Course Title: Develop organisational marketing objectives

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG5842C

Course Title: Develop organisational marketing objectives

School: 650T Vocational Business Education

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

Teacher - Joe Rosagrata

(03) 9925 5476

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 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 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

16 July 1) Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
(2) Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers
(3) Introduction to the course
213 JulyUsing business strategy to drive marketing strategy understanding the inter-relationships

Overview of the Marketing Planning Process

320 JulyClient briefing. 
427 JulyCurrent situational analysis: 
53 AugTechnical forces 
610 AugDeveloping and evaluating marketing objectives: 
717AugDevelopment of marketing tactics part 1 
824 AugDevelopment of marketing tactics part 2:

Self-Directed Learning – Work on Assess 1 (Finalise)
(Elements 1-3 BSBMKG609A Develop a marketing plan)


31 Aug <o:p></o:p>

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– 4 Sep<o:p></o:p>

Mid semester break 
97 Sep

Development of marketing tactics part 2:

Self-Directed Learning – Work on Assess 1 (Finalise)
(Elements 1-3 BSBMKG609A Develop a marketing plan)

 Task 1 Due
1014 SepMarketing Communications 
1121 Sep Control and management: 
1228 SepReview and measurement: Task 2 Due
135 OctGroup focus development of marketing plans review and teacher/group consultationTask 3 Due
1412 OctFinalise group marketing plans 
1519 OctPreparation of client presentations within individual /group contexts 
1626 OctResubmissions and resits/revision
Presentation to Client (Final)

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 

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

This course is co-delivered and co-assessed with MKTG5841C (BSBMKG609A) Develop a marketing Plan and MKTG5840C  Manage the marketing process (BSBMKG603B)

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

Students (may - tbc) have the opportunity to complete assessment tasks 2 and 3 in conjunction with tasks required for BUSM6247C Develop a Business Plan.

Assessment Task 1 – Marketing Plan Draft
Date handed out: Week 3
Date and time due:Week 8
Group or Individual: Group (3/4)

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 Final Report
Date handed out: Week 3
Date and time due: Week 12
Group or Individual: Working in groups of no more than 3 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 the semester.

Assessment Task 3 – Marketing Plan Presentation

Date handed out: Week 3
Date and time due: Week 13/14
Group or Individual: Working in groups of no more than 4 students (Individual assessment marking)

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.

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 must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are

You will receive feedback on each assessment task that will inform you about your progress and how well you are

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

Further information regarding the application of the grading criteria will be provided by your teacher.

Other Information

Submission Requirements

You should:
Ensure that you submit assessments on or before the due date.
Always retain a copy of your assessment tasks. (hard copy and soft copy)
When you submit work for assessment at RMIT University you need to use a cover sheet that includes a
declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you
submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are
presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task
is available on blackboard.

 Each page of your assessment should include footer with your name, student number, the title of the
assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C
Ensure safe workplace, Page 1 of 10.

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may
apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information:
Form to use:

Where an extension of greater than seven days is needed, you must apply for special consideration. 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:

Resubmissions (VET Programs):
If you are found to be unsuccessful 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.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the
circumstances under which the assessment arrangements might be granted please access the following website:;ID=7usdbki1fjf31

Course Overview: Access Course Overview