1 day short course

Finance for Marketing Professionals

How to use financial information to build a credible and coherent case for your marketing budget.

8th April 2010
Central London

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?
 

Our Trainer

   

Paul Taylor has a wealth of experience designing and delivering marketing and management courses for companies such as Telewest, Ericsson, Cisco, Centrica and Virgin. He has specialised in interpreting the need for managers to understand how to measure marketing effectiveness and knows just how to enable marketers to master spreadsheets and use numerical data to strengthen the case for marketing investment...
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Course Overview

"Marketing Managers rarely see the necessity of linking marketing spending to the financial value of the business...[and so]...the voice of marketing gets disregarded. The situation will never be resolved until marketing professionals learn to justify marketing strategies in relevant financial terms." Peter Doyle

The course is extremely practical and delegates will build a sensitivity model to show how marketing variables (response rates, brand strength etc) impact the bottom-line. 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.

Who will benefit?

All marketing professionals who need to improve their financial knowledge.

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

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In-House Training

Our network of professional trainers and specialist practitioners offer a comprehensive range of short marketing courses. Because we divide each course into units, clients can book a series of short (three hour) blocks running over several weeks. These can be delivered at your company in breakfast, lunch or teatime sessions that mean the minimum disruption to the working day.

View our wide range of Short Courses available on an in-house basis.

Training Consultancy

Oxford College of Marketing provides consultancy support to large organisations who want to provide their marketing staff with continual professional development throughout their careers. This has included the development of a marketing training curriculum, new-hire training, Training Needs Analysis and alignment of corporate objectives to marketing training needs. Oxford College of Marketing is now providing global support to major customers.