Procedure

You are required to:
1. Study chapter 4 of your text: “Marketing in Black & White” and use the internet to assist with your research. (Website links are listed throughout your text.)
2. Review the written questions provided
3. Provide written responses to the following items:
1. Identify and locate current information about legislation and codes of practice as they relate to marketing in general and marketing decision making in the industry context. What are the sources of information and advice about the legislative framework relating to marketing? What are the implications for the industry context?
2. How can legislation relating to marketing protect and assist the trader, consumer and competitive process?
3. List the benefits and essential components of the legal compliance program relating to marketing, and how they fit with the whole of organisation compliance program
4. Name and describe three of the six major elements of a marketing audit and what they entail.
5. What are the possible implications of non-compliance? How could these be used to recommend changes to practice?
6. List the range of methods to protect the organisation’s products and services being marketed against intellectual property breaches.
7. What are some strategies for protecting intellectual property rights and identifying infringement? Write a 300 word report on these strategies and systems that could be put into place to identify infringement for presenting to organisational stakeholders.
Procedure
You are required to:
1. Read the relevant case study in Appendix 1.
2. Research related links on the internet.
3. Review the relevant requirements for a marketing plan review and audit.
4. Complete the written audit.
Procedure
You are required to:
1. Re-read the relevant case study in Appendix 1.
2. Research related links on the internet.
3. Conduct an external audit by describing in both qualitative and quantitative terms the criteria to be used in the external marketing audit, including:
a. External macro-environment factors that meet audit requirements, including:
i. Economic factors
ii. Demographic factors
iii. Technological factors
iv. Political/legal factors

b. External micro-environmental factors that meet audit requirements, including:
i. Market characteristics
ii. Customer needs
iii. Competitor factors

5. Conduct an internal audit.
a. Identify the criteria to be used in the internal marketing audit, including: existing research data; internal sales data; supply chain management and logistics
b. Describe the organisation conducting the marketing in terms of functional efficiency and internal interface with the organisation.
c. Describe the marketing system in terms of marketing information, planning and control. Describe the marketing productivity in terms of profitability and cost effectiveness.
Procedure
You are required to
1. Re-read the relevant material in Chapter 2 of “marketing in Black & White”.
2. Research related links on the internet.
3. Design a training program to educate staff on compliance as it relates to marketing.
4. Include in your training program how the organisation can access and effectively use others’ intellectual property within legal guidelines for business advantage.
5. Ensure you address all performance criteria, essential skills and essential knowledge in the competency standards for this unit.
6. Present the training program to your study group and assessor.

APPENDIX 1 Case Study –Sublime marketing Sublime Marketing has engaged you to conduct a marketing audit on their client, The Green River Clothing Company. Before the audit is undertaken you must review the marketing plan to prepare for the audit, developing a marketing review plan. The audit is to cover macro and micro environmental factors, and the internal marketing operations including the marketing organisation, systems and productivity. The Green River Clothing Company will make available existing research data, internal sales data and details of their supply chain (In your textbook). Priority for the audit is to uncover the key factors that may have inhibited the client’s ability to achieve the objectives of the marketing plan. The audit is to make findings in relation to the marketing plan, culminating in a report that compares the marketing plan assumptions with actual findings. It is expected that the report will follow the outline of the marketing plan.

{Use the marketing plan for the Green River Clothing company on page 133- 150 in your text “Marketing in Black & White.” Further relevant information is shown on Pages 73, 77 & 87-89.}
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Skills • analytical skills to interpret how legislation around marketing could impact on the • business • initiative and enterprise skills to identify opportunities to use the legislative • framework for competitive advantage • learning skills to design training programs that are suitable for a range of people • with different learning styles • literacy skills to produce complex reports and recommendations around • compliance • research skills to: o locate legislation and codes of practice relating to marketing o participate in a compliance audit • technology skills to research the legislative framework o verbal communication skills to: o negotiate with legal adviser Knowledge • components of a compliance program and compliance audit • different methods to protect intellectual property • key provisions of legislation as it relates to marketing, including: o door-to-door sales legislation o legislation around intellectual property, including: ? Copyright Act ? Designs Act ? passing off ? Patents Act ? state or territory Business Names Acts ? Trade Marks Act o lotteries and gaming legislation o packaging and labelling legislation o sale of goods legislation o state or territory competition codes o state or territory Fair Trading Acts o Therapeutic Goods Act o trade measures legislation • key provisions of codes of practice relating to marketing, including: o Australian Association of National Advertisers Code of Ethics o Australian Direct Marketing Code of Practice o
Procedure Australian Communications and Media Authority (ACMA) Australian o eMarketing Code of Practice o Therapeutic Goods Advertising Code o individual organisation’s marketing codes of practice • sources of information and advice about marketing law

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