Assignment 1
Description Marks out of Wtg (%) Due date
Marketing audit (modules 1–5) 40.00 40.00
Length: 2000 words maximum
You are required to write one Marketing Audit Report (2000 words maximum – excluding
references). You should try to have a good list of references showing where you have found your
information. It is important to cite all work and websites you have visited. Do not use textbook
references. Websites, Magazines and other such periodicals must be referenced. See the links to
journals. If in doubt, check with a USQ reference librarian.
Audit company and report
Your first assignment is to conduct a marketing audit on one of the firm case outlines offered.
These can be found on USQ study desk. Information that will assist you to analyse this firm can
be found on the internet, you can look to firms local to you that are like these firms and use them
as a benchmark and you can use library and media searches. These are Small Medium Enterprises
so will be easier to evaluate for you. You must conduct a marketing audit which includes an
environmental scan, PEST analysis, customer analysis, and competitor analysis and stakeholder
analysis.You must clearly analyse the internal and external factors of this firm and offer a SWOT
to support this. Further materials will be available to support these cases on the study desk. The
modules 1-5 will support these activities and the discussion activities we have completed will also
support these activities. Once you have completed all of the analytical sections, you must develop
a set of important issues that are the outcome of the SWOT, this is called a gap analysis or a TOWS
analysis.
Your assignment 1 will be completed at this point. An example of a TOWS is offered.
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