The individual coursework intends to assess the following learning outcomes:
1. Explain the role of the marketing plan within the context of the organisation’s strategy and culture and the broader marketing environment (ethics,
corporate social responsibility, legal frameworks, and sustainability).
2. Develop SMART marketing objectives and plans based on a critical evaluation of the organisational context and of the market and the competition.
3. Synthesize sources of appropriate marketing information and marketing research requirements for the strategic marketing decision.
4. Define and use appropriate measurements to evaluate the effectiveness of strategic marketing plans and activities.
5. Independently evaluate real-world marketing cases/situations by synthesising appropriate theories to suggest creative and ethical solutions.
