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MARKETING AUDIT OUTLINE

External Audit

Identify the firm’s:

o Political environment factors (laws, government policies, city

ordinances to name a few);

o Economic environment factors (employment rates, interest

rates, GDP, inflation to name a few)

o Socio-cultural environment factors (culture, subculture, location-

wide norms to name a few)

o Ecological environment factors (“green” trends, carbon footprint

to name a few)

o Technological environment factors (new hardware and software

that the business can use and are available to name a few)

Marketing Strategies Audit

o Mission statement audit: Analyze the firm’s mission statement

with the components of mission statements (click the following

link for the components http://goo.gl/AYP3Bu);

o Marketing objectives audit: Analyze the firm’s current marketing

objectives (refer to the firm’s marketing plan) and identify

whether these have been realized, currently being realized, or

failed realize within the set objective timeframe;

o Positioning statement audit: Analyze if the positioning

statement is being understood by their target market. (This may

require marketing research);

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o Marketing strategies audit: Analyze the firm’s marketing mix/4

P’s strategies if these were effective or not from the date the

strategies were implemented until this audit was made.

Marketing Organization Audit

o Analyze the firm’s marketing structure if there are unproductive

employment positions. Meaning the firm can live effectively

without these positions. Also, review the firm’s personnel to

scout and find out who has the skill set required to do future

marketing tasks.

Marketing Systems Audit

o Marketing intelligence audit: Present and analyze the firm’s

gathered marketing intelligence so far;

o Marketing plan audit: Analyze the firm’s current marketing plan

and criticize it by answering questions like what information in

the current marketing plan is still relevant if we create a new

marketing plan tomorrow? Was the timeline and budgeting

followed, or were there time lapses and budget constrains?

Overall, did the marketing plan go as planned?

o Marketing controls audit: Analyze the firm’s marketing controls.

Did these controls effectively gauge the success or failure of a

marketing objective?

To view a more detailed guide on how to do marketing audits, please

click here.