BTEC Level 4 Lesson 2.7: Planning implementation and control

For every marketing department in an organization to be effective and efficient, there must be some frameworks or mechanisms set in place to monitor the growth process of the department. There must be an implementation of systems to achieve the desired and standardized results. Thus, that is the essence of this unit. The diagram below gives you the precision of each headings in this unit. Please view before continuing.  

Key terms:

Annual control, contingency plan, financial control, marketing audit, marketing control, productivity control, strategic control, scenario planning

Having gone through this video lesson you should be able to:

  • Explain the role of marketing control 
  • Understand how marketing control works at various levels 
  • Use marketing control to evaluate plan performance 
  • Prepare for contingency and scenario planning