澳洲市場(chǎng)營銷碩士課程dissertationuniversity of wollongong marketing plan for new product assessment

ASSESSMENT 1   Marketing Plan營銷計(jì)劃寫作要求

 

You are the Marketing Manager of Unilever Australia, a large international manufacturer of branded grocery products.  您是營銷經(jīng)理，一個(gè)大型的國際品牌雜貨產(chǎn)品制造商聯(lián)合利華澳大利亞。

You have decided to launch a new product into Australian supermarkets under one of Unilever’s established brands in the Personal Care, Health, Hygiene and Beauty, or Food area. The new product can be a modification of an existing product, or a product extension under an existing brand. 你已經(jīng)決定推出一個(gè)新產(chǎn)品進(jìn)入澳大利亞超市聯(lián)合利華個(gè)人護(hù)理，澳洲市場(chǎng)assessment健康，衛(wèi)生和美容，或食品領(lǐng)域的知名品牌之一。新產(chǎn)品可以是現(xiàn)有產(chǎn)品的修改，或現(xiàn)有品牌下的產(chǎn)品延伸。

You will write a marketing plan for the launch of the new product. Your analysis must detail relevant trends and show who the target consumer is and why that consumer will be interested in the new product. 你會(huì)寫一個(gè)營銷計(jì)劃的推出新的產(chǎn)品。你的分析必須詳細(xì)說明有關(guān)的趨勢(shì)和目標(biāo)消費(fèi)者是誰以及為什么消費(fèi)者會(huì)感興趣的新產(chǎn)品。

A detailed suggested outline for the marketing plan is available on the on the subject eLearning site. The key sections to be included are: 營銷計(jì)劃的詳細(xì)建議的大綱為主題的電子學(xué)習(xí)網(wǎng)站。被列入重點(diǎn)路段是：

Executive summary; Table of Contents, Introduction, Situation Analysis Market Opportunity Analysis, 3-Year Sales Forecast; Marketing Mix Strategy; Conclusion, Bibliography and Appendix. 執(zhí)行摘要，目錄，簡介，形勢(shì)分析市場(chǎng)機(jī)會(huì)分析，3年的銷售預(yù)測(cè)，市場(chǎng)營銷組合策略，結(jié)論，參考文獻(xiàn)和附錄。

Appropriate facts and figures on market size, market share and market growth must be included, as well as appropriate macro-environmental data (such as ABS data), and relevant secondary data on consumer preferences and market trends.  Failure to include substantiating facts and figures on the market is likely to result in a Fail grade. 適當(dāng)?shù)氖袌?chǎng)規(guī)模，市場(chǎng)份額和市場(chǎng)增長的事實(shí)和數(shù)字，以及必須包含適當(dāng)?shù)暮暧^環(huán)境數(shù)據(jù)（如ABS數(shù)據(jù)），及相關(guān)的輔助數(shù)據(jù)，對(duì)消費(fèi)者的喜好和市場(chǎng)趨勢(shì)。不包括充實(shí)市場(chǎng)上的事實(shí)和數(shù)字是可能導(dǎo)致故障品位。

The report style is of a business/managerial report. References must follow the Harvard referencing style*. 報(bào)告樣式的業(yè)務(wù)/管理報(bào)告。參考文獻(xiàn)必須遵循哈佛引用樣式*。

 

Length: Maximum length 5000 words – around 12 pages - not including the header page, executive summary, table of contents and any appendices. There will be a penalty of 7 marks if reports exceed the word limit by more than 5%. 長度：最大長度為5000字 - 周圍12頁 - 不包括報(bào)頭頁，執(zhí)行摘要，表的內(nèi)容及其任何附錄。會(huì)有一個(gè)報(bào)告罰7分，如果超出字?jǐn)?shù)限制由5％以上。#p#分頁標(biāo)題#e#

Weighting: Weighting 30%比重：比重30％

 

 

Due date: You must submit a 1-page outline of your report at the beginning of the lecture in Week 2 on Tuesday 5th July. It should briefly describe the product and product category and state the reasons why you think the new product is a good idea – supported by facts and figures. 截止日期：你的報(bào)告必須提交1頁輪廓，在開始的7月5日（星期二）在2周的講座。簡要介紹產(chǎn)品和產(chǎn)品類別和狀態(tài)的原因，你認(rèn)為新產(chǎn)品是一個(gè)不錯(cuò)的主意 - 事實(shí)和數(shù)據(jù)支持。

 

The final report is due in Week 8, by 4.30pm on Tuesday 16.8.11.最后的報(bào)告是由于在第8周，日（星期二）下午4:30 16.8.11。

 

Assessment details: Individual assessment評(píng)估細(xì)節(jié)：個(gè)別評(píng)估

 

Marking criteria: A marking scheme will be provided on the subject eLearning site.評(píng)分標(biāo)準(zhǔn)??：評(píng)分計(jì)劃，將提供在線學(xué)習(xí)的主題網(wǎng)站。

 

Marks are based on how each of the specified areas are discussed and explained. Grammar and writing style helps, but it does not take marks away. Copied material is given little credit, because it is expected that students do the analysis based on their understanding of the concepts.標(biāo)記是根據(jù)每一個(gè)指定的區(qū)域如何進(jìn)行討論和解釋。語法和寫作風(fēng)格的幫助，但它并不需要標(biāo)記的路程。復(fù)制的材料是很少的信貸，因?yàn)樗瞧谕麑W(xué)生做了分析，根據(jù)他們對(duì)概念的理解。

 

All assignments must be submitted to Turnitin, which checks for copied and unreferenced material. The class ID number is 4080247, and the enrolment password is learn.所有essay必須提交到Turnitin的，檢查復(fù)制和未引用的材料。類ID號(hào)為4080247，注冊(cè)密碼是學(xué)習(xí)。

 

Assignments not handed in on time will be penalised THREE marks for each day overdue.  If assignments are not received within one (1) week of the deadline they will not be accepted. 分配沒有準(zhǔn)時(shí)繳交每逾期一天三個(gè)標(biāo)志將被處罰。如果分配（1）內(nèi)沒有收到一個(gè)星期的最后期限，他們將不被接受。

 

Structure and style requirements:

• Assignments are to be typed, single spacing, margins 2.5cm

• Must include a completed faculty cover page

• #p#分頁標(biāo)題#e#Clear direction and order 

• Appropriate and adequate use of referencing and citation 

• Correct spelling

• Appropriate grammar/punctuation/syntax