Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

BSBMKG515 Mapping and Delivery Guide
Conduct a marketing audit

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency BSBMKG515 - Conduct a marketing audit
Description
Employability Skills
Learning Outcomes and Application This unit describes the skills and knowledge required to prepare and manage a marketing audit, with reference to an organisation’s marketing plan.It applies to individuals who are required to develop a comprehensive description of the organisation’s marketing operations as part of the marketing, planning and management auditing process.The outcomes of marketing audits are generally used to inform an organisation’s marketing plan.In this role, individuals must possess a sound theoretical knowledge of advertising management and demonstrate a range of managerial skills. Typically, they have responsibility for work of other staff.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites
Competency Field
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Prepare for marketing audit
  • Identify main purposes of marketing audit in accordance with organisational requirements
  • Determine scope of marketing audit and audit methodology in accordance with organisational requirements
  • Determine when a marketing audit should be undertaken, in accordance with organisational requirements
  • Identify participants likely to be involved in carrying out a marketing audit
       
Element: Identify form of marketing audit
  • Identify main characteristics of marketing audit in terms of relevance to task and audit priorities
  • Identity main elements to be included in marketing audit and its format, in accordance with organisational requirements
  • Identify various forms of marketing audit and select those that best meet requirements of marketing plan, in accordance with organisational requirements
       
Element: Conduct external marketing audit
  • Identify criteria to use in external marketing audit, in accordance with organisational requirements
  • Identify and describe, in qualitative and quantitative terms, external environmental factors which meet requirements of audit process
  • Identify and describe, in qualitative and quantitative terms, technological factors, market characteristics and competitive factors relating to or affecting the business, which meet audit process requirements
       
Element: Conduct 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 marketing productivity in terms of profitability and cost effectiveness, and record results in accordance with organisational and audit requirements
       
Element: Prepare marketing audit report
  • Write a marketing audit report in accordance with organisational requirements
  • Ensure marketing audit report meets reporting requirements of marketing audit form selected
  • Ensure marketing audit report meets requirements of the marketing plan
       


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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Prepare for marketing audit

1.1 Identify main purposes of marketing audit in accordance with organisational requirements

1.2 Determine scope of marketing audit and audit methodology in accordance with organisational requirements

1.3 Determine when a marketing audit should be undertaken, in accordance with organisational requirements

1.4 Identify participants likely to be involved in carrying out a marketing audit

2. Identify form of marketing audit

2.1 Identify main characteristics of marketing audit in terms of relevance to task and audit priorities

2.2 Identity main elements to be included in marketing audit and its format, in accordance with organisational requirements

2.3 Identify various forms of marketing audit and select those that best meet requirements of marketing plan, in accordance with organisational requirements

3. Conduct external marketing audit

3.1 Identify criteria to use in external marketing audit, in accordance with organisational requirements

3.2 Identify and describe, in qualitative and quantitative terms, external environmental factors which meet requirements of audit process

3.3 Identify and describe, in qualitative and quantitative terms, technological factors, market characteristics and competitive factors relating to or affecting the business, which meet audit process requirements

4. Conduct internal marketing (self) audit

4.1 Identify criteria to use in an internal marketing audit in accordance with organisational requirements

4.2 Describe the marketing organisation in accordance with organisational and audit requirements

4.3 Describe the marketing systems in accordance with organisational and audit requirements

4.4 Identify marketing productivity in terms of profitability and cost effectiveness, and record results in accordance with organisational and audit requirements

5. Prepare marketing audit report

5.1 Write a marketing audit report in accordance with organisational requirements

5.2 Ensure marketing audit report meets reporting requirements of marketing audit form selected

5.3 Ensure marketing audit report meets requirements of the marketing plan

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, 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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Prepare for marketing audit

1.1 Identify main purposes of marketing audit in accordance with organisational requirements

1.2 Determine scope of marketing audit and audit methodology in accordance with organisational requirements

1.3 Determine when a marketing audit should be undertaken, in accordance with organisational requirements

1.4 Identify participants likely to be involved in carrying out a marketing audit

2. Identify form of marketing audit

2.1 Identify main characteristics of marketing audit in terms of relevance to task and audit priorities

2.2 Identity main elements to be included in marketing audit and its format, in accordance with organisational requirements

2.3 Identify various forms of marketing audit and select those that best meet requirements of marketing plan, in accordance with organisational requirements

3. Conduct external marketing audit

3.1 Identify criteria to use in external marketing audit, in accordance with organisational requirements

3.2 Identify and describe, in qualitative and quantitative terms, external environmental factors which meet requirements of audit process

3.3 Identify and describe, in qualitative and quantitative terms, technological factors, market characteristics and competitive factors relating to or affecting the business, which meet audit process requirements

4. Conduct internal marketing (self) audit

4.1 Identify criteria to use in an internal marketing audit in accordance with organisational requirements

4.2 Describe the marketing organisation in accordance with organisational and audit requirements

4.3 Describe the marketing systems in accordance with organisational and audit requirements

4.4 Identify marketing productivity in terms of profitability and cost effectiveness, and record results in accordance with organisational and audit requirements

5. Prepare marketing audit report

5.1 Write a marketing audit report in accordance with organisational requirements

5.2 Ensure marketing audit report meets reporting requirements of marketing audit form selected

5.3 Ensure marketing audit report meets requirements of the marketing plan

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 marketing audit in accordance with organisational requirements 
Determine scope of marketing audit and audit methodology in accordance with organisational requirements 
Determine 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 marketing audit in terms of relevance to task and audit priorities 
Identity main elements to be included in marketing audit and its format, in accordance with organisational requirements 
Identify various forms of marketing audit and select those that best meet requirements of marketing plan, in accordance with organisational requirements 
Identify criteria to use in external marketing audit, in accordance with organisational requirements 
Identify and describe, in qualitative and quantitative terms, external environmental factors which meet requirements of audit process 
Identify and describe, in qualitative and quantitative terms, 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 marketing productivity in terms of profitability and cost effectiveness, and record results in accordance with organisational and audit requirements 
Write a marketing audit report in accordance with organisational requirements 
Ensure marketing audit report meets reporting requirements of marketing audit form selected 
Ensure marketing audit report meets requirements of the marketing plan 

Forms

Assessment Cover Sheet

BSBMKG515 - Conduct a marketing audit
Assessment task 1: [title]

Student name:

Student ID:

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

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

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Assessment Record Sheet

BSBMKG515 - Conduct a marketing audit

Student name:

Student ID:

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

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: