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conduct a marketing audit


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conduct a marketing audit

answer all four tasks separately under each topic. you should firstly find one sample plan on the link on page 14 and then use the sample plan to answer those 4 tasks. and notice: “The company you have chosen has achieved a drop in its sales forecast by 25% in the third year.

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Table of Contents
Evidence Plan 4
Competency Assessment Mapping 5
Range Statement / Critical Aspects of Assessment 7
Assessment Agreement & Schedule 9
Self-Assessment Checklist 10
Assessment 1 11
Assessment 2 20
The Australian Quality Training Framework (AQTF) is a set of national standards implemented to ensure the quality of vocation education and training.

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This unit guide has been developed in consultation with representatives from the education sector and registered training organisations. The purpose of this is to ensure that is complies with AQTF standards, however it is the duty of the RTO to ensure that this unit guide is used in accordance with AQTF organisational standards. The information contained is drawn from sources believed to be reliable and up to date. However, the business, it’s employees, agents and contractors do not warrant the correctness of the sources used and accept no responsibility to any person for any errors or omissions or for any loss or damage howsoever caused from the use of this resource.

EVIDENCE PLAN
Conduct a marketing audit

Unit descriptor: 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. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

What is an evidence plan?

An evidence plan has two parts:
• A tool to help the assessor explain to the student how evidence is to be collected during the assessment process
• An agreement about how the assessment will be conducted- this is signed by the assessor and the student.

How to use the evidence plan:
The evidence plan should be discussed by both the assessor and the student.
The assessor and the student should:
• Read the relevant unit of competency to determine the evidence requirements
• Check these requirements against the list in the evidence plan on the next page
• Modify or change this list to include relevant information about the workplace if necessary
• Record extra information or comments in the space provided, if necessary
• Add information about the assessment context
• Keep the evidence plan as a record of the assessment activity

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How the evidence will be collected:
• Written questions
• A project culminating in the students understanding of the principles underlying the unit and culminating in the production of a business report by teams of students.

Pre-Requisites
• There are no pre-requisites for this unit.
This unit contains Employability Skills.

Competency mapping relates to formal assessments and suggested informal assessment methods.

Performance Criteria Assessment 1 Assessment 2 Oral Questioning Case Study Role Play Observation Group Discussion Other Assessment Methods
1. Prepare for a marketing audit
1.1 Identify main purposes of the marketing audit in accordance with organisational requirements x
1.2 Determine scope of the marketing audit and audit methodology in accordance with organisational requirements x
1.3 Determine appropriate times when a marketing audit should be undertaken, in accordance with organisational requirements x
1.4 Identify participants likely to be involved in carrying out a marketing audit x
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 x
2.2 Identity main elements to be included in a marketing audit and its format, in accordance with organisational requirements x
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 x
3. Conduct an external marketing audit
3.1 Identify criteria to use in an external marketing audit, in accordance with organisational requirements x
3.2 Identify and describe in qualitative and quantitative terms external environmental factors which meet the requirements of the audit process x
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 x
3. Conduct an internal marketing (self) audit
3.1 Identify criteria to use in an internal marketing audit in accordance with organisational requirements x
3.2 Describe the marketing organisation in accordance with organisational and audit requirements x
3.3 Describe the marketing systems in accordance with organisational and audit requirements x
3.4 Identify the marketing productivity in terms of profitability and cost effectiveness, and record the results in accordance with organisational and audit requirements x
4. Prepare a marketing audit report
4.1 Write a marketing audit report in accordance with organisational requirements x
4.2 Ensure marketing audit report meets the reporting requirements of the marketing audit form selected x
4.3 Ensure marketing audit report meets the requirements of the marketing plan x
Refer NTIS for further information
Required skills:
culturally appropriate communication skills to relate to people form diverse backgrounds and people with diverse abilities x x
literacy skills to identify relevant information, and to prepare reports with complex marketing concepts and ideas x x
research and data collection skills to collect internal and external marketing information. x x
Required

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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
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
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
3. Conduct an internal marketing (self) audit
3.1 Identify criteria to use in an internal marketing audit in accordance with organisational requirements
3.2 Describe the marketing organisation in accordance with organisational and audit requirements
3.3 Describe the marketing systems in accordance with organisational and audit requirements
3.4 Identify the marketing productivity in terms of profitability and cost effectiveness, and record the results in accordance with organisational and audit requirements
4. Prepare a marketing audit report
4.1 Write a marketing audit report in accordance with organisational requirements
4.2 Ensure marketing audit report meets the reporting requirements of the marketing audit form selected
4.3 Ensure marketing audit report meets the requirements of the marketing plan

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