To understand the need for forecasting in an organisation's overall marketing information system and how it is used for effective marketing management decision making. To appreciate the importance of forecasting in the planning process. To understand how financial analysis can assist good marketing practice. To apply marketing research tools and techniques. To have a working knowledge of the source of markting research data. To understand the need for, and place of, an integrated management information system. To understand the place of information technology in the process of marketing decision making.

To enable students to acquire a sound working knowledge of promotional practices and how to choose and used appropriate promotional elements to meet specific marketing objectives. To understand the theoretical basis for promotional practices and the potential gains of using promotional and communication models. To be able to evaluate the advantages, disadvantages, relative effectiveness and costs of all elements of the promotional mix. To be able to suggest the basis of a promotional budget and how the various elements can be combined into to produce an effective and integrated promotional plan.

To build on the knowledge of marketing fundamentals. To provide students with a sound understanding of the process of marketing operations (analysis, planning, implementation and control) and the process of marketing decisions. This will enable them to perform effectively in any single functional area of marketing at the junior management level. To enable students to gain a good grasp of the details of marketing operations and he able to adapt and apply them in their own job situation and in a variety of practical situations. To encourage students to test and apply modem marketing theory to the understanding and solution of practical marketing problems and situations. To demonstrate the contribution of marketing operations in a variety of business, govermental, charitable and not for profit organisations.

To explore how the activities of organizations are structured and identify marketing's role within those structures. To recognize the different types of organisations which operate in the domestic and global environment and understand the differing needs and objectives of each. To appreciate the critical importance of the dynamic nature of the organization's external environment. To understand the interpret the marketing implications of changes in the organisation's micro and macro environments.