% of aspects core(report body) to the approachapplied.The analysis of theapplication of the underlyingtheory is thoughtfullydeveloped and covers manykey aspects.The identified issues andinfluences are in partinsightful and there is anadequate analysis of them.Develops and integrates theargument in a coherent andlogical manner.Inclusion of descriptivecontent is mainly limited toless than 25% of aspects core(report body) to theapproach applied.The analysis of the applicationof the underlying theory isthoughtfully developed andcovers all key aspects.The identified issues andinfluences are insightful andthere is a detailed analysis ofthem.Develops and integrates theargument in a highly coherentand logical manner.Inclusion of descriptivecontent is entirely limited toless than 25% of the entirereport.The analysis of the applicationof the underlying theory iswithout flaw and thoughtfullydeveloped and covers all keyaspects.The identified issues andinfluences are extremelyinsightful and there is adetailed analysis of them.Develops and integrates theargument in an extremelycoherent and logical manner.Inclusion of descriptivecontent is entirely limited toless than 25% of the entirereport./x%Research & Referencing(20% weighting)No in text referencing ORdirect quotes not correctlyquoted OR no reference list.The referencing is inadequateand does not support thecontent.Referencing is wellintegrated and supportsmost of the introducedmaterial.Referencing is very wellintegrated. Multiple sourcesare used to assist thedevelopment of the reportand demonstrate a closeReferencing is very wellintegrated. An extremelywide range of materials areresearched and sourced tosupport the developing report/x% Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13 An inadequate level ofresearch incorporating lessthan 6 different crediblesources. Note that onlysources representedadequately as credible willbe numbered.A good level of researchincorporating at least 6different credible sources.Note that only sourcesrepresented adequately ascredible will be numbered.A good level of researchincorporating at least 8different credible sources.Note that only sourcesrepresented adequately ascredible will be numbered.relationship throughout withthe material.A wide and thoughtfulresearch approach is evident,incorporating at least 10different credible sources.Note that only sourcesrepresented adequately ascredible will be numbered.at each and every salient pointwithout fail.There are in excess of 10different credible sources.Note that only sourcesrepresented adequately ascredible will be numbered.Organisation & Structure(10% weighting)Poor sentence structure andparagraph construction.A lack of flow, and difficultyto comprehend in majorpart.Note that comprehensionand expression difficultieswill also impact markingacross all four of the criteria.The report can be understoodand a reasonable attempt hasbeen made to logicallydevelop an argument.Language and use of words isnot clear, or layout andformatting may be incorrect,there may be frequent but notan excessive amount ofspelling errors.Note that comprehension andexpression difficulties will alsoimpact marking across all fourof the criteria.The report has a goodsequence in developmentand is easy to follow.It is well written with fewspelling or othertypographical errors. It flowswell, with logical formatting.The report is of a highstandard that is well thoughtthrough, and demonstrates asuperior use of language,word choice plus sentence &paragraph structure.There are no format issuesand shows a closely proofeddocument of a high academicstandard.An exceptionally well writtenreport that consistentlydemonstrates an excellentgrasp of the English language.There are no format issuesand shows a closely proofeddocument of an extremelyhigh academic standard./x%Teacher name & signature:Date:Total marks (%)/100%Comments: Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13Assessment event 2 – group B2B marketing plan reportDue: Week 12 Word Limit: 3,500 wordsA group assignment to develop a business to business marketing plan. A template for the plan is provided below. Groups should be 3 – 4 studentsdepending on class size.Your business should be a Small to Medium Enterprise (SME) based in Australia. It is recommended that it is a new niche target market and the productshould be existing, rather than new.Note: Each student is required to submit a copy of the marketing plan written report which has been completed by the group.Your report should include:• A cover page, which contains a report title, group name, list all group members and a word count.• A one page executive summary on a separate page up front (included in word count). This should state all the key findings. It is designed to allowbusy executives to be able to have a good understanding of the major issues without reading the whole report.• A marketing plan as per the template provided below.• A recommendation (not a summary) that demonstrates the sustainable competitive advantage.• A one page (only) feasibility analysis of the viability of the plan (include as an addendum, consider as separated from the plan, but in onedocument). This is not included in your word count, but be concise and do not exceed one page.Written submissions should be a maximum of 3,500 words in length, professionally presented, with supporting visuals including diagrams, sketches, photosand other relevant illustrations. This report should also draw on theoretical readings in addition to the textbook, all referencing to be from credible sources.TAFE NSW HE HarvardAGPS referencing is required. Provide a Bibliography as well as your List of References. The assessment is to be uploaded to theTurnitin section on the Moodle with a cover sheet.As this is a group assessment each group member is required to submit a peer reflection for each team member of the group for the written marketingplan. This is to be uploaded into the submission area of the Moodle in Week 12.Marketing Plan Template (refer to Ch.5)• Executive Summary• IntroductionSubject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13• Situational Market Analysis• Research * (see important note below)• Opportunity & Objectives• Customer interface * (see important note below)• Core strategy * (see important note below)• Strategic resources* (see important note below)• Value Network * (see important note below)• Recommendation• A feasibility analysis – separate from the plan (but include as one document as an addendum)* Important Note: That for each initiative (ie each type of research study, interface, resources and networking) the method of implementation, the methodof monitoring (of performance, process and the method of evaluation, and then a method of continuous improvement should be included.embedded in each of these sections.A reminder to everyone that self-plagiarism (using your own material) is still plagiarism.Please note that all assessments must be uploaded to the Moodle, which sets a time and date stamp. Submission is required as per standard statedmethods, which is normally to the Moodle (for most subjects through turnitin), unless the teacher advises you otherwise in writing. Please notesubmission of assessments after the due time incurs a 5% penalty per day, for each day late. No submissions are accepted after 10 days late. Extensionapplications must follow approved procedure.Note that the Rubric Marking Guides for Assessment 1, 2 and 4 are the same, except for the italicised bold font elements and that Assessment 2 is agroup assessment. This provides consistency in understanding of requirements and feedback.Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13TAFE NSW Higher Education – Rubric marking guide assessment 2 – group B2B marketing plan report Subject nameSubject codeStudent name & IDCampusAssessment No & name% WeightingDate DueCriteriaFail0 – 49%Pass50 – 64%Credit65-74%Distinction75-84%High Distinction85 – 100%Mark/CriteriaWeightingResponse (35% weighting)Response word count notwithin 10% of required wordlimit.Overall responsedemonstrates a lack of basicunderstanding.A large number of relevantaspects of theory areabsent.Some required sections aremissing completely.ORMissing partially andremainder covered withinsufficient depth.Executive Summary missing.We have a disproportionatenumber of direct quotes.Inadequate response to thetask set.A feasibility analysis reportis missing or is inadequatein covering some of the keyelements.Scope of report is present andreasonably clear.The examined issue is partiallyclear and in focus.We have some unnecessarycontent.Overall responsedemonstrates a basicunderstanding via theinclusion of selected evidence.Relevant aspects of theoryare evident but with some notrequired descriptive content.Some required sections arecovered in sufficient depth.Executive Summary coversunnecessary aspects and fewaspects of the key findings.We have very few directquotes.A basic feasibility analysisreport is included coveringsome of the key elements.Scope of report is clear andclearly defined.The examined issue is mostlyclear and in focus.We have little unnecessarycontent.Overall responsedemonstrates a goodunderstanding via theinclusion of selectedevidence.Relevant aspects of theoryare evident without notrequired descriptive content.Most required sections arecovered in sufficient depth.Executive Summary coversmost aspects of the keyfindings.We have no direct quotes.A feasibility analysis reportis included and is coversmost of the key elements.Scope of report is sound andcomplete, and clearly defined.The examined issue is clearand in focus.We have no unnecessarycontent.Overall responsedemonstrates an insightfulunderstanding via theinclusion of selected evidence.Relevant aspects of theory areevident and complete withoutany not required descriptivecontent.All required sections arecovered in precise andsufficient depth.Executive Summary iscomplete and covers conciselythe key findings with almostno unnecessary elements.We have no direct quotes.A feasibility analysis report isincluded and is covers all ofScope of report is sound andcomplete, and clearly defined.The examined issue iscompletely clear and in focus.We have no unnecessarycontent.Overall responsedemonstrates a truly excellentand insightful understandingvia the inclusion of selectedevidence.All relevant aspects of theoryare evident and completewithout any not requireddescriptive content.All required sections arecovered in precise and perfectdepth.Executive Summary iscomplete and covers conciselythe key findings with nounnecessary elements.We have no direct quotes.A feasibility analysis report isincluded and is covers all of/x% Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13 the key elements in athoughtful manner.the key elements in athoughtful manner thatdemonstrates deep insight.Analysis (35% weighting)A lack of analysis andapplication to theunderlying theory.The identified issues andinfluences have aninadequate level of analysis.Fails in major part toadequately develop andintegrate the argument in acoherent and logicalmanner.Inclusion of descriptivecontent is in excess of 75%of aspects core (reportbody) to the approachapplied.The analysis of the applicationof the underlying theory isreasonably developed inplaces and covers a few of thekey aspects.The identified issues andinfluences have an adequateanalysis of them.Develops and integrates theargument in places in acoherent and logical manner.Inclusion of descriptivecontent is mainly limited toless than 50% of aspects core(report body) to the approachapplied.The analysis of theapplication of the underlyingtheory is thoughtfullydeveloped and covers manykey aspects.The identified issues andinfluences are in partinsightful and there is anadequate analysis of them.Develops and integrates theargument in a coherent andlogical manner.Inclusion of descriptivecontent is mainly limited toless than 25% of aspects core(report body) to theapproach applied.The analysis of the applicationof the underlying theory isthoughtfully developed andcovers all key aspects.The identified issues andinfluences are insightful andthere is a detailed analysis ofthem.Develops and integrates theargument in a highly coherentand logical manner.Inclusion of descriptivecontent is entirely limited toless than 25% of the entirereport.The analysis of the applicationof the underlying theory iswithout flaw and thoughtfullydeveloped and covers all keyaspects.The identified issues andinfluences are extremelyinsightful and there is adetailed analysis of them.Develops and integrates theargument in an extremelycoherent and logical manner.Inclusion of descriptivecontent is entirely limited toless than 25% of the entirereport./x%Research & Referencing(20% weighting)No in text referencing ORdirect quotes not correctlyquoted OR no reference list.An inadequate level ofresearch incorporating lessthan 6 different crediblesources. Note that onlysources representedadequately as credible willbe numbered.The referencing is inadequateand does not support thecontent.A good level of researchincorporating at least 6different credible sources.Note that only sourcesrepresented adequately ascredible will be numbered.Referencing is wellintegrated and supportsmost of the introducedmaterial.A good level of researchincorporating at least 10different credible sources.Note that only sourcesrepresented adequately ascredible will be numbered.Referencing is very wellintegrated. Multiple sourcesare used to assist thedevelopment of the reportand demonstrate a closerelationship throughout withthe material.A wide and thoughtfulresearch approach is evident,incorporating at least 15different credible sources.Note that only sourcesrepresented adequately ascredible will be numbered.Referencing is very wellintegrated. An extremelywide range of materials areresearched and sourced tosupport the developing reportat each and every salient pointwithout fail.There are in excess of 15different credible sources.Note that only sourcesrepresented adequately ascredible will be numbered./x% Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13 Organisation & Structure(10% weighting)Poor sentence structure andparagraph construction.A lack of flow, and difficultyto comprehend in majorpart.Note that comprehensionand expression difficultieswill also impact markingacross all four of the criteria.The report can be understoodand a reasonable attempt hasbeen made to logicallydevelop an argument.Language and use of words isnot clear, or layout andformatting may be incorrect,there may be frequent but notan excessive amount ofspelling errors.Note that comprehension andexpression difficulties will alsoimpact marking across all fourof the criteria.The report has a goodsequence in developmentand is easy to follow.It is well written with fewspelling or othertypographical errors. It flowswell, with logical formatting.The report is of a highstandard that is well thoughtthrough, and demonstrates asuperior use of language,word choice plus sentence &paragraph structure.There are no format issuesand shows a closely proofeddocument of a high academicstandard.An exceptionally well writtenreport that consistentlydemonstrates an excellentgrasp of the English language.There are no format issuesand shows a closely proofeddocument of an extremelyhigh academic standard./x%Teacher name & signature:Date:Total marks (%)/100%Comments: Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13Assessment event 3 – presentation of plan (individual components, reflection & assessment)Due: Week 12 Duration: 10-15 minutesThe presentation during class time of the group assignment Assessment Event 3, which is due at the end of Week 12. Each group will make a 10 – 15 minutepresentation (maximum 15 minutes) of their report to the rest of the class. Appropriate visual and tangible aids should be utilised to support yourpresentation.Whilst the report is a group assignment, students will be given an individual mark for the presentation and their self-reflection document. It is importantthat group members share the presenting of the information and each team member participates equitably in the presentation. Each student will bemarked individually on their portion of the presentation and should present the work they completed for the report. A simple criteria has been included inthe rubric to include the assessment of the reflective element of the assessment.This presentation will focus on communicating the information in the report in the form that would be acceptable to present to the Board of Directors ofthe organisation. The class group and teacher who will act as the Board of Directors so the group will need to be prepared to answer questions or providefurther information at the conclusion of the presentation.Each student is to submit a personal reflection of their experience in the project group. The document should be no more than two pages and shouldinclude the following:– Overview of group effectiveness discussing what worked well and challenges the group may have experienced– Outline the areas of responsibility undertaken for the project and reflect upon your own individual learning process.– Reflect on the overall group project experience and outline what changes or improvements you would undertake for future group projects.The presentation file and reflection document is to be submitted via the moodle prior to the presentation class.A reminder to everyone that self-plagiarism (using your own material) is still plagiarism.Please note that all assessments must be uploaded to the Moodle, which sets a time and date stamp. Submission is required as per standard statedmethods, which is normally to the Moodle (for most subjects through turnitin), unless the teacher advises you otherwise in writing. Please noteSubject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13submission of assessments after the due time incurs a 5% penalty per day, for each day late. No submissions are accepted after 10 days late. Extensionapplications must follow approved procedure.TAFE NSW Higher Education – Assessment event 3, rubric marking guide presentation of plan (individual components,reflection & assessment) Subject nameSubject codeStudent name & IDCampusAssessment No & name% WeightingDate DueCriteriaLow0 – 49%Low/Medium50 – 64%Medium65-74%Medium/High75-84%High85 – 100%Mark/CriteriaWeightingVoice and integratedmedia delivery(weighting 20%)The student mumbles orseveral elements cannotbe heard by theaudience.The student makes no orvery limited attempts tocommunicate effectively.(delivery F2F or digital)The audience has nodifficulty hearing mostelements of thepresentation.The student makes areasonable attempt tocommunicate effectively.(delivery F2F or digital)The student’s voice isclear, with some aspectsof tone or modulation,audience members canclearly hear all elementsof the presentation.The student makes agood attempt tocommunicate effectivelyusing good integration ofmedia delivery.(delivery F2F or digital)The student uses a strongvoice, modulation andtone that all audiencemembers can hear.The student makes astrong attempt tocommunicate effectivelyusing a strong integrationof media delivery.(delivery F2F or digital)The student demonstratesexceptional speaking skills.The student makes anexcellent attempt tocommunicate effectivelyusing a high qualityintegration of mediadelivery.(delivery F2F or digital)/x%Interaction(weighting 25%)The student reads thepresentation and verylimited eye contact,ORThe student uses some eyecontact, but refers tonotes for a significantThe student maintainseye contact most of thetime, still refers to notesThe student maintainsengaging eye contact withthe audience, and does notuse any notes.The student maintainsexcellent and engaging eyecontact with audience forthe entire presentation/x% Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13 reads most of thepresentation.The student makes no orvery limited attempts touse other interactivetechniques.(delivery F2F or digital)proportion of thepresentation.The student uses someother interactivetechniques.We have an opening thathas some engagementaspects.(delivery F2F or digital)but only veryoccasionally.The student makes gooduse of other interactivetechniques.We have a good use ofstory or other creativeopenings and an attemptat a bridge.(delivery F2F or digital)The student makes stronguse of other interactivetechniques.We have a highly engaginguse of story or othercreative openings with agood bridge.(delivery F2F or digital)and does not use anynotes.The student makesexcellent use of otherinteractive techniques.We have a captivating andhighly engaging use ofstory or other creativeopenings with a goodbridge.(delivery F2F or digital)Organisation, messagefocus and knowledge(weighting 25%)No obvious planning orsequence of informationis demonstrated,ORwe are confused as to thestory and any idea of ourjourney.The student does notarticulate their ideas oranswer questions aboutthe subject.We have no focus oreffective message(s).We have no takeawayand/or a call to action.We have no clear endingor conclusion.The information is partiallyorganised, but we have anunderstanding ofsequence.The student does notseem entirely comfortablewith the content, andanswers only rudimentaryquestions.We have some focus but alimited or diluted impact incommunication ofeffective message(s).We have a takeawayand/or a call to action.The information is in alogical sequence and weunderstand our journeyand what comes next.The student explains theconcept well and answersquestions, but fails toelaborate and/or linkelements.We have a good focusand understanding ofabout 3 key messageswith a solid impact intheir clearcommunication.We have a strongtakeaway and/or a call toaction.The information is in alogical sequence and weunderstand our journeyand what comes next.The student explains theconcept well and answersall questions, withexplanations andelaboration and goodlinking of elements.The information is in alogical, well-planned andinteresting sequence.We have a strong focusand understanding of 3 keymessages with a very solidimpact in their clearcommunication.We have a very compellingtakeaway and call toaction.The information is in alogical, well-planned,interesting and engagingsequence.The student explains theconcept thoroughly andanswers all questions, withdetailed explanations andelaboration and excellentlinking of elements.We have an exceptionalfocus and understandingof 3 key messages with avery solid impact in theirclear communication.We have an outstandingand very compellingtakeaway and call toaction./x% Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13 Audio/visual media –selection and effectiveemployment(weighting 20%)Audio/visual aids are notused or are ineffective.Little or no effort indevelopment.Planning is not evidentORthe integration andexecution are verydisjointed.Audio/visual aids are used.The audio/visual employedflows well and enhancesthe delivery impact.There is evidence of somemedia planning,integration and execution.Audio/visual aids partiallysupport the presentation.The audio/visualemployed flows well andenhances the deliveryimpact.There is evidence of goodplanning, integration andexecution of two or moremedia.Audio/visual aids usedappropriately to supportthe presentation.The audio/visual employedflows well and enhancesthe delivery impact.There is conclusiveevidence of qualityplanning, integration andexecution of two or moremedia.Audio/visual aids are usedeffectively to add furtheror deeper information tosupport the presentation.The audio/visual employedflows well and enhancesthe delivery impact.The quality planning,integration and executionof two or more media isexceptional./x%Self-reflection(weighting 15%)Demonstrates little depthin the analysis & personalinsights of the marketingplan development,presentation process andgroup dynamics.Writing shows a standardlevel of analysis and criticalevaluation of personalinsights across all aspectsof the marketing plandevelopment,presentation process andgroup dynamics.Writing shows athoughtful level ofanalysis, some selfperception and criticalevaluation of personalinsights across all aspectsof the marketing plandevelopment,presentation process andgroup dynamics.Writing shows a highlydeveloped and thoughtfullevel of analysis, selfperception and criticalevaluation of personalinsights across all aspectsof the marketing plandevelopment, presentationprocess and groupdynamics.Writing shows a highlydeveloped and deeplythoughtful level ofanalysis, self-perceptionand critical evaluation ofpersonal insights across allaspects of the marketingplan development,presentation process andgroup dynamics./x%Teacher name & signature:Date:Total marks (%)/100%Comments: Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13Assessment event 4 – individual applied business reportDue: Week 13-15 Duration: 4.5 daysThe analysis of a contemporaneous issue in terms of a very specific scoped task. It will require the research of the issue in terms of the specified task andthen the applied learning of core subject material.2000 words (very concise). Business report formatTime allowed 4.5 days from posting online of the assessment task until submission, period to commence on a Thursday 9am, due Monday 11.30pm. All viamoodle. This will be set for a timing to be announced shortly after release of the exam schedule, occurring during weeks 13 to 15 (with these allocatedweekdays if practicable but not confirmed at this time).The Assessment will be a take home applied report, requiring detailed research. It will be of a complexity and size consistent with a 35% weighting –so be warned to clear sufficient time in your diary!The focus will mainly consider the non-assessed components of our subject – generally the focus will be away from, or only partially relate to theelements in Assessments 1 to 3.This report is in lieu of an exam. No late entries, a 100% penalty applies for late submissions.Note that the Rubric Marking Guides for Assessment 1, 2 and 4* are the same, except for the italicised bold font elements and that Assessment 2 is agroup assessment. This provides consistency in understanding of requirements and feedback.* There may be some minor changes to the rubric to reflect assessment content, but it will be minor changes (similar in scale to the variation between Assessments 1 and 2).Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13TAFE NSW Higher Education – Rubric marking guide assessment 4 – individual applied business report (exam) Subject nameSubject codeStudent name & IDCampusAssessment No & name% WeightingDate DueCriteriaFail0 – 49%Pass50 – 64%Credit65-74%Distinction75-84%High Distinction85 – 100%Mark/CriteriaWeightingResponse (35% weighting)Response word count notwithin 10% of required wordlimit.Overall responsedemonstrates a lack of basicunderstanding.A large number of relevantaspects of theory areabsent.Some required sections aremissing completely.ORMissing partially andremainder covered withinsufficient depth.Executive Summary missing.We have a disproportionatenumber of direct quotes.Inadequate response to thetask set.Scope of report is present andreasonably clear.The examined issue is partiallyclear and in focus.We have some unnecessarycontent.Overall responsedemonstrates a basicunderstanding via theinclusion of selected evidence.Relevant aspects of theoryare evident but with some notrequired descriptive content.Some required sections arecovered in sufficient depth.Executive Summary coversunnecessary aspects and fewaspects of the key findings.We have very few directquotes.Scope of report is clear andclearly defined.The examined issue is mostlyclear and in focus.We have little unnecessarycontent.Overall responsedemonstrates a goodunderstanding via theinclusion of selectedevidence.Relevant aspects of theoryare evident without notrequired descriptive content.Most required sections arecovered in sufficient depth.Executive Summary coversmost aspects of the keyfindings.We have no direct quotes.Scope of report is sound andcomplete, and clearly defined.The examined issue is clearand in focus.We have no unnecessarycontent.Overall responsedemonstrates an insightfulunderstanding via theinclusion of selected evidence.Relevant aspects of theory areevident and complete withoutany not required descriptivecontent.All required sections arecovered in precise andsufficient depth.Executive Summary iscomplete and covers conciselythe key findings with almostno unnecessary elements.We have no direct quotes.Scope of report is sound andcomplete, and clearly defined.The examined issue iscompletely clear and in focus.We have no unnecessarycontent.Overall responsedemonstrates a truly excellentand insightful understandingvia the inclusion of selectedevidence.All relevant aspects of theoryare evident and completewithout any not requireddescriptive content.All required sections arecovered in precise and perfectdepth.Executive Summary iscomplete and covers conciselythe key findings with nounnecessary elements.We have no direct quotes./x% Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13 Analysis (35% weighting)A lack of analysis andapplication to theunderlying theory.The identified issues andinfluences have aninadequate level of analysis.Fails in major part toadequately develop andintegrate the argument in acoherent and logicalmanner.Inclusion of descriptivecontent is in excess of 75%of aspects core (reportbody) to the approachapplied.The analysis of the applicationof the underlying theory isreasonably developed inplaces and covers a few of thekey aspects.The identified issues andinfluences have an adequateanalysis of them.Develops and integrates theargument in places in acoherent and logical manner.Inclusion of descriptivecontent is mainly limited toless than 50% of aspects core(report body) to the approachapplied.The analysis of theapplication of the underlyingtheory is thoughtfullydeveloped and covers manykey aspects.The identified issues andinfluences are in partinsightful and there is anadequate analysis of them.Develops and integrates theargument in a coherent andlogical manner.Inclusion of descriptivecontent is mainly limited toless than 25% of aspects core(report body) to theapproach applied.The analysis of the applicationof the underlying theory isthoughtfully developed andcovers all key aspects.The identified issues andinfluences are insightful andthere is a detailed analysis ofthem.Develops and integrates theargument in a highly coherentand logical manner.Inclusion of descriptivecontent is entirely limited toless than 25% of the entirereport.The analysis of the applicationof the underlying theory iswithout flaw and thoughtfullydeveloped and covers all keyaspects.The identified issues andinfluences are extremelyinsightful and there is adetailed analysis of them.Develops and integrates theargument in an extremelycoherent and logical manner.Inclusion of descriptivecontent is entirely limited toless than 25% of the entirereport./x%Research & Referencing(20% weighting)No in text referencing ORdirect quotes not correctlyquoted OR no reference list.An inadequate level ofresearch incorporating lessthan 6 different crediblesources. Note that onlysources representedadequately as credible willbe numbered.The referencing is inadequateand does not support thecontent.A good level of researchincorporating at least 6different credible sources.Note that only sourcesrepresented adequately ascredible will be numbered.Referencing is wellintegrated and supportsmost of the introducedmaterial.A good level of researchincorporating at least 10different credible sources.Note that only sourcesrepresented adequately ascredible will be numbered.Referencing is very wellintegrated. Multiple sourcesare used to assist thedevelopment of the reportand demonstrate a closerelationship throughout withthe material.A wide and thoughtfulresearch approach is evident,incorporating at least 15different credible sources.Note that only sourcesrepresented adequately ascredible will be numbered.Referencing is very wellintegrated. An extremelywide range of materials areresearched and sourced tosupport the developing reportat each and every salient pointwithout fail.There are in excess of 15different credible sources.Note that only sourcesrepresented adequately ascredible will be numbered./x%Organisation & Structure(10% weighting)Poor sentence structure andparagraph construction.A lack of flow, and difficultyto comprehend in majorpart.The report can be understoodand a reasonable attempt hasbeen made to logicallydevelop an argument.Language and use of words isnot clear, or layout andformatting may be incorrect,The report has a goodsequence in developmentand is easy to follow.It is well written with fewspelling or othertypographical errors. It flowswell, with logical formatting.The report is of a highstandard that is well thoughtthrough, and demonstrates asuperior use of language,word choice plus sentence &paragraph structure.An exceptionally well writtenreport that consistentlydemonstrates an excellentgrasp of the English language.There are no format issuesand shows a closely proofed/x% Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13 Note that comprehensionand expression difficultieswill also impact markingacross all four of the criteria.there may be frequent but notan excessive amount ofspelling errors.Note that comprehension andexpression difficulties will alsoimpact marking across all fourof the criteria.There are no format issuesand shows a closely proofeddocument of a high academicstandard.document of an extremelyhigh academic standard.Teacher name & signature:Date:Total marks (%)/100%Comments: Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13Appendix 2 – TemplatesAppendix 2A SURGICAL SUPPLIESFINANCIAL SERVICESSPARK PLUGSFORK LIFTSINSURANCELAPTOP COMPUTERSSECURITY SYSTEMSAIRPLANESGRAPESSTEEL DRUMSCHEMICALSSHIPPINGTRAVEL SERVICESPAINTLIGHT FIXTURESCARBONATED BEVERAGESCORNSMARTPHONEADVERTISING ANDMARKETING SERVICESASPHALT PAVING Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13Appendix 2B STAGE________________________Marketing Activity/InfluenceSuggested content that would specifically influence this stage in the buying process: Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13Appendix 2C REP AREP BREP CCurrent assignmentA Top 20% customer(see Figure 3.3)A Middle 60% Customer(See Figure 3.3)A Bottom 20% Customer(See Figure 3.3)Cost to serveLow cost to serveVariesHigh cost to serveClosing the deal30%40%40%EducationBA in Industrial PsychologyJumps industries and company forpay.Some unrelated sales experience,ExperienceLimited to current positionBS in Business/MarketingRecent MBA graduate with technicalundergraduate degreeYears of service tothe company25 yrs5 yrs1 yrYears of service tothe account15 yrs3 yrs as inside sales0Salary andcommission Subject Guide: BUMAR301A B2B Marketing© TAFE NSW – Higher Education Page | 13Appendix 2DSTEP ONE: Agree on a common service provider and form a collective opinion to respond to the following:Provide an overall level of loyalty to the service provider (high, average, low) Support.Provide and overall level of customer satisfaction with the customer service provider. (high, average, low) Support.STEP TWO: CREATE A WEIGHTED RANKING SYSTEM TO EVALUATE THE SERVICE DIMENSIONS DIMENSIONDESCRIPTIONWeight ofImportanceColumn must addto 1.0Evaluation of theServiceTotal (A*B)ReliabilityDelivering on promisesResponsivenessBeing willing to helpAssuranceInspiring trust and confidenceEmpathyTreating customers as individualsTangiblesRepresenting the servicephysicallyOVERALL WEIGHTED RANK

QUALITY: 100% ORIGINAL PAPER – NO PLAGIARISM – CUSTOM PAPER

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