This unit will focus on the proactive development and delivery of a justified

management process to support the initiation, implementation and control of

marketing projects, including the use of research and information and preparing

proposals and briefs to identify needs comprehensively.

The unit will also focus upon evaluating marketing project proposals and prioritising

them on the basis of fit with market conditions, organisational capacity, competitor

activity and strategic management, while concurrently managing the associated risk

of implementing particular plans.

Ultimately, the unit will also cover the implementation of marketing proposals

including an in-depth view of project management, but also integrating knowledge

from the other units at this level.

By the end of this unit, students should be able to develop an effective business case

within different organisational contexts and justify their project proposals in terms of

fit with the marketing strategy, evaluation of risk and the effective use of