MBA MARKETING PROJECT REPORTS
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(India) FOR ANY MBA DISSERTATION / PROJECT REPORTS HELP
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
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