Finance for Marketing Professionals

Short course

In London

Price on request

Description

  • Type

    Short course

  • Location

    London

  • Duration

    1 Day

The course considers traditional approaches to finance, including the main financial statements, and the difficulties that conventional accounting poses for marketing treating investments as expenses, attributing no value to marketing assets etc. The course also looks at the new approaches to calculating marketing ROI (including shareholder value concepts) which provide marketers with the tools they need to justify marketing investments. Suitable for: All marketing professionals who need to improve their financial knowledge.

Facilities

Location

Start date

London
See map

Start date

On request

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Teachers and trainers (1)

Paul Taylor

Paul Taylor

Trainer

Course programme

A 1-day training course is an ideal way to either kick start your marketing training or supplement your current learning programme with specific marketing skills and knowledge. With our extensive range of short marketing courses, whether you are looking to move up the career ladder or to increase your understanding of your current role, an Oxford College of Marketing short marketing course may be the answer!

Our 1-day marketing courses are designed to be as interactive as possible, using real life examples ensuring that learning is practical and yet fun. Our network of professional trainers and specialist practitioners offer a great opportunity to learn key marketing skills in a lively and supportive atmosphere.

Don't forget, all 1-day training courses qualify for 6 hours CPD.

Are you able to persuade your Finance Director or chief budget holders that you need more money to spend on marketing activities? If not - perhaps it is because you are not using the best arguments to persuade them. Just what is the return on investment or the 2 year payback? And why should they invest in your campaign rather than another worthy campaign?

Key learning outcomes

  • A greater understanding of financial measures
  • How marketing variables impact financial performance
  • The issues for marketing professionals in creating business cases
  • Understanding and applying investment criteria – payback, IRR, NPV
  • Applying shareholder value principles to marketing

Course Content and Programme

9.00 ---Registration and Coffee

9.30 ---Course Starts

Session 1 – Traditional financial statements Profit and Loss

  • Balance Sheet
  • Measuring performance

Session 2 - Developing a marketing sensitivity model

  • Moving towards cause-and-effect – pricing, discounts, promotion
  • Identifying key performance drivers (including relationships, awareness, processes etc)
  • Cost-benefit analysis – expenditure versus revenues

Session 3 – Why conventional accounting is inappropriate for
marketing

1.00 --- LUNCH

1.30 --- Session 4 – Introduction to the concept of Value Management

Session 5 – Justifying investment

  • Payback period
  • IRR
  • Discounted cashflow - NPV
  • Risk analysis

Session 6 – Evaluating campaigns – marketing ROI

Session 7 – Shareholder Value

4.30 ---CLOSE

Additional information

Payment options: £399 single person booked by Friday 19th March £698 for two people booked by Friday 19th March ------------------------------------------------- £449 single person booked after Friday 19th March £798 for two people booked after Friday 19th March £349* current and past OCOM students *No further discounts apply

Finance for Marketing Professionals

Price on request