Course Title: Conduct a marketing audit
Part B: Course Detail
Teaching Period: Term2 2016
Course Code: MKTG7909C
Course Title: Conduct a marketing audit
School: 650T Vocational Business Education
Campus: City Campus
Program: C5342 - Diploma of Marketing
Course Contact: Tim Wallis
Course Contact Phone: +61 3 9925 5423
Course Contact Email: timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Chris Lee
Phone: 99255471 (Direct line)
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.
Pre-requisites and Co-requisites
None
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.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG515 Conduct a marketing audit |
Element: |
1. Prepare for marketing audit |
Performance Criteria: |
1.1 Identify main purposes of marketing audit in accordance with organisational requirements 1.2 Determine scope of marketing audit and audit requirements 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 |
Element: |
2. Identify form of marketing audit |
Performance Criteria: |
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 |
Element: |
3. Conduct external marketing audit |
Performance Criteria: |
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 |
Element: |
4. Conduct internal marketing (self) audit |
Performance Criteria: |
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 |
Element: |
5. Prepare marketing audit report |
Performance Criteria: |
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
|
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.
Details of Learning Activities
A range of learning activities are planned for this course including self-paced and collaborative classroom based activities. The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.
Teaching Schedule
Week |
Week Commencing |
Topics |
Assessment |
1 |
4 Jul |
Course Overview – Implement and monitor marketing activities & Conduct marketing audit |
|
2 |
11 Jul |
Internal & external environment analysis |
|
3 |
18 Jul |
Marketing planning: Objectives & strategies |
|
4 |
25 Jul |
IMC audit |
|
5 |
1 Aug |
Internal market analysis |
|
6 |
8 Aug |
Market analysis and Trends audit |
|
7 |
15 Aug |
Marketing audit report writing |
|
8 |
22 Aug |
Student consultation session (Assessment Task 1) |
Assessment Task 1 due in week 8 4 Sep. Sun.11.59pm |
|
29 Aug to 4 Sep |
Mid-Semester Break |
|
9 |
5 Sep |
Marketing implementation |
|
10 |
12 Sep |
Monitor, control & evaluation |
|
|
11 |
19 Sep |
Marketing performance measurement audit #1 |
|
|
12 |
26 Sep |
Marketing performance measurement audit #2 |
|
|
13 |
3 Oct |
Student consultation session (Assessment Task 2) |
Assessment Task 2 - due in week 13 9 Oct. Sun. 11.59pm |
14 |
10 Oct |
1. Students to prepare for: 1a. Week 15 Assessment Task 3 (Oral Class Presentation to the teacher) 1b. Week 16 (Oral WIL project presentation to the client) |
|
15 |
17 Oct |
Oral class presentation to the teacher |
Assessment Task 3 Week 15 |
16 |
24 Oct |
1. Oral WIL project presentation to the client 2. Final resubmissions & feedback |
|
Learning Resources
Prescribed Texts
References
Other Resources
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
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.
Assessment Tasks
Assessment Task 1 – Conduct marketing audit and marketing audit report
Date handed out: Week 1
Date and time due: Week 8 (4 Sep. 2016: Sun.11.59pm.)
Group or Individual: Groups of no more than 4 students.
Purpose:
This assignment will allow you to demonstrate an understanding of the requirements needed to conduct a marketing audit. You will need to take into consideration the relevant marketing environment.
Requirements:
You are required to submit a marketing audit report based on the client’s brief. Your audit will cover the company’s internal micro-environment, meso-environment, external macro-environment and the company’s marketing strategies.
When completed, submit the audit report electronically (Turnitin) via blackboard. The report should not exceed 4,000 words.
Details of Assessment:
This assignment MUST be done in relation to the client’s company.
Note: The required structure for this assessment is included in the assessment cover sheet on blackboard. Students must adhere to the assignment format provided including the assignment cover sheet, and adhere to the presentation requirements below.
The assignment must:
-
- Include headings and sub-headings,
- Use Arial font type and size 11pt.,
- Use minimum one and a half line spacing,
- Use only black font colour,
- Be typed print (not hand written) and include numbered pages;
- Be proofread, including spelling and grammar checked;
- Include a title page,
- All information used or cited in your assignment must be referenced where applicable (include a reference page).
Information must be well presented in a clear, concise, logical and business-like manner, using clear English expression
Assessment Task 2 – Implementation of proposed marketing activity
Date handed out: Week 2
Date and time due: Week 13 (9 Oct. 2016: Sun.11.59pm.)
Group or Individual: Groups of no more than 4 students.
Purpose:
This assignment will allow you to demonstrate an understanding of how to implement marketing activities and marketing audit findings.
Requirements:
The second assessment task will require students to submit a marketing plan with emphasis on implementing your proposed marketing activity and marketing audit effectively. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given.
Your role and responsibilities to the organization/company is guided by the client’s brief.
You must address the key requirements specified by the client.
The proposed document is to be submitted electronically via blackboard. The report should not exceed 5,000 words.
Details of Assessment:
This assignment MUST be done in relation to the WIL project client’s company.
Note: The required structure for this assessment is included in the assessment cover sheet on blackboard. Students must adhere to the assignment format provided including the assignment cover sheet, and adhere to the presentation requirements below.
The assignment must:
-
- Include headings and sub-headings,
- Use Arial font type and size 11pt.,
- Use minimum one and a half line spacing,
- Use only black font colour,
- Be typed print (not hand written) and include numbered pages;
- Be proofread, including spelling and grammar checked;
- Include a title page,
- All information used or cited in your assignment must be referenced where applicable (include a reference page).
Information must be well presented in a clear, concise, logical and business-like manner, using clear English expression
Assessment Task 3 – Oral presentation
Date handed out: Week 13
Date and time due: Week 15
Group or Individual: Individual oral class presentation.
Purpose:
This assignment will allow students to present their proposed marketing plan highlighting their findings with emphasis on marketing strategies and implementing marketing activities.
Requirements:
The third assessment tasks will require students to present their WIL project covering key elements of internal and external marketing environment, marketing goals and objectives, marketing strategies & tactics and implementation of marketing activities.
Students are required to submit a hard copy of their oral presentation slides on the day of the oral presentation to the teacher prior to presenting. Students are to dress in an office or business attire and to present themselves in a professional manner for their oral client presentation. Maximum time limit for your oral presentation is 20 minutes.
The order of your oral presentation is important. Has to be succinct and logical flow. Highlight your strengths and show that you understand the client’s requirements. Clearly describe the benefits they will receive from the proposed solution in your recommendation section and throughout your assignment and presentation. It is recommended that you have 10 to 15 slides. Use bullet points, graphs, charts or tables where relevant.
Assessment Matrix
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:
Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher.
Other Information
Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Course Overview: Access Course Overview