Manual de Auditoría de Gestión para el Área de Marketing en la Banca.

Abstract

The purpose of this integration work is to prepare a management audit manual for the banking marketing area, in 2019 the world was going through a Covid 19 health crisis, which represents a great challenge for the system. country's financial system and in general for the world because face to face activities had been suspended from one day to the next, ignorance of the fact generated uncertainty in the population since economic and social problems were witnessed among them the massive unemployment of workers and liquidity in households. The situation was further aggravated by the restrictions, just as it was a great challenge for banks to take an unexpected turn and act quickly to incorporate digital strategies that meet the demand of their customers. For this reason, a management audit manual has been created for the marketing area to guarantee the existence of a systematic and professional examination, using methodical systems that start from particular knowledge and reach the general understanding the dynamics of organizational change in the face of new technological developments faced by the new reality, which will improve the quality of service and the socioeconomic impact derived from its activities therefore, the behavior of marketing will be understood by identifying the needs and providing solutions to consumers, indicators will also be generated to relate the performance of the marketing area and methodically establish findings, creating evaluation systems, with the help of analytical cards that allow information to be collected and synthesize critical or risky activities Consequently, a percentage will be established that categorizes the risk with performance and yield indicators established within a range which indicates their productivity and thus proceed to make decisions.