Business to Business Assignment
Please kindly refer to module handbook page 10 and 11 which consist of assignment question and the requirement.
Furthermore,please refer to page 12 for assignment content ( executive summary,table content,introduction and so on).
Word requirement is 3000.
Lecturer Recommendation:
The main requirement (p 10) and the suggested assignment format (p 11) suggests that the main requirement is to critically evaluate the Microsoft Business Model in relation to its move to target SMEs with its product specially designed for them (requires 70% of the total word count). The 2nd requirement is to suggest the differentiating value proposition that should emerge from the earlier discussion on its business model.
Student may briefly discuss Intuit to highlight the differences but the formal comparison between Microsoft and Intuit is not required. Effectively, there is no requirement to to have a detailed discussion on competitors. Brief statements on competitors (properly referenced are allowed and encouraged).
Focus should remain on Microsoft.
2.0 MODULE SPECIFICATIONModule Title: BUSINESS TO BUSINESS MARKETING
No. of Credits: 15
Credit Level: 6
Mandatory
Pre-requisite: None
Co-requisite: None
Module
Description
To increase awarness and knowledge of students in the following
areas:
1. What is Business to Business Marketing?
2. How is it different from consumers marketing?
3. Why is it relevant?
2.1 Learning Outcomes
Upon the completion of the module, students will be able to:
1. Analyse and distinguish the nature, scope and differential properties of
business to buisiness marketing with business to consumer marketing.
2. Apply appropriate tools and techniques to assess market potential, conduct
sales forecasting and evaluate the market segmentation.
3. Crtically examine the context in which business to business marketing
decisions are formulated and implemented.
Page 5 of 11
2.2 Indicative Content/ Areas of Study
Section 1 :
a. Describe the character of business markets.
b. List the differences between business and consumer marketing management.
c. Identify the differences in the business marketing mix.
d. Comprehend the nature of business market demand.
Section 2 :
a. Describe the components of an effective marketing intelligence system.
b. Demonstrate familiarity with accessing and using secondary sources.
c. Differentiate between market potential, sales potential and market demand.
d. Exhibit the capacity to estimate market demand.
Section 3 :
a. Calculate market potential and conduct sales forecasting.
b. Define the role of market potential determination in planning.
c. Explain market segmentation.
d. Evaluation the basis for market segementation.
e. Appreciate the role of segmentation in developing marketing strategy
particularly creating effective product positions.
Section 4 :
a. Identify the broad business market sectors.
b. Describe the influences on business outcomes.
c. Understand how collaboration helps the system function.
Section 5 :
a. Detail the characteristics of organisation buyers
b. Identify all the factors that influence buying decisions.
c. Draw and explain the models of buyer behaviour.
d. Design effective relationship marketing strategies.
Page 6 of 11
Section 6 :
a. Describe the product line management processes.
b. Understand the implications of the PLC.
c. Appreciate the importance of product innovation.
d. Evaluate the importance of business services.
2.3 Teaching and Learning Strategy
1. 18 hours face to face lectures - tutorial by qualified facilitators will be provided
for the module and further supported with another 18 hours online learning
facilitated by the Module Leader.
2. Students will benefit from additional on-line learning resources including web
based course materials and on-line discussion forums.
3. The Online Study Portal will be manned by the Module Leader and used by all
Centre Facilitators and students.
4. Additional discussion topics relating to the module will be initiated by the Module
Leader which will be uploaded on the Online Study Portal. Students are expected
to participate and engage in the discussions wherein their view and opinions will
be shared within the cohort of students on the module.
5. Students will also have the opportunity to discuss the assignment question with
the module leader to clarify doubts to show better performance.
6. Video conferences for the students and Centre Facilitators can also be arranged on
requirement bases to give opportunity to listen to the Module Leader directly.
7. Students can also form the on-line study groups by creating their own Discussion
Rooms.
8. This will help students to learn time/ self management and work independently to
mange their course related activities.
Lectures - Tutorials: 18 hours
Online Learning: 18 hours
Directed Learning: 114 hours
Total: 150 hours
Page 7 of 11
2.4 Assessment
Assessment Weighting: 100%CW / 0% EX
CW: 100% weighting
An individual piece of work of 3000 words that requires students to identify and assess
current issues affecting the development of business to business marketing strategies in
their own organization or an organization which they are familiar with.
