Course Title: Develop a marketing plan

Part A: Course Overview

Program: C6155 Advanced Diploma of Marketing and Communication

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

Term2 2018,
Term1 2019,
Term1 2020

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

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

Overview of Assessment

In order to achieve competency in this unit, you must show evidence of:

Performance Evidence
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