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BSBMKG608 Superseded
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This unit has been superseded

This unit of competency is no longer current on training.gov.au. It has been replaced by BSBMKG621. We recommend viewing the replacement unit for the latest content.

Application

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.

What You'll Learn

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

Assessment Requirements

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.

Foundation Skills

  • {'skill': 'Skill', 'description': 'Performance Criteria'}
  • {'skill': 'Reading', 'description': '1.1, 1.2, 1.4, 2.1-2.4, 3.1-3.3, 4.3, 4.4, 4.6'}
  • {'skill': 'Writing', 'description': '1.3, 1.5, 2.3, 4.1, 4.5-4.7'}
  • {'skill': 'Oral Communication', 'description': '1.1, 1.5, 4.1'}
  • {'skill': 'Numeracy', 'description': '1.2, 2.2, 2.3, 3.2'}
  • {'skill': 'Navigate the world of work', 'description': '1.1, 1.2, 1.4, 3.3, 4.4, 4.6'}
  • {'skill': 'Interact with others', 'description': '1.1, 1.5, 4.1'}
  • {'skill': 'Get the work done', 'description': '1.3, 2.1-2.4, 3.1-3.4, 4.2, 4.3, 4.5, 4.6'}

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