Sample Marketing Audit Checklist This checklist is provided as an outline only. For your Shared Activity, focus on only those questions that pertain to the marketing mix. Resources • How much money does the organisation have for marketing programmes? • How much money has already been invested in marketing? • What skills in marketing are present within the organisation? • If there is no marketing department, who 'does' the marketing? How is this organised? Is there a marketing or other culture within the firm? (Refer back to Unit 1 to see if your organisation was market-oriented.) • How good is your organisation at working with other organisations (especially if the marketing department is small)? Is the organisation skilled at working with other agencies? • Does the marketing department collaborate well with other departments? • What is the state of the current marketing plan? Is there one? Is the organisation good at implementing it, or are there elements that are not working or failing to be implemented? Why? • Does the organisation currently undertake market research? If not, how does it know about its customers? Current Marketing Tactics • Is the organisation planning to have new products soon? What is the current state of new product development? • What is the organisation's brand strength? Is it vulnerable to being attacked, or is it the leader? • Can the organisation defend this position? • What is the pricing strategy? • How does this compare to competitors? • How effective is the current distribution strategy? Are there channels the organisation is missing? • Are these possible to penetrate? • Should the organisation be thinking about new distribution channels and new countries? • How effective and efficient is distribution? • Is the organisation successful in its marketing communications? • What methods of communication is the organisation currently using? Public relations? Advertising? Direct sales? Digital, including social media?