Task 1.2: Industrial Marketing Report – Brand Situation Analysis
Assessment type: Written assignment
Description: Students are to write a 500 to 600-word SWOT analysis for the selected brand.
For further details of this assessment task, consult the activity description on the relevant week of the course site.
Main task
Task 1.3: Industrial Marketing Report
Assessment type: Written assignment
Description: Students will create a customer-centered B2B marketing plan, based on an omnichannel approach, for the selected brand.
INSTRUCTIONS
You will create an Industrial Marketing Report for a B2B brand of your choice that doesn’t serve B2C markets. The plan, that must be customer centered and based on an omnichannel approach, must include:
1. Brand analysis: write a SWOT analysis for the chosen brand in the selected country.
2. Target audience: define two industrial target audiences you are going to build a B2B marketing plan for and describe them in detail.
3. Objectives: define at least three objectives you want to achieve with this B2B marketing plan and write them in a SMART way.
4. Tactics: develop an integrated tactic for each of the seven elements of the B2B marketing mix and explain them in detail. This is the core of your paper.
5. KPIs: specify the marketing metrics you are going to use to measure the success of this B2B marketing plan with their respective goals. At least one KPI for each tactic.
6. Schedule: build a schedule for your campaign, including all main activities in the planning, creation, and communication processes.
