ABSTRACT
When studying the Marketing Management in Practice module, CIM recommends that two
thirds of the sessions should be allocated to a significant practical project involving the
formulation and implementation of an operational marketing plan. This should cover the
management of information, communications and human resources. The emphasis should be
the application of this theory within a marketing team. A typical project will consist of:
o Planning the project to be undertaken to meet the brief given o Undertaking the task. This will involve collecting and analysing information and
developing a marketing plan
o Planning, scheduling and resourcing marketing activities within the plan, identifying and
overcoming problems during implementation o Measuring and evaluating the outcomes o Reflecting on the performance of the team and the individuals in it.
