Course Title: Develop a marketing plan

Part A: Course Overview

Program: C6145 Advanced Diploma of Marketing

Course Title: Develop a marketing plan

Portfolio: Vocational Education

Nominal Hours: 50

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 Vocational Business Education

Face-to-Face or Internet

Term1 2016,
Term2 2016

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:

Course Description

This unit describes the skills and knowledge required to research, develop and present a marketing plan for an organisation.

It applies to individuals working in senior marketing positions who are responsible for formulating a marketing plan by developing specific marketing strategies and tactics in accordance with the organisation’s overall marketing objectives.

Individuals operating at this level may receive input from people working under their supervision who collect information required to devise specific marketing strategies and tactics.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBMKG609 Develop a marketing plan


1. Devise marketing strategies

2. Plan marketing tactics

3. Prepare and present a 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 research, develop and present a marketing plan for an organisation.

Overview of Assessment

This course is co-delivered and co-assessed with MKTG7912C Manage the Marketing Process; and MKTG7914C Develop Organisational Marketing Objectives

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to identify organisational objectives and:

  • devise, document and present a marketing plan including:
    - evaluation of marketing opportunity options
    - marketing strategies that utilise existing strengths and opportunities and develop resources and expertise as needed to meet objectives
    - marketing tactics that are legal, ethical, achievable and can be reviewed
    - costs, scheduling, responsibilities and accountabilities for tactics
    - strategic use of marketing approaches and marketing mix
    - rationale for objectives and chosen strategies and tactics
  • adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • summarise organisational structure, products and services and overall strategic and marketing objectives
  • outline common marketing opportunity options including:
    - strategic alliances and cooperative business models
    - new products or services to target specific markets
    - greater market penetration with existing products or services
    - take-overs
    - new businesses and franchising
    - other options relevant to the organisation
  • outline common marketing strategies and marketing approaches
  • explain processes to ensure marketing strategies, approaches and marketing mix align to organisation’s objectives and are legal, ethical and achievable
  • outline the legislative and regulatory context of the organisation as relevant to the marketing plan.


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.