Course Code: MPV 123 • Study year: I • Academic Year: 2022-2023
Domain: Marketing - Masters • Field of study: Marketing and sales promotion
Type of course: Compulsory
Language of instruction: Romanian
Erasmus Language of instruction: English
Name of lecturer: Iulian Bogdan Dobra
Seminar tutor: Iulian Bogdan Dobra
Form of education Full-time
Form of instruction: Class
Number of teaching hours per semester: 42
Number of teaching hours per week: 3
Semester: Summer
Form of receiving a credit for a course: Grade
Number of ECTS credits allocated 7

Course aims:

To provide a methodical approach to the identification, collection and evaluation marketing mix and strengths and weaknesses of a company.
To exploit the strong points of a company and avoid the difficulties where they cannot be corrected.

Course Entry Requirements:


Course contents:

Chapter 1. Definition, role and objectives of auditing; Chapter 2. The Topic Of Marketing Audit Chapter 3. Marketing Audit And Strategic Plan Chapter 4. Marketing Audit And Product Officer Chapter 5. Marketing Audit And Product Chapter 6. Marketing Audit and Price Policy Chapter 7. Marketing Audit and Communication Chapter 8. Marketing Audit and Distribution Chapter 9. Marketing Analysis Of Suppliers Chapter 10. Preparing the Marketing Audit

Teaching methods:

Lecturing, Demonstrating, Collaborating (i.e. Classroom discussion, Debriefing, Classroom Action Research), Recitation.

Learning outcomes:

On successful completion of this course, students should be able to: • Explain the nature, purpose, scope and the role of the marketing audit and its regulatory and ethical framework; • Outline marketing audit’s role as part of overall performance management and its relationship with the external audit; • Determine how the auditor obtains an understanding of the entity and its environment, assesses the risk of material misstatement and plans an audit of different marketing mix;

Learning outcomes verification and assessment criteria:

Verification during semester (i.e. written test) – 60%, Attested applied activities / lab / papers – 40%.

Recommended reading:

• Orlando Skelton, (2015), ”The Marketing Audit”, Lulu Press, Inc, Raleigh, North Carolina, USA, ISBN 9781312434523;
• Nicole Lorat, (2009), ”Market Audit and Analysis” GRIN Verlag, GRIN Publishing, Munich, Germany, ISBN 9783640438891;
• Malcolm McDonald, John Leppard, (1991), ”The Marketing Audit: Translating Marketing Theory Into Practice”, Butterworth-Heinemann/Elsevier, UK, ISBN 9780750617062;