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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.

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.