Course Title: Develop a marketing strategy

Part A: Course Overview

Program: C5407 Diploma of Leadership and Management

Course Title: Develop a marketing strategy

Portfolio: Vocational Education

Nominal Hours: 80

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.

Important Information:

Please note that this course may have compulsory in-person attendance requirements for some teaching activities. 

To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption. 

Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT:

Please read the Student website for additional requirements of in-person attendance: 


Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance. 

See Canvas


Course Code




Learning Mode

Teaching Period(s)


Tullamarine - Essendon Edu Acd


525T Business & Enterprise

Face-to-Face or Internet

Term1 2023,
Term1 2024


Melbourne Cricket Education Academy


525T Business & Enterprise

Face-to-Face or Internet

Term1 2023,
Term1 2024

Course Contact: Steven Hansen

Course Contact Phone: +61 3 9925 5705

Course Contact Email:

Course Description

This unit describes the skills and knowledge required to develop a marketing strategy to support efficient and effective workplace practices and organisational productivity and profitability.

The unit applies to individuals who manage the work of others and operate within the parameters of a broader strategic and/or business plans.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

SIRXMKT005 Develop a marketing strategy


1. Analyse internal environment.

2. Analyse the external environment.

3. Develop marketing strategy and plan.

4. Implement marketing plan.

5. Review marketing plan.

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to develop a marketing strategy to support efficient and effective workplace practices and organisational productivity and profitability.

Overview of Assessment

In order to achieve competency in this unit, you must provide:

Performance Evidence

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

  • determine a marketing strategy and develop a marketing plan for a product or service by:
  • researching and analysing internal and external business environments relevant to the product or service
  • developing and implementing a marketing plan that details:
  • priorities
  • responsibilities
  • performance indicators
  • timelines
  • budgets.
  • evaluate the above marketing strategy and plan against performance indicators and report on overall effectiveness of marketing strategy.

Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

  • aspects of legal issues that impact on marketing activities:
  • Australian Consumer Law
  • copyright and intellectual property considerations
  • the Privacy Act 1988
  • specific issues arising from use of new technologies
  • data collection tools and research methodologies as relevant to strategic marketing planning
  • marketing planning techniques and formats and key features of a marketing plan
  • internal and external issues that impact on market planning relevant to industry
  • internal capabilities and resource considerations as relevant to marketing strategy and planning
  • comparative market information relevant to marketing strategies:
  • benchmarking
  • best practice information
  • competitor information
  • industry marketing and distribution networks in the relevant context
  • new and innovative marketing strategies in the relevant industry
  • marketing performance indicators:
  • exposure achieved
  • sales achieved
  • penetration of target market
  • cost-effectiveness
  • recommendations for strategic responses based on evaluation.
  • ethical considerations for marketing:
  • appropriate use of images and text
  • codes of practice
  • protection of children
  • targeting of particular groups in the community
  • sustainability considerations, opportunities and constraints for marketing in the relevant context, and those related to:
  • cultural and social sustainability
  • economic sustainability of marketing initiatives
  • resource conservation and waste minimisation.

Assessment Conditions

Skills must be demonstrated in an operational business operation or activity. This can be:

  • an industry workplace
  • a simulated industry environment.


Assessment must ensure access to:

  • current documentation outlining aspects of legal issues that impact on marketing activities as described in the Knowledge Evidence
  • product or service for which market planning can be undertaken
  • existing organisational marketing strategy and plans
  • sources of information on internal and external operating environments
  • stakeholders with whom the individual can interact; these can be:
  • individuals in an industry workplace, or
  • individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry.


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.