BSBMKG623 Develop marketing plans

Release: 1

BSBMKG623 Develop marketing plans

Modification History

Release	Comments
Release 1	This version first released with BSB Business Services Training Package Version 7.0.

Application

This unit describes the skills and knowledge required to research, develop and present marketing plans for an organisation.

The 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.

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

Unit Sector

Technical Skills – Marketing

Elements and Performance Criteria

ELEMENT	PERFORMANCE CRITERIA
Elements describe the essential outcomes.	Performance criteria describe the performance needed to demonstrate achievement of the element.
1. Prepare to write marketing plan	1.1 Research market conditions 1.2 Consult with key stakeholders and seek additional context 1.3 Review any previous marketing plans and marketing performance, where possible 1.4 Collate information for development of marketing plan
2. Write marketing plan	2.1 Develop marketing objectives according to organisational goals and targets 2.2 Develop marketing strategies according to marketing objectives and legal and ethical requirements 2.3 Develop budget and timeline according to marketing strategy 2.4 Develop action plan according to marketing strategy and organisational, legal and ethical requirements 2.5 Develop a marketing performance review strategy for the assessment of organisational performance against marketing objectives
3. Finalise marketing plan	3.1 Communicate marketing plan to relevant stakeholders and seek approval within required format and timeframe 3.2 Adjust marketing plan in response to feedback from key stakeholders 3.3 Distribute marketing plan for implementation within required timeframe 3.4 Store marketing plan according to organisational policy and procedures

Foundation Skills

This section describes those language, literacy, numeracy and employment skills that are essential to performance but not explicit in the performance criteria.

Skill	Description
Reading	Accesses information from a range of sources and accurately analyses and evaluates complex information relating to the marketing process
Writing	Uses a range of writing styles to articulate complex concepts and ideas Revises and edits documents based on feedback Uses appropriate formats and grammatical structures to present information logically for different audiences
Oral Communication	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
Numeracy	Analyses and manages complex information relating to timelines, targets and budgets
Self-management	Works autonomously making high level decisions to ensure organisational objectives and regulatory requirements are met Understands own legal and ethical rights and responsibilities
Problem solving	Uses problem-solving processes to identify key information and issues, evaluate alternative strategies, anticipate consequences and consider implementation issues and contingencies
Planning and organising	Accepts responsibility for planning and sequencing complex tasks and workload to meet timelines

Unit Mapping Information

Supersedes and is equivalent to BSBMKG609 Develop a marketing plan.

Supersedes but is not equivalent to BSBMKG610 Develop, implement and monitor a marketing campaign.

Links

Companion Volume Implementation Guide is found on VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10