MKT1705: Principles of Marketing
A. Objective of Individual Project Assignments

• To enable participants to apply basic marketing concepts to a selected brand

• To help participants adopt an integrated approach in learning

B.Project Scenario

You are the Marketing Executive of a brand of a consumer product (that you have selected), and you are to identify, describe and analyze relevant issues relating to consumer behavior and STP that impact the brand. You will also describe how the company delivers value to its target customers through its marketing strategy with respect to the 4Ps – Product, Price, Place, and Promotion.

You are required to conduct secondary research to find credible information regarding its targeted customer segments and its corresponding marketing efforts. Sources of secondary data include the Internet, news clippings, magazine articles, advertisements, promotional offers, point-of-sale materials, company annual reports, and statistics.