Marketers don’t need to become accountants, but they do need to think in financial terms. The more you can tie marketing activity to money (revenue, cost, profit), the more influence and credibility you’ll have.

Do you struggle to understand the difference between profit and revenue, or define the fixed and variable costs for a campaign? Then invest 3 hours over 3 weeks to really build your practical skills.

Take yourself from being the marketer who says, “This campaign performed well” to one who can confidently say, “This campaign delivered an ROI of 4:1 and paid back in just 3 months”.

Finance for Non-Finance Marketers Masterclass
£75 +VAT

Apply Online

Study Options and Start Dates

This course is delivered through our virtual learning technology, which include 3 one-hour live online classes

Next course date: TBC

Course times: 12.30pm to 1.30pm BST

What’s Included:

3 x one-hour live online classes

Online access to recordings and materials

Certificate of completion

What’s Involved:

Developing your finance skills will help you:

  • Get buy-in from leadership for new activities.
  • Protect your market budget.
  • Elevate marketing from “cost centre” to “growth driver”.

Week 1: Speaking the Language of Finance

Topics covered will include:

  • Fixed vs variable costs
  • Profit vs revenue
  • Net Profit vs Gross Profit
  • Return on investment (ROI)
  • Cashflow
  • Payback period
  • Customer Acquisition Cost (CAC)
  • Customer Lifetime Value (LTV)

Week 2: Preparing, Presenting and Negotiating a Budget

Topics covered will include:

  • Overview of budgeting methodology
  • Applying bottom-up costing and spend prioritisation
  • Successful budget presentation and negotiation techniques
  • Campaign cost forecasting accuracy and justification
  • Keeping control of the budget

Week 3: Connecting activity to outcomes and business impact

Topics covered will include:

  • Defining the business impact
  • Developing funnels to show activity, conversion and revenue
  • Reporting on the right metrics for the right audience
  • Presenting variances between the target and actual
  • Showing trends over time
  • Turning data into insight

This course costs £75 + VAT

There are no formal entry requirements for this course.

Your Trainer: Nick Day

With over 35 years’ commercial experience, Nick’s expertise spans both traditional and digital marketing. He’s worked with a wide range of organisations including Royal Mail, British Airways, Sony, Virgin Media, Haleon and Barclays Bank.

In addition to being an experienced marketer, Nick currently tutors for the Oxford College of Marketing and teaches on the CIM Certificate in Professional Marketing, the CIM Diploma in Professional Marketing and the CIM Marketing Leadership Programme.

Nick is an excellent public speaker and is known for delivering engaging and practical sessions on our marketing courses, with multiple endorsements from previous students.

Nick Day