Unit of competency Outline

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

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Develop organisational marketing objectives

Develop organisational marketing objectives

Unit of competency
National Code
BSBMKG608A
State Code
D0884
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
10/03/2009
View on TGA
State Implementation and Classification
Approved Date
24/10/2014
Field of Education
080505 - Marketing
Original Release Date
24/10/2014
Nominal Hours
60
Description
This unit describes the performance outcomes, skills and knowledge required to conduct a strategic analysis to develop organisational marketing objectives. This involves reviewing the organisation's internal and external environments, evaluating past and current marketing performance, and exploring and evaluating new marketing opportunities.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Identify strategic direction
  • 1.1. Confirm organisation's mission, vision, purpose and values from current organisational materials or from owners, directors or senior management
  • 1.2. Analyse strategic organisational documents to identify organisational directions and targets
  • 1.3. Complete a situational analysis that identifies factors impacting on the direction and performance of the business
  • 1.4. Identify legal and ethical requirements for the organisation
  • 1.5. Document and confirm the strategic direction of the organisation with owners, directors or senior management, and identify its impact on marketing activities
2. Review marketing performance
  • 2.1. Evaluate the effectiveness of previous marketing and positioning strategies to identify lessons learned
  • 2.2. Analyse current key products or services and major markets for strengths, weaknesses, opportunities and threats
  • 2.3. Evaluate previous marketing opportunities captured by the organisation, and examine and document their profitability
  • 2.4. Evaluate marketing performance against previous objectives, targets to identify critical success factors, and areas for improvement
3. Scope marketing opportunities
  • 3.1. Identify and analyse marketing opportunities in terms of their viability and likely contribution to the business
  • 3.2. Use an assessment of external factors, costs, benefits, risks and opportunities to determine the scope of each marketing opportunity
  • 3.3. Analyse opportunities in terms of their likely fit with organisational goals and capabilities
  • 3.4. Evaluate each opportunity to determine its likely impact on current business and customer base
4. Formulate marketing objectives
  • 4.1. Develop objectives in consultation with key internal stakeholders that are attainable and measurable, and that identify the nature and extent of what is to be achieved
  • 4.2. Ensure objectives are consistent with the forecast needs of the business and the market
  • 4.3. Ensure objectives are compatible with the organisation's projected capabilities, resources and financial position
  • 4.4. Ensure objectives are compatible with the organisation's direction and purpose, and meet legal and ethical requirements
  • 4.5. Formulate long term strategic objectives and related key performance indicators by product or service, market segment and overall
  • 4.6. Develop a risk management strategy to identify risks and manage contingencies, and to ensure that marketing objectives are met in accordance with overall organisational requirements
  • 4.7. Document marketing objectives
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.
Strategic organisational documents may include:
annual reports
codes of practice
company policy
customer service charter
security and privacy policies
strategic marketing plans
strategic plans
Situational analysis may include:
collaborators analysis
competitive analysis
environmental analysis
market analysis
market measurements
productivity or profitability analysis
Legal and ethical requirements may include:
codes of practice
cultural expectations and influences
environmental issues
ethical principles
health and safety of workplace personnel
legislation
policies and guidelines
regulations
security and privacy issues
social responsibilities
societal expectations
Evaluating marketing performance may include:
comparative analysis
competitive analysis
life cycle models
product portfolio analysis
strengths, weaknesses, opportunities, threats (SWOT) analysis
value chain analysis
Key internal stakeholders may include:
Board of directors
finance staff
human resources staff
IT staff
managers
marketing personnel
owners
production staff
supervisors
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:
developing marketing objectives for an organisationincluding:
undertaking strategic analysis reviewing current marketing performance
formulating short and long term marketing objectives
developing a marketing risk management strategy.
Context of and specific resources for assessment
Assessment must ensure:
access to office equipment and resources
access to examples of previous strategic and marketing strategic, analyses and plans.
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 strategic analysis conducted and formulated objectives
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 and objectives
oral or written questioning
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:
BSBMKG609A Develop a marketing plan
other marketing units.
Replaces
State Code National Code Title Type
C3651 BSBMKG503A Develop a marketing communications plan Unit of competency
C3655 BSBMKG602A Develop a marketing plan Unit of competency
C3654 BSBMKG601A Develop marketing strategies Unit of competency
C3640 BSBMKG302A Identify marketing opportunities Unit of competency
C3639 BSBMKG301A Research the market Unit of competency
Replaced By
State Code National Code Title Type
AUJ28 BSBMKG608 Develop organisational marketing objectives Unit of competency