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Business to Business Marketing

© MIT July, 2020 T1 2021
Melbourne Institute of Technology Pty Ltd
CRICOS Provider No: 01545C, 03245K NSW

Assessment Details and Submission Guidelines
Assessment 1:Individual Assignment [Individual]

School
School of Business/School of IT and Engineering

Course Name
Bachelor of Business/Networking/Engineering Technology

Unit Code
BK203

Unit Title
Business to Business Marketing

Trimester
1, 2022

Assessment
Author

Dr.Gayathri Chethi

Assessment Type
Individual

Assessment Title
Individual Assessment – Case Study Analysis

Unit Learning
Outcomes
Addressed:

a. Discuss the differences between business to business marketing
and consumer based marketing
b. Evaluate the characteristics of business to business markets,
including market structure and demand, the nature of the buying
unit and the decision process
c. Develop strategies and tactics for business to business markets
based on marketing mix specifications relevant to industry
d. Analyse the business marketing strategies applicable in global
markets
e. Apply a range of analytical skills through the interpretation of data
and information to solve business to business issues

Weighting
15%

Total Marks
15

Word Limit
1000 words

Release Date
Week 3

Due Date
Week7

Submission
Guidelines

All work must be submitted on Moodle by the due date (as above) along with a
completed Assignment Cover Page.
The assignment must be in MS Word format, 1.5 spacing, 11-pt Calibri (Body) font
and 2 cm margins on all four sides of your page with appropriate section headings.
Reference sources must be cited in the text of the Assessment Task, and listed
appropriately at the end in a Reference List using APA 6
th edition for the School of
Business.
https://library.mit.edu.au/referencing/APA

Extension /
Special
Consideration

If an extension of time to submit work is required, an Application for Special
Consideration and supporting documentation must be submitted online via your
Academic Management System (AMS) login:
https://online.mit.edu.au/ams.
The Application for Special consideration must be submitted no later than three (3)
working days after the due date of the specific piece of assessment or the examination

BK203 Business to Business Marketing
Lasted Updated: March, 2022

for which you are seeking Special Consideration. In the case of serious illness, loss or
bereavement, hardship or trauma students may be granted special consideration.

Academic
Misconduct

Academic Misconduct is a serious offence. Depending on the seriousness of the case,
penalties can vary from a written warning or zero marks to exclusion from the course
or rescinding the degree. Students should make themselves familiar with the full policy
and procedure available at:
https://www.mit.edu.au/about-mit/institute
publications/policies-procedures-and
guidelines/AcademicIntegrityPolicyAndProcedure
. For further information, please
refer to the Academic Integrity Section in your Unit Description.

Assessment Cover Sheet

Student ID Number/s:
Student Last name/s:
Student First name/s:

Course:
School:

Unit code:
Unit title:

Due date:
Date submitted:
Campus:

Lecturer’s Name:
Tutor:

 

Student Declaration
I/We declare and certify that:
1. the work contained in this assessment is my/our own work/group work, except where acknowledgement
of sources is made;
2. this assessment has not been submitted previously for academic credit in this or any other course;
3. I/we have read MIT’s Plagiarism and Academic Misconduct Policy and Procedure, and I/we understand
the consequences of engaging in plagiarism, collusion and contract cheating;
4. a copy of the original assignment is retained by me/us and that I/we may be required to submit the
original assignment to the Lecturer and/or Unit Co-ordinator upon request;
I/we have not plagiarised the work of others or participated in unauthorised collaboration or contract cheating
when preparing this assessment.

MIT ID
Signature
Date

For Assessor Use Only (if not marked on Moodle)

BK203 Business to Business Marketing
Lasted Updated: March, 2022

Date:

Signature:

Marks/Grades:

Assessment Task Description
Please analyse the case below and answer the questions.
Case Study
Reference:
Hutt, M. & Speh, T. (2014), Business Marketing Management: B2B (11th edition), South-Western
Cengage Learning.
Johnson Controls, Inc. (Chapter 13 – Case Study page. 348) 1 Johnson Controls, Inc.
Provides control and automotive systems worldwide. The Controls Division offers mechanical
and electrical systems that control energy use, air-conditioning, lighting, security, and fire
safety for buildings. The company also provides on-site management and technical services
for customers in a range of settings, including manufacturing installations, commercial
buildings, government buildings, hospitals, and major sport complexes. While serving a full
range of market sectors from manufacturers to educational institutions, Johnson Controls has
developed a suite of products and services for large retail chains, including department stores,
discount stores, grocers and “big box” supercentres. Most major shopping malls in North
America are customers. Johnson Controls’ products include a variety of control panels that
manage HVAC equipment, transportation, airflow, lighting levels, energy consumption, and
air quality – and even determine how many customers enter and exit a store. Behind the
control systems is a Remote Operations Center for 24-hour monitoring. Many problems can
be diagnosed sand corrected online. Johnson Controls has recently developed a product and
service solution that targets the convenience store industry. The convenience store controller
smartly manages a store’s lighting, refrigeration, and HVAC, alerting store personnel to
malfunctions. Building on its deep experience in working with large grocery chains, Johnson
Controls can demonstrate to a convenience store chain how the system reduces energy costs,
prevents food spoilage, improves occupant comfort, and lowers the cost of maintenance.
Discussion Question: (aim to write 250 words per answer)
1. Outline the advertising strategy Johnson Controls might follow to promote the convenience
store controller. What benefits would you emphasise in the body of an ad?
2. Develop a list of keywords you would use in promoting the product through Google’s
Internet search advertising program?
3. Outline how you would evaluate the effectiveness and efficiency of Johnson Controls
advertising function. Focus on budgeting practices and performance results?

BK203 Business to Business Marketing
Lasted Updated: March, 2022
4. Given the rapid rise in cost of making personal sales calls, should the business marketer for
Johnson Controls attempt to substitute direct-mail advertising or online advertising for
personal selling to the prospective convenience store clients? Support your answer.
Marking criteria:
Assessment criteria are shown in the following table. Marks are allocated as follows:

Assessment
criteria to be met
and assessed

Detailed Description of the Assessment Criteria
Unit
Learning
Outcome

Breakdown
Marks

Criteria 1 –
Identified key
dimensions of the
questions

Answered all questions and sub
questions/dimensions within key questions
Correct interpretation of question requirements
Completeness in addressing sub-questions
A,B,C,D,E
10

Criteria 2 –
Use of
appropriate
theory

Identification of the most appropriate theory to a
given question
Knowledge displayed in understanding of the
theories used
Knowledge displayed in application of theories in
case study questions
Acknowledgement of other theories relevant or
conflicting with the selected theories

A,B,E
3

Criteria 3 –
Referencing

Correct format and syntax in end reference list
and in-text citations.
Correct use of APA referencing style and
consistency in referencing
Use of high quality and appropriate sources
A,B,D,E
2

Total
15

Using Technology for Assessment

Rationale
Activities
Technological tools selected

reflection on learning
practice of critical
thinking
creativity and
innovation

Ideation activity
check for plagiarism
independent research
Turnitin
Moodle

© MIT July, 2020 T1 2021
Marking Rubric for Individual Assessment:

Marking
Rubric
Criteria/
Grades

High Distinction (HD)
[Excellent]
80-100%

Distinction (D) [Very Good]
70%-79%

Credit (C) [Good]
60%-69%

Pass (P) [Satisfactory]
50%-59%

Fail (N) [Unsatisfactory]
<50%

Criteria 1
Clearly states the main
themes in each answer
with clear analysis.

Answers are relevant and
soundly analysed

Generally relevant and
analysed

Some relevance and
briefly presented

This is not relevant to the
question asked.

Criteria 2
The answers are critically
evaluated and is supported
by the B2B theories learnt
in class.

Answers are relevant to
B2B theories discussed
class.

Generally relevant B2B
theories

Some relevance and
briefly presented B2B
theories

Answers are not relevant
to the B2B theories.

Criteria 3
Shown Evidence of in
depth research, reading,
analysis, original and
creative thoughts in the
assignment

Showcased clear referencing
style.
Evidence of in- depth
research, reading, analysis
and evaluation is
demonstrated.

Generally good referencing
style. Good understanding
of theory shown through
the research done.

Shows evidence of
research reading and
analysis.
Some understanding of
theory is shown.

Lacks consistency with many
errors in referencing

*Types of plagiarism or academic misconduct:

Sham Paraphrasing
Material has been copied exactly from the source and has been acknowledged with an in-text citation but has not been quoted;
There is a reference list.

Illicit Paraphrasing
Material has been paraphrased from the source without any in-text citation; There is a reference list.

Exact Copying
Material has been copied exactly from the source without any in-text citation; There is a reference list.

No Referencing
There is no in-text citations nor a reference list.

Collusion
Material has been copied from another student’s work;

Recycling
The same assignment submitted in more than one unit;

Contract Cheating
The assignment has been written by a third party and the students is claiming it as their own work.

Mark:
BK203 Business to Business Marketing
Lasted Updated: March, 2022
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