INTRODUCTION
This four-part essay project will give you the opportunity to assess the online B2B marketing skills you’ve learned in this course.
PROCEDURE
Go online and look up different B2B companies. Find the web page of one company that you’ll use for this project. For each of the following parts of the final graded project, you’ll research online for the company you’ve chosen and then write an essay answer of approximately 250 words for each part.
GOAL
The goal of this project is to show how you can transfer the concepts you learned in this course by analyzing a B2Bbusiness.
PART 1
Go online and research various B2B companies. When you find one you would like to examine for this project, begin by taking a look at how they brand themselves. Using the concepts you’ve learned about branding in this course, how do you feel the company is using its brand? Do you feel it’s effective? Why or why not? What, if anything, would you change?
PART 2
Take a good look around the company’s website. Do you feel it’s effective in targeting the right audience? Is it user-friendly? What, if anything, would you change to improve the website and make it more usable?
PART 3
Take a good look around the company’s website. Do you feel it’s effective in targeting the right audience? Is it user-friendly? What, if anything, would you change to improve the website and make it more usable?
PART 4
Does the company integrate social media in their marketing efforts? If so, how? What do you think is effective or not
effective? What would you do to improve their social media marketing? If the company isn’t using social media, describe how they
could use social media in their online marketing efforts.