Elements and Performance Criteria
- Prepare for a marketing audit
- 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 the form of 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
- Conduct an external marketing audit
- 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
- Conduct an internal marketing (self) audit
- 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
- Prepare a marketing audit report