Elements and Performance Criteria
- Prepare for marketing audit
- Identify main purposes of marketing audit in accordance with organisational requirements
- Determine scope of marketing audit and audit methodology in accordance with organisational requirements
- Determine when a marketing audit should be undertaken, in accordance with organisational requirements
- Identify participants likely to be involved in carrying out a marketing audit
- Identify form of marketing audit
- Identify main characteristics of marketing audit in terms of relevance to task and audit priorities
- Identity main elements to be included in marketing audit and its format, in accordance with organisational requirements
- Identify various forms of marketing audit and select those that best meet requirements of marketing plan, in accordance with organisational requirements
- Conduct external marketing audit
- Identify criteria to use in external marketing audit, in accordance with organisational requirements
- Identify and describe, in qualitative and quantitative terms, external environmental factors which meet requirements of audit process
- Identify and describe, in qualitative and quantitative terms, technological factors, market characteristics and competitive factors relating to or affecting the business, which meet audit process requirements
- Conduct internal marketing (self) audit
- Identify criteria to use in an internal marketing audit in accordance with organisational requirements
- Describe the marketing organisation in accordance with organisational and audit requirements
- Describe the marketing systems in accordance with organisational and audit requirements
- Identify marketing productivity in terms of profitability and cost effectiveness, and record results in accordance with organisational and audit requirements
- Prepare marketing audit report