Unit of competency Outline

Date retreived
22/07/2026 7:06 PM AWST

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Manage the marketing process

Manage the marketing process

Unit of competency
National Code
BSBMKG603B
State Code
D0880
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
18/04/2008
View on TGA
State Implementation and Classification
Approved Date
10/07/2014
Field of Education
080505 - Marketing
Original Release Date
10/07/2014
Nominal Hours
50
Description
This unit describes the performance outcomes, skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Manage marketing performance
  • 1.1. Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation
  • 1.2. Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives
  • 1.3. Monitor product, distribution, pricing and marketing communication policies in relation to market changes, marketing plan objectives and organisational requirements
  • 1.4. Use marketing metrics and monitor overall marketing progress against performance targets to ensure activity, quality, cost, and time requirements are met
2. Manage marketing personnel
  • 2.1. Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel
  • 2.2. Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort
  • 2.3. Develop communication strategy to ensure that personnel responsible for each element of the marketing mix work together to meet organisation's marketing objectives
  • 2.4. Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and to use resources to the required standard
  • 2.5. Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes
3. Evaluate and improve strategic marketing performance
  • 3.1. Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required
  • 3.2. Analyse successes and performance gaps in relation to cause and effect, and use this information to improve strategic performance
  • 3.3. Analyse over-performance against targets for trends and set new targets
  • 3.4. Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives
  • 3.5. Document review of marketing performance against key performance indicators in accordance with organisational requirements
RANGE STATEMENT
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Marketing mix may include:
distribution
level of service
pricing
promotion
product or service variables such as:
design
quality
range
safety features
technical features
EVIDENCE GUIDE
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
monitoring marketing performance across an organisation by comparing performance against key performance indicators in the marketing plan
effectively communicating marketing objectives to relevant personnel in accordance with organisation requirements
providing feedback, mentoring and coaching to staff, as appropriate
taking action to capitalise on or minimise over- or under-performance against marketing objectives.
Context of and specific resources for assessment
Assessment must ensure:
access to office equipment and resources.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
analysis of responses to case studies and scenarios
assessment of written reports on marketing activities and performance against key performance indicators
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations on marketing performance
oral or written questioning to assess knowledge and understanding
review of authenticated documents from the workplace or training environment
review of testimony from team members, colleagues, supervisors or managers.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
other marketing units.
Replaces
State Code National Code Title Type
C3656 BSBMKG603A Manage the marketing process Unit of competency
Replaced By
State Code National Code Title Type
AUM53 BSBMKG603 Manage the marketing process Unit of competency