Develop organisational marketing objectives

Formats and tools

Unit Description
Reconstruct the unit from the xml and display it as an HTML page.
Assessment Tool
an assessor resource that builds a framework for writing an assessment tool
Assessment Template
generate a spreadsheet for marking this unit in a classroom environment. Put student names in the top row and check them off as they demonstrate competenece for each of the unit's elements and performance criteria.
Assessment Matrix
a slightly different format than the assessment template. A spreadsheet with unit names, elements and performance criteria in separate columns. Put assessment names in column headings to track which performance criteria each one covers. Good for ensuring that you've covered every one of the performance criteria with your assessment instrument (all assessement tools together).
Wiki Markup
mark up the unit in a wiki markup codes, ready to copy and paste into a wiki page. The output will work in most wikis but is designed to work particularly well as a Wikiversity learning project.
Evidence Guide
create an evidence guide for workplace assessment and RPL applicants
Competency Mapping Template
Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners. A template for developing assessments for a unit, which will help you to create valid, fair and reliable assessments for the unit, ready to give to trainers and students
Observation Checklist
create an observation checklist for workplace assessment and RPL applicants. This is similar to the evidence guide above, but a little shorter and friendlier on your printer. You will also need to create a seperate Assessor Marking Guide for guidelines on gathering evidence and a list of key points for each activity observed using the unit's range statement, required skills and evidence required (see the unit's html page for details)

Self Assessment Survey
A form for students to assess thier current skill levels against each of the unit's performance criteria. Cut and paste into a web document or print and distribute in hard copy.
Moodle Outcomes
Create a csv file of the unit's performance criteria to import into a moodle course as outcomes, ready to associate with each of your assignments. Here's a quick 'how to' for importing these into moodle 2.x
Registered Training Organisations
Trying to find someone to train or assess you? This link lists all the RTOs that are currently registered to deliver BSBMKG608A, 'Develop organisational marketing objectives'.
Google Links
links to google searches, with filtering in place to maximise the usefulness of the returned results
Reference books for 'Develop organisational marketing objectives' on This online store has a huge range of books, pretty reasonable prices, free delivery in Australia *and* they give a small commission to for every purchase, so go nuts :)

Elements and Performance Criteria



1. Identify strategic direction

1.1. Confirm organisation's mission, vision, purpose and values from current organisational materials or from owners, directors or senior management

1.2. Analyse strategic organisational documents to identify organisational directions and targets

1.3. Complete a situational analysis that identifies factors impacting on the direction and performance of the business

1.4. Identify legal and ethical requirements for the organisation

1.5. Document and confirm the strategic direction of the organisation with owners, directors or senior management, and identify its impact on marketing activities

2. Review marketing performance

2.1. Evaluate the effectiveness of previous marketing and positioning strategies to identify lessons learned

2.2. Analyse current key products or services and major markets for strengths, weaknesses, opportunities and threats

2.3. Evaluate previous marketing opportunities captured by the organisation, and examine and document their profitability

2.4. Evaluate marketing performance against previous objectives, targets to identify critical success factors, and areas for improvement

3. Scope marketing opportunities

3.1. Identify and analyse marketing opportunities in terms of their viability and likely contribution to the business

3.2. Use an assessment of external factors, costs, benefits, risks and opportunities to determine the scope of each marketing opportunity

3.3. Analyse opportunities in terms of their likely fit with organisational goals and capabilities

3.4. Evaluate each opportunity to determine its likely impact on current business and customer base

4. Formulate marketing objectives

4.1. Develop objectives in consultation with key internal stakeholders that are attainable and measurable, and that identify the nature and extent of what is to be achieved

4.2. Ensure objectives are consistent with the forecast needs of the business and the market

4.3. Ensure objectives are compatible with the organisation's projected capabilities, resources and financial position

4.4. Ensure objectives are compatible with the organisation's direction and purpose, and meet legal and ethical requirements

4.5. Formulate long term strategic objectives and related key performance indicators by product or service, market segment and overall

4.6. Develop a risk management strategy to identify risks and manage contingencies, and to ensure that marketing objectives are met in accordance with overall organisational requirements

4.7. Document marketing objectives

Qualifications and Skillsets

BSBMKG608A appears in the following qualifications:

  • LMF60308 - Advanced Diploma of Furniture Design and Technology
  • PSP50112 - Diploma of Government
  • CPP60109 - Advanced Diploma of Spatial Information Services
  • AUR50105 - Diploma of Automotive Management
  • BSB60110 - Advanced Diploma of Advertising
  • BSB60207 - Advanced Diploma of Business
  • BSB60507 - Advanced Diploma of Marketing
  • PSP60104 - Advanced Diploma of Government
  • PSP50104 - Diploma of Government
  • CUS60309 - Advanced Diploma of Music Business
  • CUE60403 - Advanced Diploma of Venues and Events
  • LMT60507 - Advanced Diploma of Fashion and Textiles Merchandising
  • HLT52007 - Diploma of Practice Management
  • SIR50107 - Diploma of Retail Management
  • CUF60107 - Advanced Diploma of Screen and Media
  • CPP60112 - Advanced Diploma of Spatial Information Services
  • HLT52012 - Diploma of Practice Management
  • PSP60112 - Advanced Diploma of Government
  • SIS50712 - Diploma of Sport and Recreation Management
  • SIR50112 - Diploma of Retail Management