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

antidiscrimination 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 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 organisations 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 onthejob 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

Main purposes of the marketing audit may include:

Criteria to use in an external marketing audit may include:

External environmental factors may include:

Criteria to use in an internal marketing audit may include:

Describing the marketing organisation may include:

Marketing systems may include: