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Financial Analysis for Successful Marketing

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• Description: Whether you have a "head" for numbers, or a "dread" of numbers, no strategic marketing plan will be successful without a thorough financial analysis. The final course in this series takes a user-friendly, interactive approach to help you master the numbers game. You will analyze typical financial parameters associated with setting up a financial budget as part of an overall marketing strategy. This includes assessing financial resources, the development of a financial schedule and an allocation plan, the calculation of important financial ratios, pricing and evaluating and testing the marketing plan after implementation.
• Target audience: Entrepreneurs, business people, anyone interested in starting a business and marketing it.
• Estimated Duration: 4.5
• Lesson Objectives: Assessing Your Financial Resources
  • recognize the value of resource assessment in planning a marketing budget.
  • identify the key concepts associated with analyzing financial resources.
  • select statements that accurately characterize several important budgeting methods.
  • match concepts that help ensure effective cash flow timelines in a marketing budget to their uses.
  • identify statements that describe key decision-makers.
  Developing a Budget and Keeping It on Track
  • recognize the benefits of knowing the essential elements of a marketing budget.
  • identify definitions of components of payback analysis methods.
  • identify the ways that payback analysis can strengthen the total marketing budget.
  • choose statements that identify ways of using forecasting models to shape marketing budget projections.
  • identify components of a successful budget development and monitoring plan.
  Using Financial Ratios in a Marketing Plan
  • recognize the value of calculating financial ratios in budget development.
  • identify the purposes of key financial ratios in market budget planning.
  • choose the correct applications of financial ratios as they relate to marketing a product.
  • select the factors to include in a cost-benefit analysis.
  • sequence the steps needed to align a marketing budget based on the results of financial ratios.
  Pricing and Evaluations
  • recognize the critical importance of product pricing and evaluation of the marketing budget.
  • identify, from sample product descriptions, the key steps in creating a pricing strategy.
  • match different testing programs with the information they reveal.
  • identify the most important reasons for post-implementation testing.

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