Conduct marketing audit
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BSBMKG515A Conduct a marketing auditLecture 1
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Unit of competency
Description
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.
Elements
Prepare for a marketing audit Identify the form of a marketing audit Conduct an external marketing audit Conduct an internal marketing (self) audit Prepare a marketing audit report
Learning resources
IBSA student workbook Monger, B, 2007. Marketing in Black and White, Pearson Education, Australia. Kotler, P, Brown, Adam, Burton, Armstrong, 2004, Marketing, Pearson Education, Australia. Lecture notes
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Learning goals
At the end of the session students will be able to understand:
Identify main purposes of the marketing audit in accordance with organisational requirements Determine scope of the marketing audit and audit methodology in accordance with organisational requirements Determine appropriate times when a marketing audit should be undertaken, in accordance with organisational requirements Identify participants likely to be involved in carrying out a marketing audit
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Refresh our understanding
What
is marketing?
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Marketing planning
Marketing planning is the process of assessing opportunities and resources, determining objectives, defining strategies and establishing guidelines for the implementation and control of the marketing program. Outcome: Marketing plan
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Marketing plan
Marketing plan is a document that outlines and explains all the activities needed to implement marketing strategies. Function: internal communication, distribution of tasks and responsibilities, and allocation of resources.
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Business plan
A business plan is a