ASSESSMENT 2 BRIEF

Subject Code and Title MKG201 – Business-to-Business Marketing

Assessment B2B Group Project - Marketing Plan

Individual/Group Group

Length 4,500 words+/- 10%

Learning Outcomes a) Apply the key principles of business-to-business (B2B)

marketing.
c) Discuss the importance of developing strong business
relationships between the organisation and business
clients.
d) Demonstrate how the marketing mix is used in B2B
marketing.
e) Identify appropriate evaluation metrics to support B2B
marketing strategies.

Submission Due by 11:55pm AEST/AEDT Sunday of Module 6 (week

11)

Weighting 40%

Total Marks 100 marks

Context:
The outcome of this assessment is to create a marketing plan for a B2B product or service. In
developing a marketing plan for a B2B product or service provider, you will develop industry relevant
skills to:

 Display personal leadership and management qualities that reflect ethical & sustainable
business practices

 Recognise and analyse business operations, challenges, and innovations and identify and
assess business solutions

 Demonstrate an ability to think strategically about an organisation

 Communicate effectively in business contexts and across cultures

 Develop, integrate, and evaluate broad business theoretical and technical knowledge in the
marketing business environment

 Apply research skills appropriate to the qualification

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  Acquire business and personal communication skills whilst working or in a business
environment.
 Demonstrate leadership and collaborative skills to perform effectively in a team within a
business context.

The Marketing Plan Project comprises two parts: assessment 2 (Marketing Plan) and assessment 3
(Marketing Plan Presentation). Therefore, assessment 2 and 3 are related, as a marketing plan for a
B2B product or service.

Instructions

In order to address this task, you are required to select a real life B2B product of a company of
professional or career interest.

It is recommended that you select a product/company from those presented by your group
member in assessment 1 (Diagnostic Report). However, you do have the option of selecting a new
company altogether. (Be mindful that a good marketing strategy starts with a strong diagnosis of the
market, as performed in assessment 1).

In this assessment (assessment 2), you are required to outline the target market, positioning,
marketing mix, and evaluation of key performance indicators, for a proposed marketing plan.

In addressing the tasks, you are required to use relevant theories and concepts as well as data and
facts to show their application.

Assessment 2 is comprised of the following tasks:

1. Outline the target market of the selected B2B product – explain the relationship strategy for
this specific target market, to grow the business of the selected product.

2. Outline the SWOT analysis for this business.

3. Develop marketing objectives for this product.

4. Formulate the position strategy, for this product – outline the core competency that the
business has in the industry. Formulate the possible positioning statement for this product,
considering: the target market, core competencies, and reason to believe.

5. Describe the product mix.

6. Describe the service strategy for this product – outline the customer’s service need for this
product. Detail the service strategy required to meet the customer’s service need for this
product.

7. Formulate a new marketing distribution channel strategy for this product.

8. Formulate a corresponding pricing strategy for this product.

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 9. Explain the IMC strategy for this product - Select at least two IMC tools to support this
product and explain the rationale of using these two tools.

10. Outline how the marketing plan will be evaluated - Outline the key performance indicator/s
(KPI/s) for this product. Outline the evaluation plan against the KPI/s.

Submission Instructions:

A group submission link will be provided whereby only one submission is required for the group
(select one member to submit on behalf of the group).

Submit your final report via the Assessment Items and Submission link in the main navigation menu.

The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can
be viewed in My Grades.

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Learning Rubric: Assessment 2 B2B Group Project – Marketing Plan
Pass Credit Distinction High Distinction
Assessment Fail (Unacceptable)
(Functional) (Proficient) (Advanced) (Exceptional)
Attributes 0-49%
50-64% 65-74% 75 -84% 85-100%
Writing structure The writing structure is The writing structure is The writing is well- The writing is well- The writing is well-
confusing/difficult to easy to understand structured, within a limited structured, with language structured, with language
5%
understand language framework features used features used
However, the structure
appropriately appropriately
still contains some
confusing elements Limited jargon from the Appropriate jargon from
subject has been used the subject has been
used effectively
Writing style The writing is The writing contains a The writing contains an The writing contains a The writing contains a
inappropriate, with weak introduction adequate introduction, strong introduction strong introduction and
5%
unacceptable language although this could be sophisticated analysis
errors, such as grammar The writing contains a stronger Does not contain
and spelling few grammatical and language mistakes Headers and sub-headers
spelling mistakes Minor language mistakes have been used
First person language is detected Headers and sub-headers
used Headers and sub-headers have been used Contains title page and
have been used but the Headers and sub-headers table of contents
structure may be have been used Contains title page and
confusing table of contents The writing indicates a
wide range of materials
The writing is excessively have been used
less or more than word
limit
Referencing - In-text No effort to write in- In-text references and a In-text references and a In-text references and a In-text references and
references and text references or reference list have been reference list have been reference list have been reference list have been
reference list reference list provided provided provided appropriately provided
according to the APA
10% However, there is no However, the style APA style has been
referencing style

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 effort to write according requires adjustment employed with minor
to APA style errors
Target market Target market is not Target market has been Target market has been Target market has been Target market has been
clearly defined attempted, however, it comprehensively outlined comprehensively comprehensively
10%
lacks clarity defined defined
There is no attempt to There is no data to
formulate the target support the argument
market
Data has been used to Data has been used
support the argument effectively, to support
the argument
SWOT Analysis There is little to no SWOT analysis has been SWOT analysis has been SWOT analysis has been SWOT analysis has been
effort to outline the outlined, however, there outlined, however, there is outlined outlined comprehensively
20%
SWOT analysis is still some still some minor
misunderstanding in using misunderstanding in using
Analysis is unoriginal
the SWOT concept the SWOT concept There is no Strengths and weaknesses
and/or derivative
misunderstanding in using are stemming from
SWOT concept capability and asset

There is an attempt to Opportunities and threats

relate strengths and are related to the
weaknesses to capability situational analysis,
and asset leading to one in-tact,
analysis between
situational and SWOT
There is also an attempt analysis
to relate opportunities
and threats to the
situational analysis

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Marketing There is little to no Marketing objectives Marketing objectives Marketing objectives Marketing objectives
objectives effort to write have been attempted, have been attempted have been attempted have been written,
marketing objectives however, the principle showing inclusion of and do include most taking into account the
of writing good some of the elements but not all elements principles of well-
10% objectives has been required for a clearly considered appropriate defined objectives
overlooked well- defined objective. for a clear well-defined
This is a well-defined
However the objective is objective
objective that reflects
still not adequate nor
the necessary theory
clear

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Marketing strategy There is little to no Marketing strategy has Marketing strategy has Marketing strategy has
Marketing strategy has
effort to outline been written, however, been written been written
been written
25% comprehensive strategy does not reflect any in- comprehensively comprehensively
comprehensively
tact analysis
Positioning has been Positioning has been Positioning has been
Positioning is poorly formulated clearly formulated clearly, formulated clearly,
written Marketing mix has been considering the considering the
outlined clearly, organisations core organisation’s core
Marketing mix is poorly, if however, not closely competency in the competency in the
at all, related to related to positioning market landscape market landscape
positioning
Marketing mix has been It has been formulated
Marketing strategy does outlined clearly but. using the jargon in the
not address customers’ there are still elements of industry
needs the marketing mix that
are not aligned with the Marketing mix has been
positioning strategy outlined clearly
showing how it
translates the
positioning strategy to
one that addresses
customers’ needs

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 Key performance Key performance
Evaluation plan Key performance Key performance Key performance indicator (KPI/s) has indicator (KPI/s) has
indicator (KPI/s) is indicator (KPI/s) has indicator (KPI/s) has been been clearly outlined been clearly outlined
15% unclear been clearly outlined clearly outlined. The
elements to evaluate, are The elements to The elements to
The elements to However, the elements related to KPI/s evaluate are related to evaluate are related to
evaluate have become to evaluate are not the KPI/s the KPI/s
unclear related to the KPI/s However, the evaluation
plan is not necessarily The evaluation plan is The evaluation plan is
related to the entire related to the entire related to the entire
marketing plan marketing plan marketing plan leading
to one in-tact plan
There are still a few
missing elements to
become one intact
marketing plan

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