Unit of competency details

BSBMKG608 - Develop organisational marketing objectives (Release 1)


Usage recommendation:
Supersedes and is equivalent to BSBMKG608A - Develop organisational marketing objectivesUpdated to meet Standards for Training Packages 24/Mar/2015
Is superseded by and equivalent to BSBMKG621 - Develop organisational marketing strategy 18/Oct/2020

ReleaseRelease date
1 1 (this release) 25/Mar/2015

Training packages that include this unit

Qualifications that include this unit

CodeSort Table listing Qualifications that include this unit by the Code columnTitleSort Table listing Qualifications that include this unit by the Title columnUsage RecommendationRelease
BSB61315 - Advanced Diploma of Marketing and CommunicationAdvanced Diploma of Marketing and CommunicationSuperseded1-2 
MST60119 - Advanced Diploma of Applied Fashion Design and MerchandisingAdvanced Diploma of Applied Fashion Design and MerchandisingSuperseded1-4 
MST60116 - Advanced Diploma of Applied Fashion Design and MerchandisingAdvanced Diploma of Applied Fashion Design and MerchandisingSuperseded1-2 
BSB60215 - Advanced Diploma of BusinessAdvanced Diploma of BusinessSuperseded
CPP50811 - Diploma of Waste ManagementDiploma of Waste ManagementDeleted
BSB60515 - Advanced Diploma of MarketingAdvanced Diploma of MarketingSuperseded
BSB60115 - Advanced Diploma of AdvertisingAdvanced Diploma of AdvertisingSuperseded
CUA60615 - Advanced Diploma of Screen and MediaAdvanced Diploma of Screen and MediaSuperseded
HLT57715 - Diploma of Practice ManagementDiploma of Practice ManagementCurrent1-3 
CUA60515 - Advanced Diploma of Music IndustryAdvanced Diploma of Music IndustrySuperseded1-2 
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SchemeCodeClassification value
ASCED Module/Unit of Competency Field of Education Identifier 080505 Marketing  

Classification history

SchemeCodeClassification valueStart dateEnd date
ASCED Module/Unit of Competency Field of Education Identifier 080505 Marketing  30/Jul/2015 
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Unit of competency

Modification History



Release 1

This version first released with BSB Business Services Training Package Version 1.0.


This unit describes the skills and knowledge required to conduct a strategic analysis to develop organisational marketing objectives. This involves reviewing the organisation’s internal and external environments, evaluating past and current marketing performance, and exploring and evaluating new marketing opportunities.

It applies to senior marketing professionals who are responsible for providing strategic direction to the marketing function of an organisation. Their responsibilities include analysing information on internal and external business and marketing environment; examining current marketing performance; identifying new marketing opportunities arising from emerging trends; and devising strategies to achieve overall business objectives.

Individuals operating at this level generally conduct these activities using information gathered by people working under their direct and indirect supervision at lower levels of the organisation.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

Unit Sector

Business Development – Marketing

Elements and Performance Criteria



Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

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 identifying factors impacting the direction and performance of the business

1.4 Identify legal and ethical requirements for the organisation

1.5 Document and confirm 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 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 for viability and likely contribution to the business

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

3.3 Analyse opportunities for 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 nature and extent of what is to be achieved

4.2 Ensure objectives are consistent with forecast needs of the business and 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 marketing objectives are met in accordance with overall organisational requirements

4.7 Document marketing objectives

Foundation Skills

This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.


Performance Criteria 



1.1, 1.2, 1.4, 2.1-2.4, 3.1-3.3, 4.3, 4.4, 4.6

  • Accesses, analyses and evaluates information from a range of sources relating to the marketing process


1.3, 1.5, 2.3, 4.1, 4.5-4.7

  • Uses a range of writing styles to articulate complex concepts
  • Revises and edits documents based on feedback
  • Uses appropriate formats and grammatical structures to present information logically for different audiences

Oral Communication

1.1, 1.5, 4.1

  • Uses appropriate language and non-verbal features to explain and present information to a range of personnel
  • Uses active listening and questioning to elicit feedback and clarify or confirm understanding


1.2, 2.2, 2.3, 3.2

  • Analyses complex numerical information on trend data, targets and budgets

Navigate the world of work

1.1, 1.2, 1.4, 3.3, 4.4, 4.6

  • Works autonomously making high-level decisions to ensure organisational objectives and regulatory requirements are met
  • Understands own legal and ethical rights and responsibilities

Interact with others

1.1, 1.5, 4.1

  • Recognises importance of taking audience, purpose and contextual factors into account when making decisions about what to communicate with whom, why and how
  • Fosters a collaborative culture within own sphere of influence, facilitating a sense of commitment to shared goals

Get the work done

1.3, 2.1-2.4, 3.1-3.4, 4.2, 4.3, 4.5, 4.6

  • Uses logical planning processes, and an increasingly intuitive understanding of context, to extract relevant details when conducting strategic analysis
  • Systematically analyses information to formulate and evaluate alternative strategies
  • Makes a range of critical and non-critical decisions in relatively complex situations, taking a range of factors into account

Unit Mapping Information

Code and title 

current version 

Code and title 

previous version 


Equivalence status 

BSBMKG608 Develop organisational marketing objectives

BSBMKG608A Develop organisational marketing objectives

Updated to meet Standards for Training Packages

Equivalent unit


Companion Volume implementation guides are found in VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10


Assessment requirements

Modification History



Release 1

This version first released with BSB Business Services Training Package Version 1.0.

Performance Evidence

Evidence of the ability to:

  • develop marketing objectives for an organisation including:
  • undertaking strategic analysis reviewing current marketing performance
  • formulating short and long-term marketing objectives
  • develop a marketing risk management strategy.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • summarise financial management techniques
  • identify and provide overview of key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
  • analyse organisational structure, policies, procedures, products or services and overall strategic plans of an organisation
  • discuss principles and concepts of marketing and evaluation methodologies
  • compare and contrast strategic, operational and tactical analysis techniques.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:

  • examples of previous marketing strategy, analyses and plans
  • office equipment and resources
  • relevant legislation, regulations, standards and codes
  • case studies and, where possible, real situations.

Assessors must satisfy NVR/AQTF assessor requirements.


Companion Volume implementation guides are found in VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10