Course Title: Conduct a marketing audit

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG5833C

Course Title: Conduct a marketing audit

School: 650T TAFE Business

Campus: City Campus

Program: C5229 - 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

Course Contact Elaine Holstein
Course Contact Phone +61 3 9925 5155
Course Contact Email elaine.holstein@rmit.edu.au

Contact time: Tues 3:30 pm – 5:30 pm
Level 5 room 30

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 required

Course Description

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.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG515A Conduct a marketing audit

Element:

 2. Identify the form of a Marketing Audit

 

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
 

Element:

1.Prepare for the Marketing Audit

Performance Criteria:

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
 

Element:

3. Conduct an External Marketing Audit

Performance Criteria:

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
 

Element:

4. Conduct an Internal Marketing 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 the marketing productivity in terms of profitability and cost effectiveness, and record the results in accordance with organisational and audit requirements
 

Element:

5. Prepare a Marketing Audit Report

Performance Criteria:

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
 


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to prepare for, conduct and report on a marketing audit in accordance with an organisation’s marketing plan.


Details of Learning Activities

In class discussion and debate, case studies, research and engaging project and assessment work


Teaching Schedule

weekDateTopic
111th febCourse overview
Familiarisation with:
• Program
• Services/facilities
• Other students
• Teacher(s)
• Where to get support
• Student responsibilities
• Course requirements
• Course support documents
• Pre-reading
• Blackboard
• Overview of assessment requirements
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
Understanding the business
Introductory activity

“Defining and describing a business”

 

218th feb1. The strategic planning process
• 2. Understanding the business plan (brief overview)
• Understanding the marketing plan

 

325th febBlending business and marketing
• Understand the business – current and future (SW)
• Understand the companies external and Internal influences (OT)

 

44th marBlending business and marketing
• Understand the companies customers – current and future
• What is marketing value and how do we create it?

 

5 Labour Day Mon PH11th marBlending business and marketing
• Understand the companies critical success factors specifically those relevant to establishing and managing marketing processes.
 
618th mar• Understanding organisational structure and its importance to the efficiency of the marketing process
• How do we describe and define the current organisation structure
 
725th mar• Organisational Change
1. Sources of Change
2. Success and failure
3. Organisational Development
4. Resistance to change
5. Team Building
6. The importance of strong organisational communication

 

 Mid semester break 28th Mar – 3 Apr 
88th aprIntroducing a new key role
• Preparing appropriate marketing job descriptions
1. Why
2. How
 
915th apr• Understanding marketing performance measurements introduction to the marketing audit
• Marketing Audit in context –
• What is a marketing audit and why conduct one
• The marketing audit as part of the Marketing planning process
• Timing of a marketing audit
• Audit format
• Introductory activity
 
1022nd aprIdentification of auditing tools of analysis

The marketing audit – stages involved

 

1129th aprFormulation of audit recommendations
Writing an audit report
• Students will explore and discuss appropriate recommendations after the audit has been completed
• Examination and preparation of reporting formats for a marketing audit
• Problems and pitfalls of the marketing audit
 
126th mayAudit process
The macro environment
• Areas for investigation
• Questions to ask
• Analytical tools we might use
• Gathering the information
The marketing task environment
• Areas for investigation
• Questions to ask
• Analytical tools we might use
• Gathering the information
 
1313th mayThe marketing strategy audit
• Areas for investigation
• Questions to ask
• Analytical tools we might use
Gathering the information
The marketing organisation audit
• Areas for investigation
• Questions to ask
• Analytical tools we might use
Gathering the information
 
1420th mayMarketing systems audit
• Areas for investigation
• Questions to ask
• Analytical tools we might use
• Gathering the information
Marketing productivity audit
• Areas for investigation
• Questions to ask
• Analytical tools we might use
Gathering the information
 
1527th mayMarketing function audit
• Areas for investigation
• Questions to ask
• Analytical tools we might use
• Gathering the information
 
163rd june3rd June Group Interviews and feedback


Learning Resources

Prescribed Texts


References


Other Resources

to be discussed during weekly classes


Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
 


Assessment Tasks

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

Students are required to complete 3 tasks. All tasks must successfully be completed to be deemed competent in this unit.

TASK 1 – Group participation and e-reflection - Individual assessment

Each week students will be set a case study or research and analysis task for completion during the class. This will be followed by a group discussion.

Students will be required to participate both in the research and analysis task and take an active part in small group and in class discussions. For weeks 2, 3, 6, 12 and 16 students will be required to prepare a short reflective comment and discussion board entry that summarises the essence of their learning for each week and includes the link to 1 interesting reference (not including in teachers resources and not included by another student I your class) to share with the rest of the class.

Submission Requirements: Students are required to participate in class activities and post discussion board contributions as per the specific criteria to be outlined in class, during the identified weeks. The parameters of the discussion content will be discussed in the first week of class.

To be deemed competent in this task students must complete participate in class activities and satisfactorily participate in the weekly discussion board discussions.

Submission Requirements: Through the discussion board and wiki facilities on Blackboard.

Task 2 - Marketing Report and Structure: (Due week 9)

Students are required to work in designated groups 3-5 (maximum). Students are to assume the role of management consultant. They have been engaged by a medium sized organisation to help prepare for future marketing directions and challenges. They will review the business plans and objectives for the organisation and explore the implications of introducing a marketing function and what this means for the organisations structure, functions and resources. The report will focus on the planning process and will need to include emphasis on the resources and structure of an effective marketing function. A detailed marking guide and case study organisation will be provided to students in the first weeks of the course.

To be deemed competent in this task, students must prepare a comprehensive plan that includes:

• Structured report presentation
• Introduction
• An analysis and presentation of the business and its external challenges
• A clear understanding of the strengths and weaknesses of the business
• Clear definition and description of the market segments and their derived value from the organisation
• Brief description of the current structure with a comparison to one other similar organsiation in the same industry/industries. This section also needs to identify crucial internal function relationships as well as identificaton of significant external stakeholders
• Critical success factors
• Determine and recommend the correct marketing functions and staffing levels that match the growth objectives but consider the resource limitations
• Summary and recommendations

Submission Requirements: Students are required to provide a written document by the due date. Assignments are to uploaded on to Blackboard. Emailed assignments will not be marked.


Task 3. Marketing Audit: (Due  week 15)

Students are required to work in designated groups 3-5 (maximum) on the production of a marketing audit report. Students will explore the audit structure and process which will be used in this assessment task. Specific procedures and templates required to compete this task will be presented throughout the course.

To be deemed competent in this task students must prepare a comprehensive Marketing Audit that includes:

• Structured report presentation
• Introduction
• Description of the methodology
• A range of audit questions and analysis for each of the identified areas (macro, task etc.) note that this section needs to include reference to any relevant legislation that needs to be considered by the organisation that you are auditing.
• Summary and recommendations

Submission Requirements: Students are required to provide a written document by the due date. Assignments are to be uploaded onto blackboard. Note that emailed assignments will not be marked.

More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements: All assessment tasks need to be submitted via Blackboard.
You should:
• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
• Always retain a copy of your assessment tasks. (hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.


Assessment Matrix

Part 1: Assessment Matrix

Critical aspects of assessment


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.

Required knowledge Assessment
• 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

 

 

 


ASSESSMENT TASKS 1, 2 AND 3

Required skills
Assessment
• culturally appropriate communication skills to relate to people form diverse backgrounds and people with diverse abilities
. ASSESSMENT TASKS 1, 2 AND 3
• 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 ASSESSMENT TASKS 1, 2 AND 3

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 Assessments1,2 and 3
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 Assessments 1,2 and 3
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 Assessments 1,2 and 3
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 Assessments 1,2 and 3
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 Assessments 1,2 and 3
 

Course Overview: Access Course Overview