MKTG 752 - Summer 2022 - Individual Assignment #2

Digital/Web Marketing Review - 45 marks - Worth 15% of Final Grade

Your task is to select a Canadian company and review their current website from a B2B buyer perspective and make recommendations for improvement. You will then consider what other marketing channels and activities they could use to promote their business to existing and potential customers.They must operate in a B2B environment.

Step 1: Company Selection - 1% of mark

Select a Canadian B2B company to review. Your choice must be approved by the Professor.

• Marks for this part of the assignment will be based on meeting the deadline for company choice and approval, and the quality of the company you choose.

Step 2:Written Report - 14% of mark

Part 1-(25 marks)

Web Site Review

Identify the company you have chosen (include the website address) and explain why you chose this company. (2 marks)

Conduct a review and assessment of this company's website, including detailed information about:

1. To which industry(ies) this company sells their products/services. (2 marks)
2. Key products and services offered by this company. (3 marks)
3. Key customer targets - consider more than 1 segment/industry. (4 marks)
4. Key competitors - based on additional research. (2 marks)

Assuming the role of a B2B buyer, assess the company's website effectiveness from a communications and marketing perspective and identify andexplain:

1. Three things they are doing well. (3 marks)
2. Three things they are not doing well. (3 marks)

Based on your assessment of the website, write a summary recommendation including two or three key things this company could do better, or start doing to improve website communication and marketing effectiveness. Consider the needs and values of the target market. (6 marks)

Part 2- (20 marks)

Overall Marketing and Communications Recommendations

Considering the content of this company's website and your assessment and recommendations, determine how else this B2B business could promote itself to existing and potential customers.

Recommend and explain the details offour other marketing channels and programs which could be used to reach the business(es) this company serves. At least two of these recommendations must be non-digital.(5 marks each)

In selecting your choices be sure to include:

1. A clear description of the recommended activity and related channel(s).
2. Details about the potential target market (segment size, industry, firmographics).
3. Timing of each activity/channel/program.
4. Specifically which products and services should be promoted.

Also consider how other areas of the business (ie. Sales) can support, strengthen, and leverage these marketing efforts.