Queensford College - BSBMKG515: Marketing Audit Assessment

This document presents a comprehensive solution to the BSBMKG515 Conduct a Marketing Audit assignment from Queensford College. The assessment covers various aspects of marketing audits, including preparing for the audit, identifying the type of audit, conducting both external and internal marketing audits, and preparing a final marketing audit report. The solution includes detailed answers to questions on external and internal audit elements, such as economic, cultural, legal, technological, and demographic forces for external audits, and internal environment analysis, training, and planning for internal audits. The assessment also features a case study and a work-based project, demonstrating the application of marketing audit principles. This solution provides a thorough understanding of the marketing audit process, covering analysis of market data, application of statistical and qualitative analysis techniques, and the ability to document findings. It emphasizes the importance of understanding current business performance, competitor analysis, and the identification of potential threats and opportunities. The solution showcases the application of qualitative and forecasting techniques to identify the success of marketing activities and the needs of the market.

ASSESSMENT COVER PAGE
BSBMKG515 Conduct a marketing audit
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STUDENT DECLARATION
I declare that:
 This assessment is my own work, based on my own study and research and no part of it
has been copied from any other source, except where due acknowledgement/reference
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archived for the purposes of detecting plagiarism or collusion and to fulfil Queensford
College’s requirements as an RTO.
 Any assessment deemed unsatisfactory will require me to undergo reassessment which
may be different to the one originally submitted.
 I am aware that in the event that I disagree with the assessment outcome I have the
right to appeal that result. I will follow the complaints and appeals process.
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QUEENSFORD COLLEGE Business
BSBMKG515 Conduct a marketing audit
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QUEENSFORD COLLEGE Business
BSBMKG515 Conduct a marketing audit
ASSESSMENT SUMMARY SHEET
To be deemed competent students must have a satisfactory result recorded for each
assessment activity. If a result is not satisfactory for any assessment task, the
trainer/assessor will determine the training and assessment tasks to be completed.
TASK 1 QUESTIONS AND ANSWERS
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TASK 2 KEY TERMS DEFINITIONS
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TASK 3 CASE STUDY
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RTO No. 31736 |CRICOS 03010G
Business
Assessment Kit
BSBMKG515 Conduct a marketing audit
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QUEENSFORD COLLEGE Business
BSBMKG515 Conduct a marketing audit
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Copyright © 2016 Malekhu Investments trading as Queensford College. All rights reserved.
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QUEENSFORD COLLEGE Business
BSBMKG515 Conduct a marketing audit
ASSESSMENT INFORMATION – STUDENT
General Information
This assessment is suited as a summative assessment in a learning and assessment
pathway. The timeframe and deadlines for the assessment will be negotiated
between yourself, the student, and your assessor. Your assessor could be the same or
a different person to your trainer.
In order to be assessed as competent, you will need to show sufficient evidence which
demonstrates that you can perform the required competencies to the required
standard. You also need to show you can demonstrate these skills, attitude and
knowledge consistently, confidently and sometimes in a variety of situations.
Gathering evidence
Queensford College Assessors will use a variety of methods for gathering evidence.
Assessments will be made up of a combination of the following tasks:
Question and Answer - (written or verbal) - You will have a set of written questions
to complete. Your assessor is likely to ask you to verbally verify some of your
answers.
Project - You will need to complete one or several projects that relate to the
simulated work environment. This will allow you to demonstrate the application of
your knowledge and skills as required by the unit/s of competency.
Activities - You will need to complete activities that relate to the simulated work
environment to demonstrate your understanding of the unit/s.
Assessor Observation/Demonstration - You will be asked to demonstrate some
tasks directly to your assessor. This may happen, either in the classroom or in a
simulated work-environment as you perform your usual tasks/ duties.
Please make sure to write your name on all assessment documents.
If you do not agree with an assessment decision you have the right to appeal. See
other attachment
Note: Please ensure that all work/evidence provided is your own. If you are found to
have submitted work other than your own, your enrolment may be cancelled and you
may be withdrawn from the program. Your signed Student Declaration forms part of
the assessment record. For further information, please refer to your Student
Handbook.
Assessment resources
For classroom based assessments, your assessor will provide you with all necessary
resources to complete the assessment tasks. For simulated workplace based
assessments, Queensford College will ensure that you have access to the resources
you require to complete the assessment tasks.
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QUEENSFORD COLLEGE Business
BSBMKG515 Conduct a marketing audit
Please note
The practice of plagiarism or collusion is prohibited. Plagiarism is the practice of taking
someone else’s work or ideas and passing it off as one’s own work and collusion is the
presentation another person’s assessment as one’s own and/or providing your own
work to another person to allow them to pass it off as their own. If you are unclear
about any of the requirements for this assessment, please discuss this with
your assessor.
NOTE – Re-assessment:
Students will have a maximum of two (2) reassessments attempts if competency
is not achieved in the first instance.
The final grade of ‘C’ for Competent or ‘NC’ for Not Competent is only given at the
completion of the unit of competency when all components or parts of the assessment
are graded as ‘S’ for Satisfactory. Unsatisfactory results are marked as NS.
1. Prepare for marketing audit
2. Identify form of marketing audit
3. Conduct external marketing audit
4. Conduct internal marketing (self) audit
5. Prepare marketing audit report
Performance evidence
Evidence of the ability to:
 Evidence of the ability to:
 Apply statistical and qualitative analysis techniques to identify:
- Current business performance
- Competitor performance
- Potential threats and opportunities
 Apply qualitative and forecasting techniques to identify:
- Success of marketing activities
- Over and under-performing products and services
- Existing and emerging market needs
 Document the analysis of market data including visual presentation of findings
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
Oral Communication
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BSBMKG515 Conduct a marketing audit
 Participates in verbal exchanges using appropriate language and non-verbal
features
Numeracy
 Interprets numerical data and makes basic calculations to audit external
marketing, quantify data and determine financial gains
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
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.
Assessment conditions
Assessment must be conducted in a safe environment where evidence gathered
demonstrates consistent performance of typical activities experienced in the business
development – marketing field of work and include access to:
 Office equipment and resources
 Appropriate documentation and resources used to conduct marketing audit
activities
 Case studies and, where possible, real situations.
Assessors must satisfy NVR/AQTF assessor requirements
Links:
Companion volumes available from the IBSA website:
http://www.ibsa.org.au/companion_volumes
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QUEENSFORD COLLEGE Business
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TASK 1: QUESTIONS AND ANSWERS
INSTRUCTIONS
Please write your answers clearly in the space provided. All questions must be
answered, please ask your assessor if you don’t understand any of the questions. If
you require more space attach a page clearly marked with your name, the name of
the unit of competency (which can be obtained from the front of this Assessment
booklet and the question you are responding to. Some questions may require you to
reference the learning materials provided by Queensford College. Your assessor will
ensure that you have been provided with all relevant documentation.
T1,Q1.
Thinking about external marketing audits, there are 15 key pieces of organisation
required that have been identified to complete a successful audit. List 5 (five) of
them below (including descriptions of each identified piece.
While analysing the external marketing audit, the major five elements which are
required to be analyzed are as follows:
1. Economic Forces-It is the first and foremost element which needs to be
managed by the company suitably as it will be affecting the growth of the
company. The auditor may wish to look into the different kinds of balance
sheet and other supporting financial documents which will be helpful in
understanding the scenario effectively.
2. Cultural and Social Forces- It is the other element which needs to be managed
as the culture of the company is the first and foremost element which needs
to be managed by the company effectively.
3. Legal, governmental and political forces- It is the third element which needs
to be managed while analysing the external audit as it will be the best aspect
which can be used for analysing the revenue generation aspects along with it
creates negatively affect revenues of the company.
4. Technological Forces- It is the other aspect which is beneficial in
understanding the different innovation related aspects which needs to be
managed as it will be beneficial in understanding the revenue projections.
5. Demographic Forces- It is the last aspect or element of the external audit
related to marketing wherein it can be seen that the changed demographics
can be negatively or positively affecting the growth of company. The auditor
needs to evaluate the most luxury related aspects which needs to be
regarding the changing tastes and preferences of the company.
Assessor Use Only: Correct Written
Response
Correct Verbal Response (please provide
notes)
T1,Q2.
When considering an internal marketing audit describe a minimum of four of the
internal elements that the audit should deal with and provide an example of each:
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1. Internal Environment Analysis-It is the other factor which needs to be
identified which can be done through SWOT analysis that can be helpful in
understanding the effectiveness of the company suitably. With the help of
SWOT analysis, there can be incorporation of the different kinds of strengths,
weaknesses, opportunities and threats which needs to be analyzed and
identified as it will be suitable for making the tasks become more effective
and it will be beneficial in gaining competitive advantage. For instance- SWOT
analysis is the internal analysis framework which will be suitable for
identifying the different kinds of strengths, weaknesses, opportunities and
threats which can be beneficial in managing the effectiveness (Chaffey and Ellis-
Chadwick 2019)
2. Training is the second element which needs to be analyzed as it will be
required that the different internal auditors need to be fully trained as they
will be gaining more views on the respective process. For instance- There will
be incorporation of training and development of employees which will be
effective in managing the process of internal audit successfully.
3. Planning, Forecasting and Recording- It is the third element which needs to be
analyzed effectively as it will be suitable for identifying the different internal
activities or the nature of the audit that can be suitable for completing the
work strategically. For instance- The planning is required to be done regarding
the company’s internal assets and liabilities which will be helpful for
understanding the effectiveness (De Mooij 2018)
4. Systems Control- It is the other element which needs to be analyzed which
can be identified for ensuring the compliance with the different statutory
requirements. For instance- The proper adherence to the different statutory
requirements can be helpful for making the company become more efficient
(Kerin and Hartley 2015)
5. Evidence- It is the other aspect wherein the internal auditor has the similar
kind of trends for taking the same as the evidence as the external auditor. For
instance- There should be reporting wherein the internal auditor will produce
timely and accurate reports to management suitably.
Assessor Use Only: Correct Written
Response
Correct Verbal Response (please provide
notes)
T1,Q3.
When identifying your marketing profitability and cost effectiveness, what are the 3
main overhead costs that need to be identified and recorded?
1. Fixed Overheads- It is the one aspect which remains constant each and every
month and it does not change with the changes in the level of the business
activities. The different examples of the fixed overheads include government
related licenses and depreciation of the assets.
2. Variable Overheads- It is considered to be the different expenses which vary
with the business activity levels and it may increase or decrease. It can be
suitable for analysing the cost effectiveness as it will be suitable for the
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growth of the company appropriately and it will be enhancing the
effectiveness of the company (Kotler et al. 2018).
3. Semi-Variable Overheads- It includes the different characteristics of both
variable and fixed costs and the different businesses incorporate such costs in
the market which will be suitable for managing the different levels of the cost
effectiveness and profitability in the market.
Assessor Use Only: Correct Written
Response
Correct Verbal Response (please provide
notes)
T1,Q4.
What are the 6 (six) different types of Marketing Audits? In your own words, include
a brief description of each.
1. Market Environment Audit- It is consisting of the different kinds of external
environment of the company which consists of the natural environment,
economic, political along with the demographic environment. It analyses the
marketing consumer, competitors along with making the marketing
strategies.
2. Marketing Organization Audit- It is the critical analysis which analyse the
different resources of the company such as manpower, employee
development and training that will be suitable for the growth of the company
suitably (Kotler, et al. 2017).
3. Market Strategy Audit- It is considered to be the systematic study of the
marketing strategies as well as objectives and it will be suitable for identifying
whether the marketing objectives of the company are proper and clear.
4. Marketing Systems Audit- It is suitable for finding out the different abilities of
the company for collecting as well as analysing the data and it looks for the
ability of the company for controlling the different activities of the company
suitably and improve the business operations successfully.
5. Marketing Productivity Audit- It is suitable for identifying the profitability of
the company that will be enhancing the growth of the company.
6. Marketing Function Audit- It is the aspect which is considering the different
marketing functions in relation to the product, prices and promotion of the
different products and services (Lovelock and Patterson 2015).
Assessor Use Only: Correct Written
Response
Correct Verbal Response (please provide
notes)
T1,Q5.
Explain why the “Executive summary” in a marketing audit report is written last?
List three other audit report sections & the reason for their inclusion
The executive summary is written in the last of the marketing audit report as it will
be suitable for summarising the key points of the document for the different readers
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as it will be providing a brief understanding regarding the different kinds of
upcoming events or the future events which can be taking place while making the
marketing audit report.
The three different sections which are included in the report sections are:
1. Responsibilities of the different auditors and directors who are the main
personalities involved in the process
2. The scope and importance are intended to be kept in the second paragraph
which will be discussing the different kinds of standard accounting practices
which will be suitable for the growth of the company (Kotler et al. 2015)
3. Lastly, the role of the different directors and auditors are defined which will be
suitable for analysing their role in handling the different business operations
successfully
These are the three major aspects which are included in the auditor report as it will
be suitable for managing the different activities which are performed by the auditors
or directors working in the company successfully along with managing the
effectiveness suitably.
Assessor Use Only: Correct Written
Response
Correct Verbal Response (please provide
notes)
T1,Q6.
List three areas of the business likely to be involved in a marketing audit. Detail why
you nominated these three.
The different kinds of areas of the business which are likely to be involved in the
marketing audit includes the swot analysis which will be suitable for identifying the
internal environment analysis that will be beneficial in understanding the strengths,
weaknesses, opportunities and threats which will be suitable for the growth of the
company in contrast to the other competitors.
Moreover, the customer and prospect research are the two major elements which
should be included in the respective marketing audit as they are considered to be
the most important asset of the company and they needs to be understood wherein
their aims and objectives can be included and it will be suitable for improving the
effectiveness of the company.
Lastly, the marketing strategies along with objectives are required to be analyzed
effectively in the auditor report which will be suitable for understanding the different
kinds of behaviour of the company and it can be effective in managing the business
operations successfully.
According to me, I have nominated the respective three aspects as these are the
most crucial elements which should be managed in the report wherein the different
kinds of responsibilities are being mentioned which will be suitable for managing the
activities appropriately.
Assessor Use Only: Correct Written Correct Verbal Response (please provide
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