This unit describes the skills and knowledge required to develop, implement, monitor and evaluate a marketing strategy that meets requirements of the organisational general marketing operations whilst being aligned to the organisational strategic business plans and overall strategic direction.

Unit details

Study level:
Vocational and further education (TAFE)
Unit code:


Assessment tasks will be designed to reinforce and extend knowledge and skill competence within set and controlled parameters in accordance with each unit's learning outcomes and performance criteria requirements, including the setting of work based practical application tasks designed to provide evidence of competence outcomes, within periodic and scheduled timelines. Students will be expected to demonstrate the following required skills: - work collaboratively with clients, colleagues, management and stakeholders; - lead debate so as to select the most effective marketing strategy and technology; - manage the implementation, monitoring and evaluation of marketing strategies; - assess and manage strategies to promote organisational cultural acceptance and commitment to selected marketing strategy; - solve marketing strategy problems and implement contingency strategies; - identify potential barriers to projected outcomes; - identify and assess marketing methodologies and approaches for application to a range of organisational contexts; - identify digital marketing technologies and determine opportunities for their application within marketing strategies; - analyse risks and establish contingencies, and; - evaluate the effectiveness of implemented marketing strategies and use results to inform future practice.Students will also be expected to demonstrate the following knowledge: - fundamental principles of marketing; - marketing strategic planning and management; - aligning marketing strategy with organisational objectives; - general principles and practices of digital marketing; - strategic business planning; - relevant international, national and state legislative, regulatory and ethical requirements; - relevant ethics and codes of practice; - economic, social and environmental sustainability goals, initiatives, reporting and protocols; - innovative thinking and creative practice for integrating marketing strategies within organisational business and strategic planning; - performance measuring and monitoring systems; - continuous improvement concepts and practice, and; - risk management strategies.

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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