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. |
ELEMENT | PERFORMANCE CRITERIA |
1. Prepare for a marketing audit | 1.1. Identify main purposes of the marketing audit in accordance with organisational requirements 1.2. Determine scope of the marketing audit and audit methodology in accordance with organisational requirements 1.3. Determine appropriate times 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 the form of a marketing audit | 2.1. Identify main characteristics of a marketing audit in terms of relevance to the task and audit priorities 2.2. Identity main elements to be included in a marketing audit and its format, in accordance with organisational requirements 2.3. Identify various forms of a marketing audit and select those that best meet the requirements of the marketing plan, in accordance with organisational requirements |
3. Conduct an external marketing audit | 3.1. Identify criteria to use in an external marketing audit, in accordance with organisational requirements 3.2. Identify and describe in qualitative and quantitative terms external environmental factors which meet the requirements of the audit process 3.3. 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 |
4. Conduct an 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 the marketing productivity in terms of profitability and cost effectiveness, and record the results in accordance with organisational and audit requirements |
5. Prepare a marketing audit report | 5.1. Write a marketing audit report in accordance with organisational requirements 5.2. Ensure marketing audit report meets the reporting requirements of the marketing audit form selected 5.3. Ensure marketing audit report meets the requirements of the marketing plan |
|
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 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. |
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 |
Unit sector |
Business Development - Marketing |
This unit contains employability skills. |
Not applicable.