Keen to learn more about Finance?
This 2-day workshop will give you an appreciation of the fundamentals of financial knowledge and commercial skills and will enhance your knowledge of business acumen.
Day 1
First part of Commercial Acumen for Marketers is designed for marketers with little financial confidence and provides a practical guide to analysing financial data and understanding the implications of decisions and financial performance.
This class introduces key aspects of financial management from a basic understanding of finance through to reporting on financial outcomes.
Topics Covered
- What do We Mean by ‘Finance’?
- Some common Finance terminology
- Financial Stakeholders and their requirements
- Accounting Principles
- What are Accrual and Cash Accounting
- Financial Statements / Financial Statement Analysis
- The fundamentals of financial performance - Analyse financial statements to understand business performance:
- Cash Management - Implementing cash management practices:
- Business decisions and their financial impact.
-
Statement of Cashflows
Learning Outcomes
Following completion of this course, you will be able to:
- Understand the key Financial Stakeholders and their requirements
- Appreciate key Accounting Principles
- Interpret Financial Statements
- Analyse financial statements to understand performance
- Implement sound cashflow management practices
- Understand the financial impact of business decisions.
- Understand Finance and its terminologies
Day 2
During the second day of the program you will 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.
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:
- Understand the importance of business acumen
- Apply Cost/Volume/Revenue analysis and establish breakeven point
- Allocate and manage the marketing budget effectively
- Understand ROI on marketing spend and set up effective metrics
- How to build a credible business case and set pricing strategies
- How to manage business risks.
Who Should Attend
- Brand Managers
- SME business leaders
- Directors
- Business executives
- Line managers
- Heads of Departments
- Senior marketers
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.