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BSBMKG603 Superseded
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This unit has been superseded

This unit of competency is no longer current on training.gov.au. Check training.gov.au for the latest replacement information.

Application

This unit describes the skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation.
It applies to senior personnel who are responsible for managing the overall marketing process of an organisation, and for managing marketing personnel. Typically they manage a portfolio of products or services across the organisation, rather than a single product or a few products.
No licensing, legislative or certification requirements apply to this unit at the time of publication.

What You'll Learn

1. Manage marketing performance

  • 1.1 Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation
  • 1.2 Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives
  • 1.3 Monitor product, distribution, pricing and marketing communication policies according to market movements, marketing plan objectives and organisational requirements
  • 1.4 Use marketing metrics to monitor overall marketing progress against performance targets, ensuring activity, quality, cost, and time requirements are met

2. Manage marketing personnel

  • 2.1 Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel
  • 2.2 Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort
  • 2.3 Develop communication strategy to ensure personnel responsible for each element in the marketing mix work together to meet organisation’s marketing objectives
  • 2.4 Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and use resources to required standard
  • 2.5 Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes

3. Evaluate and improve strategic marketing performance

  • 3.1 Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required
  • 3.2 Analyse successes and performance gaps considering cause and effect, and use this to improve strategic performance
  • 3.3 Analyse over-performance against targets for trends and set new targets
  • 3.4 Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives
  • 3.5 Document review of marketing performance against key performance indicators in accordance with organisational requirements

Assessment Requirements

Performance Evidence

Evidence of the ability to:
• monitor marketing performance across an organisation by comparing performance against key performance indicators
• effectively communicate marketing objectives to relevant personnel in accordance with organisation requirements
• provide feedback, mentoring and coaching to staff
• capitalise on over-performance or minimise under-performance against marketing objectives.
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 economic, social and industry directions, trends and practices
• outline different organisational structures, roles, responsibilities and policies
• describe own/relevant industry product and service knowledge
• explain principles of marketing, strategic analysis and strategic management
• summarise statistical and data evaluation techniques to measure marketing performance.

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:
• office equipment and resources
• interaction with others
• case studies and, where possible, real situations.
Assessors must satisfy NVR/AQTF assessor requirements.

Foundation Skills

  • {'skill': 'Learning', 'description': '2.4'}
  • {'skill': 'Reading', 'description': '1.2-1.4, 3.1-3.5'}
  • {'skill': 'Writing', 'description': '2.1-2.5, 3.4, 3.5'}
  • {'skill': 'Oral Communication', 'description': '2.1, 2.2, 2.4'}
  • {'skill': 'Numeracy', 'description': '1.3, 1.4, 3.3'}
  • {'skill': 'Navigate the world of work', 'description': '1.2, 1.3, 2.3, 3.1, 3.4, 3.5'}
  • {'skill': 'Interact with others', 'description': '2.1-2.4'}
  • {'skill': 'Get the work done', 'description': '1.1-1.4, 2.5, 3.1, 3.2, 3.4'}

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Last updated from training.gov.au: 07 April 2026