Aims and Objectives
The purpose of
this 1-day workshop is to provide
communicators with an understanding
of the marketing value chain and the
role that brand and marketing plays in delivering long-term financial
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
- 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.