Course Title: Develop organisational marketing objectives

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5842C

Course Title: Develop organisational marketing objectives

School: 650T TAFE Business

Campus: City Campus

Program: C6092 - Advanced Diploma of Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

Name and Contact Details of All Other Relevant Staff

Course Contact

Chris Lee

Course Contact Phone


Course Contact Email

Contact time: Wed, 11.30am-12.30pm

Level 10, Extension 55471


Nominal Hours: 60

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.

Pre-requisites and Co-requisites

None required

Course Description

This unit 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 the 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 will generally conduct these activities using information gathered by people working under their direct and indirect supervision at lower levels of the organisation.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG608A Develop organisational marketing objectives


4. Formulate marketing objectives

Performance Criteria:

4.1Develop 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
4.2Ensure objectives are consistent with the forecast needs of the business and the market
4.3Ensure objectives are compatible with the organization's projected capabilities, resources and
financial position
4.4Ensure objectives are compatible with the organization's direction and purpose, and meet legal
and ethical requirements
4.5Formulate long term strategic objectives and related key performance indicators by product or
service, market segment and overall
4.6Develop a risk management strategy to identify risks and manage contingencies, and to ensure that marketing objectives are met in accordance with overall organizational requirements
4.7Document marketing objectives


1. Identify strategic direction

Performance Criteria:

1.1Confirm organization's mission, vision, purpose and values from current organizational materials or from owners, directors or senior management
1.2Analyze strategic organizational documents to identify organizational directions and targets
1.3Complete a situational analysis that identifies factors impacting on the direction and performance of the business
1.4Identify legal and ethical requirements for the organization
1.5Document and confirm the strategic direction of the organization with owners, directors or senior management, and identify its impact on marketing activities


2. Review marketing performance

Performance Criteria:

2.1Evaluate the effectiveness of previous marketing and positioning strategies to identify
lessons learned
2.2Analyze current key products or services and major markets for strengths, weaknesses,
opportunities and threats
2.3Evaluate previous marketing opportunities captured by the organization, and examine
and document their profitability
Evaluate marketing performance against previous objectives, targets to identify critical
success factors, and areas for improvement


3. Scope marketing opportunities

Performance Criteria:

3.1Identify and analyze marketing opportunities in terms of their viability and likely contribution to
the business
3.2Use an assessment of external factors, costs, benefits, risks and opportunities to determine the
scope of each marketing opportunity
3.3Analyze opportunities in terms of their likely fit with organizational goals and capabilities
3.4Evaluate each opportunity to determine its likely impact on current business and customer base

Learning Outcomes

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.

Details of Learning Activities

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.

The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities, reflective journals, quizzes and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.

We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule



Week Commencing




6<sup>th</sup> Feb

(1) Pre-training review:

&middot;         RPL

&middot;         LLN

Familiarisation with:

&middot;         Program

&middot;         Services/facilities

&middot;         Other students

&middot;         Teacher(s)

&middot;         Where to get support

&middot;         Student responsibilities

&middot;         Course requirements

&middot;         Course support documents

&middot;         Pre-reading

&middot;         Blackboard

&middot;         Overview of assessment requirements

&middot;         Grading

&middot;         Plagiarism

&middot;         Appeals

&middot;         Extensions

&middot;         Feedback

&middot;         Privacy

&middot;         Submission requirements

&middot;         Resubmission policy

(2) Course Overview



13<sup>th</sup> Feb

Understanding the business




20<sup>th</sup> Feb


External (Macro) environment analysis #1



27<sup>th</sup> Feb

External (Macro) environment analysis #2



5<sup>th</sup> March

Industry (Meso) Analysis

1.     Critical Success Factors

2.     Industry attractiveness



12<sup>th</sup> March
(Monday, Labour Day)

External Micro-environmental analysis


Task 1a Due

(Assessed tutorial exercises)



19<sup>th</sup> March

Identify & evaluate marketing opportunities




26<sup>th</sup> March

Organisation’s strategic capabilities




2<sup>nd</sup> April

Functional/operational strategies#1



Mid semester break (5 April to 11 April)


9<sup>th</sup> April

Functional/operational strategies#1




16<sup>th</sup> April

Functional/operational strategies#2




23<sup>rd</sup> April

Sales and marketing strategy #1




30<sup>th</sup> April

Sales and marketing strategy #2


Task 1b Due

(Assessed tutorial exercises)



7<sup>th</sup> May

Implementation and control mechanisms



14<sup>th</sup> May

1. Final student consultation session

2. Major assignment due

NB: Due date: 18 May 2012 (Fri) 5.00pm

3. Students to prepare for oral test/interview


Assessment Task 2 Due

(Major assignment)


21<sup>st</sup> May

Oral test/interview

Assessment Task 3


28<sup>th</sup> May

Re-submissions if applicable






Learning Resources

Prescribed Texts


Other Resources

Internet, library databases

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

Assessment Tasks

You are required to complete3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.


TASK 1a & 1b (Due Dates: Week 6 & 12 respectively)

These assessment tasks will require students to complete scheduled weekly tutorial activities/exercises to reflect on their weekly learning on learned concepts/principles taught.


TASK 2 (Due Date: End of week 14)

The second assessment tasks will require students to work in designated groups on a major assignment. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given


TASK 3 (Due Date: Week 15)

The third assessment tasks will require students to present themselves in a face-to-face test/interview to articulate their overall understanding of the course taught during the semester to be deemed competent.

Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

Assessment Matrix

Course Overview: Access Course Overview