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Course Details

Marketing Planning
Product Management 1
Product Management 2
Strategic Analysis
Strategy Development
Valuing Marketing
Influencing the Business
Marketing Communications 1
Marketing Communications 2
Marketing Communications 3
Managing Marketing Assets
Build a CRM Business Case
CRM Planning & Selection
How to Implement CRM


Valuing Marketing

Aims and Objectives

The purpose of this 1-day workshop is to provide marketing communicators with an understanding of the marketing value chain and the role that brand and marketing plays in delivering long-term financial value. This course will be beneficial for those wishing to increase their knowledge of strategic marketing and apply this knowledge in their business.

What the workshop will cover

  • The Financial View of Marketing
  • Value and the Changing Role of Marketing
  • Sources of value
  • Advertising Value Chain
  • Brand Value Chain
  • Marketing and Financial Value Drivers
  • How is Financial Value Defined? Theory and Practise
  • Shareholder Value
  • Evaluating Cash Flows - Discounted Cash Flow (DCF) and Net Present Value (NPV)


Lectures, case studies and worked examples. This course requires the delegates to examine measurement methods used in examples and to practise using them. Calculators will be needed!

On completion the delegates should be able to:

Assess marketing proposals in terms of their impact on financial value and through that develop and choose marketing activities that contribute most to the business.

If you would like to adapt this course for delivery in your own organisation or develop a customised training programme with Downes Strategic Marketing, contact us by email or phone  - +44 (0) 118 9813224.


DSM provides a range of in-company training courses as well as competency and training needs assessment services. Tailored training programmes are usually built from a menu of standard options and customised material. In-company courses can be cost effective for groups of 6 or more delegates, depending on the amount of customisation required. The info box on the left of this screen gives a list of sample courses.

Click here to see what our customers say about us.

For more information contact us by email or phone  - +44 (0) 118 9813224.

Consultancy Services

Consultancy projects are tailored to meet the requirements of each situation and client. The services we offer include:

  • Sales & marketing audits

  • Sales & marketing process assessment & redesign

  • Marketing planning

  • Marketing strategy assessment & design

  • Marketing competency assessment

  • Training needs analysis

  • Coaching & mentoring

Click here for further examples of consulting projects and here to see what our customers say about us.

For more information contact us by email or phone  - +44 (0) 118 9813224.


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