1. MARKETING “THE AUDIT ROLE”
Summary: The IIA distance learning manuals have made clear the need for internal audit
to prove its position in an organization In this day and age no function has the right to
exist. Each must be able to demonstrate how it adds value to the organisation, and can
expect to be continually questioned about its role and contribution.
The internal audit charter approved by the board is only the beginning of the promotion
of the internal audit role throughout an organization, although internal audit is primarily
a review function it is increasingly coming under the same scrutiny as every other part
of an organisation and must be able to justify its existence.
The title of my article,” Marketing the Audit Role” the marketing audit is now a fairly
Standard tool that can be objectively applied to evaluate whether a company's total
marketing posture and resources are best positioned to take advantage of its Evolving
opportunities
A marketing audit is a structured review of current marketing activities. so why should
need a marketing audit?
Like in any job, it is easy to get stuck at first should think what are the marketing
function. And the same activities and assume that will be face the same competition and
external environment. Today business world is as competitive in constantly changing.
And that's where a marketing audit role can help a consultant. It gives the opportunity
to review objectively what an consultant are currently doing and it enables to analyse an
consultant current performance as well as the past performance.
“A marketing program, or plan, is essential for every internal auditing department. A
well-devised plan will direct internal auditors in their quest to provide valuable services
to their organization.” “As a marketing tool, audit participation on project teams has
been beneficial overall in winning management’s praise and support. Internal auditing
brings a unique perspective to project teams through their background and training.”
The internal audit charter approved by the board is only the beginning of the promotion
of the internal audit role throughout an organization. It has to be visible to all its
customers in the services it provides and in its planning and engagement processes.
Internal auditing has developed many ways to do this through the publishing of internal
brochures, intranet websites, and even organization websites. Examples of each can be
found in many internal auditing text books.
In references: The marketing audit as an idea dates back to the early 1950s. Rudolph Dallmeyer,
a former executive in Booz Allen & Hamilton, remembers conducting marketing audits as early
as 1952. Robert J. Lavidge, president of Elrick and Lavidge, dates his firm's performance of
marketing audits to over two decades ago. In 1959, the American Management Association
published an excellent set of papers on the marketing audit under the title Analyzing and
Improving Marketing Performance,
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2. In additional: The internal audit function that relates to its independence, in some way
means that there is no need to adopt a market-based orientation in the way services are
delivered. They may go on to suggest that if we let managers define the way internal
audit works then we become little more than consultants. This view is misconceived as it
fails to recognize that internal audit is a service to the organization and not to itself,
The audit role and makes it akin to a dispensable commodity. This problem warrants
further exploration since there is an inherent conflict between the marketing concept
and the independence test that must be recognized and managed by the CAE when the
marketing mix is being considered:
• The product Here we consider whether the audit work that is being provided fits
with the requirements of the organization.
• The price the costs of the audit work should be subject to ongoing review so as to
work
To an optimum profile.
• Promotion this may be seen more as being built into the public relations function as a
way
Of selling the audit image and underlying services.
Conclusion: It has to be visible to all its customers in the services it provides and in its
planning and engagement processes. Internal auditing has developed many ways to do
this through the publishing of internal brochures, intranet websites, and even
organization websites. Examples of each can be found in many internal auditing text
books.
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