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.
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Course Entry Requirements:

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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;