Business 421/Consumer Marketing/Dr. Sandeep Krishnamurthy

Assignment 2

This assignment is based on the textbook, "The 22 Immutable Laws of Marketing" by Al Ries and Jack Trout.

This will be a group project. Choose groups of size 4 (5 with instructor's clearance).

The assignment itself is organized in this way. We will have three days of presentations:

Day			The presentations can cover

May 22, Thursday  	Laws 1 to 7 
			(from law of leadership to law of the ladder)

May 27, Tuesday  	Laws 8 to 14 
			(from law of the opposite to law of attributes)

May 29, Thursday  	Laws 15 to 16 
			(from law of candor to law of resources)
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Your group has to sign up for one of these three days.  Groups
will be allocated on a first come, first served basis.  Make sure
you choose a day that involves topics that are of greatest interest
to you.


Output: 

On your date, your group will choose two laws (out
of the 7  assigned).   Then, you will be required to lead class
discussion on those two laws for   thirty minutes.   Order of
presentation will be chosen randomly.

Your group has to submit a one page write-up which critiques
these two   laws. You must enclose copies of articles that you
used in class. This is due   by May 29th for all groups.



What Do I Expect?

I expect your group to choose articles from the academic and business
press that address the laws.  These articles may touch on these
laws by:

(a) Substantiating what the book says by providing examples of
    the law at work and  providing theoretical arguments for the law,

(b) Disagreeing with the book by providing examples of where the
    law does not work  and providing theoretical arguments for why
    this law does not work, and,

(c) Suggesting circumstances under which the law is valid and
    circumstances under  which it is invalid.

I want to see at least two articles per law. Make sure
at least one of these articles is not a news report.



You are totally welcome to come and speak with me at any point
about ideas.  If you need suggestions for finding articles, I
would be glad to help you out.




Bottom Line: These articles should permit you to take a more complete
and critical look   at each of these laws.



I would also be willing to consider an alternative arrangement
that involves interviewing members of a company and doing field
work.  If any of you have ideas, let me know. I am willing to
strike a deal.



Leading Class Discussion (Worth 7 points)

Your group is free to choose its own style of presentation.  However,
you must include the following:

(a) Brief description of what the book says.

(b) Summaries of the articles your group found.

(c) Overall "bottom-line" conclusion: So, what do you
think of these laws now.  Give  us a "moral of the story".
Would you restate or modify these laws in any way?

You must involve the class by asking questions and using creative
presentation techniques.



The Written Report (Worth 3 points)

This must include:

(a) Brief summaries of what you learned through the articles.
    Do not spend time  summarizing what the book says.

(b) Copies of the articles.

(c) Personal learning experiences- 

    (i)  Working as a team.

    (ii) What you learned from this experience.



Important: Please do not exceed one page.



Coming Prepared to Class (Worth 5 points from your in-class
activities grade)

You must attend all presentations and participate by asking questions,
providing new ideas and making suggestions.  Failure to attend
and participate will lead to a mark-down in the in-class activities
grade.