SUMMATIVE ASSIGNMENT - BUSI5B815
总结性作业 - BUSI5B815
Strategic Marketing Management
战略营销管理
Evaluating and implementing marketing strategy.
评估和实施营销策略。
The purpose of the assessment is to demonstrate an appreciation of the ramifications of planning and implementing a marketing strategy. The assessment has been designed in a systematic way to mirror and build on the topics addressed in the module delivery to address the stages of the new product development process. Research undertaken by the students, along with the formative feedback provided, will enable interpretation, critical review and application of theory which are required in the assessment.
评估的目的是展示对规划和实施营销策略所带来的影响的理解。该评估以系统的方式设计，以反映并建立在模块授课中涉及的主题上，以应对新产品开发过程的各个阶段。学生进行的研究以及提供的形成性反馈将使得对理论的解读、批判性审查和应用成为可能，这些都是评估所需的。
Students should assume the role of Marketing Managers involved in new product development. The central tenet of the assignment relates to the development of an idea and a marketing strategy for a new product or service for an organisation/brand of your choice, developed as a response to the many challenges that industries face today (e.g., social responsibility, disruptive technologies, sustainability, climate change, social inequality, diversity, public health, animal welfare).
学生应担任参与新产品开发的市场经理角色。该任务的核心原则与为您选择的组织/品牌开发新产品或服务的创意和营销策略相关，旨在应对当今行业面临的诸多挑战（例如，社会责任、颠覆性技术、可持续性、气候变化、社会不平等、多样性、公共健康、动物福利）。
During the term, students will work in groups in their seminars, to research the market, identify a brand and propose a new product/service that fits the requirements of the brief. The new product/service idea will be presented and approved by the tutor during the seminars. Formative feedback will then be provided to help students improve their idea and develop their strategies.
在学期期间，学生将在研讨会上以小组形式工作，研究市场，确定一个品牌，并提出符合任务要求的新产品/服务。新产品/服务的创意将在研讨会上由导师进行展示和批准。随后将提供形成性反馈，以帮助学生改进他们的创意并发展他们的策略。
For the final (summative) assessment, students should work individually to develop an appropriate marketing strategy that will enhance the potential and the reputation of the product and the brand. Students are asked to write a report to review and discuss how the key elements of marketing strategy would be used to support the future launch and success of their new product/service when it goes to market, and the means by which evaluation and control on those strategic decisions could be made. The individual assignment should:
对于最终的（总结性）评估，学生应单独工作，制定一个适当的营销策略，以提升产品和品牌的潜力和声誉。学生被要求撰写一份报告，回顾和讨论营销策略的关键要素将如何支持他们的新产品/服务在市场推出和成功的未来，以及对这些战略决策进行评估和控制的方式。个人作业应：
Briefly recap and justify the new product idea;
简要回顾并论证新产品的想法；
Analyse the environment and identify strategic objectives;
分析环境并确定战略目标；
Use academic literature and theory to develop a marketing plan for the new product/service; and
利用学术文献和理论为新产品/服务制定营销计划；
Identify relevant implementation and control steps.
识别相关的实施和控制步骤。
Students are expected to use references from academic journal articles, trade journals, company/practitioner reports, and/or textbooks.
学生应使用学术期刊文章、行业期刊、公司/从业者报告和/或教科书中的参考文献。
A breakdown of the report structure is identified below (please note these should not be used as headings):
报告结构的细分如下（请注意，这些不应作为标题使用）：
Introduction – approximately 300 words – the introduction should introduce the new product idea and how it fits the company. The students do not have to introduce the company itself.
引言 - 大约 300 字 - 引言应介绍新产品的构思及其如何与公司相契合。学生们不需要介绍公司本身。
Summary of the situational analysis and direction – approximately 500 words – the purpose of this section is not to give a generic background of who the organisation is, but rather to a) outline strengths/weaknesses (internal) and opportunities/threats (external) that have the potential to influence the organisation’s competitive position, b) identify strategic objectives and c) identify and justify the target segment.
情境分析和方向总结 - 大约 500 字 - 本节的目的不是提供关于组织的通用背景，而是 a) 概述可能影响组织竞争地位的优势/劣势（内部）和机会/威胁（外部），b) 确定战略目标，c) 确定并论证目标细分市场。
Critical discussion of strategic planning options – approximately 1400 words – drawing on a marketing strategy framework (e.g., 4Ps, 4Cs) and academic literature students should focus their attention on developing a marketing plan that would allow them to achieve their objectives and satisfy their target segment.
战略规划选项的批判性讨论 - 约 1400 字 - 基于市场营销战略框架（例如，4Ps，4Cs）和学术文献，学生应专注于制定一个市场营销计划，以便实现他们的目标并满足他们的目标细分市场。
Strategic implementation and control – approximately 300 words, students should identify the relevant implementation steps (Gantt chart) and metrics that will allow them to implement and measure the progress of their strategic plan.
战略实施与控制 - 大约 300 字，学生应识别相关的实施步骤（甘特图）和指标，以便实施和衡量他们战略计划的进展。
Overall Word Limit: 2,500
总体字数限制：2,500
SUBMISSION INSTRUCTIONS
提交说明
Your completed assignment must be uploaded to Blackboard
您完成的作业必须上传到黑板系统
no later than 11:59am (UK time) on 3rd January 2025
不迟于 2025 年 1 月 3 日（英国时间）上午 11:59
It is your responsibility to back up your work. IT issues are not a valid reason for a late submission.
您有责任备份您的工作。信息技术问题不是延迟提交的有效理由。
You should back up your work on more than one device.
您应该在多个设备上备份您的工作。
A penalty will be applied for work uploaded after 11:59am as detailed in the Late submission policy. You must leave sufficient time to fully complete the upload process before the deadline and check that you have received a receipt. At peak periods, it can take up to 30 minutes for a receipt to be generated.
对于在上午 11:59 之后上传的作业，将根据迟交政策施加罚款。您必须留出足够的时间在截止日期之前完成上传过程，并检查您是否已收到收据。在高峰期，生成收据可能需要长达 30 分钟的时间。
Assignments should be typed, using 1.5 spacing and an easy-to-read 12-point font. Assignments and dissertations/business projects must not exceed the word count indicated in the module handbook/assessment brief.
作业应使用 1.5 倍行距和易于阅读的 12 号字体打印。作业和论文/商业项目的字数不得超过模块手册/评估简报中指示的字数。
The word count should:
字数应为：
Include all the text, including title, preface, introduction, in-text citations, quotations, footnotes and any other items not specifically excluded below.
包括所有文本，包括标题、前言、引言、文内引用、引用、脚注以及以下未特别排除的任何其他项目。
Exclude diagrams, tables (including tables/lists of contents and figures), equations, executive summary/abstract, acknowledgements, declaration, bibliography/list of references and appendices. However, it is not appropriate to use diagrams or tables merely as a way of circumventing the word limit. If a student uses a table or figure as a means of presenting his/her own words, then this is included in the word count.
排除图表、表格（包括目录和图形的表格/列表）、方程式、执行摘要/摘要、致谢、声明、参考文献/参考列表和附录。然而，仅仅将图表或表格作为规避字数限制的方式是不合适的。如果学生使用表格或图形来呈现他/她自己的文字，则这将计入字数。
Examiners will stop reading once the word limit has been reached, and work beyond this point will not be assessed. Checks of word counts will be carried out on submitted work, including any assignments or dissertations/business projects that appear to be clearly over-length. Checks may take place manually and/or with the aid of the word count provided via an electronic submission. Where a student has intentionally misrepresented their word count, the School may treat this as an offence under Section IV of the General Regulations of the University. Extreme cases may be viewed as dishonest practice under Section IV, 5 (a) (x) of the General Regulations.
考官将在达到字数限制后停止阅读，超出此范围的工作将不予评估。提交的作品，包括任何明显超长的作业或论文/商业项目，将进行字数检查。检查可能会手动进行，也可能借助电子提交提供的字数进行。若学生故意虚报字数，学校可能会根据大学一般规章第 IV 节将其视为违规行为。极端情况下，可能会被视为根据一般规章第 IV 节第 5 款（a）（x）中的不诚实行为。
Very occasionally it may be appropriate to present, in an appendix, material which does not properly belong in the main body of the assessment but which some students wish to provide for the sake of completeness. Any appendices will not have a role in the assessment - examiners are under no obligation to read appendices and they do not form part of the word count. Material that students wish to be assessed should always be included in the main body of the text.
在极少数情况下，可能适合在附录中呈现一些不适合放在评估主体中的材料，但一些学生希望为了完整性而提供这些材料。任何附录在评估中都没有作用——考官没有义务阅读附录，且附录不计入字数。学生希望被评估的材料应始终包含在文本的主体中。
Guidance on referencing can be found on Durham University website and in the Student Information Hub.
关于引用的指导可以在达勒姆大学网站和学生信息中心找到。
MARKING GUIDELINES
评分指南
Performance in the summative assessment for this module is judged against the following criteria:
本模块的总结性评估表现依据以下标准进行评判：
Relevance to question(s)
与问题的相关性
Organisation, structure and presentation
组织、结构与呈现
Depth of understanding
理解的深度
Analysis and discussion
分析与讨论
Use of sources and referencing
使用来源和引用
Overall conclusions
总体结论
PLAGIARISM AND COLLUSION
抄袭与串通
Students suspected of plagiarism, either of published work or the work of other students, or of collusion will be dealt with according to School and University guidelines.
学生如果被怀疑抄袭已发表的作品、其他学生的作品或串通，将根据学校和大学的指导方针进行处理。
END OF ASSESSMENT
评估结束