FEATURES OF CONDUCTING A MARKETING AUDIT OF EVENT MARKETING IMPLEMENTATION PROCESSES

Abstract

This study examines the features and significance of conducting a marketing audit of event marketing implementation processes in modern organizations. In the context of increasing competition and the rapid development of the service economy, event marketing has become an essential tool for engaging customers, strengthening brand positioning, and enhancing experiential value. The research aims to analyze the methodological and practical aspects of auditing event marketing activities, focusing on their planning, execution, and evaluation stages.

The study is based on a mixed-method research approach, combining theoretical analysis with empirical investigation. Theoretical foundations are derived from established marketing audit concepts and their application within Integrated Marketing Communications. Empirical methods include case study analysis, surveys, KPI-based performance evaluation, and SWOT analysis. The research identifies key features of event marketing audits, such as their process-oriented nature, integration with performance measurement systems, multi-dimensional evaluation, and emphasis on risk management and compliance.