Major 1: Marketing Audit
Based on your research and an interview with a Marketing Manager or executive, conduct a Marketing Audit for your company that reviews its brand, pricing and channels. You are responsible to structure this assignment in a way that communicates clearly. This worksheet and this questionnaire (Links to an external site.)Links to an external site. may get you started. Browse Interbrand (Links to an external site.)Links to an external site. to see the value of Top Brands and their change from the previous year. While the company you work for may not be on this list, work from Marshall Chapter 10 to (a) describe your firm's brands, (b) its selected pricing strategy (or strategies), and (c) the channels or intermediaries used to deliver its products or services to customers. Note: the objectives and strategies in Marshall's Exhibit 10.2 may help. Be prepared to discuss these strategies as part of your interview. Your Marketing Audit should be written as a 1,600 to 2,000 word business report to your company, with appropriate charts, tables and visuals. Please place your summary/transcript of your interview with your Marketing Manager as an appendix.