SDM Institute for Management Development (SDMIMD),
Mysuru
Post Graduate Diploma in Management (PGDM) — Term 4, 2025–27
Business Marketing Field-Based Project
Objectives and Expectations — For Sharing with Host Organization (HR / Management)
This document outlines the objectives, scope, and expectations of the field-based Business
Marketing project undertaken by students of the PGDM programme at SDM Institute for
Management Development (SDMIMD), Mysuru, as part of their Term 4 academic curriculum. It is
shared with the host organization to provide clarity on the purpose of the visit, the support required,
and the mutual value this engagement can offer.
1. About the Project
As part of the Business Marketing course in Term 4 of the PGDM programme (2025–27 batch),
student groups are required to undertake a mandatory field-based research project with a
manufacturing organization that has significant business-to-business (B2B) marketing operations.
The project carries substantial academic weight and requires hands-on, experiential engagement
with the host organization across secondary and primary research phases.
2. Learning Objectives
The project is designed to help students understand and analyse, through direct interaction with
the organization, the following aspects of business marketing practice:
• Organizational buying behaviour and key business marketing activities practiced by the
company.
• Market segments relevant to the company’s organizational purchases and to the sale of its
products/services, and the factors influencing buying and selling decisions.
• The application of the marketing mix — product, price, place (distribution), promotion,
processes, people, and physical evidence — within the company’s B2B operations.
• Customer requirements in the business market, and the company’s strategies for customer
retention, loyalty, growth, and long-term partnerships.
• The impact of digitalization, regulatory changes, geopolitical developments, and environmental
factors on the company, and how these challenges have been addressed.
3. Scope of Engagement — What We Are Requesting
To complete this project meaningfully, the student group respectfully requests the following support
from the organization:
• Permission for a structured field visit to the company’s facility/office, with participation of all
group members.
• Brief interactions or interviews (in person, telephonic, or via video call) with personnel from
marketing, sales, business development, supply chain, or procurement functions, as relevant.
• Access to publicly shareable information regarding the company’s products/services,
distribution network, customer segments, and competitive positioning, to the extent the
organization is comfortable sharing.
• Permission to capture photographs, short videos, or audio recordings of the visit and
discussions, strictly for academic documentation and evaluation purposes (with prior consent of
all individuals involved).
• If feasible, an opportunity to interact (even briefly) with one or two external stakeholders such as
dealers, distributors, suppliers, or B2B customers, for the second phase of primary research.
4. Confidentiality and Use of Information
All information, data, and insights shared by the organization will be used strictly for academic
purposes — specifically, for the preparation of the project report, presentation, and viva voce
evaluation at SDMIMD. The students will not use, publish, or share any proprietary or commercially
sensitive information outside the academic context without the organization’s explicit consent. A
copy of the final report, or a sanitized summary of findings and recommendations, can be shared
with the organization upon request.
5. Value to the Host Organization
While the primary purpose of this engagement is academic, the organization may also benefit in
the following ways:
• An independent, outside perspective on the company’s business marketing practices, including
observations and a SWOT-style analysis prepared as part of the project.
• Engagement with motivated PGDM students who may represent potential future talent for
internships or campus placements.
• Strengthening of the organization’s relationship with SDMIMD as an academic partner,
supporting future avenues such as guest lectures, live projects, or recruitment drives.
• Minimal time investment required — the engagement can be scheduled flexibly around the
organization’s operational convenience, including weekdays or weekends.
6. Indicative Project Timeline
The table below indicates the broad timeline of the project. Field visits and interactions would
ideally be scheduled within the Primary Research phases.
Project Stage Indicative Period
Secondary Research (desk study, company background) Up to 22 June 2026
Primary Research 1 (interactions with company executives, field visit) Up to 15 July 2026
Primary Research 2 (interactions with external stakeholders, if applicable) Up to 31 July 2026
Final Report, Presentation, and Viva Voce Up to 7 August 2026
7. Our Commitment
The student group commits to conducting itself with professionalism, punctuality, and respect for the
organization’s time, premises, and confidentiality requirements. Faculty guidance from SDMIMD will be
available throughout the project, and the institute can provide a formal letter of introduction or
coordination, if required by the organization.
SDM Institute for Management Development, Mysuru