23rd & 24th August 2010, Inter Continental, Manila

30 Pages of
Step by Step
Total Business Review
Marketing Audit Template

 Yours Free When
You Attend This
Workshop!






 A Strategic Approach To Review Marketing Environments,

 Objectives & Activities in Today’s Evolving Market

“The best way to review, evaluate and improve the marketing function is to undertake a marketing audit”
- Philip Kotler, World Renowned Marketing Guru

Every organisation needs to see their way through the evolving market both locally and globally. In line with this
vision Knowledge Group is proud to present a brand new strategic marketing workshop specially tailored to assist
marketers in measuring their marketing dollars. What gets measured gets done! Marketers need a more rigorous
approach to a fragmenting world. This workshop will provide delegates with insights into:
• Evaluating your current marketing activities and enhancing it through an audit programme
• Understanding your customers, why they buy your products and services
• Using Strategic Management to analyse your market research data
• Creating your marketing audit; what you need to appraise and why?
• Increasing your market penetration through proven strategies
• Identifying environmental factors that affect your business
• Developing workshop examples based on your own organisation, as well as reviewing and working with case
studies that have produced quantifiable results

This Exclusive Marketing Workshop Will Be Facilitated by

Richard Gee
Geewiz! International, New Zealand
Richard Gee has consulted for Marketing Strategies and presented many "In-Company" seminars and training sessions in New
Zealand, and other countries. Australia - Singapore - Malaysia - Pacific Islands, India and over 31 different countries. Some of his
recent clients include Petronas, JTI Trading, Telekom Malaysia, Dutch Lady Milk Industries, AIA, Daimler Chrysler, Phillip Moris, BBraun

 Medical, PPG Coatings, Fisher & Paykel, ANZ Banking Group and many more.



For Reservations & Enquiries, call – (603) 2170 1588

www.knowledgegroupco.com
 Marketing Audit – “ I know 50% of my advertising budget is wasted; I just don’t know
Course Outline which half.” - John Wanamaker, Department Store Founder
In today’s competitive environment, businesses are busy
analysing financial data or fire fighting that they do not
consider the market place in which they operate. Changing
environmental factors may affect the business and can lead
to opportunities and threats. This in return will provide an
organisation with the potential to grow or decline.
This two-day of hands-on workshop will provide clarity and
insights into the most important questions faced by
marketers.
Day One – 23rd August 2010
(Monday)

 Audit - What it is?
The Marketing
A Total Evaluation Program
The marketing audit is to the marketing department what a
financial audit is to the accounting department. In this
session participants will be presented with an overview of
what marketing audit is all about and how it can contribute to
the organisational objective, visions, goals and of course the
bottom-line.
The Brand Audit - What it is?
A Perception Experience...
• The role of Market research in your decision-making.
• What Kotler believed and what Stanton believed and
what the 2010 market requires today.
• How to correct misdirected or misplaced marketing
efforts.
The Audit and Your Macro Environment
This session will take you through the main developments
with respect to demographics, economy, technology,
government and culture that will affect your organisations’s
marketing situation.
The Audit and Your Micro Environment
In this session we will take a look at an organisations
position within the microenvironment. This will consist of the
organisation’s position with various groups of people like the
financial institutions & media publics, government agencies,
interest groups as well as the general public and the
organisation’s competitive standing in its core-marketing
setting consisting of its suppliers, competitors and the
marketing channel members.
The information processes required to understand your:
• Market Information needs
• Customer buying decision process
• Customer behaviour modelling
Measuring demand; current and future
• What are your organisation’s overall long-term and
short-term objectives?
• Clearly setting your objectives to measure demand of
the current market and the future market
• Formulating a realistic objective to be measured
• Competitive position, resources & opportunities
Social and Ethical Strategies that Affect Your
Decisions
• What attitude and feeling that public have about your
organisation and its products
• What changes are occurring in consumer lifestyles?
• Values that affect your target markets and marketing
methods
• The evaluation of current customers, target customers,
profitable customers, referral value, demographics,
spending power, trends, and impact of location.
Creating Your Marketing Audit:
What You Will Appraise & Why?
• Objectives
o Analysing your organisation’s core strategy for
achieving its objectives
o Conducting a benefits realisation process
o Resource planning - too little or too many people
to do the marketing task?
o Are your marketing resources allocated to various
markets, territories and products of your
organisation in the best way possible?
o Are your marketing resources allocated to the
major elements of the marketing mix (i.e. product
quality, personal selling/contact, promotion and
distribution) in the best way possible?
• Policies
o As marketing audit involves thorough evaluation
of all elements of marketing it is very important to
draw a policy guideline to follow so that no parties
involved will be affected in a negative manner
during this exercise.
In this session the workshop leader will highlight ways and
means to draw up an effective and efficient policy for your
marketing audit process.
• Organisation
o An indepth look at your available resources for
analysing, planning & implementing the marketing
activities in your organisation.
• Methods
o Revisiting your current methods of marketing and
it’s effectiveness.
• Procedures
o Analysing the procedures that are currently in
place and reworking it to yield better results.
• Promotional programs
o Looking at the promotional programs in place and
how well the target market conceives it.
• Brand values
o Brand Personality
o Brand Health Check-Up
• Distribution channels
o Alternatives methods of distributing products that
will cut cost and increase profit
o Delivering adequate service along with the
 Marketing Audit – Align every dollar of your marketing budget with the desired
Course Outline
product to customers
o What are the main trades channels bringing
products to customers.
o What are the efficiency levels?
• Product lines
o What are your core products?
o What are your generic products?
o What are your niche products?
o Phasing out products - Is it an option?
o Introduction of new products - Is it necessary?
o Product Health Check
o Are your products in-line with your current market
demand
• Pricing
• Are your prices set on cost, demand or competitive
criteria?
• Using temporary price promotions and measuring
its effectiveness?
• Budget Effectiveness
o Measuring the return on the marketing dollars spent
o Budget Figure - over or under allocated?
• Structure
o Assessment of current marketing structure and its
effectiveness.
Day Two – 24th August 2010
(Tuesday)
Making Decision Based on


The Effects of The Alternatives
Marketing intelligence alerts you to competitive
developments, helps you identify key issues faster and
reveals internal weaknesses. In this session the workshop
leader will take you through a range of intelligence gathering
options to choose from and for you to you pick the model
that best suits your organisation.
The Basis for Evaluating Sales Volume
• Are we looking at the right details in evaluating your
sales volume?
• The importance of audit for this process
The Basis for Marketing Cost Evaluation
Marketing cost using traditional marketing models are being
debated and challenged and it is not too far before all these
marketing models need to be replaced in order to sustain a
competitive advantage in the market place. Marketers are
required to justify the marketing cost to the stakeholders
especially when it is a public entity that they are managing.
In this session, the participants will study through a number
of bases that are used to evaluate marketing cost.
Frequency of Your Audit
Based on the above learning points you will have to
determine the frequency of marketing audit that your
organisation requires. This can be on a quarterly basis or
annually. It is very subjective to each business entity.
sales results that you target for!
Marketing Audit Report
The workshop leader will share 30 pages of step-by-step
total business review marketing audit template.
This template can be used as a basis for generating your
own marketing audit report. This will enable you to kick-
start the process in your organisation.
Determining the Value of the
Marketing Audit for Your Business
After going through this 2-days workshop you will be able
to understand the value of marketing audit for your
business and how it will help you to increase bottomline
and cut cost by performing an on going health check to
your marketing processes.
ABOUT YOUR WORKSHOP LEADER
RICHARD P GEE
A successful business owner, corporate director, and
President of the Sales & Marketing Institute of New
Zealand [2000 members], Richard has, since 1983, been
passionate about business, and in his work he has made
a difference to the success of many businesses, sales
people’s skills, marketing strategies, self belief and
attitude. Attending his seminar will get you 12 months
email support for your career as well.
He is well known for his distinctive style of interactive
seminars. Richard Gee is passionate and believes in his
sales & marketing strategies and has worked with over
500 companies to help them implement ideas.
He also believes that people would enjoy his training
ideas and skill development, and has helped over
159,000 people who have been participants at his
seminars, workshops, and university lectures, take away
an idea that they can implement to Challenge for
Change.
He has spoken at business conferences throughout New
Zealand, Australia, and South East Asia & the Pacific [22
countries], often with controversial ideas to stimulate
change; he had also decided that businesses need to
have its own practical business books, so he wrote
Practical Marketing in New Zealand, New Zealand Sales
Management, Marketing & The Law, and a series of
textbooks for the Auckland University of Technology on
Sales, Sales management, Hospitality Marketing,
Fashion Marketing, plus many articles for magazines,
business media, website business media, newspapers,
and he has appeared on television and radio.
 Marketing Audit
23rd – 24th August 2010, Inter Continental, Manila
Investment: Who Should Attend
 2-days event @ USD1,399 per delegate Senior Managers, Managers, Directors and Heads of:
 Early bird @ USD1,299 per delegate before 15th July 2010 Marketing, Marketing Communications, Brand
 10% discount for 3rd and subsequent registration (Premium Value) Management, Brand Strategy, Business Development,
Advertising, Corporate Communications, Corporate
Method of Payment: Development, Corporate Strategy, Product
Please Remit Payment Either by Cheque or Inter Bank Management, Promotion, Public Relations, Strategic
Transfer To Professional Knowledge Centre (M) Sdn Bhd Planning. The event will be relevant to senior financial
executives who take a serious role in looking at
BANK: PUBLIC BANK BERHAD
budget approvals.
KL CITY MAIN OFFICE
GROUD FLOOR MENARA PUBLIC BANK, 146 JALAN AMPANG
50450 KUALA LUMPUR, MALAYSIA
ACCOUNT NO: 359 11 45 729 SWIFT CODE: PBBEMYKL BANK ID: 33 140 25



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