Unit of competency Outline

Date retreived
22/07/2026 3:10 PM AWST

Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.

Develop organisational marketing objectives

Develop organisational marketing objectives

Unit of competency
National Code
BSBMKG608
State Code
AUJ28
TGA Status
Replaced
DTWD Status
Transition (Replaced)
Current Release Number
1.00
Current Release Date
25/03/2015
View on TGA
State Implementation and Classification
Approved Date
15/09/2015
Field of Education
080505 - Marketing
Original Release Date
15/09/2015
Nominal Hours
60
Description
This unit describes the 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.It applies to senior marketing professionals who are 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 strategies to achieve overall business objectives.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. 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 identifying factors impacting the direction and performance of the business
  • 1.4 Identify legal and ethical requirements for the organisation
  • 1.5 Document and confirm 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 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 for viability and likely contribution to the business
  • 3.2 Use an assessment of external factors, costs, benefits, risks and opportunities to determine scope of each marketing opportunity
  • 3.3 Analyse opportunities for 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 nature and extent of what is to be achieved
  • 4.2 Ensure objectives are consistent with forecast needs of the business and 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 marketing objectives are met in accordance with overall organisational requirements
  • 4.7 Document marketing objectives
No information
No information
Replaces
State Code National Code Title Type
D0884 BSBMKG608A Develop organisational marketing objectives Unit of competency
Replaced By
State Code National Code Title Type
OCE49 BSBMKG621 Develop organisational marketing strategy Unit of competency