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Marketing Models

Completed 2009

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Using Excel to create marketing models that reveal the impact of marketing variables on business performance and allow marketers to produce robust business cases - quickly.

Course aims

At the end of the course delegates will know how to create a model that integrates the major marketing variables and that reveals how these inputs influence profits, cashflow and capital assets. The model will allow sophisticated sensitivity and scenario analysis and will output data to support business cases, including automatically calculated measures such as ROI.

Who will benefit?

Product, category, sector and marketing managers, marketing budget holders, sales managers and marketing staff with responsibility for producing forecasts, analysing results, producing business cases for expenditure etc

Why should you attend?

  • To save you time
  • To enable you to undertake sophisticated sensitivity and scenario analysis
  • To help you to produce clear, well-formatted documents to support business cases

Key content

This is an extremely practical, “hands-on” course. Delegates will construct an Excel model that incorporates key marketing inputs and drivers - from direct mail response rates through to investment in brand and customer service spend. They will learn how to separate variables from calculations and output. Their models will automatically produce campaign or project Profit & Loss statements and cashflows, with integrated ratio analysis to assist in evaluating alternative courses of action. The models will be extremely valuable in justifying marketing expenditure to non-marketers.