MARKETING - PEMBAPOM

TEAM PROJECT


Semester-Long Team Project Instructions

Project Overview: This semester-long project aims to provide students with hands-on experience in applying marketing principles to a real-world scenario. Students will work in teams to develop a comprehensive marketing plan for a chosen product or service. The project will culminate in a detailed report to be submitted in the last week of the course.

Introduction:

  • Objective: Apply marketing concepts learned in class to a real-world scenario.
  • Teams: Formed in the first week, consisting of 4-6 students combining onsite and online students.
  • Check-ins: Each seminar will include a brief 1-minute check-in to ensure teams are on track. In-depth team discussions will be part of homework workload.

Project Milestones:

Week 1: Team Formation and Topic Selection

  • Task: Form teams and select a product or service.
  • Deliverable: Submit team member names and selected topic to the instructor by the end of the week.

Week 2: Initial Research and Project Plan

  • Task: Conduct initial research on the chosen product/service and outline the project plan.
  • Deliverable: Submit a brief summary of initial research and project plan.

Week 3: Marketing Environment Analysis

  • Task: Perform a PESTEL analysis to understand the marketing environment.
  • Deliverable: Submit a detailed PESTEL analysis.

Week 4: Consumer Behavior Analysis

  • Task: Research the target market and consumer behavior.
  • Deliverable: Submit a report on consumer behavior insights.

Week 5: Market Segmentation

  • Task: Develop market segmentation based on consumer behavior research.
  • Deliverable: Submit the segmentation strategy.

Week 6: Marketing Strategy Development

  • Task: Develop a comprehensive marketing strategy for the product/service.
  • Deliverable: Submit a summary of the marketing strategy.

Week 7: Positioning Statement

  • Task: Create a positioning statement for the product/service.
  • Deliverable: Submit the positioning statement.

Week 8: Product Strategy (Marketing Mix)

  • Task: Plan the product strategy including features, benefits, and branding.
  • Deliverable: Submit the product strategy.

Week 9: Pricing Strategy (Marketing Mix)

  • Task: Develop a pricing strategy for the product/service.
  • Deliverable: Submit the pricing strategy.

Week 10: Distribution Strategy (Marketing Mix)

  • Task: Plan the distribution strategy for the product/service.
  • Deliverable: Submit the distribution strategy.

Week 11: Promotion Strategy (Marketing Mix)

  • Task: Develop the marketing communication plan.
  • Deliverable: Submit the promotion strategy.

Week 12: Integration and Final Report

  • Task: Integrate all elements into a cohesive marketing plan and finalize the report.
  • Deliverable: Submit the final marketing plan report by the end of the week.

Report Structure:

The final report should be comprehensive and professionally presented. It should include the following sections:

  1. Title Page

    • Project title
    • Team member names
    • Course name and code
    • Instructor name
    • Date of submission

  2. Table of Contents

    • Include page numbers for each section.

  3. Executive Summary

    • A brief overview of the marketing plan, highlighting key points.

  4. Introduction

    • Introduction to the product/service and the objectives of the marketing plan.

  5. Marketing Environment Analysis (PESTEL)

    • Detailed analysis of the external factors affecting the market.

  6. Consumer Behavior and Market Segmentation

    • Insights into target market behavior.
    • Segmentation strategy and rationale.

  7. Marketing Strategy and Positioning

    • Overall marketing strategy.
    • Positioning statement and strategy.

  8. Marketing Mix

    • Product: Features, benefits, and branding.
    • Price: Pricing strategy and rationale.
    • Place: Distribution strategy.
    • Promotion: Marketing communication plan.

  9. Integrated Marketing Plan

    • Comprehensive plan integrating all elements of the marketing mix.

  10. Conclusion

    • Summary of the marketing plan and expected outcomes.

  11. References

    • List of all sources cited in the report.

  12. Appendices (if applicable)

    • Any additional material that supports the report.

Submission Guidelines:

  • The report should be submitted in electronic format (PDF) via the IS SU system.
  • Ensure the report is well-organized, free of grammatical errors, and professionally formatted.

Grading Criteria:

  • Research and Analysis: Depth and relevance of research and analysis.
  • Strategy and Planning: Clarity, coherence, and creativity of the marketing strategy and plan.
  • Integration: Effective integration of all elements of the marketing mix.
  • Presentation: Professionalism and organization of the final report.
  • Team Collaboration: Evidence of effective teamwork and collaboration throughout the project.

Additional Support:

  • Regular brief check-ins with the instructor during seminar sessions.
  • Access to online resources in IS SU subject folder.

Final Note: This project is an opportunity to apply theoretical knowledge to a practical scenario, develop teamwork skills, and produce a professional marketing plan. It will require consistent effort and collaboration throughout the semester. 

40% of the course grade is at stake. Good luck!

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