Marketing Project Guideline

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MARKETING PROJECT GUIDE

TABLE OF CONTENTS
1. INTRODUCTION
2. PROJECT ASSESSMENT
3. COMPANY SELECTION GUIDELINES
4. PROJECT DEADLINES
5. THE PROGRESS REPORT
6. MARKETING PLAN - MODEL FORMAT
7. THE FINAL REPORT

1. INTRODUCTION
One specific objective of the subject Marketing is to have students prepare an marketing plan for a Chinese company. The purpose of this document is to provide students with guidelines on the preparation of a marketing plan.

2. PROJECT ASSESSMENT
The project is a group activity where teams of 5 - 6 students will produce a comprehensive written report. Project assessment will be:
Written report 30%
It is essential that all members of the team co-operate and that no member is a ‘passenger’. During the final Tutorial, members of each team will be required to provide the lecturer with confidential ‘peer group evaluations’ on other members of the team. These will be taken into account in awarding the mark for the project to each team member.

Students should maintain close communications with other project team members throughout the semester. It is imperative that students collect team member contact details in the first lecture, as the lecturer may not able to provide this information to students. A major problem can occur with project team dynamics if students choose to withdraw from the subject once teams are settled and tasks have been distributed. Students intending to withdraw from the subject must immediately inform their project team members and the tutor/lecturer. The written report must be equivalent in quality to a report a consultant would typically submit to a client. The report must be perfect in terms of spelling, punctuation, grammar, page numbering, referencing, footnoting and appropriate use of appendices. Imperfections will count against marks awarded for the project. The body of the report should contain the group's major findings and conclusions from their research of the market, the competitors and the company's capabilities (Situation Analysis), followed by a detailed SWOT Analysis, Evaluation of Alternative Strategies and final recommended Marketing Strategy expressed in detail. It is recognised that research about the target market will largely consist of secondary data gathered from published sources. The mechanism to overcome any information difficulties is to make 'planning assumptions', and note in a Market Research brief the market research that will be required to provide the information. The detailed research material supporting the major findings in the Situation Analysis, and any Market Research briefs, should be included in an Appendix to the report. Reports will be assessed on the quality of the research and conclusions drawn, and the understanding of marketing strategy and planning demonstrated in the preparation of the plan.

3. COMPANY SELECTION GUIDELINES
The Marketing Project is essentially the development of a marketing plan for a Chinese company. Project teams will be expected to find and work with a Chinese company to develop this plan. Generally high quality interaction and co-operation between the company and the project team should lead to a higher quality final report. However, students should be aware that many of the contacts in their chosen companies will have very limited time. This means that the project team must demonstrate that their project will add value to the company and that the contact's expenditure of time with the team will be worthwhile. Interviews with contacts in companies may have to be supplemented with clearly written faxes, letters or e-mails to request further information and clarification.

4. PROJECT DEADLINES
This section outlines the key project deadlines and deliverables. The overall Marketing Plan Format is outlined in Section 6. Elements of the Marketing Plan to be completed for the Progress...
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