Assignment: Principles of Marketing (MKTG101)

Max. Marks: 25
To: B.Com 3rd Semester Students
From: Dr. Kunal Vikram
Date: 16th November 2023

Instructions:
Please complete this project within the next 15 days. Your project should comprehensively
address the modules outlined below, and your performance will be evaluated based on the
attached rubrics.
Module Task Bloom's Taxonomy
Level
Module I Define core concepts of marketing & compare them to at Comprehension &
least two marketing management philosophies. Application
Module Conduct a SWOT analysis for a product & identify factors Analysis & Evaluation
II affecting buyer behavior.
Module Select a market segment & propose targeting and positioning Synthesis &
III strategies. Application
Module Evaluate a product's life cycle & pricing strategies. Evaluation & Analysis
IV
Module Examine channel dynamics & propose an integrated Analysis & Synthesis
V marketing communication mix.

Rubrics for Evaluation:

Criteria Max Description
Marks
Research & Content 10 Coverage of all modules, depth of analysis, inclusion of
Quality examples.
Application of Concepts 5 Practical demonstration of theoretical concepts.
Organization and 5 Logical flow and structure of the report.
Structure
Viva 5 Depth of understanding demonstrated during the viva.
Supplement Concept Note:
Professional Approach to Each Module:
Module I: Begin by defining core marketing concepts. Compare these with various philosophies,
aiming to draw clear lines of differentiation. Ensure your work is data-driven where applicable.
Module II: For the SWOT analysis, use a table to neatly organize your findings. Substantiate
your analysis by mentioning specific factors affecting buyer behavior in the chosen product's
market.
Module III: Identify a market segment and describe its characteristics. Propose targeting and
positioning strategies that would be effective for this segment. Use flowcharts or diagrams to
visualize these strategies.
Module IV: Evaluate your chosen product's life cycle using graphical representations. Also,
offer a table comparing different pricing strategies applied to the product.
Module V: Examine the distribution channels and propose an integrated marketing
communication mix. Use bullet points or a table to lay out your recommendations.
Your project will be a testament to your grasp of these modules, so endeavor to cover each aspect
meticulously. Given the 15-day time constraint, we recommend allocating time judiciously for
each module.
Best of Luck,
Dr. Kunal Vikram
ACCFK