GLS UNIVERSITY’S
FACULTY BUSINESS ADMINISTRATION (GLSBBA)
PRACTICAL ASSIGNMENT
2019-20
TY BBA: SEMESTER
V
SUBJECT CODE: CORE COURSE: 170104512
PRODUCT AND BRAND MANAGEMENT (SE)
PART 1:
PRACTICAL ASSIGNMENT: CASE PRESENTATION
This is a group assignment comprising of 10 members each. The
group leaders would select a case out of the mentioned cases.
Book : Brand Management : Principles and Practices by Kirti
Dutta; 10th edition
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1
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Cooking up Maggi Noodles ( Page 26)
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2
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LUX- Symbolizing Beauty ( Page 58)
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3
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Delivering Kingfishers First’s Brand Promise ( Page 83)
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4
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Aircel
Building Brand equity( Page 125)
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5
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Consumer Behaviour towards Cold Drinks Brands ( page 206)
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6
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Housing Finance and Brand LIC( page 209)
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7
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Micromax
the Indian War Hourse ( page 274)
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8
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Marketing IPL online ( page 300)
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9
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Brand
architecture of Emami Group ( page 392)
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10
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Pond’s
a new lease of life ( page 422)
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11
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Keepers
of the Flame – Tking ‘Aditya Birla’ to the world ( 446 )
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A
case study analysis must not merely summarize the case. It should identify key
issues and problems, outline and assess alternative courses of action, and draw
appropriate conclusions. The case study analysis can be broken down into the
following steps:
(TO BE CONTINUED….)
1. Identify the most important facts surrounding the case.
2. Identify the key issue or issues.
3. Specify alternative courses of action.
4. Evaluate each course of action.
5. Recommend the best course of action.
In case of questions given in the case, those need to be answered
as well.
PART 2 : THEORY ASSIGNMENT
Each group has to submit a
1500 words write up with details of the background study as well as all
the above questions answered.
PART : 3 Video Links and Impromptu Quiz
Five
Video Links shall be provided and an individual has to give a 1 page writeup of
what were the main learnings from each of the video.
1) Consumer Behaviors: Catherine Roe at TEDxUChicago 2012
2) Consumer Culture: The Day Your Baby's Wardrobe Became Better Than Yours
| Vigga Svensson | TEDxKEA
3) The Power of Consumerism: With Great Power Comes Great Responsibility |
Daniel Dubois | TEDxSFU
4) How social consumerism can change the world | Andre Angel | TEDxPlano
5) TEDxNTU - Anna Leybina - Consumerism & its effect on Happiness
Students would also be judged on the basis of either impromptu
quizzes or participation in the case analysis presentation.
MARKS BREAK UP
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section
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DETAIL
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MARKS
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1
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Practical Assignment
: Case Presentation
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10 MARKS
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2
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Case
Write Up ( Group Submission )
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05 MARKS
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3
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Theory
Assignment : Video links and Impromptu Quiz
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05 MARKS
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TOTAL
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25 MARKS
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