Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

BSBMKG608 Mapping and Delivery Guide
Develop organisational marketing objectives

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency BSBMKG608 - Develop organisational marketing objectives
Description
Employability Skills
Learning Outcomes and Application This unit describes the 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.It 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 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 generally conduct these activities using information gathered by people working under their direct and indirect supervision at lower levels of the organisation.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites
Competency Field
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Identify strategic direction
  • Confirm organisation’s mission, vision, purpose and values from current organisational materials or from owners, directors or senior management
  • Analyse strategic organisational documents to identify organisational directions and targets
  • Complete a situational analysis identifying factors impacting the direction and performance of the business
  • Identify legal and ethical requirements for the organisation
  • Document and confirm strategic direction of the organisation with owners, directors or senior management, and identify its impact on marketing activities
       
Element: Review marketing performance
  • Evaluate effectiveness of previous marketing and positioning strategies to identify lessons learned
  • Analyse current key products or services and major markets for strengths, weaknesses, opportunities and threats
  • Evaluate previous marketing opportunities captured by the organisation, and examine and document their profitability
  • Evaluate marketing performance against previous objectives, targets to identify critical success factors, and areas for improvement
       
Element: Scope marketing opportunities
  • Identify and analyse marketing opportunities for viability and likely contribution to the business
  • Use an assessment of external factors, costs, benefits, risks and opportunities to determine scope of each marketing opportunity
  • Analyse opportunities for likely fit with organisational goals and capabilities
  • Evaluate each opportunity to determine its likely impact on current business and customer base
       
Element: Formulate marketing objectives
  • Develop objectives in consultation with key internal stakeholders that are attainable and measurable, and that identify nature and extent of what is to be achieved
  • Ensure objectives are consistent with forecast needs of the business and market
  • Ensure objectives are compatible with the organisation’s projected capabilities, resources and financial position
  • Ensure objectives are compatible with the organisation’s direction and purpose, and meet legal and ethical requirements
  • Formulate long-term strategic objectives and related key performance indicators by product or service, market segment and overall
  • Develop a risk management strategy to identify risks and manage contingencies, and to ensure marketing objectives are met in accordance with overall organisational requirements
  • Document marketing objectives
       


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify strategic direction

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 identifying factors impacting the direction and performance of the business

1.4 Identify legal and ethical requirements for the organisation

1.5 Document and confirm strategic direction of the organisation with owners, directors or senior management, and identify its impact on marketing activities

2. Review marketing performance

2.1 Evaluate 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

3.1 Identify and analyse marketing opportunities for viability and likely contribution to the business

3.2 Use an assessment of external factors, costs, benefits, risks and opportunities to determine scope of each marketing opportunity

3.3 Analyse opportunities for 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

4.1 Develop objectives in consultation with key internal stakeholders that are attainable and measurable, and that identify nature and extent of what is to be achieved

4.2 Ensure objectives are consistent with forecast needs of the business and 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 marketing objectives are met in accordance with overall organisational requirements

4.7 Document marketing objectives

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify strategic direction

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 identifying factors impacting the direction and performance of the business

1.4 Identify legal and ethical requirements for the organisation

1.5 Document and confirm strategic direction of the organisation with owners, directors or senior management, and identify its impact on marketing activities

2. Review marketing performance

2.1 Evaluate 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

3.1 Identify and analyse marketing opportunities for viability and likely contribution to the business

3.2 Use an assessment of external factors, costs, benefits, risks and opportunities to determine scope of each marketing opportunity

3.3 Analyse opportunities for 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

4.1 Develop objectives in consultation with key internal stakeholders that are attainable and measurable, and that identify nature and extent of what is to be achieved

4.2 Ensure objectives are consistent with forecast needs of the business and 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 marketing objectives are met in accordance with overall organisational requirements

4.7 Document marketing objectives

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Confirm organisation’s mission, vision, purpose and values from current organisational materials or from owners, directors or senior management 
Analyse strategic organisational documents to identify organisational directions and targets 
Complete a situational analysis identifying factors impacting the direction and performance of the business 
Identify legal and ethical requirements for the organisation 
Document and confirm strategic direction of the organisation with owners, directors or senior management, and identify its impact on marketing activities 
Evaluate effectiveness of previous marketing and positioning strategies to identify lessons learned 
Analyse current key products or services and major markets for strengths, weaknesses, opportunities and threats 
Evaluate previous marketing opportunities captured by the organisation, and examine and document their profitability 
Evaluate marketing performance against previous objectives, targets to identify critical success factors, and areas for improvement 
Identify and analyse marketing opportunities for viability and likely contribution to the business 
Use an assessment of external factors, costs, benefits, risks and opportunities to determine scope of each marketing opportunity 
Analyse opportunities for likely fit with organisational goals and capabilities 
Evaluate each opportunity to determine its likely impact on current business and customer base 
Develop objectives in consultation with key internal stakeholders that are attainable and measurable, and that identify nature and extent of what is to be achieved 
Ensure objectives are consistent with forecast needs of the business and market 
Ensure objectives are compatible with the organisation’s projected capabilities, resources and financial position 
Ensure objectives are compatible with the organisation’s direction and purpose, and meet legal and ethical requirements 
Formulate long-term strategic objectives and related key performance indicators by product or service, market segment and overall 
Develop a risk management strategy to identify risks and manage contingencies, and to ensure marketing objectives are met in accordance with overall organisational requirements 
Document marketing objectives 

Forms

Assessment Cover Sheet

BSBMKG608 - Develop organisational marketing objectives
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BSBMKG608 - Develop organisational marketing objectives

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