Reference no: EM133579578

Conduct marketing audits

Assessment 1

Question 1
List the eight general steps involved in scheduling a marketing audit with relevant personnel.

Question 2
Explain how each of the organisational requirements listed below are considered when scheduling a marketing audit.
Organisational Requirements
Confidentiality
Reporting
Security

Question 3
Assume you are a marketing manager for Bounce Fitness, a premier provider of fitness and wellness in Australia.

Outline all three marketing KPIs of Bounce Fitness.
Generate a 10% yearly increase in sales
Increase market penetration every quarter
Continue to cultivate Bounce Fitness' image as the premier long-term wellness program provider.

Describe the positioning of Bounce Fitness as relevant to marketing.

Describe the target market of Bounce Fitness.

Question 4
Complete the table below:
Identify at least two research methodologies appropriate for a marketing audit.
Explain how each identified research methodology is appropriate for a marketing audit.

Question 5
Complete the table below:
Identify at least two data collection techniques appropriate for a marketing audit
Explain how each identified data collection technique is appropriate for a marketing audit

Question 6
Describe each type of marketing audits outlined below:

Marketing environment audit
Marketing strategy audit
Marketing organisation audit
Marketing productivity audit
Marketing function audit

Assessment 2-Practical Assessment

You are required to:

Complete the tasks within the time allowed, as scheduled in-class roll.
Prepare for at least two marketing audits by identifying marketing audit requirements
Conduct an external and internal marketing audit for each marketing audit
Prepare a report for each marketing audit conducted
Confirm accuracy of marketing audit report with relevant personnel

Task 1: Prepare for Marketing Audit

ASSESSMENT INSTRUCTIONS
This task will require you to prepare for at least two marketing audits by partially completing each of the following for each marketing audit:
Marketing Audit Report
Audit Process Requirements Checklist
You will use the information identified in this task in all the following tasks.
Use the following templates provided along with this workbook on appendix section.
Marketing Audit Report
Audit Process Requirements Checklist
To complete this task, for each marketing audit to be conducted, you must:
Access and review the following documents of your organisation:
Marketing plan of the organisation
Organisational policies and procedures relevant to marketing audits
Organisational documents with information on organisational and audit requirements
Organisational documents can relate to:
General policies and guidelines
Rules and regulations
Mission and vision
Business plan
Identify the following according to your organisation's marketing plan:
At least two objectives of marketing audit
Scope of the marketing audit, including:
Inclusions of the marketing audit
This must include your organisation's online/digital marketing.
Online/digital marketing can relate to search engine optimisation, social media marketing, website traffic, unique visitors, time spent, etc.
Exclusions of the marketing audit
The audit methodology
The audit methodology must be based on the organisation's marketing plan.
At least two participants required for marketing audit process.
Participants refer to relevant personnel of your organisation that are involved in the marketing audit process and can confirm the accuracy of the marketing audit report. They can include:
Marketing managers
Senior management
Supervisors
They will be required to confirm the accuracy of the marketing audit report in Workplace Project Task 5
At least two types of marketing audits that can be used based on the organisational marketing plan.
Select the type of marketing audit which is most appropriate for the marketing audit to be conducted.
The type of marketing audit selected must be based on the organisational marketing plan.
Identify at least two task requirements of the marketing audit for your organisation.
The task requirements are based on the objectives of the marketing plan.
Identify at least two audit priorities of the marketing audit for your organisation.
Audit priorities are priorities set as per the objectives of the marketing plan.
Identify at least two characteristics of marketing audit, according to task requirements and audit priorities of your organisation as identified in the previous 2 steps.
Identify at least two organisational requirements of your organisation for the marketing audit.
Refer to the organisational documents with information on organisational and audit requirements.
Identify the following as per organisational requirements:
At least two elements to be included in the marketing audit.
Format of the marketing audit.
Document all identified information in the Pre-Audit section of the Marketing Audit Report.
Leave blank the External Marketing Audit, Internal Marketing (Self) Audit and Outcomes and Recommendations sections of the Marketing Audit Report. These will be completed in later tasks.
Create an Audit Process Requirements Checklist by outlining the steps to complete the audit process in this checklist.
This will be used in Workplace Project Task 4.
Include the following documents as annexures:
Copy of the organisational marketing plan.
Copies of organisational documents related to organisational policies and objectives.
Copies of any organisational documents with information on organisational and audit requirements accessed for this task.

Review Workplace Project Task 1 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.
Review the template you will use to complete this task. If you are using a template from your workplace/organisation, discuss with your assessor to ensure that the template covers all requirements that apply to this task.
Submit the following:
At least two partially completed marketing audit reports, one for each marketing audit to be conducted.
Include any supplementary documents/sources used to create the marketing audit reports, such as:
Marketing plan of the organisation
Copies of organisational policies and procedures relevant to marketing audits
Copies of organisational documents with information on organisational and audit requirements
At least two partially completed audit process requirements checklists, one for each marketing audit to be conducted

Task 2: Establish External Marketing Audit

ASSESSMENT INSTRUCTIONS

This task will require you to establish at least one external marketing audit and partially complete the marketing audit report for each marketing audit to be conducted.
To complete this task, for each marketing audit to be conducted, you must:
Access and review the following:
Information from Workplace Project Task 1:
Partially completed marketing audit report
Organisational policies and procedures relevant to marketing audits
Organisational documents with information on organisational and audit requirements
Documents with numerical data relevant to the external marketing audit
Identify the following factors as per requirements of audit process:
At least two external environmental factors
At least two technological factors
At least two market characteristics
At least two competitive factors relating to the business
Conduct an external marketing audit. For each external marketing factor identified above:
Collect numerical data
Examples of numerical data are sales data of a competitor, quantified survey results of a market demographic, etc.
Analyse the numerical data
Analysis can be made by doing basic calculations to find information like the changes in sales, profits, market share, etc.

Interpret the data
Interpret the data by drawing meaning out of the results of the calculations
Identify at least two financial gains
Financial gains are defined as increase in monetary value of sales, profit or market share. Financial gains must be based on the results on the data analysis and interpretation.
Document all identified information in the External Marketing Audit section of the Marketing Audit Report. Leave blank the Internal Marketing (Self) Audit and Outcomes and Recommendations sections of the Marketing Audit Report. These will be completed in Workplace Project Tasks 3 and 4, respectively
Ensure to use clear, accurate and relevant language while writing the report

Task 3: Establish Internal Marketing (Self) Audit

ASSESSMENT INSTRUCTIONS
This task will require you to establish one internal marketing (self) audits and partially complete the marketing audit report for each marketing audit to be conducted.
You will use the information identified in this task in Workplace Project Task 4.
To complete this task, for each marketing audit to be conducted, you must:
Access and review the following:
Partially completed Marketing Audit Report from Workplace Project Task 1 and 2.
Organisational documents related to organisational policies and objectives from Workplace Project Task 1.
Organisational documents with information on organisational and audit requirements from Workplace Project Task 1.
Organisational documents related to:
Productivity
Cost effectiveness
Profitability
Documents and resources can include:
Marketing reports
Marketing promotions evaluation reports
Sales reports
Financial reports such as balance sheets and profit and loss statements
Identify at least two criteria to use in an internal marketing audit according to organisational requirements, including a criterion related to online marketing.
Criteria to use in an internal marketing audit are the aspects of the internal marketing that need to be included in the marketing audit.
Conduct an internal marketing audit. For each criterion:
Identify a profitability ratio
Refer to the relevant organisational documents related to productivity, cost effectiveness and profitability to gather this information

Conduct a cost effectiveness evaluation:
Identify at least two marketing actions or interventions each for all the criteria identified
Calculate cost to output ratios of each action or intervention by dividing the cost by output
Determine the more cost-effective course of action
The more cost-effective course of action is one with a lower cost to output ratio
Refer to the relevant organisational documents related to productivity, cost effectiveness and profitability to gather this information.
Determine marketing productivity based on the profitability and cost effectiveness evaluation
Identify the marketing output metric
Identify the marketing input metric
Identify the marketing productivity
Refer to the relevant organisational documents related to productivity, cost effectiveness and profitability to gather this information.
Document all identified information in the Internal Marketing (Self) Audit section of the Marketing Audit Report. Leave blank the Outcomes and Recommendations section of the Marketing Audit Report, this will be completed in Workplace Project Task 4
Use relevant terminology, such as SEO and symbols and icons in digital technology when recording results for the online marketing criterion
As annexures, include copies of organisational documents related to productivity, cost effectiveness and profitability

Task 4: Prepare Marketing Audit Report

ASSESSMENT INSTRUCTIONS
This task will require you to prepare at least one completed marketing audit reports and at least one completed audit process requirements checklist for each marketing audit conducted.
To complete this task, for each marketing audit to be conducted, you must:
Access the following documents:
Partially completed Audit Process Requirements Checklist prepared in Workplace Project Task 1
Partially completed Marketing Audit Report from Workplace Project Task 2 and 3
Document all identified information in the Outcomes and Recommendations section of the Marketing Audit Report
Identify at least two outcomes of the marketing audit
List at least two recommendations according to the outcomes of the marketing audit
Recommendations can be related to changes in marketing objectives, strategy, tactics, processes, policies, etc. of the organisation
Complete the Audit Process Requirements Checklist:
Tick YES if the requirement has been met
Tick NO if the requirement has not been met
Review Workplace Project Task 4 - Assessor's Checklist before starting this task. This form outlines the following:
Resources you are required to access to complete the task.
All criteria your submission must address to satisfactorily complete this task.
Your assessor will discuss these resources with you, and the criteria outlined in this form prior to this assessment.

Task 5: Confirm Accuracy of Marketing Audit Report with Relevant Personnel

ASSESSMENT INSTRUCTIONS
Your assessor will observe you as you confirm accuracy of at least two marketing audit reports with at least one relevant personnel for each marketing audit report.
This task will require you to refer to the Marketing Audit Report generated in the Workplace Project Task 4.
You will be assessed, for each marketing audit to be conducted, on your practical skills to:
Present the Marketing Audit Report prepared in Workplace Project Task 4 to at least one relevant personnel as identified in Workplace Project Task 1
Relevant personnel are personnel authorised to confirm the accuracy of the marketing audit report in your organisation
Ask them for their feedback on the report presented
Confirm the accuracy of the marketing audit report presented with the relevant personnel
Review Workplace Project Task 5 - Observation Form before starting this task. This form outlines all the practical skills you need to demonstrate to satisfactorily complete this task. Your assessor will also discuss with you the practical skills outlined in this form prior to the assessment.
Submit any of the following written presentation materials that you used to discuss the marketing audit report with the relevant personnel:
PowerPoint presentation
Handouts
It is recommended to have your assessor review the presentation material you will use before presenting with the relevant personnel to ensure that all information is covered