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Marketing Project Outline

This document outlines a marketing project for students divided into groups. The project has four phases: 1) forming groups and company profiles, 2) describing company marketing departments, 3) applying marketing concepts and analysis, 4) a final report. Students will analyze a company's products, pricing, promotion, distribution and marketing environment. The final report will include an executive summary, company history, marketing department structure, marketing mix analysis, and application of frameworks like BCG matrix and STP.

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Rana Ahmed
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153 views3 pages

Marketing Project Outline

This document outlines a marketing project for students divided into groups. The project has four phases: 1) forming groups and company profiles, 2) describing company marketing departments, 3) applying marketing concepts and analysis, 4) a final report. Students will analyze a company's products, pricing, promotion, distribution and marketing environment. The final report will include an executive summary, company history, marketing department structure, marketing mix analysis, and application of frameworks like BCG matrix and STP.

Uploaded by

Rana Ahmed
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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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.

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