ASSESSMENT 1   Marketing Plan營銷計劃寫作要求

 

You are the Marketing Manager of Unilever Australia, a large international manufacturer of branded grocery products.  您是營銷經理，一個大型的國際品牌雜貨產品制造商聯合利華澳大利亞。

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. 你已經決定推出一個新產品進入澳大利亞超市聯合利華個人護理，澳洲市場assessment健康，衛生和美容，或食品領域的知名品牌之一。新產品可以是現有產品的修改，或現有品牌下的產品延伸。

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. 你會寫一個營銷計劃的推出新的產品。你的分析必須詳細說明有關的趨勢和目標消費者是誰以及為什么消費者會感興趣的新產品。

A detailed suggested outline for the marketing plan is available on the on the subject eLearning site. The key sections to be included are: 營銷計劃的詳細建議的大綱為主題的電子學習網站。被列入重點路段是：

Executive summary; Table of Contents, Introduction, Situation Analysis Market Opportunity Analysis, 3-Year Sales Forecast; Marketing Mix Strategy; Conclusion, Bibliography and Appendix. 執行摘要，目錄，簡介，形勢分析市場機會分析，3年的銷售預測，市場營銷組合策略，結論，參考文獻和附錄。

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. 適當的市場規模，市場份額和市場增長的事實和數字，以及必須包含適當的宏觀環境數據（如ABS數據），及相關的輔助數據，對消費者的喜好和市場趨勢。不包括充實市場上的事實和數字是可能導致故障品位。

The report style is of a business/managerial report. References must follow the Harvard referencing style*. 報告樣式的業務/管理報告。參考文獻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 - 不包括報頭頁，執行摘要，表的內容及其任何附錄。會有一個報告罰7分，如果超出字數限制由5％以上。#p#分頁標題#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。簡要介紹產品和產品類別和狀態的原因，你認為新產品是一個不錯的主意 - 事實和數據支持。

 

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

 

Assessment details: Individual assessment評估細節：個別評估

 

Marking criteria: A marking scheme will be provided on the subject eLearning site.評分標準??：評分計劃，將提供在線學習的主題網站。

 

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.標記是根據每一個指定的區域如何進行討論和解釋。語法和寫作風格的幫助，但它并不需要標記的路程。復制的材料是很少的信貸，因為它是期望學生做了分析，根據他們對概念的理解。

 

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，檢查復制和未引用的材料。類ID號為4080247，注冊密碼是學習。

 

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. 分配沒有準時繳交每逾期一天三個標志將被處罰。如果分配（1）內沒有收到一個星期的最后期限，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#分頁標題#e#Clear direction and order 

• Appropriate and adequate use of referencing and citation 

• Correct spelling

• Appropriate grammar/punctuation/syntax