Finance for Marketers

Overview

This course is for marketers and other professionals seeking to lead in marketing-related finance. It will help delegates talk to finance on their own terms and derive greater value from the relationship between the finance and marketing functions.

The course starts from the premise that there is often a mismatch in agenda between the marketing and finance teams. Delegates will explore how marketers can contribute to solving strategic marketing challenges in a way that includes a finance perspective, moving the relationship from ‘confrontation to collaboration’.

Who should attend?

This is a course for those in marketing who believe they should seize the initiative through a greater understanding of the finance function, how it operates, and how it can be managed to deliver greater value to the marketing function. The themes explored will be relevant to those in any size or maturity of organisation and any category.

Learning outcomes

• Effective financial management and the relevance of a marketing perspective 
• Understand the different challenges facing finance and marketing functions
• Explore what finance functions can (and cannot) do to help you in a marketing role 
• The importance of key finance documents, (the P&L statement, balance sheet and cashflow) their purpose and limitations 
• Understand key principles of finance, such as prudence, going concern, accruals and matching and depreciation 
• Review key analytical tools such as cost-benefit, break-even, payback, discounted cashflow/NPV and internal rate of return  
• Review different approaches to budgeting, including zero-based, bottom-up and top-down, incremental, and rolling budgets 
• Explore approaches to marketing and brand valuation  
• Develop an understanding of the key strategic questions to ask of finance, and the role it can play in supporting your marketing goals 
• Develop greater confidence with finance terminology