In Spring 2017 Semester, the Department of Marketing took different initiatives for connecting faculty members and students to engage in various innovative and creative exercises and activities within class and outside the class. These innovations can be seen drastically in phrases of scholar engagement, path innovations, and the effect on students’ participation and excessive stage of student motivation. In the Spring semester a number of the primary activities of the department in terms of initiatives and displays are indexed below:
Marketing Strategies & Value Innovation class undertook 7 projects. Students did projects on Marketing & Innovation Strategies Evaluation & prepared recommendations for the companies. One presentation and report on Clinics on Wheel has been sent to the CEO of the company. Two reports Green-O and Once upon a Cake have been picked up for converting to case studies. Projects have been done on the following companies:
- Clinics on Wheel
- TCS Hazir
- GREEN- O Juices
- Once upon a Cake
- Barbe Q Tonight
Students in Brand Management class did brand activation for different brands. As brand activation is the art of driving consumers towards brand. It enables consumers to interact with the brand and bring brand to life. This activity gave students a real life experience which will help them in their professional career. Students did great job for these brands:
- Taza Mart
- Dollar Industries
- Dairy Omang
- New York Pizza
- Epic Energy Drink
- Pepsi (Lays)
Students in Marketing Management course were asked to work on different brands to see how they grow and evolve over time, what critical time the brands faced and how they strategize the overall scenario to make the brand a success. They worked on the following brands:
- Honda Motorcycle
- Lays PepsiCo
- Mountain Dew,
- Imtiaz (Super Market)
In Principles of Marketing class of Dr. Adnan Bashir, students developed the marketing plans of different products/brands. All students tried to bring some innovation in the product. One of the students very enthusiastically presented a product “travelling bag.” He was so passionate about the product, and showed his full commitment to practically make the product in near future. Travelling bag had so many features e.g. solar panel (to get energy), thumb impression security system, and many more features.
Principles of Marketing class presented 16 experiential learning projects. Students were engaged with the industry and checking out their concepts with the real world practical scenario, finding out the grey areas and purposed recommendations as well and then compile it in the form of a business report. It is also followed by a question and answer session in class presentation. Companies students worked on are:
- Zong 4G
- SME Bank
- Colgate Palmolive
- Coca Cola Beverages Pakistan
- Reckitt Benckiser
- National Food
- Pakistan Beverage Limited
- Procter & Gamble
Guest Speakers were invited in different sessions.
She works for Pepsi Co under Pakistan Beverages Limited as Head of Key Accounts and Advertising Group spoke on the new trends in communications and advertising to the students. This was an excellent session and students interacted with the guest and connected to the real life practices.
Marketing Strategy and Value Innovation class prepared a presentation and case study on how do firms use innovation in their strategic marketing planning. Some of the innovative products on which students worked are:
- Virtual Store,
Students in Merchandising and Sales Promotion presented a complete case of the store by doing the following tasks:
- Draw complete store layout/map
- Identify and observe in store shopper navigation (SHOPPER PATH TO PURCHASE)
- Identify HOT ZONES and DEAD ZONES in the store
It’s extremely important for brands to understand that Shopper Path to Purchase is different for each channel i.e. IMT store navigation would be different from a Convenience store. Therefore, such rigorous exercises will help students to understand which merchandising technique works best for which channel and how SHOPPING MISSION and SHOPPER INSIGHT vary from one Channel to another. There were 2 remarkable projects done by groups on Imtiaz Super market and ChaseUp.
Students in Methods in Business Research course were asked to choose a topic for research and then there was a group presentation on research projects followed by Q&A. List of the topics covered are:
- Impact of Work-Family Conflict and Family-Work Conflict on Job Satisfaction in IT Industry.
- Aggressive Behavior in University Students: Comparative Demographic Analysis.
- Consumer Motivation to Purchase from Shopping Malls: An Investigative Study of Shopping Malls in Karachi.
- Impact of Global Crude Oil Prices and Exchange Rate on Inflation.
- Television Ad Appeal: Affecting Pakistani Consumers’ Purchase Intentions.
- Factors Affecting Online Shopping Behavior: Empirical Investigation from Karachiites.
- Impact of Celebrity Inducement on Consumer Buying Behavior.
- Attributes that Influence Consumption of Medicines.
- Determinants of Employees’ Retention in IT Sector.
- Determinants of Car Buying Decision in Pakistan.
- Impact of Green Marketing on Consumer Buying Decision.
- Swear and Substandard Words: New Cool for Youth
- Effect of In-store Promotion on Consumers’ Buying Decision.
- Comparison between Brand Activation and Traditional Advertisement
- Social Intelligence: Gauging Gender Insights
- Reduction of Unemployment through CPEC
Students in Consumer Behavior course were asked to conduct interviews and make a video on how consumers develop perceptions regarding different brands in various industries. The industries explored were as under, popular brands were ascertained based on the interviews of consumers. The methodology adopted for this experiential learning endeavor was mall intercept.
- Women’s Apparel
- Confectionery items
In Methods in Business Research students developed a research plan for various issues identified. The term projects were hands on experience of research. Methodology used for these projects were both qualitative and quantitative. Topics ranged from “Aesthetic appeal of colors in branding” to “Employee engagement in a rent a car business”.
Students in Marketing Analytics conducted a meta-analysis of secondary data on the usage of metrics and analysis in various industries in developed and developing countries. The industries reviewed via secondary and primary research were food and beverage industry, pharmaceutical and aviation industry.