Re: Basic approach to auditing a marketing unit

[Kastuv Ray]

Title: RE: New Programs and In the Queue

From experience in the past on auditing small marketing departments, look firstly at the organisation's corporate/strategic plan. Then obtain the marketing plan for the marketing department (check if some of the objectives cross reference to the strategic plan). Examine the marketing strategy. Look at the staffing in the marketing dept. Does the marketing dept have a budget - obtain and review it. Look at expenditure and monitoring and control of the budget and variances. Who authorises promotions and advertising? Who agrees the content of the literature to be produced? Is this reviewed to say it is ok? Is the literature appropriate, does it present a good image (think of reputation management). How is effectiveness of marketing measured , how is success measured? Look at managment information and reports - does the marketing dept produce an annual paper on the approach to marketing , successes and failures. If the marketing strategy previously adpoted was not successful, is the subsequent strategy revised in light of this? What evidence is there of management's decisions to change the strategy.   These are basic thoughts only on the subject.   regards Kastuv