Finance for Marketing Professionals
Short course
In London
Description
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Type
Short course
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Location
London
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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
Start date
Reviews
Teachers and trainers (1)
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
Finance for Marketing Professionals