Marketing Audit Research Paper

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Individual Marketing Audit – Based on any company you choose.

Students have told me they hate group work. I listened and now we have a shorter individual term project, a marketing audit instead of the more complex marketing plan. The marketing plan was so involved that it really required more than one person.

If you work now, feel free to use your own organization as the subject of the audit. If you are careful, you may be able to turn the audit to your advantage. In any case you should know more about the company than anyone else. If you don’t work currently, you may wish to choose a company you WANT to work for. The audit experience may be helpful in an interview.

After you choose a company, use this simple template to guide your work.

The purpose of this project is to master the conceptual process of bringing a product to market. You should choose an existing product or service (remember the product development material).

Start it early as it takes advance planning and research.

You must learn all you can about the company and the industry through published sources, the Wall Street Journal and other library, and internet resources (like Mintel). If you like, you may interview customers or actual employees. In addition, do some research on the key competitors in the industry. Apply key text concepts and information literacy sources.

ALL THE SOURCES USED MUST FOLLOW APA STYLE, AND ATTRIBUTION

OF ANYTHING “CLIPPED FROM THE WEB” MUST BE ACKNOWLEDGED AND PROPERLY ATTRIBUTED. THE DEPARTMENT USES TurnItIn TO CHECK FOR UNCITED MATERIAL.

Please use the Marketing Audit file to organize your project. You can treat it like a recipe (guys who don’t cook – it means just follow the directions and answer each question.) Choose any company you want. The process of evaluating the marketing of an organization helps provide insight you may want to use in a job interview. If you pick a company you are interested in joining, the audit may help you present yourself effectively.

Let me answer the question I always get…how long? Please limit it to 4-9 pages.

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