Unit of competency Outline

Date retreived
22/07/2026 4:27 PM AWST

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Develop organisational marketing strategy

Develop organisational marketing strategy

Unit of competency
National Code
BSBMKG621
State Code
OCE49
TGA Status
Current
DTWD Status
Approved
Current Release Number
1.00
Current Release Date
19/10/2020
View on TGA
State Implementation and Classification
Approved Date
16/03/2021
Field of Education
080505 - Marketing
Original Release Date
16/03/2021
Nominal Hours
55
Description
This unit describes the skills and knowledge required to conduct a strategic analysis to develop an organisational marketing strategy. This involves identifying the organisation’s strategic direction, evaluating marketing opportunities and formulating a marketing strategy.The unit applies to individuals who are senior marketing professionals responsible for providing strategic direction to the marketing function of an organisation. Their responsibilities include analysing information on internal and external business and marketing environment; examining current marketing performance; identifying new marketing opportunities arising from emerging trends; and devising a marketing strategy. Individuals operating at this level generally conduct these activities using information gathered by people working under their direct and indirect supervision at lower levels of the organisation.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Establish strategic direction and marketing performance
  • 1.1 Confirm organisation’s mission, vision, purpose, objectives and values
  • 1.2 Complete a situational analysis and identify factors impacting marketing direction and performance of the organisation
  • 1.3 Identify and analyse current key products and services, and major markets for strengths, weaknesses, opportunities and threats
  • 1.4 Assess marketing performance against identified objectives for critical success factors, and areas for improvement
2. Evaluate marketing opportunities
  • 2.1 Identify and analyse marketing opportunities for viability and contribution to the business
  • 2.2 Assess each marketing opportunity, considering external factors such as costs, benefits, risks and opportunities
  • 2.3 Analyse opportunities for likely fit with organisational goals and capabilities
  • 2.4 Evaluate each opportunity and determine impact on current business and customer base
3. Formulate marketing strategy
  • 3.1 Develop marketing strategy in consultation with key internal stakeholders according to prepared research
  • 3.2 Formulate related key performance indicators for marketing strategy
  • 3.3 Develop risk management strategy, and identify risks and manage contingencies
  • 3.4 Document marketing strategy according to organisational policies and procedures
No information
No information
Replaces
State Code National Code Title Type
AUL06 BSBCUE605 Develop and maintain a customer engagement marketing strategy Unit of competency
AUJ28 BSBMKG608 Develop organisational marketing objectives Unit of competency