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Course Project Guidelines

Students are required to work in groups to identify a B2C company with at least 20 employees for a marketing project. The project involves submitting a report and presentation covering various marketing concepts, including customer value, marketing orientation, and the 4Ps of marketing. Evaluation will be based on the group's ability to apply marketing fundamentals and engage with the company's leadership and customers.

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Nguyễn Nguyên
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Available Formats
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8 views

Course Project Guidelines

Students are required to work in groups to identify a B2C company with at least 20 employees for a marketing project. The project involves submitting a report and presentation covering various marketing concepts, including customer value, marketing orientation, and the 4Ps of marketing. Evaluation will be based on the group's ability to apply marketing fundamentals and engage with the company's leadership and customers.

Uploaded by

Nguyễn Nguyên
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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PRINCIPLES OF MARKETING

PROJECT GUIDELINES
Students need to learn by
Objectives experience Marketing
concepts

2
● Students will work in their
Modus of existing groups (5 - 6 students)
● The groups need to identify a
Working company (can be a start-up also)
to understand the business

3
Organization selection:
● The firm should have a
minimum of 20 or more
Points to employees on role
● Should be a B2C company
Keep in Mind ● In case the organization has
multiple products/ brands,
then their primary product/
brand to be used
4
Deliverables:
● Groups need to submit a

Points to project report as well as


Powerpoint presentation
Keep in Mind ● Groups will be provided an
opportunity to present their
findings, learnings and
recommendations

5
The 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’ perspectives)
● Marketing orientation to the company follows. The students’ perspectives 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)
6
Presentation

● The report must be converted into presentation not to exceed 20 slides


(excluding backups) and will be expected to be presented by all group members
● Date for presentation will be scheduled and informed
● Time available will be 10 minutes of presentation + 10 minutes Q&A. Groups
exceeding time will be stopped

7
● Evaluation will be basis ability of the
group to bring alive the Fundamentals of
marketing concepts in the report and in
the presentation.
● Weightage will be provided to groups that
engage well with the owner/leadership of
Evaluation the firm, customers, prospect and more
● 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 8

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