Final Project Description

The final project is a strategic marketing plan for a new business idea. This group
project gives you an opportunity to test and advance your ability to understand and
analyze marketing situations, identify an opportunity, design a marketing strategy and
implementation plan. It requires a good grasp of marketing concepts, strong decision-
making and team-work skills.

While the marketing process and specific responsibilities of a marketing manager vary
across industries and firms, developing a strategic marketing plan involves three main
activities:

1. analysis of market situation (e.g., SWOT, BCG matrix);

2. marketing strategy formulation (e.g., product/market expansion grid, STP);

3. implementing strategy through marketing mix.

The course will cover all three areas and will equip you with the necessary concepts
and skills.

Each plan will be prepared and presented by a group of students. Each group is expected
to consist of 4 students at most. When working on the strategic plan of a firm (e.g., your
employee), each team is expected to identify an existing opportunity (an unfulfilled
need, perhaps) in the market, propose a new business (or product, or service) that can
address it, and design strategy and related tactics for launching it.

Each team will present its plan to the class during last class. Time for each presentation
will depend, in part, on the total number of projects, but will be no more than 20 minutes.
Effectiveness of the verbal presentation is key in communicating your concept and
receiving quality feedback from your classmates.