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Finance for Marketing

Duration: 3 Days

Overview

The Marketing function is crucial in promoting the business; it spearheads the effort to establish the brand and awareness of the company’s products in the market. However, this single-minded focus can sometimes be at the expense of understanding its relationship with the other functions; especially with Finance.

 

Marketing professionals need a balanced understanding of Finance. The deeper their insight into Finance the more they can appreciate and engage with the value creation efforts.

 

To facilitate this, it is important for Marketing Professionals to gain an insight into financial statements, concepts and methodologies. This knowledge can also help Marketing better manage its own financial resources as well as facilitate positive business outcomes.

Outline

Overview of Business purpose and Lifecyle

  • Purpose of a business

  • Business lifecycle and value creation

  • Relationship between operational functions

  • How Finance and Marketing view each other

Marketing’s role in the Business

  • Role of Marketing within the organisation

  • Marketing objectives and aims

  • Structure of the Marketing function

Insight into Financial Statements

  • Financial terms, concepts & regulations

  • The Income Statement

  • The Balance Sheet

  • Cashflow Statement

  • Operational and Financial Reports and the inter-relationship

  • Where and how does Marketing feature in the Financial Statements?

  • Marketing’s impact on the financial value creation

Marketing-specific Financial Metrics and Measurements

  • Deriving the financial information/data

  • Cost/benefit analyses of marketing campaigns and initiatives

  • Tangible & non-tangible costs

  • Tangible and non-tangible benefits

  • Measuring ROI of Marketing – Ratios, KPIs, tools and techniques

  • Channel-specific analyses

  • Calculating customer lifetime value

  • Use of break-even analyses

Marketing Budget

  • Structuring the Marketing budget

  • Types of costs and the underlying drivers

  • Developing the budget

  • Monitoring & Control tools and techniques

  • Use of periodic reforecasting to reflect reality

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