澳洲市场营销硕士课程dissertationuniversity of wollongong marketing plan for new product assessment

ASSESSMENT 1   Marketing Plan营销计划写作要求

 

You are the Marketing Manager of Unilever Australia, a large international manufacturer of branded grocery products.  您是营销经理，一个大型的国际品牌杂货产品制造商联合利华澳大利亚。

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. 你已经决定推出一个新产品进入澳大利亚超市联合利华个人护理，澳洲市场assessment健康，卫生和美容，或食品领域的知名品牌之一。新产品可以是现有产品的修改，或现有品牌下的产品延伸。

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. 你会写一个营销计划的推出新的产品。你的分析必须详细说明有关的趋势和目标消费者是谁以及为什么消费者会感兴趣的新产品。

A detailed suggested outline for the marketing plan is available on the on the subject eLearning site. The key sections to be included are: 营销计划的详细建议的大纲为主题的电子学习网站。被列入重点路段是：

Executive summary; Table of Contents, Introduction, Situation Analysis Market Opportunity Analysis, 3-Year Sales Forecast; Marketing Mix Strategy; Conclusion, Bibliography and Appendix. 执行摘要，目录，简介，形势分析市场机会分析，3年的销售预测，市场营销组合策略，结论，参考文献和附录。

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. 适当的市场规模，市场份额和市场增长的事实和数字，以及必须包含适当的宏观环境数据（如ABS数据），及相关的辅助数据，对消费者的喜好和市场趋势。不包括充实市场上的事实和数字是可能导致故障品位。

The report style is of a business/managerial report. References must follow the Harvard referencing style*. 报告样式的业务/管理报告。参考文献必须遵循哈佛引用样式*。

 

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%. 长度：最大长度为5000字 - 周围12页 - 不包括报头页，执行摘要，表的内容及其任何附录。会有一个报告罚7分，如果超出字数限制由5％以上。#p#分页标题#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：你的报告必须提交1页轮廓，在开始的7月5日（星期二）在2周的讲座。简要介绍产品和产品类别和状态的原因，你认为新产品是一个不错的主意 - 事实和数据支持。

 

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

 

Assessment details: Individual assessment评估细节：个别评估

 

Marking criteria: A marking scheme will be provided on the subject eLearning site.评分标准​​：评分计划，将提供在线学习的主题网站。

 

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.标记是根据每一个指定的区域如何进行讨论和解释。语法和写作风格的帮助，但它并不需要标记的路程。复制的材料是很少的信贷，因为它是期望学生做了分析，根据他们对概念的理解。

 

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必须提交到Turnitin的，检查复制和未引用的材料。类ID号为4080247，注册密码是学习。

 

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. 分配没有准时缴交每逾期一天三个标志将被处罚。如果分配（1）内没有收到一个星期的最后期限，他们将不被接受。

 

Structure and style requirements:

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

• Must include a completed faculty cover page

• #p#分页标题#e#Clear direction and order 

• Appropriate and adequate use of referencing and citation 

• Correct spelling

• Appropriate grammar/punctuation/syntax