It must consider what strategies and activities the company’s sales and marketing team should undertaken (online and offline) throughout the year.
Key areas the client would like to see considered:
Organisational buyer behaviour, particularly considering the needs of potential customers at the information search and evaluation of alternatives stages
Relationship marketing, specifically building relationships with potential customers (pre-trade show) and new customers (post-trade show)
Appropriate sales management strategies
IMC and effective branding across the activities
1. Content/feasibility/strategic thinking: 40%
Coverage and understanding of the key areas, appropriate structure, ideas in
line with current/previous marketing strategies of the company,
realistic/manageable in terms of the industry and company. Evidence of
joined-up, logical, strategic thinking between the pre-, during- and post-strategies.
2. Application of theory to justify activities, (Org. buying behaviour, relationship
marketing, IMC/branding and sales management): 40%
Correct identification and application of relevant theory to support strategies
and tactics suggested. Critical evaluation needed to access higher marks.
3. Depth of research (inc. APA usage): 10%
Considering the quality, depth and breadth of the research, looking for a good
balance between industry information (databases, company info, environmental
info), and academic research (journal articles, textbooks), accuracy of APA
formatting. Avoiding unsuitable/poor quality resources e.g. Wikipedia,
Marketing91, Tutor4U, QuickMBA etc.
4. Presentation/professionalism: 10%
Considering professional appearance of the work, appropriate language and
layout, neatness, readability, use of report format (headings, subheadings,
contents page) etc.