Course Title: Develop a marketing plan

Part A: Course Overview

Program: C6053

Course Title: Develop a marketing plan

Portfolio: BUS

Nominal Hours: 60.0

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 TAFE Business

Face-to-Face or Workplace

Course Contact: Elizabeth Eades

Course Contact Phone: 03 9925 5155

Course Contact Email:

Course Description

This unit covers the development and presentation (for approval) of a marketing plan including objectives, strategies, activities and resources over the areas of market research, product or service development, finance, advertising, sales, distribution, public relations and training.

Pre-requisite Courses and Assumed Knowledge and Capabilities

Ideally students should have completed the following courses prior to commencement of this course:
*  Establish & Adjust the Marketing Mix (also known as The Marketing Concept)
*  Develop a Marketing Communication Plan
*  Manage the Marketing Process

National Competency Codes and Titles

National Element Code & Title:

BSBMKG602A Develop a marketing plan


Devise marketing strategies

Formulate marketing objectives

Identify strategic direction

Plan marketing tactics

Prepare and present a marketing plan

Review marketing performance

Learning Outcomes

On completion of this course, students will have demonstrated ability to prepare and present a marketing plan that addresses the needs of the business and the market.

Specifically, students will have developed and demonstrated underpinning skills and knowledge in the following areas:
*  Skills to identify market information, to write in a range of styles for different audiences and to interpret legal requirements
*  Communication skills including questioning, clarifying, reporting
*  Numeracy skills for data analysis
*  Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
*  Understand the relevant legislation from all levels of government that affects business operation
*  An understanding of organisation’s business structure, products and services
*  Ability to develop strategic, operational and tactical plans 
*  Legal and ethical requirements of an organisation
*  Undertake market performance evaluation methodologies (including the use of SWOT), apply marketing strategies and approaches

Overview of Assessment

Students will study marketing planning skills and theory in classroom sessions and tutorials.  Practical exercises and assessment work will be undertaken outside of the classroom.   Marketing planning concepts will also be explored through the investigation of an appropriate real world scenario and/or use of a simulated environment.