1 day short course - Date to be confirmed - Central London

Finance for Marketing Professionals

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

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?

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

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

Course Details

Where	Central London
When	7th October 2010
Price (excl VAT)	£399 single person booked by 10th September £698 for two people booked by 10th September £449 single person booked after 10th September £798 for two people booked after 10th September £349* current and past OCOM students

Our Trainer

Paul Taylor has a wealth of experience in designing and delivering marketing and management courses for companies such as Telewest, Ericsson, Cisco, Centrica and Virgin.

In the past 4 years, Paul has delivered the Ericsson Leadership programme to over 15 countries and has designed and delivered a range of strategic marketing workshops. He has specialised in interpreting the need for managers to understand how to measure marketing effectiveness and has written courses and trained management about Managing Shareholder Value and Finance, Developing a Business Case, Measurement of Marketing Effectiveness, Messaging Hierarchies and Mature and Emerging Markets.

Paul has been a consultant and trainer for over 15 years and was a Marketing Manage for a FTSE 100 company.

With an MA in law from Oxford University, an MBA from City University, London, Paul is well qualified to have a broad overview of strategic business management. He has retained his links with smaller organisations through the DTI, providing consultancy and marketing support and has recently launched a Best Practice Initiative. He teaches on the CIM Postgraduate Diploma for Oxford College of Marketing and is a member of both the Chartered Institute of Marketing and the Chartered Management Institute.

Paul is clear, insightful thinker and great communicator, able to take some of the more challenging concepts in Marketing, and present them in a way which is easy to understand. Using a range of exercises, models, techniques and discussion, Paul is quietly able to draw the best out of those he trains, with the confidence of a marketer who has expertise across a wide spectrum of business issues and always with a professional yet amiable style.