I chose the company KPMG for my study.
Introduction
Congratulations on all your hard work that brought you to the final assignment of this course. So far, the activities and assignments have challenged you to analyze some key concepts and to apply them to marketing selected product(s) for your chosen company.
In this final assignment, you will demonstrate your ability to integrate your learning from all aspects of the course and to draw conclusions.
You will now finalize your business marketing plan and provide a reflective summary of your learning through your reading, participation in discussions, and personal reflections.
There are two parts to Assignment 4:
Part A: Business Marketing Plan (5% of your final mark)
Part B: Reflective Summary (4% of your final mark)
Each part is marked out of 50 marks, totalling 100 marks. This whole assignment counts for 9 per cent of your final grade in the course.
In Assignments 1 through 3, you have already completed and submitted the first four sections of your business marketing plan to your online faculty member, who has graded them and provided feedback to you. In the first part of Assignment 4, you will organize your information into a complete business marketing plan by first editing and combining your work from sections 1 through 3, then completing and adding the remaining section 4. The five sections of your completed marketing plan should be organized according to the business marketing plan outline provided below. Remember that you must use APA style.
In Part B, the Reflective Summary, you will provide a summary of your learning and growth from the modules and discussion activities you engaged in throughout the course. Remember that you must specifically discuss a minimum of four discussion and/or reflective activities that you completed.
Instructions
Part I: Business Marketing Plan (50 marks total)
Now it’s time to pull all of the pieces of your business marketing plan together. You will be using Assignments 1–3 (with improvements your Open Learning Faculty Member may have suggested) to integrate the following sections of your business marketing plan. You will not be graded again on work that you were asked to complete in the first three assignments, but you will be graded on the executive summary (10 marks) and marketing plan implementation (40 marks). Use the following outline to help you organize your final plan.
Outline of a Business to Business Marketing Plan
Executive Summary [Assignment 4]
Introduction [Assignment 1]
Opportunity Identification and Marketing Strategy Development [Assignment 1]
Consumer Behaviour and Purchasing Process Analysis [Assignment 1]
Marketing Mix Strategies [Assignments 2 and 3]
Brand strategy (Assignment 2)
Product strategy [Assignment 2]
Channel strategy [Assignment 2]
Segmentation strategy (Assignment 3)
Communication strategy [Assignment 3]
Pricing strategy [Assignment 3]
Marketing Plan Implementation [Assignment 4]
References [All assignments]
Appendices [If applicable]
Executive Summary (10 marks)
Provide a 1- to 2-page formal introduction to your business marketing plan. The purpose is to summarize the key findings of your report and to articulate what you want the reader to conclude after reading the rest of your plan. It is recommended that you prepare this section last, after finalizing all the other sections of your plan.
Marketing Plan Implementation (40 marks)
Write a 4- to 6-page double-spaced report, discussing how you would implement your marketing strategy in your chosen company and control the implementation process. Discuss how you would:
Measure performance.
Analyze causes for high or low performance.
Develop methods to improve the performance in a continuous way.
Part II: Reflective Summary (50 marks)
The reflective summary requires you to look back at your activities and discussions and to reflect on your learning experience. Consider the following reflective questions:
Which of the Reflection activities did you find contributed most to your learning? Why? (Remember, you must specifically discuss at least four activities that you engaged in.)
Did you engage in discussions with other learners, and did the contributions of other learners influence you and help enrich your knowledge of B2B marketing?
Did you agree with everything others posted to the online discussions?
Did the ideas and information presented in the readings significantly influence your understanding of B2B marketing?
Did your ideas and views shift as you progressed through the course?
Write 4- to 5-pages (double-spaced, approximately 1,000 words) reviewing your contribution to the discussions and other activities. Include the above reflective questions and what you have learned from them. Document your best contribution to the discussions and describe briefly what you have learned from the postings of other learners. Include highlights from other activities and from the course in general.
References
You must reference all ideas or findings that are not original to you. References must be provided for both paraphrasing and quoting. Paraphrasing is taking the ideas or findings of another writer or researcher and putting them into your own words. Like quotations, paraphrased ideas must be acknowledged; otherwise, you appear to be claiming that the idea is your own. Quoting is using the exact words of a writer.
This course uses American Psychological Association (APA) citation style; the TRU Library provides excellent guides on how to write APA citations and references.
Criteria for Evaluating Assignment 4
Criteria
Value
Use of marketing terms and textbook concepts
30%
Organization and completeness
20%
Critical thinking and insight
20%
Logical conclusions
10%
Professional Presentation (tone, grammar, spelling, APA)
20%
