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BSBMKG608A
Develop organisational
marketing objectives
Housekeeping
 Emergency procedures
 Lift operations and opening times
 Mobiles and security issues
 Break times and smoking policy
 This course is interactive – ask questions
 Practise respect and confidentiality
 Ground rules
– No food or drink in class
– Use level 6 for eating
– Check on assessment due dates
Objectives
 Know how to identify strategic direction
 Explain how to review marketing performance
 Understand how to scope marketing opportunities
 Demonstrate how to formulate marketing objectives
 Gain the essential skills and knowledge.
Identify strategic direction
1.1 Confirm
organisation's mission,
vision, purpose and
values from current
organisational
materials or from
owners, directors or
senior management
Mission statements
 Developing marketing strategies and objectives relies
implicitly upon a sound understanding of the
organisation’s mission, vision, purpose and values.
 Before any objectives are identified, you will need to
ensure that your understanding of these points is
complete and current
 Always ensure that you stay abreast of any
changes and upcoming changes and factor
these into your marketing strategies and
objectives.
Confirm information
 You should always seek to confirm the organisation’s
mission statement before undertaking any marketing
work.
 You can confirm this by:
o Reading current organisational materials and
paperwork
o Communicating with senior
personnel.
Review topics and Discuss
Identify strategic direction
1.2 Analyse strategic
organisational
documents to identify
organisational
directions and targets
Strategic documents
Strategic documents may be:
 Annual reports
 Codes of practice
 Company policy
 Customer service charter
 Security and privacy policies
 Strategic marketing plans
 Strategic plans.
Using the documents
The basic information you should gather from the
documents should include:
 The organisation’s mission statement, vision,
purpose and values
 The organisation’s current financial viability
 Current and future business objectives
 The business plans and goals overall
 Policies to adhere to
 Current marketing strategy.
Review topics and Discuss
Identify strategic direction
1.3 Complete a
situational analysis
that identifies factors
impacting on the
direction and
performance of the
business
Situational analysis
 A situational analysis refers to the way you can
analyse both internal and external factors that may
affect the business in both positive and negative
ways.
 By understanding the internal and external
environment, you can judge how the business and its
marketing strategy can be affected.
 Put simply, a situational analysis is
an analysis of the situation.
Internal elements
Internal elements for inspection may involve
examining the information contained in:
 Annual reports
 Codes of practice
 Company policy
 Customer service charter
 Security and privacy policies
 Strategic marketing plans
 Strategic plans.
External elements
 Past economical data
 Present economical data
 Predicted future economical data
 Political climate
 Social climate
 Technology
 Customer segmentation
 The state of the industry sector
 Competitors and their performance.
Review topics and Discuss
Identify strategic direction
1.4 Identify legal and
ethical requirements
for the organisation
Legal requirements
 ADMA Direct Marketing Code of Practice
 Australian E-commerce Best Practice Model
 Consumer Protection in Electronic Commerce
 Confidentiality and privacy requirements
 Copyright laws
 Defamation laws
 Free TV Australia Code of Practice
 Anti-discrimination legislation
 Sweepstakes regulations.
Legal and ethical requirements
 Codes of Practice
 Cultural expectations and influences
 Environmental issues
 Health and safety of workplace personnel
 Legislation
 Policies and guidelines
 Regulations
 Security and privacy issues
 Social responsibilities
 Societal expectations.
Group discussions and research
activity – what is ethical
behaviour?
Identify strategic direction
1.5 Document and
confirm the strategic
direction of the
organisation with
owners, directors or
senior management,
and identify its impact
on marketing activities
Directions and strategies
 After all of your analyses and information gathering,
you should be able to identify the ideal strategic
direction the organisation should follow
 The strategic direction should be confirmed with
owners, directors or senior managers of the
company, in order to ensure that you are all on the
same page and are making the best decisions for the
business
 The strategic direction the organisation
needs to take will directly influence any
marketing activities and objectives.
Review topics and Discuss
Review marketing performance
2.1 Evaluate the
effectiveness of
previous marketing
and positioning
strategies to identify
lessons learned
Past data
 By understanding what went well and what didn’t go
well, you can identify areas in need of improvement
 Every problem that can be identified and resolved is
a move towards strengthening the business.
 Positive feedback and successes should be analysed
to understand what elements contributed to this
success; these elements can then be preserved and
strengthened, in an effort to preserve this success.
Research and discussions about
reviewing marketing performance
Why review data?
Review marketing performance
2.2 Analyse current key
products or services
and major markets for
strengths, weaknesses,
opportunities and
threats
Key products, services and
markets
 By analysing your products, services and markets for
strengths, weaknesses, opportunities and threats,
you can further increase your knowledge and
understanding of the current market climate and can
accommodate for different conditions accordingly
 Key products, services and markets are generally the
supporting structure of a business’ sales and income;
anything else sold is in addition to these.
Review topics and Discuss
Review marketing performance
2.3 Evaluate previous
marketing
opportunities captured
by the organisation,
and examine and
document their
profitability
Assessing success
 You can determine profitability by assessing actual
sales and profits and comparing these figures against
predicted figures and targets
 By determining the profitability of previous
marketing activities, you can identify lessons learned
and advice for future activities
 The way that you evaluate these activities
and opportunities may be determined by
your organisation; they may have criteria
and formulae to use that will indicate the
level of success
Review marketing performance
2.4 Evaluate
marketing
performance against
previous objectives,
targets to identify
critical success factors,
and areas for
improvement
Evaluate performance
There are several ways to evaluate marketing
performance, including:
 Strengths, Weaknesses, Opportunities and Threats
(SWOT) analysis
 Comparative analysis
 Competitive analysis
 Life cycle models
 Product portfolio analysis
 Value chain analysis.
Moving on
Identifying critical success factors and areas for
improvement is the key to marketing success and
progression; making the same mistakes repeatedly is
not conducive to growth or success and will not inspire
customers and potential customers.
Scope marketing opportunities
3.1 Identify and
analyse marketing
opportunities in terms
of their viability and
likely contribution to
the business
Marketing opportunities
 When a marketing opportunity is identified or
proposed, you will need to analyse it in terms of
viability and how it can contribute to the business
 Viability means that ability of the opportunity to
make money or meet other goals and to cover its
costs
 The likely contribution to the business should be
assessed to determine whether it makes
financial sense to pursue the activity.
Review topics and Discuss
Scope marketing opportunities
3.2 Use an assessment
of external factors,
costs, benefits, risks
and opportunities to
determine the scope of
each marketing
opportunity
Scope
Factors that can affect scope can be:
 External factors
 Costs
 Benefits
 Risks
 Opportunities.
Scope and goals
 You need to take different factors into consideration
when determining the scope of your marketing
activities
 Marketing on a large scale to a wider scope can be a
waste of time and money if the likely return is
expected to be poor or there are significant risks
and / or costs involved
 If a promising opportunity arises and you fail
to take advantage of it, you can miss out on
chances to promote your product and brand
and expand your business.
Review topics and Discuss
Scope marketing opportunities
3.3 Analyse
opportunities in terms
of their likely fit with
organisational goals
and capabilities
Opportunities and goals
 No matter how good an opportunity may seem, it
cannot be truly effective and contribute to the
organisation unless it fits in and complements
organisational goals
 When opportunities are detected, they should be
analysed in terms of the organisation’s current goals;
this may affect how the marketing is conducted and
on what scale.
Review topics and Discuss
Scope marketing opportunities
3.4 Evaluate each
opportunity to
determine its likely
impact on current
business and customer
base
Impact
 Impact can be good or bad.
 Marketing opportunities can impact on the business
and its customer base and this impact needs to be
positive as far as possible
 Negative impact on the business and its customer
base can be devastating
 Determining impact will be likely done in the early
stages of planning the activity and conducting
research, such as situational analyses and
formulating targets and outcomes.
Review topics and Discuss
Formulate marketing objectives
4.1 Develop objectives
in consultation with
key internal
stakeholders that are
attainable and
measurable, and that
identify the nature and
extent of what is to be
achieved
Working with stakeholders
When developing organisational marketing objectives
you may need to work with stakeholders.
These key stakeholders may include:
 Board of directors
 Finance staff
 Human resources staff
 IT staff
 Managers
 Marketing personnel
 Owners
 Production staff
 Supervisors.
Formulate marketing objectives
4.2 Ensure objectives
are consistent with the
forecast needs of the
business and the
market
Future relevance
 A well-organised organisation will be aware of its
future needs and future objectives
 This may be because they have predicted and
formulated future objectives or because their current
objective is a part of a larger plan of action
 Even if plans are not in place, you should still
consider how current objectives
will affect the future operation
of the business and the business’
NOW
FUTURE
future needs.
Review topics and Discuss
Formulate marketing objectives
4.3 Ensure objectives
are compatible with
the organisation's
projected capabilities,
resources and financial
position
Organisational capabilities
 Your marketing objectives need to be within the
organisation’s ability to undertake and achieve
 You can determine the organisation’s capabilities,
resources and financial position in the research you
do before formulating marketing objectives
 You will need to consider your organisation’s:
o Capabilities
o Resources
o Financial position.
Review topics and Discuss
Formulate marketing objectives
4.4 Ensure objectives
are compatible with
the organisation's
direction and purpose,
and meet legal and
ethical requirements
Direction and purpose
 It is imperative to the effectiveness and success of
marketing endeavours to ensure that the objectives
are compatible with the organisation’s direction and
purpose.
 If a marketing objective does not align with the
organisation’s direction and purpose, then it will not
serve to achieve anything for the organisation, in
terms of business plans and
objectives.
Legal and ethical requirements
 Failure to abide by legal requirements will mean that
you are breaking the law and will be subject to the
given punishment. This applies to everything the
organisation does, including its marketing
endeavours.
 Failure to abide by ethical requirements or choices
can result in the relevant punishment, but can also
alienate customers who can
withdraw their custom.
Discuss pros and cons of KPIs
Formulate marketing objectives
4.5 Formulate long
term strategic
objectives and related
key performance
indicators by product
or service, market
segment and overall
Objectives and KPIs
Organisations may have long term objectives and KPIs
in place for:
 Different products
 Different services
 Different market segments
 Business overall.
Everything a business does, in terms of objectives,
goals and KPIs should contribute towards one or more
long term strategic objectives.
Review topics and DiscussE
Formulate marketing objectives
4.6 Develop a risk
management strategy
to identify risks and
manage contingencies,
and to ensure that
marketing objectives
are met in accordance
with overall
organisational
requirements
Risk management
 In business, risk management is the identification of
and preparation for financial risks.
 Some risks can be identified before they occur and
you can have plans in place to handle this if it ever
happens
 These are called contingencies
and the plans made are known
as contingency plans.
Identify and manage risks
External risks may be:
 Failing economy
 Rival organisations
 Customer boycott
 Advances in technology
Internal risks may be:
 Increasing wages bills
 Rising resource use and costs
 Staff strike.
Solutions and objectives
 Risks to the business may be defined by the
organisation’s objectives
 Action must be taken to preserve the objective
 A solution to the problem that does not align with
the current objective(s) may be suitable in the short
term, but not the long term, as the objective is a
more important factor.
Discussion
Why risk management?
Formulate marketing objectives
4.7 Document
marketing objectives
Document marketing objectives
 The organisation’s marketing objectives should be
clearly documented
 Most organisations will include the full details of the
marketing objectives in the marketing plan; this may
include records of past marketing objectives,
campaigns and strategies and their success and may
also cover future objectives
 Your organisation should have its own
paperwork, templates and procedures
for documenting the marketing
objectives.
Review topics and Discuss
Final review of the program
Assessment tasks and submission
requirements
Assessment tasks
 What to submit
 What do I need to print or email to the trainer
 What date to submit
 How many tasks must be submitted
Summary and Feedback
 Did we meet our objectives?
 How did you find this session?
 Any questions?
Congratulations!
You have now finished the unit…
‘Develop organisational marketing objectives’