Marketing评分标准格式.doc

标准答案及评分标准课号：099A11B01课名：市场营销学班级：12旅本1/2学年：2013学期：1（ ）卷 出卷人： 俞圆1. ASSIGNMENT BRIEFYour mission is to construct a marketing plan for a company which is planning to introduce a new product to the market. A typical marketing plan includes a situation analysis, a statement of competitive positioning, and clearly defined strategy that links the companys strengths and ambitions with marketing opportunities. This should be followed by a set of action plans. The marketing plan represents the applied demonstration of your understanding of the underlying marketing management and marketing strategy concepts. Hence, unlike the case write-ups, the marketing plan does not need to explicitly refer to the theory from the lectures or the readings. However, it must still show that you understand and are using the theory in a rational and scientific way.2. REQUIREMENTS2.1 Writing styleThe report should be no longer than 2, 500 words excluding the appendices, tables, figures, references. It should start with an executive summary and include a table of contents. Clear headings and sub-headings should break up the report into distinct but logically related sections. Paragraphs (rather than point form) should be concise and focused on describing the marketing strategy and its application. The emphasis is not on how many pages your report has but on how clearly expressed and supported arguments are, as well as the inclusion of creative ideas.Properly used bullet points, diagrams and graphs enhance the readability of your report. However, please note that the whole report should not be just a series of bullet points use them to list. Make sure the report represents a coherent argument from start to finish. Leave enough time to thoroughly edit the final report.You are suggested to use a range of methods and techniques to collect relevant marketing information. At least half of your information sources should be paper media, but not just from Internet. The assignment must be typed on A4 papers 1.5 spaced, New Times Roman, 12 font, 1 inch margin).2.2 Problem of plagiarismYou must reference all sources of any facts, ideas which are not your own with HARVARD REFERENCING SYSTEM. Assignments that are submitted with no, incorrect or poor referencing will be returned, attaining a “Redo” grade. If youre still unsure about referencing, read the Harvard Style Referencing Guideline, or consult the tutor. 2.3 Group ContributionThere should be no more than 5 students in the group. Each member of the group is expected to contribute equally to the completion of the report. Peer feedback will be obtained after the assignment is completed. The tutor reserves the right to adjust group members marks on the basis of any discrepancies in contribution arising from this feedback.2.4 SubmissionAssignments are to be handed in to the tutor on Jan4, 2014. Please note that for late submissions, assignments will be downgraded. 3.Assessment CriteriaAssessment Criteria1. Executive Summary 2.1 Identify and explain macro and micro environmental factors which influence marketing decisions2.2 Explain how buyer behavior affects marketing activities in the consumer market.2.3 Analyze the target markets attractiveness and the marketing strategies applied in these segments.3.1 Describe how products are developed to sustain competitive advantage3.2 Explain how distribution is arranged to provide customer convenience3.3 Explain how prices are set to reflect an organizations objective and market conditions3.4 Illustrate how promotional activity is integrated to achieve marketing objectives4.1 Recommend marketing mixes for the target market.3.1. Assignment outcomes Grading CriteriaTo achieve a Pass (60-70) you must:1. Show a reasonable level of written English.2. Identify and explain macro and micro environmental factors which influence marketing decisions3. Explain how buyer behaviour affects marketing activities 4. Describe how products are developed to sustain competitive advantage5. Explain how distribution is arranged to provide customer convenience6. Explain how prices are set to reflect an organisations objective and market conditions7. Illustrate how promotional activity is integrated to achieve marketing objectives8. Recommend marketing mixes for two different segments in consumer markets9. Explain how and why international marketing differs from domestic marketingTo achieve a Average (70-80) grade, you must: 1. Achieve all the points listed above.2. Show a good level of written English.3. Use a range of methods and techniques to collect, analyze relevant marketing information.4. Good writing format with constructive conclusion.To achieve a Average (80-90) grade, you must: 1. Achieve all the points listed above.2. Show a good level of written English.3. Use a range of methods and techniques to collect, analyze relevant marketing information.4. Good writing format with constructive conclusion.5. Demonstrate reasonable width and depth of research, generating some new ideas.To achieve a Distinction (90) grade, you must:1. Achieve all the points listed above.2. Show a high level of written English.3. Check validity when collecting，analyzing and processing complex information/data.4. Evaluate and synthesize relevant theories, mod