英國(guó)杜倫大學(xué) (Durham University)市場(chǎng)學(xué)專業(yè)作業(yè)指導(dǎo)原則
Principles of Marketing Assignment
市場(chǎng)essay原則
2M1Y 2010-11
Assignment Type: individual
essay形式：個(gè)人
Length = 2,500 words
長(zhǎng)度=2500個(gè)單詞
Contribution: 50% of overall unit mark
貢獻(xiàn)：50％的總體單位標(biāo)志
Date coursework submitted: Tuesday 15th February 2011, 1500 hrs.
課程提交日期：
Date returned: Tuesday 15th March 2011
返回日期
“A strategic marketing plan to enter Norfolk”
進(jìn)入諾福克郡的戰(zhàn)略營(yíng)銷(xiāo)計(jì)劃
You can either choose to do assignment 1 or 2.
您可以選擇，做essay1或2。
Assignment 1
essay1
You are to imagine that you are the national Marketing Manager for a company that manufactures shampoo. This can be any type of company from an established large multinational (i.e. Unilever that does Sunsilk, Dove or Proctor and Gamble that produces Head and Shoulders) to a small-medium enterprise that manufacture specialist shampoos.
想象一下，你是一家生產(chǎn)洗發(fā)水公司的國(guó)內(nèi)市場(chǎng)經(jīng)理，它可以是任何大型跨國(guó)公司的一個(gè)品牌（比如聯(lián)合利華的夏士蓮，多芬或?qū)殱嵣a(chǎn)的海飛絲）的中小型企業(yè)，專門(mén)生產(chǎn)洗發(fā)水。
Your company has decided to launch a new shampoo and decided to use Norfolk as a test market.
你的公司已經(jīng)決定推出一個(gè)新的洗發(fā)水，并決定使用諾福克作為測(cè)試市場(chǎng)。
The company’s Marketing Director has asked you to prepare a strategic marketing plan to “roll out” this shampoo over the next five years.
該公司的營(yíng)銷(xiāo)總監(jiān)，需要你準(zhǔn)備一個(gè)“走出去”這種洗發(fā)水，在未來(lái)五年的戰(zhàn)略營(yíng)銷(xiāo)計(jì)劃。
Assignment 2
essay2
You are to imagine that you are the national Marketing Manager for a company that operates a chain of coffee shops. This can be any type of company from an established large multinational (i.e. Starbucks, Coffee Bean & Tea Leaf) to a small-medium enterprise (UK Based Costa Coffee) that manages coffee shops.
你要想象你是全國(guó)營(yíng)銷(xiāo)經(jīng)理的公司，經(jīng)營(yíng)連鎖咖啡店。
Your company has decided to launch a shop at the University of East Anglia.
你的公司已經(jīng)決定啟動(dòng)一個(gè)店在東英吉利大學(xué)。
The company’s Marketing Director has asked you to prepare a strategic marketing plan to “roll out” this new shop over the next five years.
該公司的營(yíng)銷(xiāo)總監(jiān)，要求你準(zhǔn)備一個(gè)“走出去”這個(gè)新的商店在未來(lái)五年的戰(zhàn)略營(yíng)銷(xiāo)計(jì)劃。
This is an unusual plan in that you are expected to cite the academic sources of the models or approaches you decide to use when researching and developing your plan.#p#分頁(yè)標(biāo)題#e#
Please note that the required deliverable is a plan with academic references but not an academic essay. To create the plan you will need to do a significant amount of background research and work on each section which may feel like a lot of work for 2500 words in total. You are very unlikely to be able to complete this satisfactorily in the last few days before hand in date. The assignment will require considerable analysis and estimation. You will not be able to simply summarize existing material as this is unlikely to exist in the form you need for the plan. Your strategic marketing plan will contain aspects of the following:
請(qǐng)注意，所需的交付計(jì)劃與學(xué)術(shù)引用，而不是一個(gè)學(xué)術(shù)文章。要?jiǎng)?chuàng)建你的計(jì)劃將需要做一個(gè)重大的背景的研究和工作的每個(gè)部分可能會(huì)覺(jué)得像了很多工作，共2500字。
1. The characteristics of the product. What is the unique selling point of your product plan?
2. Marketing objectives (volume, value, margin, share of the market over five years, be it part of your shampoo in total and or by segment)
3. Market audit – competitors, populated/ “filled in” models buyer behaviour, market sizes, shares, forecasts (Note: you may want to access Norfolk population and other data here and create estimates where necessary). Segmentation and choice of key segments to address.
4. You may want to include market research activities to draw primary data in order to understand your market better.
5. You may want to use PESTLE or SWOT analysis (the strengths weaknesses opportunities and threats specific to your company). Consider using models here rather than simply listing the results of brainstorming http://ukthesis.org/scxzy/
6. Marketing strategy and this includes a communication plan (i.e. 4Ps or more by segment and overall, customer relationship management strategy, in total and by segment)
7. An action plan before the launch (this will include, but is certainly not confined to marketing communications activities; advertisement campaigns) and at least the first three months after the launch.
8. A resource plan to include financial statement of the financial resources (e.g staff, market research costs etc) required to implement the plan.
9. You may also include monitoring and control activities to ensure progress and also to measure the return on your marketing investment.
10. Assumptions (note what your projections and activities will be based upon e.g. economic climate, pace of change, competitive activity, levels of available resource etc)
References: Ensure that all material, quotes, etc. are referenced in the approved manner using the Harvard citation method. An explanation of the Harvard citation method is included at the end of this assignment handout. References do not form part of the 2500 word limit. You should concentrate on academic references, although particularly useful practitioner references from magazines and newspapers are also acceptable as part of the overall set of references
你應(yīng)該專注于學(xué)術(shù)引用，雖然作為整體引用集的一部分，特別有用的醫(yī)生引用從雜志和報(bào)紙都還可以接受。
Any appendices (optional). You may submit background working papers to show your thinking and development of specific sections (e.g. how you estimated market size, how you made realistic projections of income etc). These do not form part of the 2500 words. Note also that these will not be read in detail by the marker and will only be referred to if they clearly support a particular part of the logic of the strategic marketing plan. There are no marks specifically for the appendices but where they clearly explain the thinking and process behind a particular section of your plan they will help the marker to better assess the standard of the plan. They should only be offered if they provide precise background to answer the marker’s question on reading the plan - “How did the student get to that figure/conclusion?” Irrelevant appendices will create the wrong impression in the marker’s mind. The plan and academic references are the source of all marks
只應(yīng)給予他們，如果他們能提供精確的背景標(biāo)記的問(wèn)題回答閱讀計(jì)劃 - “學(xué)生是如何得到這一數(shù)字/結(jié)論？”不相關(guān)的附錄將創(chuàng)建錯(cuò)誤標(biāo)記的頭腦中的印象。計(jì)劃和學(xué)術(shù)參考源的所有標(biāo)記。
