 Are you a marketing manager who needs to understand finance? Or a finance person who needs a grounding in marketing? The success of companies depends on how well these two disciplines work together. Marketing decisions affect whether the company’s product gets into the hands of customers and whether profits return to the company. But the test of marketing decisions is ultimately in their financial results.
Integrating Finance and Marketing builds a bridge between the worlds of finance and marketing. It shows you how to create shareholder value by understanding the interactions between marketing and finance. This is the only cross-functional marketing/finance open-enrollment course offered by any of the U.S.’s leading business schools.
This program offers financial planners insights into the process of marketing strategy analysis. It explores the supply-side consequences and the investment and expense requirements of different market segmentation strategies, as well as the cash flow consequences of competitive dynamics. The program also gives marketing managers a deeper appreciation of the bottom-line effects of marketing decisions and the process of financial planning. They learn financial principles and gain a better understanding of financial documents, such as P&L statements.
Program Focus
• Demand-side drivers of shareholder value
• Working above the revenue line
• Retaining valuable customers
• Measuring responses to marketing inputs
• Sustaining competitive advantages
• Financial implications of marketing strategy
Approach
The interdisciplinary nature of this course, drawing on faculty from both marketing and finance, is unique. You will examine challenges and decisions through the lenses of both of these functions. You will study cases on companies that have tried both successfully and unsuccessfully to integrate marketing and finance objectives.
Program Outcomes
- Realize the powerful impact of marketing decisions on financial performance and the importance of integrating financial decisions with marketing decisions.
- Gain a better understanding of how finance and marketing relate to the company’s bottom-line benefits.
- Improve your use of financial data to assess performance.
- Learn how to better communicate the financial implications of a marketing plan.
- See how creating value for customers can lead to shareholder value.
- Assess the costs and benefits of various marketing strategies.
- Develop an understanding of financial strategy, marketing strategy, and their interface.
Participant Profile
Mid-level to senior executives who need to gain a better understanding of the interface between marketing and finance including finance managers, marketing managers, general managers, and strategic planners will benefit from this course. Previous attendees have included executives (including CFOs) with responsibilities in business planning, product cost analysis, new media, marketing, and strategic consulting.
Date:
April 04-07, 2005 (Participants encouraged to arrive by March 31)
Location* - San Francisco (Non-Residential)
Fee - click here
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