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MKTG 330/Marketing Audit Assignment

Business Research Basics and Marking Assignment Support

Marketing Audit Project

This guide is organized by each section of the written assignment. On each page you will find:

  • Information Need -- what pieces of information do you need to find?
  • Types of Resources -- the kinds of resources in which you will likely find this information
  • Suggested Resources, Databases, etc. -- while these suggestions are not exhaustive, they will get you started

What You'll Need

  • Researching the company
    • Org structure
    • Position in industry
  • SWOT
  • Operating environment
    • Customer trends
    • Current economic trends
      • listings, indexes, mutual funds
    • Industry Trends
      • Company comparison
    • Tech Trends
  • Researching Marketing Strategy
    • Identifying target customers
    • Marketing mix
  • Distribution
    • Channel research
  • Researching product strategy
    • branding, product mix, product history
    • Pricing
  • Communication