Course Title: Conduct a marketing audit

Part B: Course Detail

Teaching Period: Term2 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:

<font size="3"><font face="Times New Roman">1.1. Identify main purposes of the marketing audit in accordance with organisational requirements </font></font>

<font size="3"><font face="Times New Roman">1.2.Determine scope of the marketing audit and audit methodology in accordance with organisational requirements</font></font>

<font size="3"><font face="Times New Roman">1.3. Determine appropriate times when a marketing audit should be undertaken, in accordance with organisational requirements</font></font>

<font size="3"><font face="Times New Roman">1.4. Identify participants likely to be involved in carrying out a marketing audit</font></font>                    <font face="Times New Roman" size="3">  </font>

<font face="Times New Roman">  </font><font face="Times New Roman">   </font><font face="Times New Roman">  </font><font face="Times New Roman"> </font>

<font face="Times New Roman" size="3"> </font>

Element:

2. Identify the form of a marketing audit

Performance Criteria:

<font face="Times New Roman" size="3">2.1. Identify main characteristics of a marketing audit in terms of relevance to the task and audit priorities<o:p></o:p> </font>

<font face="Times New Roman" size="3"> </font><font size="3"><font face="Times New Roman">2.2. Identity main elements to be included in a marketing audit and its format, in accordance with organisational requirements </font></font>

<font size="3"><font face="Times New Roman">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<o:p></o:p></font></font><font face="Times New Roman" size="3">     </font>                <font face="Times New Roman" size="3">  </font>

<font face="Times New Roman">  </font><font face="Times New Roman">   </font><font face="Times New Roman">  </font>

Element:

3. Conduct an external marketing audit

Performance Criteria:

<font face="Times New Roman" size="3">3.1. Identify criteria to use in an external marketing audit, in accordance with organisational requirement</font>

<font size="3"><font face="Times New Roman">3.2. Identify and describe in qualitative and quantitative terms external environmental factors which meet the requirements of the audit process<o:p></o:p></font></font><font face="Times New Roman" size="3"> </font>

<font size="3"><font face="Times New Roman">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<o:p></o:p></font></font><font face="Times New Roman" size="3">     </font>                          

<font face="Times New Roman">   </font><font face="Times New Roman">  </font><font face="Times New Roman"> </font>

<font face="Times New Roman" size="3">  </font>

Element:

4. Conduct an internal marketing (self) audit

Performance Criteria:

<font size="3"><font face="Times New Roman">4.1. Identify criteria to use in an internal marketing audit in accordance with organisational requirements<o:p></o:p></font></font>

<font face="Times New Roman" size="3"> </font><font size="3"><font face="Times New Roman">4.2.Describe the marketing organisation in accordance with organisational and audit requirements<o:p></o:p></font></font>

<font face="Times New Roman" size="3"> </font><font size="3"><font face="Times New Roman">4.3 Describe the marketing systems in accordance with organisational and audit requirements<o:p></o:p></font></font>

<font face="Times New Roman" size="3"> </font>4.4. Identify the marketing productivity in terms of profitability and cost effectiveness, and record the results in accordance with organisational and audit requirements                <font face="Times New Roman" size="3">  </font>

<font face="Times New Roman">  </font><font face="Times New Roman">   </font><font face="Times New Roman">  </font><font face="Times New Roman"> </font>

<font face="Times New Roman" size="3"> </font>

Element:

5. Prepare a marketing audit report

Performance Criteria:

<font size="3"><font face="Times New Roman">5.1.Write a marketing audit report in accordance with organisational requirements<o:p></o:p></font></font>

<font face="Times New Roman" size="3"> </font><font size="3"><font face="Times New Roman">5.2. Ensure marketing audit report meets the reporting requirements of the marketing audit form selected<o:p></o:p></font></font>

<font face="Times New Roman" size="3"> </font>5.3.Ensure marketing audit report meets the requirements of the marketing plan                          <font face="Times New Roman" size="3">  </font>

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<font face="Times New Roman" size="3"> </font>


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 Market Trends and 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.TThe 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 commencingTopics
16 Jul1) 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
 
213 JulPreparing for a Marketing Audit
320 JulIdentifying the forms and tools for an audit
427 JulConducting the Marketing Audit
52 AugAudit Tools
610 AugAudit Tools
717 AugInterpret Trends
824 AugInternal Audit
Self-Directed Learning – Finalise Assess 1
 
 31 AugMid-semester break
97 SepAnalysis case study
1014 SepAudit Report
1121 SepAnalysing financial reports
1228 SepMarketing Audit Workshop
135 OctAssess 2 Review and Support
1412 OctPresentations - Journal of Learning
1519 OctPresentations - Journal of Learning
1626 OctResubmissions and resits


Learning Resources

Prescribed Texts


References


Other Resources

N/A


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

Students are required to complete 2 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 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 2000 words,

Assessment Task 2 – Marketing Audit and Financial Data Review
Date handed out: Week 3
Date and time due: Week 13
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 4
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.


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.

Once competent in all elements of the unit you receive a competency grading

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 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.

Course Overview: Access Course Overview