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 and titles vary across different industry sectors. Possible job titles relevant to this qualification include:
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.
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.
There are no entry requirements for this qualification.
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.
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.
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 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