Marketing评分标准格式.docVIP

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 BRIEF Your 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 company’s 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. REQUIREMENTS 2.1 Writing style The 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.