Finance & Accounting Training: Accounting for Marketing Course

Course length = 1 day(s) ~ covering:-

The essential linkages between marketing strategy and financial success

The potential sources of competitive advantage which can be achieved from alternative marketing strategies are considered from the perspective of the creation of financial added value. The critical component elements of products, customers and competitors will be introduced.

Marketing effectiveness measures

Many companies still apply simplistic financial control systems to their marketing activities using either actual expenditure comparisons against budget or efficiency measures reflecting primarily how well the buying activity has been carried out. This session relates the financial control measures back to the key marketing objectives, so that the management accounting system reflects the effectiveness of marketing expenditures, rather than just efficiency.

Key customer valuation and profitability analysis

Segment profitability analyses are a key element of any good marketing accounting system but they must be properly designed to ensure that they provide valid and appropriate decision support information. This session highlights the main issues involved in developing an appropriate customer account profitability analysis system.

Direct product profitability

This session continues the emphasis on suitably segmented financial analyses by considering the ways in which product profitability reports can assist in marketing decisions.

Competitor analysis and target cost pricing - applications

Marketing strategies are obviously critically focused on competitive positioning and potential competitor responses. Unfortunately many management accounting systems provide very little competitor information to support this vitally important aspect of marketing. This session illustrates a comprehensive competitor accounting analysis and its benefits.