Develop a marketing plan

This unit describes the performance outcomes, skills and knowledge required to research, develop and present a marketing plan for an organisation.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.


This unit applies to individuals working in senior marketing positions who are responsible for formulating a marketing plan by developing specific marketing strategies and tactics in accordance with the organisation's overall marketing objectives.

Individuals operating at this level may receive input from people working under their supervision who collect information required to devise specific marketing strategies and tactics.

This unit builds on BSBMKG608A Develop organisational marketing objectives, which covers the skills and knowledge required to conduct a strategic analysis to formulate organisational marketing objectives.

Elements and Performance Criteria



1. Devise marketing strategies

1.1. Evaluate marketing opportunity options that address organisational objectives, and evaluate their risks and returns in the selection process

1.2. Develop marketing strategies that address strengths and opportunities within the organisation's projected capabilities and resources

1.3. Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives

1.4. Develop feasible marketing strategies and communicate reasons that justifies their selection

1.5. Ensure strategies align with organisation's strategic direction

1.6. Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review of organisational performance against marketing objectives

2. Plan marketing tactics

2.1. Detail tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities and persons responsible

2.2. Identify coordination and monitoring mechanisms for scheduled activities

2.3. Ensure tactics are achievable within organisation's projected capabilities and budget

2.4. Ensure tactics meet legal and ethical requirements

2.5. Ensure tactics provide for ongoing review of performance against objectives and budgets, and allow marketing targets to be adjusted if necessary

3. Prepare and present a marketing plan

3.1. Ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketing approaches and a strategic marketing mix

3.2. Ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics

3.3. Present marketing plan for approval in the required format and timeframe

3.4. Adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation within the required timeframe

Required Skills

Required skills

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

leadership skills to gain trust and confidence of colleagues and clients

literacy skills to identify company and product or service information, to interpret strategic reports, to write in a range of styles for different audiences and to interpret legal requirements, company policies and procedures

numeracy skills to analyse, create and manage budgets for marketing activities

organisational and time management skills to sequence tasks and meet time lines

presentation and facilitation skills to present a marketing plan.

Required knowledge

organisational structure, products and services, overall strategic and marketing objectives

key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:

anti-discrimination legislation and principles of equal opportunity, equity, and diversity

Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice

Australian E-commerce Best Practice Model

Australian Government Policy Framework for Consumer Protection in Electronic Commerce

confidentiality requirements

copyright laws

defamation laws

Free TV Australia Commercial Television Industry Code of Practice

privacy laws

sweepstakes regulations

Trade Practices Act

industry products and services knowledge.

Evidence Required

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

devising, documenting and presenting a marketing plan detailing approaches and the marketing mix to achieve organisational marketing objectives.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources

access to strategic plans and marketing objectives.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

assessment of written marketing plans outlining marketing strategies and tactics to be used in achieving organisational marketing objectives

demonstration of techniques used to develop marketing strategies in conjunction with relevant persons

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentation of marketing plan to relevant persons

oral or written questioning

review of testimony from team members, colleagues, supervisors or managers.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBMKG608A Develop organisational marketing objectives

other marketing units.

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Marketing opportunity options may include:

cooperative ventures


extending, expanding or otherwise changing an existing business


joint ventures

new businesses

new products or services for existing markets

new products or services for new markets

potential for greater penetration of existing markets with existing products or services

strategic alliances


Marketing strategies may include:

achieving lower costs of production and distribution than competitors

creating a very different product line or service so that the business becomes a class leader in the industry


pricing, presentation and display of products or services

product design and packaging

product range and mix

promotion and advertising

pursuing cost leadership or product differentiation within a specialist market segment

Marketing performance review strategy may include:

comparative analysis

competitive analysis

life cycle models

product portfolio analysis

strengths, weaknesses, opportunities, threats (SWOT) analysis

value chain analysis

Legal and ethical requirements may include:

codes of practice

cultural expectations and influences

environmental issues

ethical principles


policies and guidelines


safety issues

security and privacy issues

social responsibilities

societal expectations

Marketing approaches may include:

differentiated target marketing

direct marketing

direct response marketing


mass distribution

mass marketing

personal selling

product variety marketing

promotion marketing

Marketing mix may include:

product or service variables such as:

technical features




safety features




level of service


Unit sector

Competency Field

Business Development - Marketing

Employability Skills

This unit contains employability skills.

Licensing Information

Not applicable.