COURSE OVERVIEW:
Welcome to the course on Conducting Effective Marketing Audits. This course is designed to provide you with an understanding of marketing audits, equipping you with the skills to evaluate and improve marketing strategies effectively. Through detailed exploration of internal and external environments, marketing goals, target markets, and the marketing mix, you will learn to conduct thorough audits that drive strategic business decisions. Each section will be complemented with examples to illustrate the concepts and techniques discussed.
We begin with an introduction to marketing audits, where you will learn the definition and purpose of marketing audits. This section will cover the importance of marketing audits in business strategy and the different types of audits that can be conducted to assess various aspects of marketing performance.
Preparing for a marketing audit involves establishing clear objectives, identifying key stakeholders, and gathering the necessary resources and data. This section will guide you through the preparation process to ensure your audit is comprehensive and focused.
Internal environment analysis focuses on understanding the organisational structure and culture, evaluating the capabilities and resources of the marketing team, and reviewing current marketing strategies and objectives to identify areas for improvement.
External environment analysis involves examining market trends and dynamics, conducting competitor analysis, and understanding the regulatory and legal environment. This section will help you assess external factors that influence your marketing efforts.
SWOT analysis is a critical tool in marketing audits. You will learn to identify strengths and weaknesses, recognise opportunities and threats, and integrate SWOT analysis into your audit findings to inform strategic recommendations.
Reviewing marketing goals and objectives ensures alignment with overall business objectives. This section covers setting SMART goals, assessing goal achievement and progress, and making adjustments to enhance marketing effectiveness.
Target market analysis involves identifying target audiences, segmenting the market, and creating detailed customer profiles. You will learn to evaluate your market position and share to better understand your customer base.
Marketing mix evaluation starts with product analysis. This section covers product portfolio analysis, product lifecycle and positioning, and customer perception and feedback to assess the effectiveness of your product offerings.
Pricing strategies and models are critical components of the marketing mix. You will learn to conduct competitive pricing analysis, understand price elasticity, and evaluate customer sensitivity to pricing changes.
Place, or distribution, is another key element of the marketing mix. This section covers evaluating distribution channels and logistics, assessing channel partner performance, and analysing geographic market coverage to ensure efficient product delivery.
Promotion is essential for reaching your target audience. You will explore advertising and media strategies, sales promotion and public relations, and the impact of digital marketing and social media on your promotional efforts.
Customer relationship management (CRM) focuses on strategies for customer acquisition and retention, customer satisfaction and loyalty programs, and CRM systems and technology to enhance customer interactions and build long-term relationships.
Brand performance analysis involves assessing brand awareness and perception, brand equity and value, and the consistency of brand messaging. This section will help you understand the strength of your brand in the market.
Financial analysis of marketing activities is crucial for evaluating the return on marketing investment (ROMI). You will learn to review marketing budgets and expenditures, conduct cost-benefit analysis of marketing campaigns, and measure the financial impact of your marketing efforts.
Finally, you will learn to develop recommendations and action plans based on your audit findings. This section covers identifying key insights, developing strategic recommendations, and creating an implementation plan to drive marketing success.
By the end of this course, you will be equipped with the knowledge and skills to conduct thorough marketing audits, providing valuable insights and strategic recommendations to enhance your marketing efforts and achieve business success.
LEARNING OUTCOMES:
By the end of this course, you will be able to understand the following topics:
1. Introduction to Marketing Audits
- Definition and Purpose of Marketing Audits
- Importance of Marketing Audits in Business Strategy
- Types of Marketing Audits
2. Preparing for a Marketing Audit
- Establishing Audit Objectives
- Identifying Key Stakeholders
- Gathering Necessary Resources and Data
3. Internal Environment Analysis
- Organisational Structure and Culture
- Marketing Team Capabilities and Resources
- Current Marketing Strategies and Objectives
4. External Environment Analysis
- Market Trends and Dynamics
- Competitor Analysis
- Regulatory and Legal Environment
5. SWOT Analysis in Marketing Audits
- Identifying Strengths and Weaknesses
- Recognising Opportunities and Threats
- Integrating SWOT Analysis into Audit Findings
6. Marketing Goals and Objectives Review
- Setting SMART Goals
- Alignment with Business Objectives
- Assessing Goal Achievement and Progress
7. Target Market Analysis
- Identifying Target Audiences
- Market Segmentation and Customer Profiling
- Evaluating Market Position and Share
8. Marketing Mix Evaluation: Product
- Product Portfolio Analysis
- Product Lifecycle and Positioning
- Customer Perception and Feedback
9. Marketing Mix Evaluation: Price
- Pricing Strategies and Models
- Competitive Pricing Analysis
- Price Elasticity and Customer Sensitivity
10. Marketing Mix Evaluation: Place
- Distribution Channels and Logistics
- Channel Partner Performance
- Geographic Market Coverage
11. Marketing Mix Evaluation: Promotion
- Advertising and Media Strategy
- Sales Promotion and Public Relations
- Digital Marketing and Social Media Impact
12. Customer Relationship Management (CRM)
- Customer Acquisition and Retention Strategies
- Customer Satisfaction and Loyalty Programs
- CRM Systems and Technology
13. Brand Performance Analysis
- Brand Awareness and Perception
- Brand Equity and Value
- Consistency and Brand Messaging
14. Financial Analysis of Marketing Activities
- Marketing Budget and Expenditure Review
- Return on Marketing Investment (ROMI)
- Cost-Benefit Analysis of Marketing Campaigns
15. Recommendations and Action Plans
- Identifying Key Findings and Insights
- Developing Strategic Recommendations
- Creating an Implementation Plan
COURSE DURATION:
The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.
COURSE REQUIREMENTS:
You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.
COURSE DELIVERY:
Purchase and download course content.
ASSESSMENT:
A simple 10-question true or false quiz with Unlimited Submission Attempts.
CERTIFICATION:
Upon course completion, you will receive a customised digital “Certificate of Completion”.