Industrial Marketing-Final Assignment

Industrial Marketing (Word count: 2000-2500)
You will create a presentation with a B2B marketing
plan for a brand in a specific country. 
Chosen company:  IBM – Turkey 

This activity must meet the following formatting
requirements:
• The submission title must be the name of the
brand.
• The presentation should be submitted in a pdf
document.
• Number of slides: 18-24 (1 for cover, 1 for table
of contents, 1-2 for brand analysis, 1-2 for
target audience, 1 for objectives, 10-14 for
tactics, 1 for KPIs, 1 for schedule and 1 for
references).
• Presentation should not be clutter with
definitions, concepts nor brand history.
• The in-text References and the Bibliography
have to be in Harvard’s citation style.

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The plan, that must be customer centered and based on
an omnichannel approach, must include (use these
very same titles for differentiating the sections in
your presentation):
1. Brand analysis: write a SWOT analysis for your
brand in the given country.
2. Target audience: define the industrial target
audience you are going to build a B2B marketing
plan for and describe it in detail.
3. Objectives: define the 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
element 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.
6. Schedule: build a schedule for your campaign,
including all main activities in the planning, creation,
and communication processes.

• Develop the students’ understanding of the
marketing mix 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.

• Apply and analyze the different B2B systems and
processes.
• Have a systematic understanding of how theoretical
concepts can be applied in business markets.
• Critically appreciate B2B marketing strategy
assessments and developments.
• Apply and assess the tools for B2B marketing
strategy development and implementation.

• Brand analysis 10% of the grade
• Target audience: 10% of the grade
• Objectives: 10% of the grade
• Tactics: 50% of the grade
• KPI’s: 5% of the grade
• Schedule: 5% of the grade
• Formatting requirements: 10% of the grade.

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