Certificate IV in Marketing

This qualification reflects the role of individuals who use well-developed marketing skills and a broad knowledge base in a wide variety of marketing contexts. They apply solutions to a defined range of unpredictable problems, and analyse and evaluate information from a variety of sources. They may provide leadership and guidance to others with some limited responsibility for the output of others, however they typically report to a more senior marketing practitioner.

Depending on the units selected to form the qualification, candidates may complete a generic marketing qualification or specialise in direct marketing, public relations or international marketing.

Job roles

Job roles and titles vary across different industry sectors. Possible job titles relevant to this qualification include:

direct marketing officer

market research assistant

marketing coordinator

marketing officer

public relations officer.


Total number of units = 10

4 core unitsplus

6 elective units

3 of the elective units must be selected from the elective units listed below.

3 elective units may be selected from the elective units listed below, from this Training Package or from any current accredited course or endorsed Training Package at this qualification level. If not listed below, 1 unit may be selected from either a Certificate III or Diploma qualification.

Elective units must be relevant to the work outcome, local industry requirements and the qualification level.

Core units

add topic BSBCMM401A Make a presentation

add topic BSBMKG401B Profile the market

add topic BSBMKG402B Analyse consumer behaviour for specific markets

add topic BSBMKG408B Conduct market research

Elective units


add topic BSBADV405A Perform media calculations

Customer service

add topic BSBCUS402B Address customer needs

add topic BSBCUS403B Implement customer service standards


add topic BSBEBU401A Review and maintain a website

Financial management

add topic BSBFIM501A Manage budgets and financial plans

International business

add topic BSBINT401B Research international business opportunities

IT analysis and design

add topic BSBITA401A Design databases

IT use

add topic BSBITU301A Create and use databases


add topic BSBMKG409A Design direct response offers

add topic BSBMKG410A Test direct marketing activities

add topic BSBMKG411A Analyse direct marketing databases

add topic BSBMKG412A Conduct e-marketing communications

add topic BSBMKG413A Promote products and services

add topic BSBMKG414B Undertake marketing activities

add topic BSBMKG415A Research international markets

add topic BSBMKG416A Market goods and services internationally

Occupational health and safety

add topic BSBOHS407A Monitor a safe workplace

Product skills and advice

add topic BSBPRO401A Develop product knowledge

Public relations

add topic BSBPUB401A Develop and apply knowledge of public relations industry

add topic BSBPUB402A Develop public relations campaigns

add topic BSBPUB403A Develop public relations documents

Relationship management

add topic BSBREL401A Establish networks

add topic BSBREL402A Build client relationships and business networks


add topic BSBRES401A Analyse and present research information

Risk management

add topic BSBRSK401A Identify risk and apply risk management processes


add topic BSBSLS407A Identify and plan sales prospects

add topic BSBSLS408A Present, secure and support sales solutions


add topic BSBSUS301A Implement and monitor environmentally sustainable work practices

Workplace effectiveness

add topic BSBWOR401A Establish effective workplace relationships


add topic BSBWRT401A Write complex documents


    Qualification pathways

    Pathways into the qualification

    Preferred pathways for candidates considering this qualification include:

    BSB30110 Certificate III in Business or other relevant qualification


    with vocational experience in assisting marketing team leaders, supervisors or managers to conduct marketing communication activities but without formal marketing qualifications.

    Pathways from the qualification

    BSB51207 Diploma of Marketing or a range of Diploma qualifications

Entry Requirements

There are no entry requirements for this qualification.

Licensing Information

There is no direct link between this qualification and licensing, legislative or regulatory requirements. However, where required, a unit of competency will specify relevant licensing, legislative or regulatory requirements that impact on the unit.

Employability Skills


BSB41307 Certificate IV in Marketing

The following table contains a summary of the employability skills required by industry for this qualification. The employability skills facets described here are broad industry requirements that may vary depending on qualification packaging options.

Employability skill

Industry or enterprise requirements for this qualification include:


conducting marketing communications for a variety of target markets or audiences

making a presentation to clients or a group of colleagues


working with team members to complete marketing communication activities

working with team members to identify and allocate business resources


diagnosing problems in the allocation and use of business resources

taking action to resolve issues arising when conducting work activities

Initiative and enterprise

collecting information and market intelligence on expected market growth areas

identifying, evaluating and suggesting marketing opportunities

Planning and organising

planning and implementing strategies to improve client relationships

planning promotional activities, such as product launches


managing own time to ensure targets are met


maintaining knowledge of products and services

participating in ongoing professional development activities


using a computer-based program to develop an audio-visual presentation

selecting and using business technology suitable for a task