· be able to critically discuss current and emerging issues in marketing that is informed by leading edge research and practice in the field
· be able to propose a strategic response to an emerging marketing theme that considers the impact on marketing and its interaction with other parts of the organisation
· be able to critically evaluate the skills, behaviours and attitudes required to lead strategic marketing projects
· be able to critically assess published research to determine methods of designing, implementing, measuring and monitoring the success of a project and marketing performance
· be able to design and conduct research into marketing and business issues using a range of business data, research sources and appropriate research methods
· be able to discuss the relationship between theory and professional practice through the application of a range of appropriate assessment tools and techniques to measure project success
· be able to critically evaluate project success and recommend appropriate actions to improve the implementation of future business projects or to revise approaches to practice
· be able to critically assess personal performance and provide a range of evidence that demonstrates that they can take responsibility for their own personal and professional development
· be able to develop their ability to operate effectively in a strategic marketing role through continuing professional development