chapter
Unit 8 Developing marketing plans
Pages 21

The Marketing Management in Practice module is intended to give participants some practice

in developing and implementing marketing plans at an operational level in organizations. A key

part of this is working within a team to develop the plan and managing teams implementing the

plan by undertaking marketing activities and projects. Its aim is to encourage you to integrate

and apply knowledge from all the modules, particularly as part of a team. The focus should be

on implementing a marketing plan as a team activity and careful attention needs to be given to

the issues surrounding the actual implementation of a plan.