Conduct a marketing audit
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Table of Contents
Evidence Plan 4
Competency Assessment Mapping 5
Range Statement / Critical Aspects of Assessment 7
Assessment Agreement & Schedule 9
Self-Assessment Checklist 10
Assessment 1 11
Assessment 2 20
The Australian Quality Training Framework (AQTF) is a set of national standards implemented to ensure the quality of vocation education and training.

This unit guide has been developed in consultation with representatives from the education sector and registered training organisations. The purpose of this is to ensure that is complies with AQTF standards, however it is the duty of the RTO to ensure that this unit guide is used in accordance with AQTF organisational standards. The information contained is drawn from sources believed to be reliable and up to date. However, the business, it’s employees, agents and contractors do not warrant the correctness of the sources used and accept no responsibility to any person for any errors or omissions or for any loss or damage howsoever caused from the use of this resource.
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.

What is an evidence plan?

An evidence plan has two parts:
• A tool to help the assessor explain to the student how evidence is to be collected during the assessment process
• An agreement about how the assessment will be conducted-
1. Prepare for a marketing audit
1.1 Identify main purposes of the marketing audit in accordance with organisational requirements x
1.2 Determine scope of the marketing audit and audit methodology in accordance with organisational requirements x
1.3 Determine appropriate times when a marketing audit should be undertaken, in accordance with organisational requirements x
1.4 Identify participants likely to be involved in carrying out a marketing audit x
2. Identify the form of a marketing audit
2.1 Identify main characteristics of a marketing audit in terms of relevance to the task and audit priorities x
2.2 Identity main elements to be included in a marketing audit and its format, in accordance with organisational requirements x
2.3 Identify various forms of a marketing audit and select those that best meet the requirements of the marketing plan, in accordance with organisational requirements x
3. Conduct an external marketing audit
3.1 Identify criteria to use in an external marketing audit, in accordance with organisational requirements x
3.2 Identify and describe in qualitative and quantitative terms external environmental factors which meet the requirements of the audit process x
3.3 Identify and describe in qualitative and quantitative terms the technological factors, market characteristics and competitive factors relating to or affecting the business, which meet audit process requirements x
3. Conduct an internal marketing (self) audit
3.1 Identify criteria to use in an internal marketing audit in accordance with organisational requirements x
3.2 Describe the marketing organisation in accordance with organisational and audit requirements x
3.3 Describe the marketing systems in accordance with organisational and audit requirements x
3.4 Identify the marketing productivity in terms of profitability and cost effectiveness, and record the results in accordance with organisational and audit requirements x
4. Prepare a marketing audit report
4.1 Write a marketing audit report in accordance with organisational requirements x