Application

This unit describes the skills and knowledge required to conduct marketing audits, with reference to an organisation’s marketing plan.
The unit applies to individuals who are required to develop a comprehensive description of the organisation’s marketing operations as part of the marketing, planning and marketing auditing process. The outcomes of marketing audits are generally used to inform an organisation’s marketing plan. In this role, individuals must possess a sound theoretical knowledge of advertising management and demonstrate a range of managerial skills. Typically, they have responsibility for the work of other staff.
No licensing, legislative or certification requirements apply to this unit at the time of publication.

What You'll Learn

Assessment Requirements

Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
• conduct at least two marketing audits.
In the course of the above, the candidate must:
• identify the objectives, scope and relevant personnel involved in marketing audit
• identify elements and form of marketing audit according to task requirements and audit priorities
• establish internal and external marketing audits
• develop and confirm marketing audit report with relevant personnel.

Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
• organisational and audit requirements
• scheduling of a marketing audit and considerations of organisational requirements
• organisational marketing plans
• research methodologies and data collection techniques appropriate to marketing audits
• different types of marketing audits.

Assessment Conditions

Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
This includes access to:
• documentation and resources used to conduct marketing audit activities.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

Foundation Skills

• {'skill': 'Reading', 'description': 'Identifies and evaluates complex textual information when auditing workplace documentation'}
• {'skill': 'Writing', 'description': 'Uses clear, accurate and relevant language to organise and record information using suitable organisational formats'}
• {'skill': 'Oral Communication', 'description': 'Participates in verbal exchanges using appropriate language and non-verbal features'}
• {'skill': 'Numeracy', 'description': 'Makes basic calculations from numerical data to audit external marketing, quantify data and determine financial gains'}
• {'skill': 'Problem solving', 'description': 'Identifies cause of the problem, and uses analytical processes to generate possible solutions when dealing with complex issues'}
• {'skill': 'Self-management', 'description': 'Complies with organisational policies and objectives, and considers own role for its contribution to broader goals of work environment'}
• {'skill': 'Planning and organising', 'description': '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; Uses formal decision-making processes to gather information, identify and evaluate several choices against a set of criteria in complex, non-routine situations'}
• {'skill': 'Technology', 'description': 'Identifies and uses a range of relevant digital language and symbols'}

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