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Evidence Guide: BSBMKG608 - Develop organisational marketing objectives

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG608 - Develop organisational marketing objectives

What evidence can you provide to prove your understanding of each of the following citeria?

Identify strategic direction

  1. Confirm organisation’s mission, vision, purpose and values from current organisational materials or from owners, directors or senior management
  2. Analyse strategic organisational documents to identify organisational directions and targets
  3. Complete a situational analysis identifying factors impacting the direction and performance of the business
  4. Identify legal and ethical requirements for the organisation
  5. Document and confirm strategic direction of the organisation with owners, directors or senior management, and identify its impact on marketing activities
Confirm organisation’s mission, vision, purpose and values from current organisational materials or from owners, directors or senior management

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse strategic organisational documents to identify organisational directions and targets

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Complete a situational analysis identifying factors impacting the direction and performance of the business

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify legal and ethical requirements for the organisation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review marketing performance

  1. Evaluate effectiveness of previous marketing and positioning strategies to identify lessons learned
  2. Analyse current key products or services and major markets for strengths, weaknesses, opportunities and threats
  3. Evaluate previous marketing opportunities captured by the organisation, and examine and document their profitability
  4. Evaluate marketing performance against previous objectives, targets to identify critical success factors, and areas for improvement
Evaluate effectiveness of previous marketing and positioning strategies to identify lessons learned

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse current key products or services and major markets for strengths, weaknesses, opportunities and threats

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate previous marketing opportunities captured by the organisation, and examine and document their profitability

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate marketing performance against previous objectives, targets to identify critical success factors, and areas for improvement

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Scope marketing opportunities

  1. Identify and analyse marketing opportunities for viability and likely contribution to the business
  2. Use an assessment of external factors, costs, benefits, risks and opportunities to determine scope of each marketing opportunity
  3. Analyse opportunities for likely fit with organisational goals and capabilities
  4. Evaluate each opportunity to determine its likely impact on current business and customer base
Identify and analyse marketing opportunities for viability and likely contribution to the business

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse opportunities for likely fit with organisational goals and capabilities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate each opportunity to determine its likely impact on current business and customer base

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Formulate marketing objectives

  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
  2. Ensure objectives are consistent with forecast needs of the business and market
  3. Ensure objectives are compatible with the organisation’s projected capabilities, resources and financial position
  4. Ensure objectives are compatible with the organisation’s direction and purpose, and meet legal and ethical requirements
  5. Formulate long-term strategic objectives and related key performance indicators by product or service, market segment and overall
  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
  7. Document 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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure objectives are consistent with forecast needs of the business and market

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure objectives are compatible with the organisation’s projected capabilities, resources and financial position

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure objectives are compatible with the organisation’s direction and purpose, and meet legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Formulate long-term strategic objectives and related key performance indicators by product or service, market segment and overall

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop a risk management strategy to identify risks and manage contingencies, and to ensure marketing objectives are met in accordance with overall organisational requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Document marketing objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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

Required Skills and Knowledge

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