ABSTRACT
The Marketing Planning unit provides the essential knowledge and understanding for the
Professional Diploma in the creation and use of operational marketing plans and the marketing
process. It aims to provide students with an understanding of the differences in the internal
organizational and external contexts within which operational marketing planning and market-
ing are carried out and the different models of marketing used to meet these contingencies. The
unit aims in particular to ensure that the knowledge and understanding can be applied in the
practical construction of appropriate and realistic marketing plans.
