BSBMKG515 Conduct a Marketing Audit
BSB52415 Diploma of Marketing & Communication
Student Name:
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Student ID Number:
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Assessors Name:
Assessment Due:
Week 8 Submission Date:
Assessment Tasks Satisfactory Not Yet Satisfactory Did Not Submit
Workshop Assessment – Report / Presentation ? ? ?
Feedback to Students:
ASSESSOR’S DECLARATION:
I hereby certify that the above student has been assessed by myself and all assessments are carried out as per the Academy’s Assessment Policy & Procedure.
I declare that the student’s work evidence is current, authentic, valid and sufficient
ASSESSOR SIGNATURE ____________________________ Date: ______________
Student’s signature
Assessment Submission rules and conditions
Read all the instructions below before attempting the assessment task. Assessment tasks are tools used to determine if you have the knowledge and skills to complete tasks to industry standards within the workplace. Your trainer/assessor will help you throughout this task and it is your responsibility to provide enough evidence to justify a competent decision by the trainer/assessor. If you do not understand the questions or what is required, ask your trainer/assessor for assistance.
• For group assessments, all students are to contribute to the assessment tasks. You must work in groups when the assessment is required and when that is the case you will be allocated in to groups by your trainer in the class; hence your active presence is necessary
• Role play/presentation if part of the assessment must be done by all students. Photos or video may be taken as part of the evidence.
You are to complete all tasks by the due date and assessments must have a coversheet attached. Online submission opens one week prior to the due week and cut-off date is set on Saturday at 11:55pm in the week of due date. If you think you do not have enough time to complete the tasks by the due date, discuss with the trainer/assessor the reasons of why you cannot submit on time. Assessment tasks submitted late may not be accepted by your trainer/assessor, leaving the learner with a Did Not Submit (DNS) result.
Writing your responses
When answering questions, ensure that your answers are detailed enough so the assessor can draw a conclusion that you have the knowledge and/or skills to demonstrate competency. When producing reports, please make sure that your project has the following complete information:
A Title Page, Table of Contents, Page Numbers, Reference List, ensuring that your answers thoroughly match the questions asked.
Answer all questions in your own words to avoid plagiarism.
Plagiarism/ Academic Misconduct
Plagiarism by a student will result in an automatic ‘NYS’, and as well as being recorded, may result in further disciplinary action such as a student’s exclusion from a course. Plagiarism is presenting and using someone else’s work, writings or ideas as your own with or without their consent.
Some examples of plagiarism as follows
• Presenting work by another individual as one’s own unintentionally
• Handing in assessments markedly similar to or copied from another student
• Handing in assessments without the sufficient acknowledgement of sources used, including assessments taken totally or in part from the Internet
Academic misconduct is a serious matter and any breach of misconduct will be treated seriously as per the Policy of the organisation. Impersonating or allowing another individual to impersonate you, for the purpose of completing an assessment or presentation is considered a fraud.
Marking of Assessments
On submission of your assessment it will be marked for a result of either Satisfactory (S) or Not Yet Satisfactory (NYS). If you receive a NYS result, you will be asked to redo the tasks again. To achieve a competent result with this unit, all tasks need to be completed and marked as satisfactory. Your trainer/assessor will provide feedback to you on each task, outlining where you must improve to achieve a Satisfactory (S) result. When all tasks are marked as Satisfactory (S), you will receive a result of Competent (C) for this unit otherwise, you will be marked Not Yet Competent (NYC). Assessments submitted to the trainer/assessor after the due date may not be accepted, and you may have to a resubmission fee.
Assessment appeals
Appeal process – If you feel the decision made by your assessor was incorrect please refer to your Student Handbook for information on assessment appeals for the required steps to appeal this decision. Download the assessment you want to appeal and complete the appeal box in Feedback Evaluation Sheet by signing as to whether you wish to appeal. You are required to hand the hard copy in to student services.
Submission requirements
If an assessment is not submitted in accordance with the submission requirements, then it will be deemed as being non-compliant. Non-compliant submissions result in pending on being marked and /or recorded NYS.
• All submissions must be done by PDF file. The Student is required to convert word file assessments, PowerPoint presentation and other attachments to PDF before submitting unless the evidence is required to submit its original format (eg. word or excel).
• The first page in the file must be cover page. Both the cover page must contain student name and student number.
• The Student is allowed by default to upload up to five documents on each submission. You must upload each file separately. You must not upload zip file.
• Submissions from overseas are not allowed as students are required to be in Australia to attend their regular classes.
Name……………………………………………… Student ID………………………………………..
Signed ……………………………………………. Date …………………………………….
APPEAL PROCESS:
I would like to appeal the outcome of this assessment as per the appeals procedure in the Student Handbook
Student’s signature: _______________________ Date: __________________
Introduction
This is an individual assessment requiring demonstration of written & oral communication skills. You are required to demonstrate your ability to communicate and work with others throughout class activities, therefore adequate class participation is required to attain Satisfactory (S) in this assessment.
The purpose of this assessment is to display your knowledge on how to conduct marketing audits on activities described in a marketing plan, prepare for marketing audits, identify marketing audit forms, conduct an external and internal audit, and prepare a marketing audit report. This audit report addresses the elements of competency for the unit BSBMKG515: Conduct a marketing audit.
Your assessor will be marking you against the criteria for achieving competency outlined in assessment result-sheet to ensure you have met the requirements of this assessment. Your assessor will also fill out the assessment feedback sheet and provide this to you outlining your overall result for the unit with feedback. You will have the opportunity to make your own comments and you will both sign this sheet if you agree upon the result.
Should your assessor deem you “not yet satisfactory” and require re-assessment, your assessor will inform you of the process for re-assessment. If you feel the decision made by your assessor was incorrect, please refer to your student handbook for information on the assessment appeals process and the steps you can take to lodge an appeal.
Task
You are a part of the marketing management team. Your task is to prepare a marketing audit report based on external and internal audit results your team will conduct.
As a part of this team you need to:
• Read the case study: David Jones takes a long look at shop tactics
Work Simulated Scenario:
Question-A:
Write and submit your own copy of the Audit Report. In your Audit Report you should:
Identify main purpose of the marketing audit, e.g.:
? Investigating potential macro- and micro-environmental factors affecting business and marketing operations
? Obtaining a comprehensive description of all major marketing activities of David Jones
? Providing a basis for David Jones’ marketing planning activities
a. Determine the scope and methodology of the audit
b. Determine the audit timeframe
c. Identify the stakeholders involved in carrying out the audit at David Jones
d. Identify the main characteristics of the audit as well as the audit’s main elements
e. Identify different forms of marketing audit and then select the one that in your opinion best meet the requirements of the marketing plan at David Jones
f. Identify criteria to use in an external marketing audit, e.g.:
? David Jones and competitor characteristics
? David Jones consumer needs
? Credit availability to consumers
? Demographics and Forecast trends such as: age, income growth, size, regional distribution of population
? General effects that changes in the law and politics may have on David Jones
? Influence of technology on the operations and substitution of products and services of David Jones’ business
? Interest rates and cost of capital
? Macro-external environment elements, including: demographic, economic, ethical, political, legal, physical/geographic, social, cultural, and technological
? Material shortages
? Micro-external environment elements, including: buyer and consumer behaviour, market demand, competition facing David Jones
? Product or service usage at David Jones
? Social and cultural factors
? Unemployment
g. Identify and describe qualitatively and quantitatively external environmental factors (such as business environmental factors, general economic and demographic environmental factors, political, fiscal, legal, social and cultural environmental factors) as well as the technological factors, market characteristics and competitive factors relating to or affecting the business
h. Identify criteria to use in internal marketing audit – e.g.:
? Existing research data and marketing information systems for David Jones
? Industry sources – for David Jones operations, logistics, consumer variety, and substitutes
? Internal data such as sales, promotions and product or service development
? Organisation structures at David Jones
? Supply chain management and logistics at David Jones
i. Describe the marketing organization (e.g. functional efficiency, organization’s formal structure) and marketing systems (e.g. marketing control, marketing information, marketing planning, product, service and concept related systems) at David Jones
j. Identify the marketing productivity in terms of profitability and cost effectiveness
k. Compile your marketing audit report based on David Jones requirements (assume/ask your trainer)
l. Crosscheck and explain your report meets the requirements of marketing audit form as well as plan
Question-B:
1. Prepare and conduct a PowerPoint presentation (10-15 slides maximum) to your stakeholders (classmates, the trainer, any industry visitor, etc.). to demonstrate how you would address the following requirements:
a. Identify participants from David Jones likely to be involved in carrying out a marketing audit
b. Identify and describe, in qualitative and quantitative terms, external environmental factors facing David Jones, which meet requirements of audit process
c. Identify and describe, in qualitative and quantitative terms, technological factors, market characteristics and competitive factors relating to or affecting David Jones, which meet audit process requirements
d. Describe the marketing organisation in accordance with requirements at David Jones and the audit, and
e. Describe the marketing systems in accordance with requirements at David Jones and the audit.
Observation Checklist Sheet
Assessment Task 1
STUDENT NAME: STUDENT’S NO:
UNIT NAME:
Presentation Observation Checklist
You are required to demonstrate your ability to communicate and work with others throughout class activities, therefore adequate class participation is required to attain Satisfactory (S) in this assessment.
Assessors Comments
1 2 3
Question-A:
Write and submit your own copy of the Audit Report. In your Audit Report you should:
Question-B:
2. Prepare and conduct a PowerPoint presentation (10-15 slides maximum) to your stakeholders (classmates, the trainer, any industry visitor, etc.). to demonstrate how you would address the following requirements:
Greeted the stakeholders appropriate to the time of day
The introduction of the presentation told the stakeholders what to expect from the presenation
Allows stakeholders to ask questions and clarifies their doubts
Used powerpoints effectively
Identified and described, in qualitative and quantitative terms, external environmental factors facing David Jones, which meet requirements of audit process
Identified and described, in qualitative and quantitative terms, technological factors, market characteristics and competitive factors relating to or affecting David Jones, which meet audit process requirements
Student had good eye contact during the presentation.
Student summarized the main points before finishing.
