BSB60520 Advanced Diploma of Marketing and Communication

Course code: BSB60520
Course length: 32 weeks
Pre-requisites: Entry to this qualification is limited to those who have completed all core units in BSB52415 Diploma of Marketing and Communication
Career outcomes: marketing director; marketing strategist; national, regional, or global marketing manager
Campus: Brisbane Campus
 

 


Overview

This qualification reflects the role of individuals who possess a sound theoretical knowledge base in marketing management and demonstrate a range of managerial skills to ensure that marketing functions are effectively conducted in an organisation or business area. Typically, they would have responsibility for the work of other staff and lead teams in conducting marketing campaigns. Depending on the units selected for the qualification, candidates may obtain a generic marketing qualification or specialise in direct marketing, public relations, or international marketing.

 

Entry requirements

Students need to be 15 years old and are required to have reading, writing and comprehension skills equivalent to Year 10 pass level to successfully complete the Certificate level courses.

Should you feel you may not possess these literacy skills or have completed formal leaving certificate please contact us to discuss support arrangements.

 

Units

This unit describes the skills and knowledge required to conduct a strategic analysis to develop an organisational marketing strategy. This involves identifying the organisation’s strategic direction, evaluating marketing opportunities and formulating a marketing strategy. The unit applies to individuals who are senior marketing professionals 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 a marketing strategy. 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.

This unit describes the skills and knowledge required to manage organisational marketing processes. The unit applies to individuals who are senior personnel responsible for managing the overall marketing process of an organisation and for managing marketing personnel. These individuals typically manage a portfolio of products or services across the organisation, rather than a single product or a few products.

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.

The unit describes the skills and knowledge required to establish professional relationships and networks to support organisational objectives. The unit applies to individuals who hold significant accountability for the effective functioning and success of an organisation or work area. At this level, work will generally be carried out using complex and diverse methods and procedures requiring the exercise of considerable discretion and judgement, using a range of problem solving and decision-making strategies.

This unit describes the skills and knowledge required to develop advertising campaigns in response to an advertising brief. This includes clarifying and defining campaign objectives, preparing the advertising budget, and scheduling. The unit applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.

This unit describes the skills and knowledge required to execute an advertising campaign including preparing, implementing and monitoring an advertising campaign. The unit applies to individuals who work in senior advertising roles within an advertising or media organisation.

This unit describes the skills and knowledge required to lead public relations in an organisation by developing and implementing plans to improve public relations policies and procedures and evaluate performance. The unit applies to individuals who are managers with responsibilities that extend across the organisation or across significant parts of a large organisation. They may have a dedicated role in public relations or work in a public relations policy area.

This unit describes the skills and knowledge required to apply critical thinking in order to develop solutions to complex issues arising in the workplace. The unit applies to individuals who are required to think critically in order to develop structured and innovative solutions to overcome complex organisational issues. Individuals in these roles operate with a high degree of autonomy and may undertake non-standard work tasks involving escalated risks. These individuals are often responsible for a team or work area.

This unit describes the skills and knowledge required to undertake financial management in an organisation or work area. It includes planning and implementing financial management approaches and supporting and evaluating effectiveness of financial management processes. The unit applies to managers in a wide range of organisations and sectors who have responsibility for the effective use of financial resources within work teams. They are responsible for ensuring that financial resources are managed in line with the financial objectives of the team and organisation.

This unit describes the skills and knowledge required to sustain and develop an environment in which continuous improvement, innovation and learning are promoted and rewarded. The unit applies to individuals with managerial responsibilities who aim to build a better and more effective work environment. Continuous improvement and innovation have links with the model of the learning organisation and people working at this level play an important role in building the culture, values and attitudes of the organisation.

This unit describes the skills and knowledge required to review an organisation’s digital strategy and assess whether it is fulfilling its objectives according to relevant performance indicators. The unit applies to individuals who are responsible for reviewing the operation and effectiveness of an organisation’s digital strategy to ensure the strategy remains according to organisation’s objectives.

This unit describes the skills and knowledge required to present and negotiate persuasively, lead and participate in meetings and make presentations to customers, clients and other key stakeholders. The unit applies to individuals who are managers and leaders required to identify, analyse, synthesise and act on information from a range of sources, and who deal with unpredictable problems as part of their job role. They use initiative and judgement to organise the work of self and others and plan, evaluate and co-ordinate the work of teams.