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MARKETING MANAGEMENT – PROJECT GUIDELINES …. 35%

WEIGHTAGE

Choose live marketing decision problems of sponsoring companies or choose

hypothetical marketing decision problems in one of the following topics and
attempt to solve it using the concepts of the course and market study.

1. Segmentation, Targeting, Postioning

2. Branding
3. Launch of New Products
4. Marketing Strategies in Different life cycle stages
5. Pricing of a product such as a luxury car
6. Establishment of a distribution system
7. Establishment of a service offer
8. Development of an Ad campaign for a product/service

Project Proposal - 5%
Title of Project
Introduction
Rationale
Marketing Decision Problem
Scope and Limitations
Methodology
Deliverables

Midterm report - 10%

Title of the Project
Introduction
Rationale
Marketing Decision Problem
Scope and Limitations
Methodology
Literature review
Outline of Desk Research to be conducted.

End Term - 20%

Title of the Project
Executive Summary
Introduction
Rationale
Marketing Decision Problem
Scope and Limitations
Detailed Methodology
Literature review
Desk research
Analysis
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Findings and Recommendations.