This unit describes the skills and knowledge required to apply and observe marketing plan objectives and action necessary improvements.

It applies to individuals who possess a sound theoretical knowledge base in advertising management, and demonstrate a range of managerial skills. In this role, they usually lead and coordinate a marketing team, implement a marketing plan, monitor performance of marketing strategies and evaluate their effectiveness.

They also involve team members in identifying improvements for marketing strategies and formulating recommendations for future marketing activities.

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

SKU: BSBMKG514 Category:


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

1.1 Brief stakeholders who participated in the marketing planning process on their implementation roles and responsibilities

1.2 Identify and brief marketing and non-marketing personnel critical to success of the marketing plan, on objectives, performance measures, and their roles and responsibilities

1.3 Prioritise marketing strategies and identify resources for their implementation, in accordance with organisational requirements

1.4 Implement communication and team building strategies to ensure personnel responsible for each element of the marketing mix work together to meet the organisation s marketing objectives

1.5 Implement strategies for monitoring marketing activities and analysing marketing performance, in accordance with marketing plan

2.1 Monitor and implement promotional activity against communication objectives in the marketing plan

2.2 Monitor product, pricing and distribution decisions against organisational policy and objectives of the marketing plan

2.3 Monitor marketing results against targets in the marketing plan

2.4 Monitor marketing revenue and costs against budget, and analyse record variations

2.5 Prepare and present marketing reports indicating ongoing progress towards marketing objectives

3.1 Regularly assess marketing performance against objectives

3.2 Identify opportunities for improvement through discussion with customers and personnel responsible for each element of marketing mix

3.3 Change business practices in line with changing customer requirements to maintain business relevance and viability

3.4 Document recommendations for improvement in accordance with organisational requirements

3.5 Communicate changes to marketing objectives and targets with relevant stakeholders, to facilitate implementation

About This Course

Performance Evidence

Evidence of the ability to:

  • successfully implement marketing strategies identified in an organisation s marketing plan
  • coordinate personnel involved in conducting marketing activities
  • monitor, evaluate and report on marketing activities against defined objectives
  • modify marketing activities in line with new or emerging trends.

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:

  • outline organisational strategic and marketing objectives, plans and performance measures
  • summarise principles of marketing mix
  • explain key provisions of relevant legislation, codes of practice and national standards affecting marketing operations.

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
  • relevant legislation, regulations, standards and codes
  • organisational and marketing strategic plans
  • case studies and, where possible, real situations
  • interaction with others.

Assessors must satisfy NVR/AQTF assessor requirements.