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Value-Based Marketing

Completed 2009

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Value-based marketing is THE concept that marketers must understand if they are to build strong business cases for marketing investment.

Course aims

To provide delegates with an understanding of how they can generate real “value” by focusing on a longer-term perspective and concepts such as economic profit - just as the investment community does - rather than on short-term accounting measures.

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 ensure that your marketing activities are adding rather than destroying value
  • To enable you to justify marketing investments - which are treated as current period expenditure by accountants
  • To provide guidance in allocating the marketing budget

Key content

  • Why conventional metrics - accounting ratios and brand equity - are insufficient?
  • Economic profit (EVA) and NPV
  • Distinguishing between good growth and bad growth
  • Customer lifetime value and shareholder value
  • Moving from a product to a customer perspective
  • Customer lifetime value and segmentation
  • The REAP model