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Conducting a Marketing Audit

Overview

Marketing audits are an essential activity for organisations to perform on a regular basis to determine what market or markets they are in, who their customers are and what marketing activities are being performed and with what results. A marketing audit is an input to marketing and strategic planning.

Designed For

Individuals working in a marketing management or planning role needing the skills to assess the marketing strategies and operations of an organisation.

Content

• The role marketing planning plays in an organisation’s planning cycle
  
• Determining the criteria and priorities for a marketing audit
  
• External environmental factors
  
• The format of the marketing audit
  
• Conducting an external marketing audit
  
• Conducting an internal marketing audit
  
• Preparing the audit report
  

Learning Outcomes

• Use the marketing plan to inform the marketing audit
  
• Develop criteria for the marketing audit
  
• Create the marketing audit tools
  
• Conduct external and internal marketing audits
  
• Prepare a marketing audit report
  

Relationship to Accredited Training

This course meets the requirements of the following unit of Competency:

• BSBMKG515A – Conduct a marketing audit
  

This unit of competency can be used as an Elective towards qualifications within the Business Services Training Package.

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