Advanced Diploma of Marketing and Communication

Develop organisational marketing strategy.

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.

Manage organisational marketing processes.

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.

Develop marketing plans.

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.

Develop and maintain strategic business networks.

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.

Manage market research.

This unit describes the skills and knowledge required to prepare for, manage and evaluate market research projects across an organisation.

The unit applies to individuals who are senior marketing professionals responsible for preparing market research plans for implementation, engaging external consultants, managing market research activity, and evaluating research processes and findings across an organisation.

Develop advertising campaigns.

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.

Execute advertising campaigns.

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 create an environment that enables and supports practice which focuses on a holistic approach to the integration of innovation across all areas of work practice. The unit applies to individuals working in leadership or management roles in any industry or community context. The individual could be employed by the organisation, but may also be an external contractor, the leader of a cross organisation team or of a self-formed team of individuals.

Apply critical thinking for complex problem solving.

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.

Develop and implement business plans.

This unit describes the skills and knowledge required to lead a business operation that covers the steps required to develop and implement business plans.

The unit applies to individuals who are running an organisation or who take a senior role in determining the effective functioning and success of the organisation. These individuals may oversee the work of a number of teams and other managers.

Review organisational digital strategy.

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.

Implement and manage international marketing programs.

This unit describes the skills and knowledge required to assess the international environment, identify market factors and risks, and manage and evaluate international marketing programs.

The unit applies to individuals who use are senior marketing or management personnel or those who have responsibility for international marketing programs.