Week 16: Cases, Discussion & Project Presentations
Learning objectives
- Integrate course tools into project presentations.
- Present recommendations with evidence and a clear ask.
- Peer-review classmates' marketing logic constructively.
Week 16 combines further case discussion with project presentations. Treat your project as a live marketing strategy memo told aloud.
Project presentation checklist
- One-sentence opportunity or problem.
- Target segment and insight (not everyone).
- Positioning statement.
- Marketing mix recommendations (product, price, place, promotion) that fit the position.
- IMC sketch — key message and primary channels.
- Metrics for success (leading and lagging).
- Risks, ethics, and SDG-aware notes where relevant.
Presentation craft
Lead with the decision, not a long history. Use visuals sparingly; narrate analysis. Anticipate questions on feasibility and cost. Time-box: if you cannot explain your segment in 30 seconds, it is not clear enough.
Peer feedback stem
Your positioning is clear; the channel plan still looks generic because… A stronger Pakistan proof point would be…
Key terms
- Leading metric
- Indicator that predicts later success (e.g., trial rate).
- Lagging metric
- Outcome indicator (e.g., market share, profit).
- Ask
- The specific decision or support you want from your audience.
Self-check
- Draft a 30-second positioning oral for your project brand.
- Name one leading and one lagging metric for a campus service launch.
- What ethical issue could your promotion plan create, and how would you limit it?