Assessor Resource

BSBMKG515A
Conduct a marketing audit

Assessment tool

Version 1.0
Issue Date: May 2024


This unit applies to individuals working in a marketing management role who are required to develop a comprehensive description of the organisation's marketing operations as part of the marketing planning and management auditing process of an organisation. The outcomes of marketing audits generally are used to inform an organisation's marketing plan.

This unit describes the performance outcomes, skills and knowledge required to prepare for, conduct and report on a marketing audit in accordance with an organisation's marketing plan.

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)

Employability Skills

This unit contains employability skills.



Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

conducting, documenting and reporting on an internal and external audit of an organisation's marketing activities in accordance with organisational reporting requirements.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources

access to appropriate documentation and resources used to conduct marketing audit activities.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following assessment methods are appropriate for this unit:

assessment of written marketing audit reports

direct questioning combined with a review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentations of marketing audit reports

oral or written questioning

review of authenticated documents from the workplace or training environment

review of testimony form team members, colleagues, supervisors or managers.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

other marketing units.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

Required skills

culturally appropriate communication skills to relate to people form diverse backgrounds and people with diverse abilities

literacy skills to identify relevant information, and to prepare reports with complex marketing concepts and ideas

research and data collection skills to collect internal and external marketing information.

Required knowledge

elements of marketing planning

key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:

anti-discrimination legislation

occupational health and safety

privacylaws

Trade Practices Act

organisational business and marketing plans

research methodologies and data collection techniques appropriate to the marketing services industry

types of marketing audits.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Main purposes of the marketing audit may include:

investigating the potential macro- and micro-environmental factors which may affect business and marketing operations

obtaining a comprehensive description of all major marketing activities of the organisation

providing a basis for marketing planning activities

Criteria to use in an external marketing audit may include:

business and competitor characteristics

consumer needs

credit availability

demographics

forecast trends such as:

age

growth

income

regional distribution of population

size

general effects that changes in the law and politics may have on the organisation

influence of technology on the operations and substitution of products and services on the organisation's business

interest rates and cost of capital

macro-external environment elements, including:

demographic

economic

ethical

physical/geographic

political/legal

social/cultural

technological

material shortages

micro-external environment elements, including:

buyer and consumer behaviour

collaborators and alliance partners

competition

market demand

product or service usage

social and cultural factors

unemployment

External environmental factors may include:

business environmental factors

general economic and demographic environmental factors

political, fiscal and legal environmental factors

social and cultural environmental factors

Criteria to use in an internal marketing audit may include:

existing research data and marketing information systems

industry sources

internal data such as sales, promotions and product or service development

organisation structures

supply chain management and logistics

Describing the marketing organisation may include:

functional efficiency

internal interface within the organisation

organisation's formal structure

Marketing systems may include:

marketing control

marketing information

marketing planning

product, service and concept related systems

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Identify main purposes of the marketing audit in accordance with organisational requirements 
Determine scope of the marketing audit and audit methodology in accordance with organisational requirements 
Determine appropriate times when a marketing audit should be undertaken, in accordance with organisational requirements 
Identify participants likely to be involved in carrying out a marketing audit 
Identify main characteristics of a marketing audit in terms of relevance to the task and audit priorities 
Identity main elements to be included in a marketing audit and its format, in accordance with organisational requirements 
Identify various forms of a marketing audit and select those that best meet the requirements of the marketing plan, in accordance with organisational requirements 
Identify criteria to use in an external marketing audit, in accordance with organisational requirements 
Identify and describe in qualitative and quantitative terms external environmental factors which meet the requirements of the audit process 
Identify and describe in qualitative and quantitative terms the technological factors, market characteristics and competitive factors relating to or affecting the business, which meet audit process requirements 
Identify criteria to use in an internal marketing audit in accordance with organisational requirements 
Describe the marketing organisation in accordance with organisational and audit requirements 
Describe the marketing systems in accordance with organisational and audit requirements 
Identify the marketing productivity in terms of profitability and cost effectiveness, and record the results in accordance with organisational and audit requirements 
Write a marketing audit report in accordance with organisational requirements 
Ensure marketing audit report meets the reporting requirements of the marketing audit form selected 
Ensure marketing audit report meets the requirements of the marketing plan 

Forms

Assessment Cover Sheet

BSBMKG515A - Conduct a marketing audit
Assessment task 1: [title]

Student name:

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I declare that the assessment tasks submitted for this unit are my own work.

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Result: Competent Not yet competent

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Assessment Record Sheet

BSBMKG515A - Conduct a marketing audit

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

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Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

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