ABSTRACT
The aim of the unit is to enable students to develop a sound theoretical and practical
understanding of marketing planning and control.
The objectives are to:
o Enable students to understand the theoretical concepts, techniques and models that
underpin the marketing planning process o Build practical skills associated with the management of the planning process o Enable students to justify their strategic decisions and recommendations o Develop an understanding of the barriers that exist to effective implementation of
strategy o Appreciate the need to tailor marketing plans and process to allow for the specific
sector and situational factors that apply to any given organization o Develop an awareness of the techniques that underpin innovation and creativity in
organizations.
