Assume that your school has decided to undertake a complete marketing audit. Review the marketing audit instrument (Exhibit 16.10) and accompanying discussion.
a. List as many areas as you can across the entire institution that engage in marketing activities and thus should participate in the audit.
b. As you look over the questions on the audit, do any stand out as especially important or potentially problematic when you consider what you know about your school and its marketing initiative?
c. How would you go about actually administering the audit?