BK 203 – Business to Business MarketingPage 2 of Assessment Details and Submission Guidelines School Business Course Name Bachelor of Business Unit Code BK 203 Unit Title Business to Business...

BK 203 – Business to Business MarketingPage 2 of Assessment Details and Submission Guidelines School Business Course Name Bachelor of Business Unit Code BK 203 Unit Title Business to Business Marketing Trimester Trimester 2, 2018 Assessment Author Dr Charindra Keerthipala Assessment Type Individual Case Study Assessment Title Case Study Analysis Unit Learning Outcomes covered in this assessment a. Discuss the differences between business to business marketing and consumer based marketing b. Evaluate the characteristics of business to business markets, including market structure and demand, the nature of the buying unit and the decision process c. Develop strategies and tactics for business to business markets based on marketing mix specifications relevant to industry d. Analyse the business marketing strategies applicable in global markets e. Apply a range of analytical skills through the interpretation of data and information to solve business to business issues Weight 15% Total Marks 15 Word limit 1200 Release Date Week One Due Date Week Eleven Submission Guidelines · All work must be submitted on Moodle by the due date along with a completed Assignment Cover Page. · The assignment must be in MS Word format, 1.5 spacing, 11-pt Calibri (Body) font and 2 cm margins on all four sides of your page with appropriate section headings. · Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using APA or IEEE referencing style for School of Business and School of Information Technology and Engineering respectively. Extension If an extension of time to submit work is required, an Application for Special Consideration and supporting documentation must be submitted directly to the School's Administration Officer via your MIT AMS login [https://online.mit.edu.au/ams/default.aspx?ReturnUrl=%2fams%2f]. You must submit this application no later than three working days after the due date of the specific piece of assessment or the examination for which you are seeking Special Consideration. Further information is available at: http://www.mit.edu.au/about-mit/institute-publications/policies-procedures-and-guidelines/specialconsiderationdeferment Academic Misconduct Academic Misconduct is a serious offence. Depending on the seriousness of the case, penalties can vary from a written warning or zero marks to exclusion from the course or rescinding the degree. Students should make themselves familiar with the full policy and procedure available at: http://www.mit.edu.au/about-mit/institute-publications/policies-procedures-and-guidelines/Plagiarism-Academic-Misconduct-Policy-Procedure. For further information, please refer to the Academic Integrity Section in your Unit Description. Assessment Task Description The main goal of this assignment is twofold. First the assignment attempts to evaluate the student’s ability to critically analyse case studies in Business to Business (B2B) marketing. The second goal of this assignment is to assess the student’s ability to use international marketing theory and write cohesively based on critical thinking. Assignment details This is an individual assignment. Students are given a choice of 4 case studies to select one for this assignment. Each case study comprises of 2 questions and students should answer every question. One case study can be selected by more than one student and upon selection of a case study, students should inform the lecturer of their selected case study. You are not allowed to change your case study after Week 7. The format of this assignment is Questions and Answers (Q & A). Therefore, students are not expected to provide answers in report or any other similar formats. The word limit for this assignment is 1200 with 10% margin of flexibility. Exceeding or falling short of word count more than 10% carries a penalty of 10% from total allocated marks (1.5 marks). Tips and instructions for successful assignment submission 1. You are not required to reproduce the case study in your submission, however, you are expected to mention the question and question number on your assignment 2. Focus on academic writing style and coherence of your arguments 3. Use relevant academic theory to support your analysis and arguments 4. Use multiple sources to avoid over-dependence on a single source (usually the pre-scribed text) 5. Select a case study from an area in B2B marketing you are comfortable/passionate or can relate better Assessment Criteria A detailed marking guide provides the criteria used to assess this assignment Case Studies The four (4) case studies from which you need to select one are from your pre-scribed textbook. Prescribed text for BK203 Hutt, M. & Speh, T. (2014), Business Marketing Management: B2B, (11th edition), South-Western Cengage Learning Case Study 1 – The middle by Corporation – Pages 31 and 32 Case Study 2 – Sealed Air Corporation: Delivering Packaging Solutions – Pages 62 and 63 Case Study 2 – Federated Insurance: Targeting Small Businesses – Pages 118 and 119 Case Study 2 – Hidden Inside: International Flavours & Fragrances, Inc. – Page 198 Marking criteria: Section to be included in the report Detailed Description of the Criteria Marks Criteria 1 – Identification of key dimensions of questions · Answered all questions and sub-questions/dimensions within key questions · Correct interpretation of question requirements · Completeness in addressing sub-questions 3 Criteria 2 – Use of appropriate theory · Identification of the most appropriate theory to a given question · Knowledge displayed in understanding of the theories used · Knowledge displayed in application of theories in case study questions · Acknowledgement of other theories relevant or conflicting with the selected theories 3 Criteria 3 – Critical analysis of issues · Ability to critically analyse relevant literature · Demonstrated ability to generate key insights from analysis of literature · Analysis of theories selected that included critical views of those theories · Provide recommendations/solutions based on critical analysis 4.5 Criteria 4 – Academic Writing · Use appropriate academic writing style and language · Logical connectivity of ideas and overall flow of the submission · Clarity in idea expression · Consistency in presentation (of the assignment) and free of grammar/spelling mistakes 3 Criteria 5 - Referencing · Correct format and syntax in end reference list and in-text citations · Correct use of APA referencing style and consistency in referencing · Use of high quality and appropriate sources 1.5 Total 15 Last updated: Month, year Lasted Updated: July 2018