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MBA MARKETING PROJECT REPORTS

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Marketing Overview
define marketing
describe marketing as an organizational function
Marketing Strategy
describe the relationship between organizational mission, goals, and strategy and marketing strategy
list and describe the major areas of the environment (e.g., socio-cultural, legal)
discuss the role of diversity in devising marketing strategy
conduct a simple situation analysis including:
o external environments
o organizational competencies and competitive advantage
Ethics in Marketing
discuss ethical issues related to marketing
discuss social responsibility issues in marketing
Marketing Research and Market Information Systems
describe the role of marketing research in marketing management
describe the marketing research process and its stages
define core terms associated with marketing research (e.g., primary data, secondary data, exploratory research,
causal research, mail survey
discuss ethical issues related to marketing research
describe the role of market information systems in marketing management
Market Segmentation
describe process and steps in market segmentation and target market selection
describe the bases for market segmentation in consumer and organizational markets (e.g., psychographics,
geographic, NAISC)
discuss ethical issues related to market segmentation and target market selection
conduct simple market segmentation
discuss sales forecasting and define basic terms (e.g., executive judgement, time-series analysis)
forecast sales in a simple situation
Consumer Behavior
list and describe the steps in the consumer decision-making process and the principle influences on this process
(i.e., situational, psychological, and social)
describe the various types of consumer decision making processes (e.g., limited problem solving, routinized
response behavior)
define core terms associated with consumer behavior (e.g., attitudes, risk, perception)
list and describe the stages of a product adoption model (e.g., awareness, interest, evaluation, trial, adoption)
discuss diversity issues related to consumer behavior
Organizational Buying Behavior
list and describe the different types of organizational markets (e.g., producer markets and government markets)
describe the consumer decision-making process and the principle influences on this process (e.g., organizational,
interpersonal, and individual)
describe the various types of organizational decision-making processes (e.g., new-task, straight rebuy)
define core terms associated with consumer behavior (e.g., buying center, derived demand, vendor analysis)
discuss the differences between consumer and organizational buying behavior
International/Global Marketing
discuss issues related to marketing products in different countries
identify the different ways to conduct business abroad
Product Positioning

define product positioning

discuss the relationships among of product positioning, target market selection, and the marketing mix

recommend a product position for simple product/market combination

Technology

discuss the role of technology in marketing

discuss e-commerce and internet marketing


Marketing Mix
list and describe the components of the marketing mix
Product
define product
list and describe the various categories of consumer products (e.g., convenience products, specialty products) and
organizational products (e.g., installations, raw materials)
define key terms related to product mix (e.g., product line, product mix depth)
list and describe the steps of the product life cycle
identify which step of the product life cycle bests fits particular products
list and describe various types of new products (e.g. line extension, product modification)
describe the steps in the new product development process
discuss the role of branding and define key terms associated with branding (e.g., brand equity, manufacturer brand,
family branding)
list and describe the characteristics of services (e.g., intangibility, perishability)
define service quality
develop an idea for new product and recommend a branding strategy for it
Distribution
define distribution
list and describe the functions performed by distribution channels
identify various configurations of marketing channels (e.g., direct channel, dual channel) and discuss situations in
which they would be appropriate
identify degrees of marketing coverage (e.g., intensive distribution) and discuss situations in which they would be
appropriate
discuss channel conflict and various approaches to managing channels
define key terms related to distribution channels (e.g., wholesalers, agents)
define retailing
list and describe the major types of retail stores (e.g., department stores, specialty stores)
list and describe the major types of non-store retailing (e.g., vending machines, online retailing)
recommend a distribution strategy for a simple product/market
Promotion
define promotion
list and describe the purposes of promotion (e.g., create awareness, stimulate demand)
list and describe the stages in the communication process
define key terms associated with communication (e.g., feedback, noise)
list and describe the elements of the promotion mix (i.e., advertising, personal selling, public relations and sales
promotion)
discuss the factors that affect the composition of a promotional mix (e.g., characteristics of the target market)
discuss ethical issues related to promotion
list and describe the types of advertising (e.g., pioneer advertising)
list and describe the steps in developing an advertisement
discuss the pros and cons of the various advertising media
list and describe the various personal selling roles (e.g., order getter)
list and describe the steps in the personal selling process
be familiar with the sales budgeting process
list and describe the various types of sales promotion
recommend a promotion strategy for a simple product/market
Price

define price
list and describe various terms related to pricing (e.g., trade discounts, allowances, zone pricing)
list and describe the various objectives organizations consider in determining price
list and describe the stages in price setting process
calculate break-even point
calculate mark-ups and mark-downs
define key terms related to pricing (e.g, price skimming, prince-lining)
discuss ethical issues related to pricing

Ethics in Marketing
discuss ethical issues related to marketing