Course Title: Conduct a marketing audit

Part A: Course Overview

Program: C5342 Diploma of Marketing

Course Title: Conduct a marketing audit

Portfolio: BUS Portfolio Office

Nominal Hours: 40

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education

Face-to-Face or Internet

Term1 2016,
Term2 2016

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:

Course Description

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.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBMKG515 Conduct a marketing audit


1. Prepare for marketing audit

2. Identify form of marketing audit

3. Conduct external marketing audit

4. Conduct internal marketing (self) audit

5. Prepare marketing audit report

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to prepare and manage a marketing audit, with reference to an organisation’s marketing plan.

Overview of Assessment

This course is co-delivered and co-assessed with MKTG5831C Implement and Monitor Marketing Activities

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • conduct, document and report on an internal and external audit of an organisation’s marketing activities, in accordance with organisational reporting requirements.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • identify elements of marketing planning
  • discuss organisational business and marketing plans
  • explain research methodologies and data collection techniques appropriate to marketing services industry
  • summarise different types of marketing audits.


Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.