英国桑德兰大学商业及法律学士学位营销策略课程作业：Sunderland Fauclty

请仔细阅读所有的指令和信息所写一篇关于市场营销的论文。大学侵犯的评估办法的范围内。你的任务将与Tunitin对比，必须递交到大学的的桑德兰学习资源中心。

学习成果评估：在成功完成此模块后，学生将能够了解所学知识并苏勇。解释的营销策略和其意义的organisation2的性质。评估的驱动力和因素影响营销strategies3的选择。评估适当的模型和技术援助的战略营销process4，分析当代市场营销的战略方面的问题和存在的问题。
 
Sunderland Faulty of Business & Law Undergraduate Programmes：MKT306 Marketing Strategy

Assignment Semester 1 2010/11

Please read all instructions and information carefully.  You are required to submit your work within the bounds of the University Infringement of Assessment Regulations.  Your assignment, with a Tunitin receipt, must be handed in to the University of Sunderland Learning Resource Centre.

Learning Outcomes Assessed:

Upon successful completion of this module, students will be able to:
Knowledge1. Explain the nature of marketing strategy and its significance for the organisation2. Assess the drivers and factors affecting the choice of marketing strategies3. Evaluate appropriate models and techniques that aid the strategic marketing process4. Analyse contemporary marketing issues and problems in a strategic context
Skills1. Apply research skills2. Demonstrate interpreting advanced information and marketing data handling skills3. Assess communications skills to develop effective relationship marketing

Title:      Individual report  

Weighting:    100%

Module Assessor:  Stephen Storey

Issue Date:   September 2010

Hand-in Deadline:   Monday 16th  May  2011 No later than 2.00pm

Word Count:  2500 - 3000 + Appendices   

Task

This is an individual assignment as a single report in two parts. (As a guide only; each part should form approximately half of the final report)

a) Investigation and analysis
Choose a breakfast  foodstuff which is branded, either a single product or a line of products (not restaurant food). Investigate and evaluate the marketing strategy of the producer/brand owner using contemporary marketing tools and techniques. This may however be illuminated using examples from other companies/ organizations.
You can demonstrate the effectiveness of the reported policies for the chosen company by giving performance data against competitors in the market (e.g. market share, sales, profitability, etc.). 
 
b) Recommendations
Your remit is to put forward your own suggestions covering changes in marketing strategy that will improve the future performance of the brand/ product/ product line for the benefit of the parent company and its stakeholders. Justify your choices again using contemporary marketing methods and techniques.
These suggestions should be your own ideas but may include marketing tactics and strategies used by other successful organisations but in different industry sectors. You will put these suggestions, forward in a written report.
Please do not just restate the strategies used buy your chosen firm but outline your own ideas for improved performance.

N.B. You should be using publicly available sources. Though the report should include facts and figures from these sources e.g. journals, newspapers, magazines, or reference/text books. When these are incorporated they should be fully referenced using the Harvard referencing system. 
This is an individual piece of work.  The work must be original (Data gained from published sources and referenced is exempted) – if there is evidence of any work that is not wholly attributable to you, the University’s policy on Cheating, Collusion and Plagiarism will be applied. 

Summative feedback will be provided on the coversheet of the assignment.
Submission

All students are required to submit assessed work through Turnitin 

All students are normally required to submit two copies of their assessed work. One copy must be submitted though Turnitin and one paper copy should be submitted to the University of Sunderland Learning Resource Centre. 

All students must (with the paper copy submission) submit a Turnitin receipt.

The penalty for students who do not submit their assessed work through Turnitin is that their mark is withheld and the assessment board may deem the work to have failed.

Students may submit drafts through Turnitin prior to submission and generate reports prior to submission. The last submission prior to the deadline will be deemed to be the final submission for assessment purposes.

N.B. You will need to allow 24 hours between submissions through Turnitin to generate a fresh/new/different report so please do not leave submission to the last moment.
 

Marking Scheme

1st (70+%)

An excellent assignment.  It demonstrates a high level of understanding of the learning outcomes.  The report provides evidence of significant understanding of marketing strategy theory/techniques and its application to the selected organisation.  All decisions are logical, coherent, fully justified, explained succinctly and coherently, but also demonstrates a high level of insight and originality.  The presentation is of a very high standard demonstrating a professional approach which is generally free of errors. 

2:1 (60-69%)

A very good assignment. It demonstrates a reasonably high level of understanding of the learning outcomes. The assignment provides evidence of understanding of marketing strategy theory/techniques and its application to the selected organisation.  All decisions are logical, justified and explained however are less strong in terms of insight and originality.  The presentation is of a high standard and predominantly free from errors. 

2.2 (50-59%)

A good assignment. It demonstrates a sound understanding of the learning outcomes.  The report provides evidence of understanding of marketing strategy theory/techniques and its application to the selected organisation, though this may be somewhat limited.  Most decisions are appropriate however are less strong in terms of insight, logic and originality.  The presentation is adequate.

3rd (40-49%)

A satisfactory assignment. It demonstrates an understanding of the learning outcomes.  The report provides evidence of understanding of marketing strategy theory/techniques and its application to the selected organisation, although this is limited. Decisions are appropriate however lack coherence, insight and logic.  The presentation is adequate, but lacks cohesion.

Grade F (<40%)

Unsatisfactory assignment. It demonstrates a lack of understanding of the learning outcomes. It contains some elements of marketing strategy/ techniques applied to the context however is not wholly appropriate. The assignment lacks logic, coherence, originality and insight.  The presentation is poor with a number of errors.