AIA6 - Marketing the Internal Audit Function

Seminar Objectives

Internal Audit departments, if they are to be effective, require the support of all levels of the organisation. Commitment from top management is essential if they are to fulfill their objectives.

This one-day module is intended for management-level auditors who need to be able to effectively market the Internal Audit function.

By the end of this seminar the attendee will be able to:

• Define marketing as it relates to Internal Audit
• Identify potential consumers of Internal Audit services
• Overcome obstacles in Internal Audit marketing
• Design and implement an Internal Audit marketing strategy

Seminar Contents

Seminar contents will include:

• Strategic planning and marketing management
• Characteristics of services:
  • Intangibility
  • Inseparability
  • Fluctuating Demand
  • Client relationships
  • Service quality
• Obstacles to be overcome
  • Limited view
  • Limited competition
  • Noncreative management
  • Lack of innovation in marketing
• Implementation and control of the marketing plan

Who Should Attend

The seminar is aimed at Audit Managers who carry the burden of marketing the Internal Audit function to general management and the auditees.