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BSBMKG515 – Conduct a marketing audit
Assessment
Qualification:
Training Package:
BSB Business Service
Due Date:
Week 4
Assessment Type: Case study/ PowerPoint Presentation
Assessment Guidelines
Please read the following assessment guidelines carefully.
1. The purpose of this activity is to assess your knowledge and skills in
1. If you have any considerations that may affect your performance in the assessment, please inform your assessor immediately. Your assessor will provide you with a suitable alternative to complete this assessment.
1. Your assessor will mark your assessment and provide feedback and a grade to you via the assessment submission on Moodle.
1. If you feel the decision made by your assessor was incorrect you have the rights to appeal the grading through filling out an appeals form which will then be handle by the Academic Manager.
1. A “NYS” (not yet satisfactory) result of this task may be returned to you for a re-assessment. Re-assessments must be submitted by an agreed date with your assessor.
1. The re-assessment work must address the specific performance tasks beyond doubt for the assessor to issue a satisfactory (pass) result. A repeat NYS outcome could lead to an administration fee for further reassessment.
1. All work must be done individually. Copied work will not be accepted and
By adding my name to this document, I hereby declare the work is my own and has not been copied from any other source.
Student NAME: Date:
BSBMKG515 Conduct a marketing audit
Learner Assessments
Summative Assessments
The summative assessments are the major activities designed to assess your skills, knowledge and performance, as required to show competency in this unit. These activities should be completed after finishing the Learner Resource. You should complete these as stated below and as instructed by your trainer/assessor.
Knowledge, skills and performance may be termed as:
·
Knowledge – knowledge requirements, required knowledge, essential knowledge, knowledge evidence
· Skills Performance
· skill requirements, required skills, essential skills, foundation skills
· evidence requirements, critical aspects of assessment, performance evidence.
Section A: Knowledge Activity
The Knowledge Activity is a series of activities to confirm your competency for all of the required knowledge in the unit of competency.
Section B: Skills Performance Activity
The Skills Performance Activity is designed to be a practical activity performed based on the information you have obtained in Section A. You should demonstrate the required practical tasks for the unit of competency and be observed by the assessor, as applicable to the situation.
If necessary for the activities, you should attach completed written answers, portfolios or any evidence of competency when submitting this work.
Marking guidance
You will undertake two Summative Assessments as your own work but communicating with others.
To satisfactorily pass this unit, you need to ensure that each component of the Summative Assessment (Sections A & B) is completed, submitted and marked Satisfactory.
Submission
See the Unit Outline and listen to your trainer for the due date for this assessment.
You will be supplied with the assessment materials via the Moodle course for this unit.
It is acceptable to prepare and capture parts of your work using word processing, scanned document or other forms of technology (eg audio recordings). When you do this, you MUST name the files correctly and upload them to the Moodle course for this unit.
Make sure that you complete and submit the cover page each time you submit your work for a Summative Assessment.
Feedback and results
You will receive supportive feedback about your work for your Summative Assessments.
See the International Student Handbook for the College’s policies on resubmissions and appeals.
You can always talk to your trainer about the feedback and your progress.
The completion of the following activity will enable you to demonstrate your knowledge of:
• Identify elements of marketing planning
• Explain research methodologies and data collection techniques appropriate to marketing services industry
• Summarise different types of marketing audits
Answer each question in as much detail as possible, considering your organisational requirements for each one.
Background
You have been hired by Bounce Fitness as an external Marketing Auditor. You will find the login details in the Moodle course for the Bounce Fitness website and intranet –
http://bounce.precisiongroup.com.au
The documents you will require for Bounce Fitness can be found on the Bounce Fitness website:
· Procedures / Administrative Procedures / Style Guide
· Infrastructure / Current Projects / Bounce Fitness Corporate Marketing Plan
· Infrastructure / Project Outcomes / Bounce Fitness Corporate Marketing Plan Performance Review
Be sure to check out the other documents to get information on the business and to understand Bounce Fitness’s organisational requirements. You may need to conduct further research.
Bounce Fitness has recently completed a launch of their Corporate Marketing Plan. The development of a corporate presence is a primary marketing goal for the next 5 years. The outcomes of this first initiative are available in the Bounce Fitness Corporate Marketing Plan Performance Review. The Bounce Fitness CEO has asked you to conduct an internal and external audit marketing audit over the next four weeks on this initiative’s performance.
You will document the findings of the audit in a market audit report which will be presented to the Board of Directors and CEO to ensure that marketing audit report meets the requirements of the marketing plan.
More information about this brief is available in the Section B: Skills Performance Activity section below.
To ensure you do a really good job, you need to do some research and prepare notes based on the following questions.
1. Discuss the five key elements of marketing planning (200-250 words)
2. Explain the following:
· Qualitative market research and the types of data collection techniques (100-150 words per technique)
· Quantitative market research and the types of data collection techniques (100-150 words per technique)
Section B: Skills Performance Activity
Objective: To provide you with an opportunity to demonstrate the required performance criteria, performance evidence and foundation skills for this unit.
This activity will enable you to demonstrate the following elements and performance criteria:
1. Prepare for marketing audit
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
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
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
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
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
This activity will enable you to demonstrate the following performance evidence:
· Conduct, document and report on an internal and external audit of an organisation’s marketing activities, in accordance with organisational reporting requirements.
This activity will enable you to demonstrate the following knowledge evidence:
· Discuss organisational business and marketing plans
This activity will enable you to demonstrate the following foundation skills:
· Reading
· Identifies and evaluates complex textual information when auditing workplace documentation
· Writing
· Uses clear, accurate and relevant language to organise and record information using suitable organisational formats
· Numeracy
· Interprets numerical data and makes basic calculations to audit external marketing, quantify data and determine financial gains
· Oral Communication
· Participates in verbal exchanges using appropriate language and non-verbal features
· Navigate the world of work
· Adheres to organisational policies and objectives, and considers own role for its contribution to broader goals of work environment
· Get the work done
· Develops plans and uses effective time management and organisational skills to complete tasks with an awareness of how they may contribute to longer-term operational and strategic goals
· In more complex, non-routine situations, uses formal decision-making processes, setting or clarifying goals, gathering information and identifying and evaluating several choices against a set of criteria
· Recognises and uses a range of relevant digital language and symbols
· When dealing with complex issues, identifies cause of the problem, and uses analytical processes to generate possible solutions
·
Answer the activity in as much detail as possible, considering your organisational requirements.
Assessment information
Use the information provided, together with the information that you researched and wrote about for Section A: Knowledge Activity in this Assessment workbook, as well as your own research, to complete this assessment.
For this assessment, you will undertake a series of tasks which will enable you to conduct a marketing audit based on the following information provided to you by Bounce Fitness’s CEO:
Compile your work ensuring that they meet the guidelines in the Bounce Fitness Style Guide
http://bounce.precisiongroup.com.au/procedures/ administrative-procedures/
1. Meeting notes:
In preparation of a meeting with the CEO regarding planning the audit, prepare some meeting notes which cover the following – also reference the documents you reviewed and used:
· The main purpose for this marketing audit (20-30 words)
· The marketing audit scope (including the timing of marketing audit) (30-40 words)
· The marketing audit methodology (20-30 words)
·
Potential people to be involved in carrying out the marketing audit (20-40 words)
· Primary characteristics of this marketing audit (120-170 words)
· Main elements and format of the marketing audit (40-70 words)
· Forms of marketing audits available (200-250 words)
· Recommended form of the marketing audit (20-40 words)
Save this document as: “
BSBMKG515 Task 1 Meeting notes
”
2. Meet with CEO to discuss audit preparations
You now need to interact with another BSBMKG515 Conduct a marketing audit student who has completed and submitted their work for Task 1 above. This person will act as Bounce Fitness’s CEO, who requested the audit. Ensure this person has a copy of the meeting notes that you wrote for Task 1. This person will provide you feedback about your preparation of the audit, and provide you with permission to conduct the audit.
At this meeting (10-15 mins), you need to:
· Facilitate a discussion about:
· your audit preparation based on your meeting notes
· who should be involved in helping you carry out the audit
· whether you have correctly determined the characteristics, main elements and form of this marketing audit based on the requirements of the audit and organisational requirements
· Use appropriate language and non-verbal communication techniques
Your trainer will advise you when this role play will be undertaken.
3. Conduct the external and internal marketing audit
You are now required to undertake the external and internal audit of Bounce Fitness’s Marketing Plan within 2 weeks of the about meeting. Following the audit, prepare a marketing audit based on your findings.
Ensure you:
· prepare your report as a Formal report (1500-2000 words) which follows:
· either Option 1 or 2 Marketing Audit Report format from the BSBMKG515 Learner Resource
· the Bounce Fitness Style Guide
· use qualitative and quantitative data to support your findings
· reference the information and documents you used to conduct this audit.
Your report should include information related to Bounce Fitness’s:
· Internal environment such:
· the criteria you used to undertake the internal marketing audit
· Bounce Fitness’s marketing objectives, activities and systems
· Bounce Fitness’s marketing productivity in terms of profitability and cost effectiveness
· External environment such:
· the criteria you used to undertake the external marketing audit
· Bounce Fitness’s external environmental factors
· Bounce Fitness’s external technological factors, market characteristics and competitive factors
Save this document as “
BSBMKG515 Task 2 Marketing Audit Report
”
4.
Ensure marketing audit report satisfies CEO requirement
You now need to interact with another BSBMKG515 Conduct a marketing audit student who has completed and submitted their work for Task 3 above. This person will act as Bounce Fitness’s CEO, who requested the audit. Ensure this person has a copy of the marketing audit report that you wrote for Task 3. This person will provide you feedback about whether your marketing audit report meets the marketing audit requirements and the marketing plan.
At this meeting (10-15 mins), you need to:
· Facilitate a discussion to:
· determine whether the follow is appropriate:
· marketing objectives, activities and systems
· external environmental factors are appropriate
· external technological factors, market characteristics and competitive factors are appropriate
· your recommendations
· Use:
· qualitative and quantitative data and terms
· appropriate language and non-verbal communication techniques
Your trainer will advise you when this role play will be undertaken.
5. Finalise marketing audit
After your meeting the CEO requests that you send your marketing report via email to the other GMs asking them whether they believe that the report meets the reporting requirement of the audit (30-60 words).
Save these documents as “
BSBMKG515 Task 5 Email
”
Summative Assessments: Sections A & B checklist
This will used by the trainer to document the learner’s knowledge, skills and performance as relevant to the summative assessments: Sections A & B. The table indicates if the learner is deemed satisfactory (S) or not satisfactory (NS) for the activity or if reassessment is required.
Summative Assessment – Sections A & B
Unit:
BSBMGK515 Conduct a marketing audit
Student Name:
Student ID:
Trainer Name:
Checklist for unit
The candidate must submit:
Complete
Not yet complete
Not applicable
Section A: Knowledge Activity – Questions 1-7
Section B: Skills Performance Activity
1. Meeting notes
Student prepared:
BSBMKG515 Task 1 Meeting notes
which contained the following:
· The main purpose for this marketing audit (20-30 words)
· The marketing audit scope (including the timing of marketing audit) (30-40 words)
· The marketing audit methodology (20-30 words)
· Potential people to be involved in carrying out the marketing audit (20-40 words)
· Primary characteristics of this marketing audit (120-170 words)
· Main elements and format of the marketing audit (40-70 words)
· Forms of marketing audits available (200-250 words)
· Recommended form of the marketing audit (20-40 words)
And used the correct document formats and styles to meet the task and audience requirements as set out the guidelines in the Bounce Fitness Style Guide.
2 Meet with CEO to discuss audit preparations
Student met with another BSBMKG515 Conduct a marketing audit student who had completed and submitted their work for Task 1 above. This person acted as Bounce Fitness’s CEO, who requested the audit. The student provided this person with a copy of the meeting notes that had submitted for Task 1. This person provided the student with feedback about the preparation of the audit, and provided the student with permission to conduct the audit.
And the student:
· Facilitated a discussion (10-15 mins) about:
· their audit preparation based on their meeting notes
· who should be involved in helping the student carry out the audit
· whether the student had correctly determined the characteristics, main elements and form of this marketing audit based on the requirements of the audit and organisational requirements
· Used appropriate language and non-verbal communication techniques
3 Conduct the external and internal marketing audit
Student prepared:
BSBMKG515 Task 2 Marketing Audit Report
within 2 weeks of the above meeting, and which:
· was a Formal report (1500-2000 words) and used:
· either Option 1 or 2 Marketing Audit Report format from the BSBMKG515 Learner Resource
· the Bounce Fitness Style Guide
· used qualitative and quantitative data to support their findings
· referenced the information and documents the student used to conduct this audit.
Their report included information related to Bounce Fitness’s:
· Internal environment such:
· the criteria they used to undertake the internal marketing audit
· Bounce Fitness’s marketing objectives, activities and systems
· Bounce Fitness’s marketing productivity in terms of profitability and cost effectiveness
· External environment such:
· the criteria they used to undertake the external marketing audit
· Bounce Fitness’s external environmental factors
· Bounce Fitness’s external technological factors, market characteristics and competitive factors
4 Meet with CEO to discuss audit preparations
Student met with another BSBMKG515 Conduct a marketing audit student who had completed and submitted their work for Task 3 above. This person acted as Bounce Fitness’s CEO, who requested the audit. The student provided this person witha copy of the marketing audit report that the student had wrote for Task 3. This person provide the student with feedback about whether their marketing audit report met the marketing audit requirements and the marketing plan.
And the student:
· Facilitated a discussion (10-15 mins) about:
· determine whether the follow was appropriate in the student’s report:
· marketing objectives, activities and systems
· external environmental factors are appropriate
· external technological factors, market characteristics and competitive factors are appropriate
· their recommendations
· Used:
· qualitative and quantitative data and terms
· appropriate language and non-verbal communication techniques
5 Conduct the external and internal marketing audit
Student prepared:
BSBMKG515 Task 5 Email
(30-60 words) which:
· Included the names of the other two GMs
· Made reference to their attached marketing audit report
· Requested input from the other two GMs about whether they believed that the student’s report meets the reporting requirement of the audit
Other evidence to support the Summative Assessments that was submitted by the candidate:
Feedback:
Result: Satisfactory Not satisfactory More work required
Assessor signature: Date: