Indira Institute of Management, Pune

MBA Semester III – Marketing Specialization (Batch 2019-2021)

CCA Details

1. Course Name: Strategic Marketing - Code: SC 100-301(MK)

CCA 1- SIP company presentation on marketing mix analysis for strategic marketing
analysis and gap analysis with the strategic intent. - (Only for One Product of the SIP
Company) 20 marks

2. Course Name: Strategic Brand Management - Code: SC 100-302(MK)

CCA 1 – Group Assignment – (20 marks)
Question: Select any Company. Explain the main concepts and tools used by them to
manage their Brands over time, geographic areas and market segments. Also explain how
they have used Branding Principles / frameworks to achieve brand management goals and
improve marketing performance.

3. Course Name: Integrated Marketing Communications - Code: SC100-303(MK)

CCA 1: Group CCA: Team of 5 students (20 marks)

Mode: Power Point Presentation
Question: How relevant is Integrated Marketing communication in today’s world. Design
a marketing communication mix for building a brand. Elaborate in detail the each element
of communication mix. (Product will be allotted to the students). What are various ways to
deliver value and create relationships in the marketplace in context of the product allotted
to you? (20 marks)

CCA 2: INDIVIDUAL CCA: (20 marks)

Mode of CCA: Recorded audio- video
Length of the video: ten to fifteen minutes only.
You have to express your opinion on the following points: (with reference to the product/
brand allotted to you, individually)
1. What are the various aspects of a good sales promotion program? Explain with suitable
examples.
2. In today’s era, what are the various available range of media and methods available to
marketers for communication with the target customers of different demographics?
Students should share the video on the one drive link which will be shared with you all, later.
 4. Course Name : Retail Marketing - Code: SC100-304 (MK)
CCA 1: Group Assignment (20 marks)
Mode: PPT presentation
Question: Analyse the customers’ need and expectation through segmentation of retail
market & design store layout, and visual merchandising for a retail outlet/brand/company
allotted to you in order to increase customers’ footfall and better shopping experience at the
store (Use appropriate diagrams and images to justify your answers)
Groups required to submit the soft copy of the ppt comprising the following detail
a. First slide should include: Name of the Institute, Program, batch, Semester,
Specialization, Course name, Group details with roll no. and names, CCA1 & name of
the brand/retail store
b. Introduction to the company/brand allotted to you
c. Retail format type and marketing activities
d. Competitors details
e. Criteria for segmentation of retail market
f. Interiors, exteriors and theme of the store
g. Existing or proposed store layout
h. Visual merchandising at the store (including Point of Purchase communications)
i. Conclusions

Note:
1. All the CCAs are to be submitted on or before 10th November 2020
2. Late submissions will not be accepted for the assessment
3. The list of brands/products/company for the course IMC and Retail marketing
courses is mentioned in a separate file. Please refer to it.
4. The Assignments are to be submitted course-wise to the respective course faculty
members as per the guidelines given by them in the format shared with you.
5. Please contact the respective course faculty member for any clarification