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?

Control 1. What measurements or statistics does your unit use to track marketing activities? 2. What data do you have on response rates or effectiveness of marketing efforts? 3. What forecasting methods do you use? 4. When you use publications, how do you decide how many to send out and when to send them? Experience and Perceptions 1. How do you see your unit fitting in with the company's overall message? 2. What marketing initiatives have and have not worked for your unit in the past? 3. What is the biggest marketing challenge your unit is currently facing? 4. What current factors are impacting your unit today? 5. What do you believe are your unit's biggest strengths and weaknesses?