Course Title: Conduct a marketing audit

Part B: Course Detail

Teaching Period: Term1 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

Name and Contact Details of All Other Relevant Staff

Chris Lee

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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


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


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 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


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


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



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



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 thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes 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.

Students will study concepts and applications pertaining to develop operational procedures in class sessions, using tutorial and prescribed exercises and assessment work.
We expect you to participate and contribute in all scheduled learning activities

Teaching Schedule

18 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
215 FebInternal & external environment analysis
322 FebMarketing planning: Objectives & strategies
429 FebInternal market analysis
57 MarMarketing audit report writing
614 MarStudent Consultation session - Assessment Task 1
721 MarIMC audit
 28 Mar Mon - 4th April 
 85 AprMarket analysis and Trends audit
911 AprMarketing implementation
1018 AprMonitor, control & evaluation
1125 AprMarketing performance measurement audit #1
122 MayMarketing performance measurement audit #2
139 MayStudent consultation session – Assessment Task 2
1416 May1. Student consultation session (WIL Project, if applicable)
2. Assessment Task 2 due
3. Students to prepare for:
3a. Week 15 Assessment Task 3 (Oral Class Presentation)
3b. Week 16 (WIL client presentation, if applicable)
1523 MayOral class presentation
1630 May Feedback and Resubmissions

Learning Resources

Prescribed Texts


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 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

You must successfully complete all tasks to be deemed competent in this unit.

Assessment Task 1 – Marketing activity proposal and audit report
Date handed out: Week 1
Date and time due: Week 6 (20 Mar., Sun.11.59pm)
Group or individual: Group (3-4 students per group)

This assignment will allow you to demonstrate an understanding of the requirements needed to conduct a marketing audit and implement organizational marketing activities. You will also need to take into consideration the relevant marketing environment.

You are required to submit a marketing audit report which includes a written marketing activity proposal (using the template supplied) based on the client’s brief which will be an overview of your marketing activity to implement. The marketing activity proposal to implement will indicate company resources, marketing team, relationship marketing, the marketing mix, conduct a marketing audit of the external marketing environment and its implications, marketing goals and objectives and accompanying strategies and tactics. The proposed document is to be submitted electronically via blackboard. The report should not exceed 3,000 words.

Assessment Task 2 – Implementation of marketing activity
Date handed out: Week 2
Date and time due: Week 14 (22 May, Sun.11.59pm)
Group or individual: Group (3-4 students per group)

This assignment will allow you to demonstrate an understanding of how to implement marketing activities and marketing audit findings.

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 4,000 words.

Assessment Task 3 – Oral presentation
Date handed out: Week 13
Date and time due: Week 15
Group or individual: Individual

This assignment will allow students to present their proposed marketing plan highlighting their findings with emphasis on implementing and the conduct of marketing audit activities

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, implementation and conduct marketing audit 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.

Assessment Matrix

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,

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:
Form to use:

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:;ID=g43abm17hc9w
Form to use:

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
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:;ID=7usdbki1fjf31

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

Academic Integrity
Plagiarism is a form of cheating in assessment and may occur in oral, written or visual presentations. It is the presentation of the work, idea or creation of another person, without appropriate referencing, as though it is your own.
The penalties for cheating in assessment are severe, whether the cheating involves plagiarism, fabrication, falsification of data, copyright infringement or some other method. Penalties can include charges of academic misconduct, cancellation of results and exclusion from your course. It is also a disciplinary offence for you to allow your work to be plagiarised by another student.

RMIT Business produce their own referencing guidelines entitled Written reports and essays: guidelines for referencing and presentation in RMIT Business which all Business students should use.
RMIT Business referencing guidelines (RTF, 1,286 KB, 52 pages); A supporting Referencing website has been developed for the RMIT Business guidelines.You can find out more about Academic Integrity at RMIT’s Academic Integrity webpage

Group Assessment
A number of your assessments will rely upon group work. This is a critical part of your program as in the workplace you will be regularly required to work in a team environment. Teamwork is also one of the key employability skills for this qualification.

The key to being successful in group work is getting to know your classmates and finding out what they want to achieve. You should seek to find a team which shares your key interests and drivers.

If you are facing issues with your group, the key is to resolve them quickly well before assessments are due. If you need to you can seek support from your teacher.

Course Overview: Access Course Overview