Assignment 1: In B2B Marketing, The Customer is King
Type of Assignment
Report
Word Count
2000 (Excluding executive summary, cover page, table of contents and list of References
and Appendices.
Weighting
50%
Submission Date
March 9th 2020, via Blackboard by 12:59 (mid-day). The link to submit will open one week
before submission.
Introduction
You have been recently recruited as an executive tasked with developing B2B Marketing in a
rapidly developing company. Your first task is to show you understand the key role that
customers play in B2B marketing as distinct from B2C Marketing. Before you embark on other
more critical roles within the company, your manager has identified a number of issues that he
would like you to consider.
Your Task
Your first brief in your new position is to write an informative report which will examine the
nature of B2B customers and explore ways of monitoring and improving customer satisfaction
within your B2B marketing remit.
There are 2 key parts to this assessment
1. Formative Feedback (10%)
 You must prepare for a provisional meeting with your manager (seminar tutor) to
debrief him/her/the of your progress on your report (outlined in #2 below).
 Your de-brief will last no more than 10 minutes and you will also have the
opportunity to seek further guidance at this meeting (Formative feedback).
 For this meeting, your manager will expect a clear structure and summarised
content on 1 printed A4 page1
. You may also present other information if you have
time. Your meeting will be on either Feb 18th or 25th
.
 You should include this A4 Sheet as Appendix 1 to your final submission. Please
note, this is not the same as your executive summary.
2. Prepare a report to cover the following areas:
a) A succinct discussion of the core differences between B2B & B2C marketing
(10%). (approximate word-count- 300 words)
b) Using a customer journey map illustration, outline the key touchpoints likely to be
encountered by B2B customers at a company of your choice. You are expected to use various models, and paradigms which companies are using to help understand
and measure the various touchpoints encountered (35%) (approximate wordcount- 1200 words)
c) Based on your research and understanding of your brief, you are asked to
summarise keys ways that B2B marketers can enhance their customer experience.
You are advised to structure your key ideas under clear sub-headings (25%)
(approximate word-count- 500 words)
d) To assist your busy manager, you should include a clear succinct executive
summary 2
in your report. This will NOT form part of the word-count (10%)
Submission Requirements
 This is a report: please number the headings and sub-headings: You should use
salient headings (numbered) throughout to signpost your work.
 Use 1.5 line spacing.
 Font 11
 Typeface: Tahoma, Arial or Calibri ONLY!
 Please ensure that you include a cover page, a table of contents and an introduction.
 You are encouraged to use some diagrams, (but not too many). Please make sure
these are embedded in your assignment. Also, be sure that these are also
referenced in the standard Harvard format.
 Please ensure you use Harvard referencing to cite all relevant literature and sources.
 Avoid including unnecessary appendices; marks will be deducted for unnecessary
appendices that are not cross referenced in the report body.
 Please make sure you use at least 5 journals of academic research sources, in
addition to other core texts, data, and salient uploaded articles on blackboard.