Course Title: Develop organisational marketing objectives

Part B: Course Detail

Teaching Period: Term1 2014

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

Elaine Holstein

(03) 9925 5155

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


1. Identify strategic direction

Performance Criteria:

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

Performance Criteria:

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

Performance Criteria:

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

Performance Criteria:

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

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 blend of individual and group research, case studies, self-paced and one line learning activities as well as problem based assessment form the learning activities for this course. 

Teaching Schedule

1Feb 10Course Induction 
2Feb 17Using business strategy to drive marketing strategy understanding the inter-relationships

Overview of the Marketing Planning Process

3Feb 24Client briefing.Task 1 begins
4March 3Current situational analysis: 
5March 10 - Monday labour DayTechnical forces 
6March 17Developing and evaluating marketing objectives: 
7March 24Development of marketing tactics part 1 
8March 31Development of marketing tactics part 2: 
9April 7Marketing CommunicationsTask 2 due
10April 14Control and management: 
 Mid semester break 17th April - 25th April  
11April 28Review and measurement: 
12May 5Group focus development of marketing plans review and teacher/group consultation 
13May 12Finalise group marketing plans 
14May 19Preparation of client presentations within individual /group contextsTask 3 due
15May 26Client presentations 
16June 1resits of major assignments if required 

Week 1 will consist of an induction to the course which will include completion of a pre training review and familiarisation with:
• Your teacher(s) and other students.
• Services and facilities
• Student responsibilities
• Where to get support
• Course requirements, key learning outcomes, assessment, feedback and grading.
• Submission requirements and the resubmission policy
• Plagiarism
• Appeals
• Extensions and Special Consideration
• Privacy 

MKTG5840c - Manage the Marketing Process - MKTG5841C Develop a marketing Plan and MKTG5842C Develop organisational Marketing Objectives are codelivered and coassessed.

Learning Resources

Prescribed Texts


Other Resources

A range of resources will be provided to students throughout the semester

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

Students are required to complete 3 tasks. All tasks must successfully be completed to be deemed competent in this unit.

 MKTG5840c - Manage the Marketing Process - MKTG5841C Develop a marketing Plan and MKTG5842C Develop organisational Marketing Objectives are codelivered and coassessed.

Assessment Task 1 – Student directed workshops
Date handed out: Week 1
Date and time due:ongoing throughout the semester
Group or Individual: Group/individual

Purpose: This task is designed to develop students research, analytical and group faciliitation skills in the context of the marketing planning environment. Each week students will be set a case study or research and analysis task for completion during the class. This will be followed by a group discussion.

Requirements: Students will be required to participate both in the research and analysis task and take an active part in small group and in class discussions. They will be observed by the teacher for quality research/analysis and contribution to the discussions. In addition each week one group is expected to devise and lead a whole of group discussion on an aspect of the marketing planning process. Performance in this task will also be assessable. Topics will be developed during the first week of class.

Assessment Task 2 – Marketing Plan Draft
Date handed out: Week 1
Date and time due: Week 9
Group or Individual: Working in groups of no more than 4 students

Purpose: This assessment is designed to develop studnets research, analytical, technical and communications skills in the development of a comprehensive marketing plan for a selected client organisation.

Requirements: Students are to assume the role of management consultant to the chosen WIL client for this semester. They have been engaged by this organisation to identify business and marketing opportunities and prepare comprehensive marketing plans and tactics to address the problem identified in the client brief which will be distributed in the first week of semester 1 .

Assessment Task 3 – Marketing Plan Final Report
Date handed out: Week 1
Date and time due: Week 14
Group or Individual: Working in groups of no more than 4 students

Purpose: This assessment is designed to develop studnets research, analytical, technical and communications skills in the development of a comprehensive marketing plan for a selected client organisation.

Requirements: Building on the work completed in assessment 2, students are to develop their marketing plan to a standard ready for professional presentation.

Students will have the opportunity to complete assessment tasks 2 and 3 in conjunction with tasks required for BUSM6247C Develop a Business Plan.

Submission Requirements:

Students are required to provide a written document by the due date uploaded into blackboard. Please note that submissions are not to be emailed.
This assessment task also incorporates an engaging client presentation of the key findings and recommendations. Details will be discussed during the semester
Note that once the assessment has been handed in client presentations will be held in week 15.
This also involves formal deliverables to the client, the details of which will be discussed during the semester.

If you are found to be Not Yet Competent in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Final Date for All Assessments:
Unless the Late Submission Procedures (see above) are applied, No assessment tasks or resubmissions will be accepted after 5pm Friday, Week 16.


Assessment Matrix

Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.

You need to demonstrate you are competent in each element of the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Marking Guide (Grading):
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.

You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you demonstrate:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.

Final Grades table:
DNS - Did not submit for assessment
NYC - Not yet competent
CAG - Competency achieved – graded
CC - Competent with credit
CDI - Competent with distinction
CHD - Competent with high distinction

Other Information

Late submissions:
If circumstances outside your control are likely to prevent you from submitting an assessment item on time, you may apply to your teacher for an extension of up to seven calendar days.

You must apply for an extension at least one working day prior to the submission deadline.

More Information:

Form to use:

Special Consideration
Extensions of greater than seven days will only be granted to eligible students through the special consideration process. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.

More Information:;ID=g43abm17hc9w

Form to use:

MKTG5840c - Manage the Marketing Process - MKTG5841C Develop a marketing Plan and MKTG5842C Develop organisational Marketing Objectives are codelivered and coassessed.
Students will have the opportunity to complete assessment tasks 2 and 3 in conjunction with tasks required for BUSM6247C Develop a Business Plan.

Course Overview: Access Course Overview