A means towards obtaining an aim or goal. The things the organisation wants to achieve. Examples:
A football team probably has aims: to win matches and trophies; to bring paying spectators so the club is profitable. The team's possible objectives are: to score goals; to prevent the opposition from scoring goals; to play exciting football; to win the league, cup or promotion.
Based on Field and Keller, Project Management
Try to ensure all objectives are smart:
© Lisa Payne, Coventry University
last updated 24 September 2007