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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,
employeesetc.)
3- What marketing functions does the marketing department
perform? (sales, public relations, advertising, research,
branding, distribution, promotionetc.)

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.

Arab Academy For Science, Technology and Maritime Transport


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 groups name.
b) Members of each group.

c) Clients 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.

Arab Academy For Science, Technology and Maritime Transport


College Of Logistics & International Transport

8- Appendices.
Stick the CD for your work to the end of the report.
Font: 12 black only. Titles 14 or 16 and justified to the left.

Phase Five: SHOW TIME Your Presentation !!


- You are going to be required to present your findings in class.
- Use as much presentation tools as you want.
- Presentation from 10-15 mins max.
- BE PREPARED for the Q & A session.

Gooooooooood Luck