WESTMINSTER BUSINESS SCHOOL SCHOOL OF MANAGEMENT AND MARKETING Module Title: Module Code: Assessment title: Assessment weighting: Assessment deadline: Assessment Format: Length of Presentation: Semester 2, 2022/2024 Assessment Brief Marketing B2B 5mark009w CW1: Individual Presentation 25% All students MUST submit PPT Slides + supporting notes via Blackboard by 1300hrs on Feb 20st 2024. [i.e., on day before presentations begin]. Individual Presentation and PowerPoints + Supporting Notes. 4-Minutes Maximum Introduction Differences between B2C [business-to-consumer] and B2B [business-to-business] marketing require marketers to consider different constructs in shaping their marketing strategies. Understanding the DMU [decision-making unit] and its role in making and influencing decisions along the CJ [customer Journey] is critical to the success of any B2B marketing program. 1} Your first Coursework [CW1] requires you to develop your theoretical knowledge and understanding of these differences and decision-making so that you can practically and effectively apply this in a real world setting for Coursework 2 [CW2] About The Company of Focus: The Bosch Group is a leading global supplier of technology and services. It employs roughly 421,000 associates worldwide (as of December 31, 2022). The company generated sales of 88.2 billion euros in 2022. Its operations are divided into four business sectors: Mobility, Industrial Technology, Consumer Goods, and Energy and Building Technology. As a leading loT provider, Bosch offers innovative solutions for smart homes, Industry 4.0, and connected mobility. Bosch is pursuing a vision of mobility that is sustainable, safe, and exciting. It uses its expertise in sensor technology, software, and services, as well as its own loT cloud, to offer its customers connected, cross-domain solutions from a single source. The Bosch Group's strategic objective is to facilitate connected living with products and solutions that either contain artificial intelligence (AI) or have been developed or manufactured with its help. Bosch improves quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch creates technology that is "Invented for life."[Bosch, 2024] Bosch is involved in 4 key areas: Mobility: At Home; Industry & Trades; and Market- Specific Solutions. You can click on these links to take you directly through to these product/services areas. For both your CWS, you should select either Mobility or Industry & Trades or Market Specific Solutions. Under one of these, we want you to refine your focus even further by selecting one specific area of business listed under the 3 headings below. 1. Mobility: focuses on separate business areas such as: Bosch mobility, automotive aftermarket, Bosch car service, motorsport, and e-bike systems. 2. Industry & Trades: focuses on separate business areas such as: BPO, drive & control tech, energy & building solutions, large thermal plants, power tools, safety & security solutions, Industrial software solutions, and production equipment & automation. 3. Market Specific Solutions: focuses on separate business areas such as: hydrogen technology, smart building, product authentication or carbon neutrality. Selecting a very clear specific area of business will enable a more focused determination of the DMU & Customer Journey for CW1, and a more focused analysis and understanding of the macro, microenvironments, and subsequent communication plan for CW2. Once you have selected one area, you should stick with this for BOTH coursework's since they are { ² } interrelated. There are many options[18 in total] to pick from here, so you are encouraged to pick something that interest you. Your Task for CW1: There are two key parts to this assessment: Part 1: Formative Assessment- Contribution to 2 Quizzes[2x5%]: (10% of grade). To encourage and help your knowledge and understanding of the module, you will be required to contribute to two formative quizzes which you will attain a grade for, and which contributes to your overall individual presentation grade. These will take place in seminars 3 and 4. Part 2: Summative Assessment: Individual Presentation (90% of grade) Prepare an individual PowerPoint presentation of 4-minutes duration [+ speaker notes] to respond to the following brief: 1) Using one of the customer journey frameworks outlined in this module, with BOSCH and your specific selected area of business in mind, summarize the various stages, and identify typical touchpoints & pain-points that might be encountered by individuals of the DMU along this journey. 2) Explain who the DMU is likely to be along various stages of the journey & what their role is in the B2B buying decision-making process. Briefly consider why understanding these is of interest to marketers developing marketing programmes. 3) Finally, identify some key metrics which might be used to measure customer satisfaction along various stages of the customer journey, and outline why it would be important to know this type of information. The presentation, & what it involves: A 4-minute Maximum presentation- This will be strictly enforced, so you need to rehearse/practice to be confident of staying within the timeframe while at the same time conveying the most important information pertinent to satisfying the brief. Speaker Notes: Include speaker notes as per the word-count guidance below. You should add these in font 12 to a slide[s] at the end of your presentation that you will upload on Turnitin only. Do not upload your speaker notes to the dedicated Padlet for seminar presentations. Guidance for your speaker notes for a 4-minute presentation are as follows: Speech time Slow pace One minute 100 words 4 minutes 400 words Additional guidance notes: Average pace 130 words 520 words 3} Fast pace 160 words 640 words You will need to work hard and prepare well to ensure you can fit the key points within the given timeframe and demonstrate that you have used theory, knowledge, and practice to demonstrate your understanding of the task. Get to the point and avoid straying from the topic at hand. Preparing your presentation: Slide 1: should contain your student's name and number, module, and degree details in large font. You may choose to split this slide and put this information on the left of the page and a brief agenda on the right. Clearly state which area of business you are focusing on. ● ● Slide 2: Include all the information in a poster-like slide and combine your discussion of all elements [customer journey, touchpoints, likely pain-points, likely DMU, and ways of measuring satisfaction] as you move across the customer journey, to help develop your presentation. Slide 3: Should detail your full list of references. [Be sure to cite sources on slides] Slide 4/5: Your final 1-2 slides should include your speaker notes in font 12 on the document you upload on Turnitin. Note: To do well here, there is an expectation that you will use and cite resources from the weekly reading lists on blackboard. LEARNING OUTCOMES ADDRESSED: ● LO1: Demonstrates an understanding of the intricacies and complexity of B2B [business-to- business] marketing, recognising those areas where theories, ideas and concepts differ from B2C[business-to-consumer] marketing. LO2: Takes responsibility for organising and communicating information, using a range of relevant criteria, to a variety of audiences in contexts of varying complexity. ASSESSMENT CRITERIA The assessment criteria and weightings show you what is important in the assessment and how marks are shared across each criterion. When you are completing your assessment remember you need to fulfil the brief and the assessment criteria below. At the end of this document, we have provided you a more detailed marking grid, which describes both the expectation for each criterion The assessment criteria and weightings show you what is important in the assessment and how marks are shared across each criterion. When you are completing your assessment remember you need to fulfil the brief and the assessment criteria below. At the end of this document, we have provided you a more detailed marking grid, which describes both the expectation for each criterion and how marks would be awarded based upon performance. 4 } The assessment criteria for CW1 are as follows: Criteria 1 Formative assessments: 2 Quizzes. 2 Customer Journey: Was there a clear illustration and explanation of the stages of a B2B customer journey map? Were key distinctions between B2C & B2B customer journey identified? Was there a good understanding/appreciation of some touchpoints and pain-points along the CJ and their implication? Has the student drawn from various readings available on Blackboard to support the presentation? 3 DMU: Was there a clear understanding of the B2B Decision-Making Unit [DMU] and their role & importance in the buying decision [as distinct from the B2C buying decision] within the selected company? 4 Metrics: Was there an understanding of the role/importance of B2B CJ satisfaction measurement metrics demonstrated? 5 PowerPoint/Visuals: Were the PPT/Canva slides designed and used well to engage & help the audience? Were there citations included? Has the student used appropriate readings from those available on blackboard? 6 Presentation Skills: Was the presentation clear enough, confidently delivered and easy to follow? Was it within the time allowed? Grade 10 30 15 10 {5} 15 20 Submission of your presentation. Firstly, you will be required to upload your PPT to Turnitin by 13.00hours on Feb 20th, the day before the presentations begin in week 5. Presentations will run over 2 weeks. This is required so that you can authenticate your submission, but also so that your work can be graded and returned to you with feedback. Once you have uploaded your PPTs, you will then be able to use your time to practice and perfect your presentation. Secondly, to avoid time wasting where students look for files, we aim to have all presentations on dedicated seminar PADLETS before presentations starts. You should upload this an hour before your presentation seminar starts. The file must be the same as uploaded on Blackboard without speaker notes. You will find this under the assessment 1 folder on Blackboard. Please upload in PPT/Canva and NOT in PDF since PDF documents disables many of the presentation facilities. Having all seminar presentations on one Padlet will allow us to swiftly move through presentations seamlessly, without the need for students to try to connect devices and find files which loses an inordinate amount of time which we will not have, nor can we allow in the timeframe we have for presentations.