Audit (200 points)

You are responsible for preparing a written integrated marketing communications audit EXXONMOBIL.

Your full audit is due as noted on your schedule of classes. The written project must be professional in its composition. The plan will be graded on its content as well as proper grammar, logical construction, and organization. You should use as many sources as necessary to prepare your plan fully. Sources include: annual reports, journal articles, newspaper articles, conversations with key employees of the firm, Internet articles, and other materials found via your library search. An outline for you to follow is found below. Please use subsequent headings and subheadings in your work. This assignment must be in the APA format. Point deductions will be made if directions are not followed.

Here is an outline for your audit:

1. Executive Summary
a. Two page summary of the entire audit
2. Company Description
a. Highlights of the firm’s historical and recent operations
3. Strategic Focus
a. Mission
b. Goals
c. Core competency and sustainable competitive advantage
d. Brand image
4. Situation Analysis
a. Industry analysis
b. Competitive analysis
c. Customer analysis
5. Product, Price, and Place Marketing Program
a. Product strategy
b. Price strategy
c. Place strategy
6. Current Integrated Marketing Communications Analyses
a. Advertising
b. Promotions
c. Personal selling
d. Public relations
e. Direct marketing
f. Database marketing
g. Internet marketing
7. Recommendations for an Improved Integrated Marketing Communications Plan
a. Organization of the firm
8. Implementation Plan
a. Plan to implement the strategies
9. Evaluation and Control
a. Plan to evaluate and control the strategies