Marketing Management 1

Group Project (Section A and E)

The group project for this course is focussed on crafting a marketing strategy for a new
business idea. The group members will brainstorm to arrive at a new business idea wherein
the market offering could be a product or a service or mix of both. This project will give you
an opportunity to test and advance your learnings and help you in developing the necessary
abilities to:
Understand and analyse marketing situations
Identify market opportunities
Design a marketing strategy
You will be required to deploy your grasp of marketing concepts, decision making, and team
work skills to complete the project. Irrespective of the industry that your business idea falls
in, developing a marketing strategy will involve the following:
1. Marketing Environment Analysis
2. Market Analysis
3. Understanding of Consumer Behaviour in the context of your business idea
4. Segmentation of the market
5. Selection of Target Segment(s)
6. Positioning strategy
7. Responding to competitors
If you carefully examine the course outline, you would find that all our classroom discussions
are aligned with your project work.
Managing your project
After you have arrived at your selected business idea, prepare a project outline. This outline
should be submitted to the faculty by 19th July. Thereafter, as we make progress in the
course, your project should move towards completion. You are encouraged to engage with
the faculty for your project work during student meeting hours.( You can otherwise schedule
an appointment for discussion). Presentations will be scheduled just before the end-term
exams and final submission will be due after one week of presentation. This will allow you to
incorporate feedback received during your presentations. A presentation will be timed for 10
minutes. Your final project report should not exceed 15 pages(single spaced, Times New
Roaman, 12 font size).
Project Evaluation
The projects will be evaluated on the following criteria:
The quality of market intelligence and analysis ( Did you ask the right questions?)
The evidence that frameworks, concepts, and methods learnt during the course were
deployed adequately.
The analysis and recommendations linkage ( Do they connect well?)
The effectiveness of presentation and writing of the report