Midtermassessment-Brief_RR.pdf

Midterm Assessment – Case Analysis

Written assignment
Activity brief

BC0316 – Industrial Marketing
Online campus

Instructor: Rowida Rizk | [email protected]

Description
You will write an analysis for Cambridge Sciences

Pharmaceuticals’ case study (provided).

The objective of the assignment is to provide an opportunity to

gain an understanding of the complexities and challenges of

managing a B2B company’s marketing strategy.

You are to examine the company situation and based on your

findings and on the content in the course material and other

reference sources, you will propose a plan with three different B2B

marketing strategies for the company.

The required structure of your paper is (use these very same

titles for differentiating your paper sections):

1. Company’s main problem: you are to examine the situation

in depth and then, identify and explain the company’s main

problem.

2. Three possible strategies: you are to propose three B2B

strategies for the company, to face the problem described, with

their benefits (at least three for each strategy) and weaknesses

(at least three for each strategy).

3. KPIs: you are to establish how you are going to measure

the success of your B2B marketing strategies, including

specific goals for each KPI.

Format This activity must meet the following
formatting requirements:

 Font size 12

 Double-spaced

 The task should be submitted in a
pdf document.

 Cover, Table of Contents and References
are mandatory.

 Papers 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.

 Word count: 2500-3000 words.

 Cover, Table of Contents, References and
Appendix are excluded of the total word
count.

mailto:[email protected]

Goal(s)  Equip students with a critical understanding of

marketing practices 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.

Due date Deadline: June 21st, 2021 at 23:59 CEST

Late submissions without approved mitigating

circumstances may result in one of the following

penalties:

 Work submitted until June 23rd at 14:00 CEST, will

be marked and feedback will be provided. However,

the grade will be capped at 70%.

 Work submitted after June 23rd at 14:00 CEST,

will not be marked and will receive the final grade
‘0’.

Weight
towards final
grade

This activity has a weight of 40% towards the
final grade.

Learning
outcomes

 Identify and differentiate between the different and unique

challenges of business markets.

 Have a systematic understanding of how theoretical concepts

can be applied in business markets.

 Apply and assess the tools for B2B marketing strategy
development and implementation.

Assessment
criteria

Your paper will be graded based on the explanation
of each strategy, with its benefits and risks or
weaknesses, and the reason why you recommend it.

Additionally, your ability to apply concepts from
the literature to your analysis, with proper
citation of articles and books.

Specifically:

 Main problem: 20% of the grade

 Each strategy: 20% of the grade

 KPI’s: 10% of the grade
 Formatting requirements: 10% of the grade.

Rubric: written assignment

Criteria Accomplished (A) Proficient (B) Partially proficient (C) B line (D) Fail (F)

Problem
identification

The business issue has been
correctly identified, with a
competent and comprehensive
explanation of key driving
forces and considerations.
Impact on company operations
has been correctly identified.
Thorough analysis of the issue
is presented.

The student correctly identified
the issue(s), taking into account
a variety of environmental and
contextual drivers. Key case
information has been identified
and analyzed.

The student correctly identified
the case (issues), considering
obvious
environmental/contextual
drivers. There is evidence of
analysis, but it lacks depth.

The student correctly identified
the issue(s) but analysis was
weak. An absence of context –
the work is basically descriptive
with little analysis.

The student failed to correctly
identify the issue(s); analysis
was incorrect or too superficial
to be of use; information was
misinterpreted.

Information
gathering

The student showed skill in
gathering information and
analyzing it for the purposes of
filling the information gaps
identified. Comprehensive and
relevant.

Relevant information gaps were
identified and additional
relevant information was found
to fill them. At least two different
types of sources were used.
The student demonstrates
coherent criteria for selecting
information but needs greater
depth.

The student correctly identified
at least one information gap
and found relevant information,
but which was limited in scope.
Some evidence of sound
criteria for selecting information
but not consistent throughout.
Needs expansion.

An information gap was
identified and the student found
additional information to fill it.
However, this was limited in
scope. Weak criteria for the
selection of necessary
information.

Information was taken at face
value with no questioning of its
relevance or value. Gaps in the
information were not identified
or were incorrect.

Conclusions The student evaluated,
analyzed, and synthesized all
information provided to create a
perceptive set of conclusions to
support the decisions and
solutions.

The student evaluated,
analyzed and synthesized to
create a conclusion(s) which
support decisions and
solutions.

The student reached
conclusions, but they were
limited and provided minimal
direction for decision-making
and solutions.

The conclusion was reasonable
but lacked depth and would not
be a basis for suitable strategy
development.

The student formed a
conclusion, but it was not
reasonable. It was either
unjustified, incorrect or
unrelated to the case in hand.

Solutions The student used problem
solving techniques to make
thoughtful, justified decisions
about difficult and conflicting
issues. A realistic solution was
chosen which would provide
maximum benefit to the
company. Alternative solutions
were explored and ruled out.

The student used problem
solving techniques to make
appropriate decisions about
complex issues. Relevant
questions were asked and
answered. A realistic solution
was chosen. Alternatives were
identified, explored and ruled
out.

The student used problem-
solving techniques to make
appropriate decisions about
simpler issues. The solution
has limited benefit but does
show understanding of
implications of the decision.
Alternatives were mentioned
but not explored.

The student used problem
solving techniques to make
decisions about simpler issues
but disregarded more complex
issues. Implications of the
decision were not considered.
Alternatives were not offered.

The student formed a
conclusion, but it was not
reasonable. It was either
unjustified, incorrect or
unrelated to the case in hand.