Modality Points for Marketing Management Course – Term 1 – PGP – Section D

Instructor: Professor Nagasimha Balakrishna Kanagal

The following points have been discussed in session 1 and laid out below for confirmation of
modalities.

1. Case Analysis and Presentations – 15% weight: Done by Groups

a. Presentation details - 15 minute total presentation time, with 10 minute presentation

and 5 minute wrap up, followed by discussions along with Instructor; PPT to be turned in
to Instructor before the presentation.

b. Group Allocations for Cases (groups to be allocated by PGP Office. Class representative
to coordinate with Instructor for obtaining allocations of students to groups).

i. Struggling to make the Best Buy

– Group 1 presenting, Group 12 initiating questions

ii. Emirates Airline: Connecting the Unconnected

- Group 12 presenting, Group 1 initiating questions
- Group 6 presenting, Group 7 initiating questions

iii. PV Technologies Inc: Were they asleep at the Switch.

- Group 2 presenting, Group 11 initiating questions
- Group 7 presenting, Group 6 initiating questions

iv. Shopper’s Stop – Targeting the Young

- Group 11 presenting, Group 2 initiating questions

v. The Birth of Swatch

- Group 3 presenting, Group 10 initiating questions

vi. In a Bind: Peak Sealing Technologies’ Product Line Extensions

- Group 10 presenting, Group 3 initiating questions

vii. Computron
- Group 4 presenting, Group 9 initiating questions

viii. Audio Advice: From Retail to E-Tail

- Group 9 presenting, Group 4 initiating questions

ix. Singapore Airlines: Customer Service Innovation

- Group 5 presenting, Group 8 initiating questions

x. Launching Krispy Natural: Cracking the Product Management Code

- Group 8 presenting, Group 5 initiating questions.
2. Project Work Submission Deadlines and Details: Done by Groups (same groups and members
as that for case analysis and presentations).

a. Project Proposal:
i. Submission at beginning of Class 4 in class.
ii. Title of Project Fixed for entire term.
iii. Marketing Decision Problem Fixed for entire term.
iv. 2 to 4 pages, 12 point font, Times New Roman, 1 inch margin on all sides,
single spacing.
v. Contents of Project Proposal – In syllabus.
vi. 5% weight

b. Project Mid term

i. Submission at beginning of Class 10 in class.
ii. Title of Project Fixed for entire term.
iii. Marketing Decision Problem Fixed for entire term.
iv. 22 to 24 pages max, 12 point font, Times New Roman, 1 inch margin on all
sides, single spacing (20 pages max, post proposal).
v. Contents of Mid Term Report – In syllabus.
vi. Proposal to be integrated to mid-term report.
vii. No presentation at mid-term stage.
viii. 10% weight

c. Project End Term

i. Submission of presentation and report at beginning of Session 19 in class.
ii. Title of Project Fixed for entire term.
iii. Marketing Decision Problem Fixed for entire term.
iv. 42 to 44 pages max, 12 point font, Times New Roman, 1 inch margin on all
sides, single spacing. (20 pages max, post mid-term).
v. Contents of End Term Report – In syllabus.
vi. Presentation in session 19, 20 for end term report.
vii. Presentation time for session 19, 20: 15 minutes total time per group
comprising of 10 minute presentation time with 1 minute wrap up, 3 minute
question answer, and 1 minute change over among groups.
viii. Proposal and Midterm reports to be integrated into end term report.
ix. 15% weight. Combined grade of presentation and written report.