Peer Review

Search

advanced search materials‎|advanced search members‎|search other libraries

Learning Materials

Member Directory

My Profile


Peer Review	Become a Member \| Log In

B2B Marketing Plan

by Irvine Clarke

Ratings

Overall Rating:
Content Quality:
Effectiveness:
Ease of Use:

Reviewed:	Jan 07, 2002 by Business Editorial Board
Overview:	This module the guidelines for a B2B marketing course in which students are expected to develop a marketing plan to facilitate an exchange with a business enterprise (commercial, institution or government). The instructor asks them to market their product to a business that does not current purchase the product from his company.
Learning Goals:	Although Learning Goals are not stated, they seem to be: ? Help integrate theories. ? Obtain a depth of knowledge about the product and company. ? Apply course theory to practical problems. ? Help students determine an industry in which they may want to work
Target Student Population:	Senior students enrolled in a B2B marketing class
Prerequisite Knowledge or Skills:	Knowledge in the following is essential: ? Marketing Fundamentals ? Business Policy ? Financial Management ? Business Environment
Type of Material:	It is a course outline- comprehensively designed.
Technical Requirements:	Simple tabulations and analytical tools

Evaluation and Observation

Content Quality

Rating:

Strengths:	? This is a well-conceived project for student involvement in a complex area that is sometimes difficult for students to understand and appreciate. ? This project helps fill a void in B2B marketing where few materials are available.
Concerns:	? Some of the topics need to be applied more appropriately to the B2B context. For example, the discussion in section D (Consumer Situation) is not clear if students should consider the customer?s customer or the B2B customer. ? The assignment requires considerable man-hours and library resources. It seems to assume a strong grounding of marketing fundamentals among the students.

Potential Effectiveness as a Teaching Tool

Rating:

Strengths:	? Shows a real commitment to excellence and real concern for student learning. ? A commendable amount of thinking by the instructor while designing the course is evident.
Concerns:	? The learning goals need to be more explicitly stated. ? It requires an intense amount of interaction between the class and the instructor

Ease of Use for Both Students and Faculty

Rating:

Strengths:	The framework the author presents is strong for a solid B2B marketing plan project.
Concerns:	? At times in the module, it seemed as though this was a modified B2C marketing plan project. Adding more explicit content/explanations for the B2B context would be very helpful. ? Tip #6 discusses the rejection of ?alternatives,? but not sure how ?alternatives? fit with the previous discussion.

--%>