Australia’s first nationally-recognised qualification for Business Coaches - the Diploma of Business Coaching - is the culmination of a 10 year crusade for better business coaching standards by ProfiTune.
In July 2009, Queensland’s Department of Education and Training (DET) accredited the nation’s first Diploma of Business Coaching.
Units of Competency
The following units of competency comprise the Diploma (the approximate hours of study for each unit is shown in brackets after it):
- Manage Sales & Marketing Plan for Business Coaching (70hrs)
- Administer Business Coaching Method (100hrs)
- Conduct Profitable Business Coaching Practice (70hrs)
- Manage Budgets & Financial Plans (70hrs)
- Manage Operational Plan (60hrs)
- Manage People Performance (70hrs)
- Facilitate Continuous Improvement (60hrs)
- Manage Personal Work Priorities & Professional Development (60)
It is expected that Diploma candidates will complete their studies and skills, totally 560 hours, over a period of 2 years or more.
Accelerated Passage
Units 4-8 have a large body of content in common with the existing Diploma of Business Management and holders of that Diploma may qualify for a transfer of credit and an accelerated path through the Diploma.
Similarly professional Business Coaches with more than 5 years of practice are highly likely to be able to demonstrate competence across large parts of the Coaching Units 1-3 and can be provided with Recognition of Prior Learning for an accelerated completion.
For more information on this unique professional qualification for Business Coaches, please contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it or The Executive Institute of Management for assistance.
The Value of the Diploma
Business people evaluating coaching services as a performance-enhancing option for themselves or their team now have a standard by which to judge the credentials of those holding themselves out as Business Coaches.
Profitune principal and one of the country's foremost practitioners, Peter Rowe, said the Diploma will go a long way to improving industry standards and improving the reputation of business coaching as a profession.
“I’ve seen too many people representing themselves as business coaches when they’ve never managed staff, can’t interpret a Profit & Loss Statement and often run a very poor business in their own right. In cases where the coach knows less about real business than their client, it’s a case of the blind leading the sighted!”
“It’s vitally important that all business coaches be experienced, knowledgeable, effective and seek accreditation as competent in those key business disciplines in which they seek to coach their clients.
“There are many people in our industry that we admire enormously, but we also know there are some that still operate without experience, without systems, and without a track record of coaching their clients to success.
“That’s why the establishment of the formal qualification, with its potential to provide an immediate and steep uplift in industry standards, has been such a high priority of ours for so long,” he said.
Some History
Peter Rowe, a former TAFE Head Teacher of Commercial Studies, with 10 years of experience designing computerised business management systems, and more than 34 years owning and managing a range of businesses, first developed the ProfiTunetm coaching system for use with his software business clients. In 2000, he broadened their application to meet the emerging demand within the wider business community for reliable and effective coaching services.
In 2007 Profitune teamed with the Executive Institute of Management (EIM) to develop the Diploma and began consultation with industry representatives including the Institute of Business Leaders, Southern Cross University and leading coaches in Australia and the US, to determine its ideal components.
“We’ve had the backing of some of the Coast’s most prominent businesspeople, as well as one of the world’s most senior business coaches including my own coach, Texan Ginger Cockerham, who this year took up the responsibility for heading the United Nations’ first coaching initiative,” Mr Rowe said.
EIM MD, Nick Bottrall said, “The diploma provides for ‘recognition of prior learning’ so that we can fast track experienced business coaches – and those executives who have long taken a coaching approach to their team – through the Diploma. We’re also on the look-out for experienced businesspeople who may be interested in becoming trainers for the Diploma, and would love to hear from anyone in that situation.”
“They may include CEOs or business executives with MBAs or other qualifications who may have recently taken a redundancy package, but still have much to contribute and would like the opportunity to do that within a structured environment.”
“We can provide the tools for those people to begin the next stage of their professional careers. At the end of the day, we want to attract the very best people to business coaching both as instructors and graduates, and to create the highest possible industry standards,” he said.
For more information on this unique professional qualification for Business Coaches, please contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it or The Executive Institute of Management for assistance.
