英国杜伦大学 (Durham University)市场学专业作业指导原则

Principles of Marketing Assignment
市场essay原则

2M1Y 2010-11
Assignment Type: individual
essay形式：个人

Length = 2,500 words
长度=2500个单词

Contribution: 50% of overall unit mark
贡献：50％的总体单位标志

Date coursework submitted: Tuesday 15th February 2011, 1500 hrs.
课程提交日期：

Date returned:  Tuesday 15th March 2011
返回日期

“A strategic marketing plan to enter Norfolk”
进入诺福克郡的战略营销计划

You can either choose to do assignment 1 or 2.
您可以选择，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，你是一家生产洗发水公司的国内市场经理，它可以是任何大型跨国公司的一个品牌（比如联合利华的夏士莲，多芬或宝洁生产的海飞丝）的中小型企业，专门生产洗发水。

Your company has decided to launch a new shampoo and decided to use Norfolk as a test market. 
你的公司已经决定推出一个新的洗发水，并决定使用诺福克作为测试市场。

The company’s Marketing Director has asked you to prepare a strategic marketing plan to “roll out” this shampoo over the next five years.
该公司的营销总监，需要你准备一个“走出去”这种洗发水，在未来五年的战略营销计划。

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.
你要想象你是全国营销经理的公司，经营连锁咖啡店。

Your company has decided to launch a shop at the University of East Anglia. 
你的公司已经决定启动一个店在东英吉利大学。

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.
该公司的营销总监，要求你准备一个“走出去”这个新的商店在未来五年的战略营销计划。

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#分页标题#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:
请注意，所需的交付计划与学术引用，而不是一个学术文章。要创建你的计划将需要做一个重大的背景的研究和工作的每个部分可能会觉得像了很多工作，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
你应该专注于学术引用，虽然作为整体引用集的一部分，特别有用的医生引用从杂志和报纸都还可以接受。

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
只应给予他们，如果他们能提供精确的背景标记的问题回答阅读计划 - “学生是如何得到这一数字/结论？”不相关的附录将创建错误标记的头脑中的印象。计划和学术参考源的所有标记。