Group BSBMKG545 - Assessment Task 2

Assessment
Task 2
Conduct marketing audits

BSBMKG545
BSBMKG545 - Conduct marketing audits V3 2021 Page 1

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Student Declaration
To be filled out and submitted with assessment responses
OK I declare that this task and any attached document related to the task is all my own work and I have not
cheated or plagiarised the work or colluded with any other student(s)
OK I understand that if I am found to have plagiarised, cheated or colluded, action will be taken against me
according to the process explained to me
OK I have correctly referenced all resources and reference texts throughout these assessment tasks.
OK I have read and understood the assessment requirements for this unit
OK I understand the rights to re-assessment
OK I understand the right to appeal the decisions made in the assessment
Unit Title
Unit Code
Erika Gomez
Student name
Student ID 55702
number
Student Erika Gomez Date
signature
Task 2 BSBMKG545 conduct 05/08/2022
Task Number
marketing audits

------OFFICE USE ONLY-----
For Trainer and Assessor to complete:
◻ Student requested reasonable adjustment for the assessment
Completed successfully Comments Y N D

N
S
Did the student satisfactorily:
The student has satisfactorily completed ☐ ☐ ☐

and submitted the following:
● Task 2.1 Prepare for an internal

and external marketing audit
● Completed Marketing audits plan
● Task 2.2 Conduct and report on an

internal and external marketing
audit
● Meeting agenda
● Meeting minutes
● Observation checklist 2.2.
● Marketing audit findings report
Demonstrated ability to: ☐ ☐ ☐
● conduct, document and report on an

internal and external audit of an

N
S
organisation’s marketing activities, in

accordance with organisational reporting
requirements.
This is evidenced by:
● Meeting agenda
● Meeting minutes
Demonstrated ability to: ☐ ☐ ☐
● Conduct an internal and external audit

of an organisation’s marketing activities
by asking relevant questions and
discussing internal and external audit
elements .
● Participates in verbal exchanges using

appropriate language and non-verbal
features, including:
- Active listening to confirm

understanding
- Body language

N
S
- Tone of voice
- Speaking clearly and concisely
- Language
- Asking appropriate questions
- Responding appropriately to questions
This is evidenced by:
• Observation of the student

participating in a meeting during
class.
• Meeting minutes
When collaborating with the group, the ☐ ☐ ☐

student has actively participated in group
work with a substantial contribution that
can be assessed individually for all the
requirements of this task.
Task Outcome: Satisfactory ☐ Not Yet Satisfactory ☐
Student Name:

N
S
Assessor Name:
Assessor Signature:
Date:

Table of Content
Student Declaration 2
Task 2 – Conduct a marketing audit 6
Task 2.1 Prepare for an internal and external marketing audit 8
Task 2.2 Conduct and report on an internal and external marketing audit 19
Appendix 1 – Case study 24
Appendix 2 – Legislation, regulation, standards and codes of practice 41

Task 2 – Conduct a marketing audit
Task summary and instructions
What is this For this assessment you will work with a marketing team to conduct a
assessment task marketing audit relevant to the case study.
about?
The assessments are based on the case study of a social enterprise-

Street Uni Clothing (Appendix 1). You will also need to access
Appendix 2 – Legislation, regulation, standards and codes of
practice.
This task comprises of the following assessment methods:
o Case study
o Project work
o Report writing
It has been designed to evaluate your ability to/competency in:
● conduct, document and report on an internal and external audit of

an organisation’s marketing activities, in accordance with
organisational reporting requirements.
Your assessor will be looking for demonstrated evidence of your

competency in the above.
You are required to address the following:

● Task 2.1 Prepare for an internal and external marketing

audit
o Work with a marketing team to develop a marketing audit

plan
● Task 2.2 Conduct and report on an internal and external

marketing audit
o Conduct a meeting with the marketing team
o Conduct the marketing audit
o Prepare a report on the findings from the marketing audit
Although the assessment requires group collaboration to simulate a

work environment, the assessment submission is individual, and it will
be marked as such.
What do I need to do ● submit the completed assessment tasks, according to instructions,

to complete this task
● complete the tasks with sufficient detail and present them in a
satisfactorily?
professional manner,
● use your own words and reference sources appropriately,
● meet the word count where required,
● use the scenario provided,
● use the templates provided where required,
● for your performance to be deemed satisfactory in this

assessment task you must satisfactorily address all of the
assessment criteria,
● if part of this task is not satisfactorily completed you will be asked

to complete further assessment to demonstrate satisfactory

performance.
Specifications You must deliver/participate in:
● Work with a marketing team to develop a marketing audit plan
● Participate in a meeting with the marketing team
● Work with your team to prepare a meeting agenda and meeting

minutes for this meeting
● Conduct the marketing audit
● Prepare a report on the findings from the marketing audit
You must submit to GOALS:
● Task 2.1 Prepare for an internal and external marketing

audit
● Task 2.2 Conduct and report on an internal and external

marketing audit
● Meeting agenda
● Meeting minutes
● Observation checklist 2.2
Resources and • Computer with Internet access

equipment

• Access to Microsoft Office suites or similar software
• Learning material
• Scenario for assessment as provided
• Appendices as provided
• Relevant policies and procedures as provided
• Templates as provided
Re-submission You will be provided feedback on your performance by the Assessor.

opportunities The feedback will indicate if you have satisfactorily addressed the
requirements of each part of this task. If any parts of the task are not
satisfactorily completed, the assessor will explain why, and provide
you written feedback along with guidance on what you must
undertake to demonstrate satisfactory performance. Re-assessment
attempt(s) will be arranged at a later time and date. You have the
right to appeal the outcome of assessment decisions if you feel that
you have been dealt with unfairly or have other appropriate grounds
for an appeal. You are encouraged to consult with the assessor prior
to attempting this task if you do not understand any part of this task
or if you have any learning issues or needs that may hinder you when
attempting any part of the assessment.
Complete the following activities:
Task 2.1 Prepare for an internal and external marketing audit
For this first task you will work with a marketing team to develop an audit plan for the internal and
external marketing audits of social enterprise - Street Uni Clothing.

“A marketing audit is the structured review of a business or an organization’s current marketing and
promotional activities. It looks at the way marketing is planned, implemented, and managed. It
assists a business or organization to first identify and then study what has worked and what has not
to determine what should be continued and what else could be done.”
Scenario
You are working for a marketing consultancy who has been asked to develop an audit plan for the
internal and external marketing audits of social enterprise - Street Uni Clothing (Appendix 1).
Note, you will need to complete this task by the end of week 3 because it is required for
the next task.
Use the templates provided below and follow the instructions.
Instructions
1. During week 1 class form your marketing team with 5 or 6 other students.
2. Read the Street Uni Clothing case study (Appendix 1) and visit their website and social media
profile.
3. Work with your team to research and complete Template 1- Marketing audits plan (below).
4. Submit to GOALS:
● Completed Template 1 – Marketing audits plan
●
Template 1 -Marketing audits plan
Objectives of the internal and external marketing audits
Introduction The street university clothing is a social enterprise, part of Noff’s

foundation.
Provide an overview
of what is being
audited?
We’ll be auditing:
Your answer should
be between 50-75
words long Website
E.g.: List each Their website is an eCommerce, including a menu for contact, shop, order
traditional/social tracking, blog, and more.
media marketing tools

that you intend to
analyse
Make sure all of your
traditional/social
media accounts are
on brand. Also, all
profile images, cover Facebook Page
photos, icons, bios,
They have a Facebook Page with more than 600 followers, contact details
and descriptions are
and some images posted.
current and meet
branding standards.
Additionally, ensure Instagram page
that the URL is
They have 17 followers and little activity on the page.
correct.
YouTube
Briefly discuss The current marketing plan defines the company as a social enterprise,
organisational that has 2 helps youth at risk, creating educational and employment
business and opportunities. For this they have 2 programs: employment workshops and
marketing plans creative/performance workshops.
Your answer should

be between 50-75
They include 2 target groups: individuals and corporate. Both as people
words long
immerse in the digital world and are socially conscious.
As objectives, they want to build the brand, increase sales to $200.000

AUD by the end of the year and attract donors.
Briefly describe the At the moment there’s no marketing team specifically for those tasks.
marketing There are 3 people who make the marketing tactics, while they’re in their

organisation in other roles within the organisation.
accordance with
organisational and
audit requirement There’s Sam A, who is a content producer and youth worker. Aya C
(Clinical & Training Support Coordinator) and Bobby K (Adolescent & Family
Your answer should
Counsellor) are in charge of social media placement and uploading.
be between 50-75
words long
Briefly describe the There’s not much of a marketing system in the organisation. The
marketing systems in marketing needs are solved when required, but there’s no system to
accordance with manage the information, any plan of content or strategies.
organisational and
audit requirements
The contents they’re sharing are the result of spontaneous ideas they
Your answer should
have at the moment. The people assigned to do Marketing tasks are
be between 50-75
because they’re passionate about digital, but they don’t have the
words long
professional skills.
Identify and For the marketing planning we can include product or service information,
summarise elements such as sales, packaging, and promotion strategy. We can also include
of marketing planning Analyses like Swot, Pestel or any competition reports we have.
Your answer should It’s also important to have detailed information about our target, their
be between 50-75 needs and the market in general.
words long
Other important reports are social media and website insights.
Identify and explain For external audits we need to consider:

what criteria you will
Economic environment: considering inflation, laws, and economic growth.
use in an external and
internal marketing Competition environment: how’s the competition strategy going? Are they
audits, in accordance implementing new strategies or changes to the product? increasing their
with organisational segment or market?
requirements.
Market environment: how’s the market behaving, analyse the consumer
Your answer should behaviour, the best distribution channels, market trends or the perception
be 75 words long of the brand.

For internal audits we can analyse: sales, resources, staff performance,
reach and customer engagement, SEO position, social media presence,
and QPR's
Scope of the audit a) The scope of the internal marketing audit is going to be confined
within a 6-month period and is going to review anything from
From the case study
consumer profile, buyer behaviour, marketing objectives to all
of the organization:
social media content and interactions as well as website traffic.
a) What is the scope The external marketing audit is also taking place within the same
of an internal and 6-month period and is going to focus on environmental factors
external marketing such as politics, economics, social and technological factors.
audit?
Your answer should

b) The investigation is going to be focused mainly on social media
be 75 words long
marketing performance, as it is the main communication and
b) Is there a specific marketing channel used. At the moment, The Street Uni Clothing
area that is being company does not use indicators from data analytics tools on
investigated, such Facebook and Google, so the information gathered can be limited.
as the marketing
systems, the social
media marketing c) Being a social enterprise that operates for youth in a vulnerable
performance, or situation and in a challenging environment, the main competition
will it be broad comes from other not for profit organisations that are looking to
including other raise funds from donors. Some of them are Headspace, The
forms of traditional Salvation Army, Mission Australia, Fred Hollows Foundation and
marketing as well? World Vision.
Your answer should

be 75 words long
d) The market is segmented in 3 major consumer profiles, each with
each own needs and wants. However, they all share the same
motivation: Being socially conscious and giving back to the
c) Conduct a
community.
competitor analysis
for Street Uni They come from a broad demographic range, but need to be
Clothing somewhat tech-savvy and use social media. Technology plays a big
role in allowing them to connect with their potential customers as
Summarise your
well as the means to set up an e-commerce platform to carry out

findings their business.
Your answer should

be between 75 – 100
e) There is practically no marketing team or department at The Street
words long
Uni Clothing social enterprise. A couple of youth workers share the
d) Identify and marketing roles whenever necessary. Counselors and coordinators
explain other are sometimes also involved in marketing duties, but all of them
external factors have other jobs to do. Even though they were chosen due to their
such as familiarity and creativity around social media, their lack of
technological expertise is rather evident.
factors and market
characteristics, in
qualitative or f) Looking at the marketing budget and how it is going to be spent,
quantitative terms. as well as the projected sales forecast, we can see that they are
actually expecting to spend more money than they will get back
Summarise your
($2250 loss), rendering a very poor ROI. This proves that there is
findings
a lot of improvement to be made from the marketing department
Your answer should as well as to make better use of the marketing budget.
be 75 words long
e) Conduct an
internal analysis of
the marketing
team /
department.
Summarise your
findings
Your answer should

be 75 words long
f) Identify the
relative
productivity of the
marketing
department / team
in terms of
profitability and
cost effectiveness
for the

organization.
Summarise your
findings
Your answer should

be between 50 - 75
words long
Objectives of the
audits
What do you want to

achieve with internal
and external
marketing audit?
Be specific here to
keep the scope of the
audits intact.
Your answer should

be between 50 - 75
words long
Timeframe 6 months
What is the planned

timeframe for the
entire audit process?
Relevance and A marketing audit is the structured review of a business or an

priorities organization’s current marketing and promotional activities. It looks at the
way marketing is planned, implemented, and managed. It assists a
In terms of the main
business or organization to first identify and then study what has worked
characteristics of this
and what has not to determine what should be continued and what else
marketing audits -
could be done
how will you identify
the main points of
relevance and
prioritise the audit

tasks?
Your answer should

be between 50 - 75
words long
Resources 1. 6-month timeframe operating budget from January to June 2017.

The total budget allocation is $25,000 for this period.
Allocate resources
required for the audits
● Financial 2. Team member

Resources
Marketing Role
(budget)
Sam A:
● Human
Resources Youth worker
● Physical Social media content producer
resources
Aya C:
Clinical & Training Support Coordinator
Social media placement/upload
Bobby K:
Adolescent & Family Counsellor
Social media placement/upload
3.
Main elements of
the marketing
External - technological factors
audits
External - Market characteristics
You will need to
conduct internal and External - Competitive
external marketing
Internal - Sales / Profist
audits for Street Uni
Clothing Internal - Marketing strategy
● an internal

audit (looking
at the internal
workings of
the business
when
implementing
the marketing
strategy and
plan)
● an external
audit (focusing
on the
external
environment
and its effects
on the
marketing
activities of
the business)
● What is
specific focus
and criteria for
the audits?
This relates to
the scope of
the audits but
in more detail.
Audits Methodology The research methodologies used in the audit will be based on primary
data such as statistical methods, surveys, questionnaires, interviews and
● Explain
focus groups.
research
methodologies
and data
The audits will be carried out by zoom so that as a team we can share
collection
knowledge, understand our points of view, establish objectives, analyze
techniques
internal controls, establish specific plans and establish guidelines to follow
that you will
throughout the audit.

use in your
audit
Due to the fact that the audit will be carried out by zoom, the
● Explain how investigation will predominate online. The interactions will be in real time
will your team through the zoom platform, that is, they will be with human interaction;
conduct the However, in the same way we will work with the technological tools that
audits are within our reach such as laptops, documents, web pages and pre
designed digital tools.
● Will it be via
online
research
Research can be both qualitative and quantitative, however, due to the
predominantly
circumstances, it will have to be quantitative.
?
The quantitative methods that will be used will be surveys or
● Will it be
questionnaires for data collection, these methods use online survey
qualitative or
software. These collection methods and techniques are for primary data,
quantitative
and are generally used for long-term forecasting. The advantage of using
research?
these methods is that they are highly reliable, and the element of
● Will you use subjectivity is minimal.
secondary
sources of
information Secondary sources of information, both internal and external, will be used.
e.g.: other Examples of internal information would be: Mission and Vision Statements,
sites. Financial Statements, Reports, Executive Summaries. Example of external
information would be:
● Will you collect
information Government reports and web pages.
using primary
sources such
as one on one Similarly, information will be collected using primary sources such as
interviews, individual interviews and focus groups.
focus groups?
Interviews are one method, where questions are asked face-to-face or
Your answer over the phone to respondents. Unlike the other methods of data
should be between collection, this is adequate if it is only carried out on the people who turn
100-150 words long out to be the most involved and informed.
Focus groups are another data collection method and technique where a
small group of people meet to discuss a topic or problem with a
moderator who regulates the discussion. Each participant contributes her
point of view on the topic in question. The ultimate purpose of the

discussion is for the group to reach a definitive consensus.
Schedule of Macarena
activities
● Prepare an
action plan
including list of
activities,
person
responsible,
time frames
and resource
requirement.
The schedule can be

created using table/
spreadsheets/Gantt
chart/ any other
project management
tool.
Attach your action
plan separately at the
end of the document.
Communications In the business world, stakeholders are those individuals or groups that
have an interest and impact on an organization and the results of its
Identify the different
actions. In this case, we will identify the different stakeholders for audits
stakeholders for the
and their respective communication requirements,the most common
audits and their
stakeholders in an audit are the following:
respective
communication CFO, CEO, Audit Engagement Partner, Lenders, Related party entities
requirements.
It is important during the different stages of the audits to use
What methods (e.g., assertive communication with the stakeholders so that the audits
meetings, can achieve its function, using communication methods such as
presentations, reports,

updates or project
trackers) you will use meetings, reports or even through teleconferences, since these
for communication methods promote interactive communication, which will be
during different stages effective in its work and guarantees the continuous improvement
of the audits of the system.
Your answer should In addition, these practical methods of investigation and testing that the
be between 50 - 75 auditor uses to obtain the information and verification necessary to be
words long able to issue his professional opinion.
NOTE:
Communications may
differ depending on
the people involved,
the power/interest
and their availability.
Reporting, findings
and After the execution of an audit is concluded, the audit team meets to
recommendations review the problem areas, and to determine the recommendations to
correct quality problems, that information will compose the audit results
What will be the focus report that can include the creative content, the at the time of the social
of the team’s media posts, these recommendations in the audit reports highlight actions
recommendations post that are expected to improve the performance of the entity when
audits? implemented, as it is important to obtain the full benefit of an audit.
The method that our audit team will use to report the findings is quite
Recommendations simple and effective, consists of including the title of the report, date of
may include the the report, details of the recipient, purpose of the report, scope, resources
creative content, used, opinion paragraph, the signature, as this will help the engagement
timing of posts, type team to plan and perform the audit and those responsible for supervision
of posts on social to direct and supervise the work and to delegate responsibilities.
media. It can also
cover other non- Some specific organizational or auditing requirements that must be
traditional marketing complied with are:
as well as website
interface/usability, Legal nature, Operating criteria, Management style, Administrative
content, design, call process, Masters degree in accounting or business administration.
to action etc.
In addition to auditors must demonstrate professional behavior during the
performance of audit activities to ensure that the company follows sound

What format will your
audit team use to procedures and has a good understanding of the company and the
report the findings? industry.
What specific
organisational or audit
requirements that
need to be adhered
to?
Your answer should

be between 100-150
words long
Task 2.2 Conduct and report on an internal and external marketing audit
For this task you will follow the audit plan developed in assessment task 2.1.
Scenario
You are working for a marketing consultancy employed to conduct a marketing audit around the
social enterprise: Street Uni Clothing case study (Appendix 1).
Use the templates provided below and follow the instructions.
Instructions:
1. Work with your team to review the plan you developed for Task 2.1.
2. Read the Street Uni Clothing case study (Appendix 1) and Appendix 2 – Legislation, regulation,
standards, and codes of practice.
3. Plan to meet with your team to conduct the internal and external marketing audit based on the
audit plan. The meeting will be a role-play in which you will go through the elements of
external and internal audits with your team members who will play the part of client.
4. For the external audit, you will ask relevant questions and discuss technological factors, market
characteristics and competitive factors relating to or affecting the business.

5. For the internal audit you will ask relevant questions and discuss marketing productivity in
terms of profitability and cost effectiveness.
6. In preparation for this meeting, you will need to prepare a Meeting Agenda (Template 2).
Assign relevant roles to ensure that the meeting is productive and kept on track.
7. Conduct your meeting during week 4 class. Your teacher will observe your meeting during the
class and will be looking to see that you use appropriate communication tools and strategies,
both verbal and non-verbal. This includes:
- Active listening to confirm understanding
- Body language
- Tone of voice
- Speaking clearly and concisely
- Language
- Asking appropriate questions
- Responding appropriately to questions
8. During your meeting ensure minutes are recorded using the Template 3- Meeting minutes.
9. Once you have completed the audit, prepare a report on your audit findings using Template 4
– Marketing audit findings report (below).
10. Please ensure that your marketing audit report:
o is prepared in accordance with Street Uni Clothing organizational requirements
o meets reporting requirements of marketing audit
o meets requirements of the marketing plan
11. Your report must be no more than 6 pages.
12. Send an email to the client attaching the audit report, seeking their feedback on the results.
Use Template 5. The email text should be in grammatically correct English, written in an
appropriate (polite, business-like) style.
13. Submit to GOALS:
● Meeting agenda
● Meeting minutes
● Observation checklist 2.2
● Email to client
Template 2 -Meeting agenda
Agenda
Date Time Duration Place
5 August 2022 12:45 pm 20 Min Zoom Call

Meeting Purpose
Conduct internal and external marketing audit
Roles
Chairperson: Macarena
Minute taker: Sebastian
Timekeeper: Frederic
Topic/Item Time Topic Leader Objective

Allocated
(Choose one)
(Minutes)
1. Introduction 2 min Macarena
2. External - 3 min Macarena

technological
factors
3. External - Market 3 min Juan Identify opportunities and

characteristics threats according with our
scope and aims in the market
place.
4. External - 3 min Sebastian

Competitive
5. Internal - Sales / 3 min Frederic Analyse sales forecast and

Budget budget allocation
6. Internal - 3 min Erika Analyse how through

Marketing strategy communication you can
increase the commitment and
motivation of employees.
7. Conclusion 3 min Sebastian

Template 3 -Meeting minutes
Minutes
Date Time Duration Place
5 August 2022 12:45 pm 20 Min Zoom Call
Meeting Purpose:
Conduct internal and external marketing audit
Google drive link:
Attendees: Macarena, Sebastian, Juan, Frederic, Erika
Action item Assigned to Due date Notes
1.
2.
3. External - Market Juan Henao IN PROGRESS

characteristics
The Street University

Clothing is a social
enterprise operating in a
challenging environment
for youth at risk from a
variety of factors
including substance
abuse, family issues and
education and
employment
opportunities. Other

‘profit for purpose’
organisations include The
Salvation Army, Mission
Australia, Headspace,
PCYC.
The programs are both

traditional learning
opportunities
(employment workshop),
and creative/performance
workshops that are aimed
at building both creative
skills and self-esteem for
the participants.
Evaluation
Evaluation of the marketing

strategy and tactics will be via
a marketing audit that will be
undertaken at a 6-month
period to gauge the
effectiveness. This will be a
formal process using an audit
plan, which is yet to be
developed.
Controls
Control involves
measurement, evaluation, and
monitoring. Resources for
marketing at the Street Uni
are scarce and costly so it is
important to control
marketing and make
adjustments were necessary
include developing and
uploading content.

https://
www.socialtraders.com.au
/news/what-is-a-social-
enterprise
4.
5. Cross-reference increase Frederic 11/08/22 Since corporate sales are

in sales with marketing much higher than
campaign and events individual customers, I
will focus mainly on the
effectiveness of marketing
material aimed towards
them.
6. Internal - Marketing Erika To execute the internal

strategy marketing strategy, we
will start with good
planning with the help of
my team to achieve a
close commitment of
people through good
communication between
the company and the
employees.
In order to carry out our

objective, the opinions of
our employees are mainly
necessary. For this reason,
surveys will be designed
in which everyone
participates and the
different points of view
will be examined.
Afterwards, meetings will
be held in person, since

they generate motivation
and thus be able to have a
good approach in the
approach of the strategy
based on the surveys. We
will also use eLearning so
that our employees can
consume educational
content on computers,
tablets or from their
smartphones. Within this
content we find video
tutorials, training
materials.
and finally we will use

social networks or emails
in which relevant
information will be sent
and encourage people, to
create a community and
forge connections
between departments and
functions.
7.
8.
Template 4 -Marketing audit findings report
Street Uni Clothing marketing audit findings report
1. Introduction

2. Scope of the audit
3. Timeframe
4. ROI% (Revenue — Investment / Investment x 100)
Example: Let’s say that you’ve invested $5,000 in marketing spend and you’ve generated $10,000
in revenue. Your formula would look like this:
($10,000 — $5,000 / $5,000) x 100 = 100%
5. Relevance and priorities
6. Resources

7. Audit type
8. Audit methodology
9. Schedule of activities
10. Communications
11. Reporting, findings and recommendations
External audit
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
Internal audit
Identify marketing productivity in terms of profitability and cost effectiveness, and record results in

accordance with organisational and audit requirements
Template 5 -Email template
Email to client
To:
Cc:
Bcc:
Subject:
Date email is sent:
Attachments:

Appendix 1 – Case study
Overview
‘The Street University is a youth development project created by the Ted Noffs Foundation which
provides various community based services and interactive spaces for people aged 12 – 25. Our aim is
to help them realise their dreams, harness their potential and to create positive outcomes for their
lives and their community.
The Street University’s trained directors, mentors and facilitators use a multifaceted range of youth
work, counselling and community development techniques in order to combine progressive
approaches to social work with grassroots community participation. We experiment with the artistic

and social potential made possible by a uniquely Australian multi-ethnic, inter-faith, socially diverse
culture.
Operating in this multicultural environment, the Street University opens up dynamic and democratic
spaces for marginalised and displaced cultures. Programs specialise in channelling young people away
from personally destructive and anti-social behaviours to improved self-esteem, inter-communal co-
operation and social engagement. Our services involve parents, schools, local councils and businesses,
the state government and community and religious groups and leaders.
The Street University uses the commonality of cultural settings that are familiar and attractive to
young people to guide, support and transform their interests into vocational and educational success.’
Source: https://noffs.org.au/street-uni/about-us/about-street-uni/
History
The Street University grew out of The Ted Noffs Foundation based on the
pioneering work of the Reverend Ted Noffs and The Wayside Chapel in
Kings Cross, Sydney, Australia.
‘During the youth revolt of the 1960s, Noffs was attracted to what he saw
as the life-affirming side of the movement. Although aware of the problem
of drug-abuse and the alienation of youth, he believed that they were "...a
part of the paraphernalia behind the revolution, the symbolism behind the
revolt."
Noffs sought fairness and equality for all. With a focus on the practical, he raised funding from both
government and business to set up facilities for the disadvantaged; in many cases these projects were
the first of their kind in Australia.’

Source: https://en.wikipedia.org/wiki/Ted_Noffs
Noffs Foundation History

Founded in 1964, the Foundation for Aboriginal
Affairs sought to assist Aboriginal people
migrating to Sydney to find jobs and housing.
Formed in association with Charles
Perkins, Ken Brindle, Ted Noffs and Bill
Geddes,
Source:
https://dictionaryofsydney.org/entry/foundation_for_aboriginal_affairs
Originally named The Wayside Foundation, Noffs Foundation was founded in 1970 by the Reverend
Ted Noffs and his wife Margaret Noffs.
During their remarkable careers of pioneering initiatives for young people, the Noffs established
Sydney’s first crisis centre in 1968, set up the first Drug Referral Centre in Sydney in 1967, co-founded
the Aboriginal Affairs Foundation in 1962 and co-founded Lifeline in 1963. Ted’s son, Wesley and his
wife Amanda Noffs took over the foundation after Ted suffered a stroke.
They renamed the organisation, The Ted Noffs Foundation. Wesley and Amanda worked alongside
academics to create the country’s first drug and alcohol rehabilitation centre for adolescents known as
PALM. The community and government immediately supported the idea and the work of Noffs
Foundation spread across Australia.

Fast Forward
The Noffs Foundation’s current CEO, Matt Noffs, the grandson of Ted Noffs, and his partner Naomi
Noffs have not only kept the family legacy alive, but have built on the original dream to offer an
innovative range of services that cover vital treatment services for at-risk young people, growing into
new areas - Moree, Blue Mountains, West Moreton and Western Sydney. ‘Our exciting new outreach
will be engaging hundreds of young people across New South Wales and Queensland.’
Source: Noffs Annual Report 2017.

Street University Services
The Street University offers young people a variety of services and programs specifically designed to
guide, support and transform their interests into vocational and educational success delivered amidst
familiar cultural settings. The programs are both traditional learning opportunities (employment
workshop), and creative/performance workshops that are aimed at building both creative skills and
self-esteem for the participants. These include:
● Employment workshop
● Artist development & recording
● Breaking workshop
● Beat making & sound engineering

● Street garden
● Street cooking
● Street art workshops
The Street Uni Clothing social

enterprise.
Social Enterprise Definition

Social enterprises are businesses that trade to intentionally tackle social problems, improve communities,
provide people access to employment and training, or help the environment.
Source: http://www.socialtraders.com.au/about-social-enterprise/what-is-a-social-enterprise/social-
enterprise-definition/
Street Uni Clothing is an entrepreneur program that aims to equip young people with the skills and
practical experience required to start their own small business ventures. They specialize custom tee
printing using a vinyl transfer process. Materials are precision cut and heat pressed on 100% cotton T-
shirts-sourced from local and international suppliers.
The values of Street Uni Clothing align very closely to the vision of The Street University: "The Street
University is an urban learning facility. Street University serves to empower young people to
find their own solutions through holistic and multifaceted approach to education, creative
expression and career pathways."
Source: https://www.facebook.com/pg/StreetUniClothing/about/?ref=page_internal

Street Uni social marketing
Social media is an important component of the Street Uni’s marketing and fund-raising. There
are a number of locations for Street Uni’s and each one has a dedicated Facebook page. Sites
include:
The Street University Liverpool, The Street University Mt Druitt, The Street University Canberra,
The Street University Queensland
The Street Uni’s also uses Instagram to offer videos of performances from participants from
various programs.
file://localhost/Visit/ https/:www.instagram.com:explore:locations:289570329:the-street-
university-liverpool:

Marketing Street Uni Clothing
The street uni clothing’s marketing strategy uses both traditional media but emphasises social media to
both promote the brand and sell products.
The Facebook page features all traditional sections of a business page including general
information, an online store, featured pics, videos and reviews as well as a section for upcoming
events and a community link. There is also a location map as well as contact details.
The Instagram page features a number of posts including hashtags.

The Instagram page features videos mainly around performance and a
number of interviews from participants, educators and Noffs Foundation
identities.
Visit: https://www.youtube.com/user/StreetUniMountDruitt/videos
Other marketing
The Street Uni also runs a website to both promote the brand and sell products.
Visit: https://street-university.com/home-page/
Data & Analytics

The Street Uni Clothing company has access to data and analytics from Facebook and Google but at this
stage, does not focus on these indicators or lacks the expertise – it doesn’t retain a partnership with an
analytics provider.

The Street Uni Marketing Plan (Excerpt)
Executive summary
The Street University Clothing offers young people a variety of services and programs specifically
designed to guide, support and transform their interests into vocational and educational success
delivered amidst familiar cultural settings.
Current Marketing Situation
Industry analysis + Competition
The Street University Clothing is a social enterprise operating in a challenging environment for youth
at risk from a variety of factors including substance abuse, family issues and education and
employment opportunities. Other ‘profit for purpose’ organisations include The Salvation Army,
Mission Australia, Headspace, PCYC.
The programs are both traditional learning opportunities (employment workshop), and
creative/performance workshops that are aimed at building both creative skills and self-esteem for the
participants.
Competition comes from other not for profit organisations vying to raise funds from donors – these
include The Salvation Army, Mission Australia, Headspace, World Vision, Fred Hollows Foundation.
NOTE: not all these organisations operate social enterprises.
Consumer profile (Individuals + businesses + organisations)
The Street University Clothing consumer profile includes 3 major segments that each have unique
needs and wants as well as other factors such as lifestyle. These are:
Individuals (Changing the world)
Individuals who purchase Street University Clothing would profile as socially conscious, healthy and
active and creative/innovative in their tastes in clothing. They would possibly be inter-generational
(from Baby Boomers to Gen Z) and be employed in the creative industries or at least have an interest
in art and ‘new’ music. They may see themselves as world changers. They would have some
disposable income and be familiar with social media. They may or may not have religious (or faith)
beliefs as Ted Noffs is non denominational.

Businesses (Getting what they need and helping people)
Businesses who purchase Street University Clothing would also profile as socially conscious, and
creative/innovative who may need to develop a promotional line of clothing for sale or for specific
marketing purposes such as events or social media. They would also possibly be inter-generational
(from Baby Boomers to Gen Z) and be running businesses with 50 or less employees. They want to
give back to society and would choose a social enterprise to do that.
Buyer Behaviour
Both individuals and businesses who purchase Street University Clothing would be active on social
media, have a social conscious and would be comfortable using technology to browse, source and
purchase clothing online.
Marketing objectives
The marketing objectives for Street Uni Clothing are quite broad with one SMART objective around
projected sales, and are as follows:
o To build the brand

o To achieve sales of circa $A200, 000.00 by end of 2018
o To attract donors
Environmental analysis
Political
Social programs are increasingly being out-sourced by governments who offer funding to
organisations to deliver support and assistance to at risk individuals. Funding for social enterprises are
a way for government to assist these profit for purpose organisations to ‘grow’ their own resources
instead of relying on taxpayer funding.
Economic
The Australian economy is currently in a strong position taking its lead from the record highs from the
US. However, this may not last in an ‘unstable’ global environment where problems are coming out of
the middle east, North Korea, Europe and the UK (Brexit), as well as the US itself. There are wars
raging in some parts of the globe.
Social
Socially, potential buyers of street university clothing would be digitally savvy and be frequent users of

social media. They would be socially conscious and care about a range of issues including social
support programs, and the environment and would be active on forums and use reviews to choose
suppliers. They would also be ‘individualists’ in their image choices for clothing.
Technological
Technologically the world is undergoing a revolution in digital technology and the Internet of Things.
This has had an impact on how social enterprises market and sell their products and services.
The Street Uni Marketing Team roles

Social Marketing Implementation
As the Street Uni has scarce resources, marketing implementation in regards to both creating and
uploading content is done quite haphazardly. A social marketing calendar is yet to be developed.
As previously mentioned, there is no dedicated marketing team for The Street Uni Clothing social
enterprise. Marketing team roles are shared by a number of Youth Workers, counselors and
coordinators involved in the enterprise who also have other jobs to do. They were chosen because of

their familiarity and creativity around social media.
There is also no planned ‘content calendar’ and content is developed and uploaded as required.
Team meetings to discuss the marketing are held via Skype as marketing teamers are spread across
the organisations sites and not necessarily situated at the Street Uni Clothing centre in Liverpool,
NSW. There is no formal structure or set dates for these meetings as this is yet to be fully
developed.
Team member Marketing Role Timeframe
Sam A: Social media content producer As required
Youth worker
Aya C: Social media placement/upload As required
Clinical & Training Support

Coordinator
Bobby K: Social media placement/upload As required

Adolescent & Family Counsellor
Evaluation
Evaluation of the marketing strategy and tactics will be via a marketing audit that will be undertaken
at a 6-month period to gauge the effectiveness. This will be a formal process using an audit plan,
which is yet to be developed.
Controls
Control involves measurement, evaluation, and monitoring. Resources for marketing at the Street Uni
are scarce and costly so it is important to control marketing and make adjustments were necessary
include developing and uploading content.
Marketing Budget (excerpt)
The marketing budget for Street Uni Clothing is a case study scenario excerpt only* and focuses on
digital marketing and traditional events (one planed for June) around a 6-month timeframe operating
budget from January to June 2017. The total budget allocation is $25,000 for this period.
*It is important to note that this is a not for profit organisation with scarce resources. This budget

doesn’t take into account wages for internal marketing personnel who manage the marketing while
working in other areas of the organisation. There is no formal marketing department.
Item (Action programs) Totals
Website
Web Development
January February March April May June
$2,000 $2,000 $4,000
Photographers and video producers
$3,000 $2,000 $5,000
Social media marketing
Content Development
Writers, Photographers and Video producers
$4,000 $2,000 $6,000
Other promotions
Events
January February March April May June
$4,000 $4,000
Total $19,000
marketing
expenditure
Sales Budget 6 months actual (case study scenario excerpt)
Actual sales for the same period in the previous year.
Average unit sale price

Individual custom designed T-shirts = average unit price $25.00
Corporate custom designed T-shirts = average unit price $25.00 (minimum order 10 units.)
January February March April May June Total Revenue

units
Individual 60 60 60 70 80 80 410 $10,250

custom
designed
T-shirts
Corporate 300 400 400 400 500 500 2500 $62,500

custom
designed
T-shirts
Total $70,250
Sales Forecast 6 months projected (case study scenario excerpt)
A projected sales forecast was developed based on sales for the same period in the previous year.
Average unit sale price
Individual custom designed T-shirts = average unit price $25.00
Corporate custom designed T-shirts = average unit price $25.00 (minimum order 10 units.)
January February March April May June Total Revenue

units
Individual 120 120 120 120 120 120 720 $18,000

custom
designed
T-shirts
Corporate 500 500 500 500 500 500 3000 $75,000

custom
designed

T-shirts
Total $93,000
*Disclaimer: This case study is scenario based and although it contains actual information on the
organisation, components such as the marketing plan excerpt; details of the marketing team and the
budgets have been created specifically for training and assessment purposes. Actual documents, plans,
budgets and other operational details can’t be accessed as they are ‘commercial in confidence.”
The Street Uni Recordkeeping Policy and Procedures
Records should be stored securely, being careful to protect privacy, business and personal
confidentiality, and maintaining records as required by applicable laws.
● Create a personal subfolder within the server (using your name as the subfolder name) to hold
your day-to-day working files.
○ Do not store company data on your computer unless absolutely necessary. Company data
should be stored in the appropriate server drive. Unlike the servers which are backed up

automatically, data on your own computer is not backed up and your work may be lost if
you experience a system crash.
○ If you use a laptop and require access to files offsite, you will be set up with offline files
allowing remote access to server files away from the office.
● ‘Move’ completed files to the appropriate folder in your department.
● Filenames:
○ Speak to your Manager regarding the filenaming conventions used in your Department
○ For ease of operator identification, add your initials to the end of each filename. For
example, JulyConf-mq.doc (document about July Conference, keyed in by XYZ)
● Back-ups:
○ Back-up copies of all electronic files on the server are made twice weekly.
○ If you spend an extended time away from the office network using a laptop, it is your
responsibility to ensure local copies of company files are backed up.

Appendix 2 – Legislation, regulation, standards and codes of
practice
1. Legislation and regulation
Legislation that may apply to the development of marketing activity plans may include:
● Privacy laws (Privacy Act 1988)
o How personal information is collected
o How it is used, kept securely and disclosed
o How accurate it is
o General right to access such information
● Anti-discrimination legislation
o Customers cannot be discriminated based on several characteristics such
age, gender, race, impairment, family status, religion, political belief
o Customers and employers must be treated equally
● WHS legislation
o It aims to ensure the health and safety of workers (including customers),
therefore it requires employees to identify, assess and eliminate hazards that
can be harmful for employees and customers
● Australian consumer law (Competition and Consumer Act 2010)
o It forbids marketing practices or activities that could harm companies,
employees, customers or government agencies including:
▪ Using misleading statements
▪ Attempting to restrict competition (unfair competition)
▪ Violating laws and regulations
▪ Engaging in activity that could damage the company’s reputation

2. Standards and codes of practice
Marketing plans may directly reference standards, best practice models and codes of practice.
These may be mandatory or voluntary.
Standards
Organisations must comply with mandatory standards under the Competition and Consumer
Act 2010; these standards include various safety and information standards for specific
products and services.
There are also voluntary standards that organisations adhere to in order to inspire consumer
confidence in the quality of goods and services provided. (ISO standards)
Codes of practice
Codes of practice are often written to help businesses minimise their risk of breaching
legislation that is relevant to their industry or business practices.
Mandatory industry codes of practice provide practical guidance and advice on how to achieve
the standard required by legislation.
A code of practice is not the law, but it should be followed unless there is an alternative
course of action that achieves the same or better standards, so they are enforceable under
the Act or Regulation.
Links to legislation and regulation include:
● Privacy Act : https://www.oaic.gov.au/privacy/the-privacy-act/

● Anti-Discrimination Acts :
https://www.humanrights.gov.au/sites/default/files/GPGB_quick_guide_to_discriminati
on_laws_0.pdf
● WHS: https://www.safeworkaustralia.gov.au/
● Contract Law : https://www.acc.com/resource-library/australian-contract-law
● Advertising : (https://www.accc.gov.au/accc-book/printer-friendly/29527

● Australian Consumer Law and Marketing Communication:
(http://www.marketingminds.com.au/regulation.html )
● Warranties and Guaranties : http://www.marketingminds.com.au/regulation.html
● Anti-competitive behaviour: https://www.accc.gov.au/business/anti-competitive-
behaviour
● Advertising codes and regulations:
https://www.communicationscouncil.org.au/public/content/ViewCategory.aspx?id=306
● Intellectual Property : https://www.ipaustralia.gov.au/about-us/legislation/ip-legislation
● Food safety standards:
https://www.foodstandards.gov.au/industry/safetystandards/Pages/default.aspx
Reading
Read the section on Legal obligations when marketing:
https://www.business.gov.au/Marketing/Marketing-and-advertising/Business-marketing
References:
https://neoattack.com/blog/marketing-interno-todo-lo-que-necesitas-saber/
https://retos-operaciones-logistica.eae.es/marketing-interno-objetivos-y-casos-de-exito/


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Assessment

Conduct marketing audits

BSBMKG545 - Conduct marketing audits V3 2021 Page 1

BSBMKG545 - Conduct marketing audits V3 2021 Page 2

For Trainer and Assessor to complete:

◻ Student requested reasonable adjustment for the assessment

Completed successfully Comments Y N D

The student has satisfactorily completed ☐ ☐ ☐

● Task 2.1 Prepare for an internal

● Completed Marketing audits plan

● Task 2.2 Conduct and report on an

● Observation checklist 2.2.

● Marketing audit findings report

Demonstrated ability to: ☐ ☐ ☐

● conduct, document and report on an

BSBMKG545 - Conduct marketing audits V3 2021 Page 3

organisation’s marketing activities, in

This is evidenced by:

● Completed Marketing audits plan

● Marketing audit findings report

Demonstrated ability to: ☐ ☐ ☐

● Conduct an internal and external audit

● Participates in verbal exchanges using

- Active listening to confirm

BSBMKG545 - Conduct marketing audits V3 2021 Page 4

- Speaking clearly and concisely

- Asking appropriate questions

- Responding appropriately to questions

This is evidenced by:

• Observation of the student

When collaborating with the group, the ☐ ☐ ☐

Task Outcome: Satisfactory ☐ Not Yet Satisfactory ☐

BSBMKG545 - Conduct marketing audits V3 2021 Page 5

BSBMKG545 - Conduct marketing audits V3 2021 Page 6

BSBMKG545 - Conduct marketing audits V3 2021 Page 7

Task summary and instructions

The assessments are based on the case study of a social enterprise-

This task comprises of the following assessment methods:

It has been designed to evaluate your ability to/competency in:

● conduct, document and report on an internal and external audit of

Your assessor will be looking for demonstrated evidence of your

You are required to address the following:

BSBMKG545 - Conduct marketing audits V3 2021 Page 8

● Task 2.1 Prepare for an internal and external marketing

o Work with a marketing team to develop a marketing audit

● Task 2.2 Conduct and report on an internal and external

o Conduct a meeting with the marketing team

o Conduct the marketing audit

o Prepare a report on the findings from the marketing audit

Although the assessment requires group collaboration to simulate a

What do I need to do ● submit the completed assessment tasks, according to instructions,

● use your own words and reference sources appropriately,

● meet the word count where required,

● use the scenario provided,

● use the templates provided where required,

● for your performance to be deemed satisfactory in this

● if part of this task is not satisfactorily completed you will be asked

BSBMKG545 - Conduct marketing audits V3 2021 Page 9

Specifications You must deliver/participate in:

● Work with a marketing team to develop a marketing audit plan

● Participate in a meeting with the marketing team

● Work with your team to prepare a meeting agenda and meeting

● Conduct the marketing audit

● Prepare a report on the findings from the marketing audit