Analyse the strategic role of marketing using contemporary perspective(s), evaluated against relevant research literatureUsing appropriate marketing literature, establish a critically determined role of marketing and the issues arising to support marketing activity in organisations

Distinguish between the pragmatic marketing operations and theoretical concepts to establish a contemporary view of marketing activity in an organisation.

Prepare and use IT to aid efficient searching, evaluation and selection of information, exploring alternative lines of enquiry where appropriate. Present information effectively, including evidence/examples to support your arguments and conclusions.

Identify and critically assess in a comprehensive fashion the current strengths and weaknesses of the journal article. Evaluate and synthesise information from different sources, theories and principles, and communicate relevant information effectively, and with accuracy.

Demonstrate an awareness of the relevance of the journal article to current marketing practices in the business world.

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