Masterclass. Commercial Acumen for Marketers Level 2

This half-day intermediate-level workshop builds on Level 1 to enhance your knowledge of business acumen. It assumes you understand the foundations of finance, P&Ls, and balance sheets.

Learn how to apply Cost/Volume/Revenue analysis to support marketing decisions, allocate and manage marketing budgets effectively, establish ROI on marketing spend, and set up effective metrics. In level 2 we also discuss how to build a credible business case, manage risks, and establish pricing strategies.

Who Should Attend

• Senior marketers (Senior Marketing or Brand Managers)
• SME business leaders
• Directors
• Business executives
• Line managers
• Heads of Departments

Topics Covered

• Business acumen
• Why Marketers need to learn the language of Finance?
• Financial Statements - Recap
• Revenue and Cost Behaviour - Using Cost/Volume/Revenue analysis to support marketing decisions
• Allocating the Marketing Budget
• Managing budgets effectively
• ROI on marketing spend
• Setting up effective metrics - Financial KPIs every marketing team should track
• Building a credible business case for Your Marketing Budget
• Pricing Strategy Principles
• Sources of financing

Learning Outcomes

Following completion of this course, you will be able to:

1. Understand the importance of business acumen
2. Apply Cost/Volume/Revenue analysis and establish breakeven point
3. Allocate and manage the marketing budget effectively
4. Understand ROI on marketing spend and set up effective metrics
5. How to build a credible business case and set pricing strategies
6. How to manage business risks.

Facilitator

Jay Chander
Director at Enskills Consulting

Jay Chander is a commercially focused Fellow CA with the Institute of Chartered Accountants, business consultant, advisor, executive trainer and author, and provides a range of seamless strategic risk, internal audit and business consulting services.

Jay is the Managing Director of Enskills Consulting Services and was previously a specialist Risk Advisory Partner with Deloitte and Moore Stephens, and has held key executive positions in, and has set up and managed commercially driven Internal Audit and Risk Management, Financial Management and Business Improvement functions in major national and international companies. These included Crane Group Limited, NRMA/IAG, British American Tobacco, Australia and P&O Australia.

*This course qualifies for 14 CPD points under the AMI’s Certified Practicing Marketer program.