Marketing Fundamentals

Objective
Students need to learn by experience Fundamentals of marketing concepts

Modus of working
Students will work in their existing groups (of 7 – 8 students).
The groups need to identify an SME company (can be a start-up) to understand the business.

Points to keep in mind

Organisation selection:
 The firm should have a minimum of 20 or more employees on role with a minimum
annual revenue of Rs 1 Crore.
 Should be a B2C company (business to consumer)
 Students should avoid small standalone restaurants, kirana stores etc which may not
help with the learning process
 In case the organization has multiple products/brand, then their primary product/
brand to be used.

Deliverables
The Groups need to submit a project report as well as PowerPoint presentation.
Groups will be provided an opportunity to present their findings, learnings and
recommendations.

Project report
Should cover all concepts learnt and at a minimum should cover the following –

 Need, want, demand, market offerings, customer value and satisfaction, exchange,
and relationships.
 Value proposition – existing and potential (as per students’ perspective)
 Marketing orientation the company follows. The student’s perspective on how to
change the orientation to societal marketing concept.
 CRM or MIS or IT infrastructure in their company to capture customer data if any
 4Ps of marketing – Marketing Mix concept basics
 Targeting and segmenting
 The student can report on how to increase engagement and loyalty to improve
customer lifetime value.
  Basic market research to understand any marketing variable (related to that firm’s
main product in case of multiple products)

Presentation

o The report must be converted into presentation not to exceed 15 slides (excluding
backups) and will be expected to be presented to a 2-member panel.

o Date for presentation will be scheduled and informed – will be outside regular hours.

o Time available will be 15 min + 5 min of Q&A. Groups exceeding time will be
stopped.

o All members of group must cover 1 slide at least and speak for 1 minute.

Evaluation

o Evaluation will be basis ability of the group to bring alive the Fundamentals of
marketing concepts in the report and in the presentation.

o Bonus marks for any group that goes beyond the above briefing in sharing findings
and learning and recommendations on concepts and for the following

o Weightage will be provided to groups that engage well with the owner/leadership of
the firm, customers, prospect and more

o Pictures of students interacting with firm’s employees should be part of the

presentation (after taking prior consent of the firm’s owner)

o Report can have an appendix containing images, interview materials, questionnaire,

proof of multiples visits in the form of logbook, data in the case of consumer research.

Timeline

Around 27th October will be the start date and end date with report submission on 11th
December 2023.

Presentations details – 15 minutes for each group

Note:

It is important to engage with the firm in a professional manner and therefore be in a

professional attire. Wear your ID cards mandatorily and carry a letter of authorisation from
the Dean’s Office.

Students should feel free to submit the report to the company in addition to the institute.