Diploma of Marketing

This qualification reflects the role of individuals who possess a sound theoretical knowledge base in marketing management and demonstrate a range of managerial skills to ensure that marketing functions are effectively conducted in an organisation or business area. Typically they would have responsibility for the work of other staff and lead teams in conducting marketing campaigns.

Depending on the units selected for the qualification, candidates may obtain 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:

marketing manager

marketing team leader

product manager

public relations manager.


Total number of units = 8

8 elective units

5 elective units must be selected from the Group A elective units below.

At least 2 elective units must be selected from the Group B elective units below.

1elective unit may be selected from the remaining Group A or Group B units, from this Training Package or from any current accredited course or endorsed Training Package at this qualification level or Certificate IV or Advanced Diploma level.

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

Group A elective units


add topic BSBMKG501B Identify and evaluate marketing opportunities

add topic BSBMKG502B Establish and adjust the marketing mix

add topic BSBMKG506B Plan market research

add topic BSBMKG507A Interpret market trends and developments

add topic BSBMKG514A Implement and monitor marketing activities

add topic BSBMKG515A Conduct a marketing audit

Group B elective units


add topic BSBADV507B Develop a media plan

add topic BSBMKG523A Design and develop an integrated marketing communication plan

Financial administration

add topic BSBFIA501A Report on finances related to international business

Financial management

add topic BSBFIM501A Manage budgets and financial plans


add topic BSBMKG409A Design direct response offers

add topic BSBMKG508A Plan direct marketing activities

add topic BSBMKG509A Implement and monitor direct marketing activities

add topic BSBMKG510B Plan e-marketing communications

add topic BSBMKG511A Analyse data from international markets

add topic BSBMKG512A Forecast international market and business needs

add topic BSBMKG513A Promote products and services to international markets

add topic BSBMKG516B Profile international markets

add topic BSBMKG517A Analyse consumer behaviour for specific international markets

add topic BSBMKG518A Plan and implement services marketing

add topic BSBMKG519A Plan and implement business-to-business marketing

add topic BSBMKG520A Manage compliance within the marketing legislative framework

add topic BSBMKG521A Plan and implement sponsorship and event marketing

add topic BSBMKG522A Plan measurement of marketing effectiveness

Public relations

add topic BSBPUB501A Manage the public relations publication process

add topic BSBPUB502A Develop and manage complex public relations campaigns

add topic BSBPUB503A Manage fundraising and sponsorship activities

add topic BSBPUB504A Develop and implement crisis management plans

Relationship management

add topic BSBREL501A Build international client relationships

add topic BSBREL502A Build international business networks


add topic BSBSLS501A Develop a sales plan

add topic BSBSLS502A Lead and manage a sales team


add topic BSBSUS501A Develop workplace policy and procedures for sustainability


add topic BSBWRT501A Write persuasive copy


    Qualification pathways

    Pathways into the qualification

    Preferred pathways for candidates considering this qualification include:

    BSB41307 Certificate IV in Marketing or other relevant qualification


    with vocational marketing experience but new to the role of marketing team leader, supervisor or manager and without formal marketing qualifications


    with vocational marketing experience in marketing team leader, supervision or management, seeking to consolidate skills and knowledge in managing the marketing function in an organisation but without formal marketing qualifications.

    Pathways from the qualification

    BSB60507 Advanced Diploma of Marketing or other Advanced 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

BSB51207 Diploma of 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:


clearly communicating workplace information to others verbally and non-verbally

questioning to clarify and evaluate information

writing in a range of styles to suit different audiences


briefing various personnel on their roles and responsibilities regarding the implementation of a marketing solution

defining performance measures and coordinating the activities of team members

implementing team building strategies


determining, modifying and adjusting the optimal marketing mix

performing revenue and cost analysis and working within budget

solving workplace issues and problems either individually or with assistance of team members

Initiative and enterprise

assessing and evaluating the financial viability of making changes

encouraging creative and innovative workplace solutions

identifying new and emerging opportunities for the business and developing strategies to capitalise on them

managing, fostering and facilitating change

Planning and organising

collecting, collating and analysing information using appropriate workplace business systems

developing systems that are flexible and responsive to changing circumstances

managing resource acquisition and deployment within budgetary constraints

planning complex projects

planning for contingencies


managing own time and priorities and dealing with contingencies

taking responsibility as required by job role and ensuring organisational policies and procedures are adhered to


contributing to the learning of others through implementing team building and organisational development activities

receiving and giving feedback, and providing coaching and mentoring


using computerised systems, software and telecommunication devices to process and analyse data and to create documents

using technology to assist the management of information and to assist in planning processes

using technology to record and generate ideas