Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Marketing

AUDITORIA EM MARKETING - 2025/2026

3º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Jorge Figueiredo
Assistant Professor: Prof. Doutor Jorge Figueiredo

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

This curricular unit has the general objective of transmitting the concepts and objectives of a marketing audit, covering the internal and external analysis of the company and the brand, having the importance of sustainability.

Specific Aims/Objectives

1. Promote knowledge about what a marketing audit is and how it is carried out;
2. Know the phases of the audit process, as well as all the activities involved in each
one of the phases;
3. Be able to understand and conduct a marketing audit.
4. Identify and quantify the sustainable role of an organization.

Skills to be acquired

1. Analyze, in the context of a marketing strategy, the brand and its market context: competition, economic and social framework;
2. Analyze the strategies and marketing policies of the company and the brand.
3. Develop skills of analysis, synthesis and critical judgment on the marketing situation.

Teaching Procedures

The classes will consist of theoretical and practical exposure of concepts related to Marketing based in the bibliography of the course. The tutorial sessions will consist of tutorial guidance in the application of content taught in theoretical classes through practical exercises and respective monitoring by the teacher.

Programme

1. The marketing audit: concept and objectives
1.1. Marketing audit concept
1.2 Contextualization of the marketing plan audit
1.3 Essential steps of the marketing audit
2. The environmental audit
2.1 The economic and social environment of the company/organization. The PESTEL analysis.
2.2 The company/organization and its competitive environment.
2.3 Demand analysis: evolution and trends
3. Audit of the company´s marketing strategy and plan
3.1. Analysis of the marketing function, structure.
3.2 Analysis of information systems
3.3 Productivity analysis.
3.4. Sustainability analysis
4. Preparation of the Audit report.
4. Diagnosis and recommendations
4.1 Diagnosis of external and internal components
4.2 Recommendations resulting from the audit.

Evaluation Type

The evaluation will be made on a continuous basis considering two types of expression:
- Written: 2 essays analysing two case studies and answering questions which should highlight not only the mastering of concepts, but also the ability to use them in terms of decision-making and practice;
- Oral: participation in class, in the analysis of case studies and answering concrete questions posed on an individual basis.

Teaching Resources

Two teaching resources will be used:
- The presentations done and delivered by the teacher
- The bibliography recommended by the teacher.

Sustainability Objectives

- The objective of sustainability is to empower students, future professionals and graduates,
so that they can understand, know and collaborate in the implementation of the
Sustainable Development (SDG). Theoretical and practical knowledge is developed about
sustainability, promoting critical, ethical and innovative skills, directed towards goals.

Keywords

Marketing audit
Marketing strategy
Market environment

Main Bibliography

Complementary Bibliography