Advanced Diploma of Marketing

This qualification reflects the role of individuals who provide leadership and strategic direction in the marketing activities of an organisation. They analyse, design and execute judgements using wide-ranging technical, creative, conceptual and managerial competencies. Their knowledge base may be highly specialised or broad within the marketing field. These individuals are often accountable for group outcomes and for the overall performance of the marketing function of an organisation.

Job roles

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

marketing director

marketing strategist

national, regional or global marketing manager.


Total number of units = 8

4 core unitsplus

4 elective units

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

The remaining elective unit may be selected from elective units listed below, from this Training Package or from any current accredited course or endorsed Training Package at this qualification level or Diploma level.

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

Core units

add topic BSBMKG603B Manage the marketing process

add topic BSBMKG607B Manage market research

add topic BSBMKG608A Develop organisational marketing objectives

add topic BSBMKG609A Develop a marketing plan

Elective units


add topic BSBMKG523A Design and develop an integrated marketing communication plan


add topic BSBCOM603C Plan and establish compliance management systems


add topic BSBDIV601A Develop and implement diversity policy

Financial management

add topic BSBFIM601A Manage finances

Information management

add topic BSBINM601A Manage knowledge and information


add topic BSBINN601B Manage organisational change


add topic BSBMGT605B Provide leadership across the organisation

add topic BSBMGT608C Manage innovation and continuous improvement

add topic BSBMGT616A Develop and implement strategic plans

add topic BSBMGT617A Develop and implement a business plan


add topic BSBMKG520A Manage compliance within the marketing legislative framework

add topic BSBMKG605B Evaluate international marketing opportunities

add topic BSBMKG606B Manage international marketing programs

add topic BSBMKG611A Manage measurement of marketing effectiveness

Occupational health and safety

add topic BSBOHS601B Develop a systematic approach to managing OHS

Risk management

add topic BSBRSK501B Manage risk


add topic BSBSUS501A Develop workplace policy and procedures for sustainability

Imported units

add topic PSPGOV602B Establish and maintain strategic networks

add topic PSPPROC602B Direct the management of contracts


    Qualification pathways

    Pathways into the qualification

    Candidates may enter the qualification through a number of entry points demonstrating potential to undertake vocational education and training at advanced diploma level, including:

    BSB51207 Diploma of Marketing or other relevant qualification


    with substantial vocational marketing experience, with overall responsibility for providing strategic direction and planning for an organisation's marketing function, either domestically or internationally but without a formal marketing qualification


    with extensive vocational marketing experience in senior marketing positions with a wide range of skills in a specialised marketing communications discipline and looking to consolidate specialist marketing skills with more generic management skills, but without a formal marketing qualification.

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

BSB60507 Advanced 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:


effectively using culturally appropriate communication

establishing and using appropriate formal or informal networks

negotiating budgets, strategic and operational plans and re-developing them as required to meet organisational needs

negotiating contracts

negotiating solutions to new and emerging issues

producing a wide range of reports and making presentations


defining performance measures and working collaboratively with team members

delegating and briefing various personnel on their roles and responsibilities regarding the implementation of strategic, marketing and other business plans

demonstrating leadership in evaluating policies and procedures

identifying performance gaps and taking remedial action for under-performance

producing a positive and productive workplace that encourages maximum participation


assessing financial viability of new opportunities and matching organisational capability with market needs

comparing and evaluating data and reports

developing and managing risk and contingency plans

interpreting forecasts when analysing potential overseas markets

resolving employee relations problems

reviewing market performance

Initiative and enterprise

exploring joint ventures and strategic alliances

identifying trends and developments domestically and internationally, and investigating their viability

managing diversity and identifying opportunities for improved communication and processes

scoping international marketing opportunities

Planning and organising

demonstrating excellent project management skills across the business

developing systems that are flexible and responsive to changing circumstances

implementing, reviewing and evaluating systems and processes

monitoring marketing performance against established targets

planning for contingencies


applying discretion and judgement within complex environments

applying the organisation's workplace vision and mission

managing own time and priorities and dealing with contingencies

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


coaching under-performers and developing education plans that promote and encourage performance

providing induction and training for specific job roles

providing learning and development opportunities


creating presentations using a range of media

using business technology, such as risk analysis tools and word processing and document management software

using online technologies for research and marketing purposes

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