Course Title: Manage the marketing process

Part A: Course Overview

Program: C6145 Advanced Diploma of Marketing

Course Title: Manage the marketing process

Portfolio: BUS Portfolio Office

Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education

Face-to-Face or Internet

Term1 2016,
Term2 2016

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:

Course Description

This unit describes the skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation.

It applies to senior personnel who are responsible for managing the overall marketing process of an organisation, and for managing marketing personnel. Typically they manage a portfolio of products or services across the organisation, rather than a single product or a few products.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBMKG603 Manage the marketing process


1. Manage marketing performance

2. Manage marketing personnel

3. Evaluate and improve strategic marketing performance

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation.

Overview of Assessment

This course is co-delivered and co-assessed with MKTG7915C Develop a Marketing Plan; and MKTG7914C Develop Organisational Marketing Objectives


Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • monitor marketing performance across an organisation by comparing performance against key performance indicators
  • effectively communicate marketing objectives to relevant personnel in accordance with organisation requirements
  • provide feedback, mentoring and coaching to staff
  • capitalise on over-performance or minimise under-performance against marketing objectives.

Knowledge Evidence

To complete the unit requirements effectively, you must:

  • summarise economic, social and industry directions, trends and practices
  • outline different organisational structures, roles, responsibilities and policies
  • describe own/relevant industry product and service knowledge
  • explain principles of marketing, strategic analysis and strategic management
  • summarise statistical and data evaluation techniques to measure marketing performance.


Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.