This capstone project entails the preparation of a suitable marketing plan for a product, small business, industry, person, event or charity. Its purpose is to help students integrate knowledge gained throughout the programme and to act as an indicator of whether the student has achieved the knowledge and skills specified in the programme. Hence, the project is not a mere literature review or an extended essay. Consequently, it must demonstrate the students’ grasp of a diverse range of business knowledge as well as a mastery of research, analytical and persuasive written presentation skills.