Course Title: Conduct a marketing audit

Part B: Course Detail

Teaching Period: Term1 2014

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

Joe Rosagrata

joe.rosagrata@rmit.edu.au

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:

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:

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

Element:

Identify the form of a 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:

Prepare a marketing audit report

Performance Criteria:

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:

Prepare for a marketing audit

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

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.
 

We expect you to participate and contribute in all scheduled learning activities.
 


Teaching Schedule

 

WeekWeek CommencingTopicsAssessment
110 Feb (1) Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
(2) Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers
(3) Introduction to the course
 
 
217 FebPreparing for a Marketing Audit  
324 Feb

Identifying the forms and tools for an audit

 
43 Mar

Conducting the Marketing Audit

 
510 Mar Audit Tools 
617 Mar

 Audit Tools


 
724 Mar

 Interpret Trends

 
831 Mar Internal Audit

Assessment 1 Due

97 Apr Internal Audit 
1014 Apr  Analysis case study 
 18 - 27 Apr Mid-semester break 
1128 Apr Audit Report 
125 May Analysing financial reports 
1312 May

 Marketing Audit Workshop

 
1419 May Revision and Review Assessment task 2: major assignment
1526 May Oral Interviews Assessment task 3: oral test/interview
162 Jun Resubmissions and resits  

This course is co-delivered and co-assessed with MKTG5834c -Interpret Trends and Market Developments


Learning Resources

Prescribed Texts


References


Other Resources


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 MKTG5834c -Interpret Trends and Market Developments

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

Assessment Task 1 – Situation Analysis / Self Audit
Date handed out: Week 3
Date and time due: Week 8
Group or Individual: Groups of 2-3 students.

Purpose: This assessment will allow you to gain an understanding in identifying the components that you would use to conduct and audit.

Requirements: You will be required to research and analyse a range of documents and marketing tools that would be required in order to perform a marketing audit. Your response will be in report form and should be approximately 1000 words,

Assessment Task 2 – Marketing Audit and Financial Data Review
Date handed out: Week 9
Date and time due: Week 14
Group or Individual: Groups of 2-3 students.

Purpose: This assessment will allow you to gain the ability to conduct a marketing audit and financial data review.

Requirements: Using analyse a range of documents and marketing tools / planning / activity documents you will be required to prepare a report which outlines the process of, and includes the outcomes of your marketing audit. Your response will be in report form and should be approximately 3000 words,

Assessment Task 3 – Portfolio of Evidence and Interview
Date handed out: Week 4
Date and time due: Week 15
Group or Individual: Individual

Purpose: This assessment will confirm you have the required skills and knowledge for this unit. In a real business environment you will often be required to respond immediately.

Requirements: You will be required to prepare evidence of your participation in at least two in class activities. In week 15 you will be asked approximately 3-5 questions through oral examination.
 

Submission requirements:
Assessment tasks must be submitted online through blackboard.
You must:
• Retain a copy of your assessment tasks.
• 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 on blackboard.
• For group assignments - all group members must complete and sign the cover sheet.
• Each page of your assessment you should include footer with your name(s), student number(s), 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.
 

Resubmissions:
If you are found to be Not Yet Competent 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.
 

Final Date for All Assessments.
Unless the Late Submission Procedures (see above) are applied, No assessment tasks or resubmissions will 
 


Assessment Matrix

Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.

You need to demonstrate you are competent in each element of the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Please refer to the Final Grades table below.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.


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 submissions
If circumstances outside your control are likely to prevent you from submitting an assessment item on time, you may apply to your teacher for an extension of up to seven calendar days.
You must apply for an extension at least one working day prior to the submission deadline.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

Special Consideration
Extensions of greater than seven days will only be granted to eligible students through the special consideration process. 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

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