Strategy and Marketing

Finance for Marketeers

Module code: N1651
Level 6
15 credits in spring semester
Teaching method: Lecture, Workshop
Assessment modes: Take away paper, Coursework

Marketeers increasingly need to understand the financial implications of their decisions, both in terms of the monetary cost of the resources required, as well as the hoped-for financial benefits.

Marketeers in practice are increasingly held accountable for the profitability of their operations, whether from an operations perspective ie running a marketing team, or from a brand management perspective.

Being aware of the financial metrics used to make marketing decisions, track performance post implementation and how financial metrics can be used to help define success in organisations, whether profit-oriented businesses or non-profit making, or over the short, medium or long term, is increasingly important in business.

The overall aim of the module is ensuring marketeers are confident in understanding the financial impact of their marketing decisions.

Module learning outcomes

• Demonstrate a systematic understanding of the key financial concepts and tools that relate to real-world marketing and management scenarios
• Critically analyse financial data in evaluating the financial implications of marketing decisions
• Contribute effectively to cross-functional teams in marketing and management contexts
• Communicate viable solutions to contemporary marketing problems in a professional manner using structured and coherent arguments based on the analysis and evaluation of accurate and reliable information