Course Title: Conduct a marketing audit

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5833C

Course Title: Conduct a marketing audit

School: 650T Vocational Business Education

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

Teacher - 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:

1. Prepare for a marketing audit

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:

2. 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:

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 (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:

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

This course is clustered with MKTG5834C (BSBMKG507A) - Interpret Trends and Market Developments
 

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
19 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
 
 
216 FebPreparing for a Marketing Audit  
323 Feb

Identifying the forms and tools for an audit

 
42 Mar

Conducting the Marketing Audit

 
59 Mar Audit Tools 
616 Mar

 Audit Tools


 
723 Mar

 Interpret Trends

 
8a30 Mar Internal Audit

Self-Directed Learning – Finalise Assess 1

Assessment 1 Due

 2 - 8 April Mid-semester break  
8b9 – 10 Apr

Internal Audit 

Self-Directed Learning – Finalise Assess 1

 
913 April Internal Audit 
 1020 April Analysis case study 
1127 April Audit Report 
124 may Analysing financial reports 
1311 May

 Marketing Audit Workshop

 
1418 May Revision and Review Assessment task 2: major assignment
1525 May Oral Presentation Assessment task 3: oral presentation
161 June 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 (BSBMKG507A) - Interpret Trends and Market Developments

Students are required to complete 2 tasks. You must successfully complete all 2 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 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 7
Date and time due: Week 14
Group or Individual: Groups of 4 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 3500 - 4000 words,

Assessment Task 3 – 5-7 min Presentation (Journal of learning – Marketing Tools Application)

Date handed out: Week 5
Date and time due: Week 15
Group or Individual: Individual Presentation.

Purpose:
This assessment will allow you to present your personal learning journal of understanding in the application of marketing tools (audit tools). Students will individually present between 5 – 7 min their learning, knowledge and application of one to two tools used in the main assessment No 2. And discuss their learning and understanding of how it was used and what they applied to the resolution of the marketing problem.


Requirements:
You will be required to present and discuss both verbal and visual application of the chosen tool(s) and identify how and where they were used in order to perform a marketing audit. 

 

Submission Requirements


You should:
 Ensure that you submit assessments on or before the due date.
 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 each assessment task
is available on blackboard.


 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.


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:
http://rmit.edu.au/browse;ID=7usdbki1fjf31

Electronic Submission
When submitting work online, you need to include the cover sheet supplied by your teacher. This includes the following declaration:

RMIT Electronic Submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the assessment declaration.
(URL: http://www.rmit.edu.au/students/assessment/declaration)


Final Date for All Assessments

No assessment tasks or resubmissions will be accepted after 5pm Friday, week 16.

 


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 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.

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. 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.
.

Course Overview: Access Course Overview