Dry flakey skin
Some dogs require more baths than others. My goldens can get dirty and when they dry a good brushing will get rid of all the dirt. My sister's Airedale would need a bath.
I would agree that bathing your puppy once a month is too often unless of course it is absolutely necessary.
Changing his food will probably help. You should be able to find the cod liver oil or omega 3 oils in WalMart (pharmacy section).