Arab Academy For Science, Technology and Maritime Transport

College Of Logistics & International Transport

Principles of Marketing
PROJECT OUTLINE
Project Dates :

Start: 2nd Week

Report submission: 11th week.
Final Presentations: 12 & 13th Week. (Lecture)

Phase one: Group Structure and Identity

1 - Class shall be divided into groups – Marketing consultants

(From 3-5 per group)
2 – Each Marketing consulting company must have a
NAME, LOGO and SLOGAN.
3- Organize tasks amongst team members.
4 - READ carefully chapter 1 first together, to get a basic idea of
Marketing.

Phase two: Marketing Department Profile

1- Introduce your company, its products/ services,

size, location, history, mission statement, and profile.
2- Describe the marketing department for your
assigned company (organizational structure, # of
managers, employees…etc.)
3- What marketing functions does the marketing
department perform? (sales, public relations, advertising,
research, branding, distribution, promotion…etc.)

Phase three: Application and Analysis

1- How does your company achieve the two- fold goal of

marketing? (attract new customers by promising superior
value, and to keep current customers by delivering
satisfaction.)
2- Is it a smart company? i.e. does it under promise and over
deliver?
3- Using the Boston Consulting Group matrix, place all the
company's products on the matrix at their appropriate place.
(whether they are stars, cash cows, dogs or question marks)
4- Apply the marketing process (Segmentation, Targeting and
Positioning, STP) to each of the company's products/
services.
5- Describe the marketing environment of your company and
it's components.
 College Of Logistics & International Transport

6- What pricing strategies does the company adopt?

7- What promotion strategies does the company
adopt?
8- Does the company distribute it's own products?

Phase Four: Report

1- Cover Page: It should include;

a) The group’s name.
b) Members of each group.
c) Client’s name and logo.

2- Table of Contents:
a) Executive summary (one page).
b) Introduction (maximum two pages).
c) History of the company and brands.

3- The Marketing Department at….

a) Organization structure and size.
b) Roles and responsibilities.
c) The marketing functions (in-house or outsourcing).

4- The Marketing Environment (Internal & External).

5- BCG Matrix.

6- STP for…..

7- The Marketing Mix.

a) Product and branding strategies.
b) Pricing strategies.
c) Promotional strategies.
d) Distribution.