Financial Fluency for Marketers

• Courtyard New Orleans Downtown/Convention Center, New Orleans Louisiana
• Feb. 27, 2015
  Start Time: 8:00 AM
• AMA.org/financial

Learn the financial information needed to help predict and run powerful marketing programs. This one day program is designed to help all marketing managers evaluate and predict the financial consequences of their decisions so that they can present powerful marketing and financial arguments for their marketing plans. You can expect an information rich program with critical financial takeaways.

Lectures, discussions, short case-studies, and hands-on examples are used throughout the day to make the financial concepts clear and to show how to apply them in real-life marketing situations.

Financial Fluency for Marketers - Learning Objectives

• Explore how to determine the financial results of marketing decisions.
• Understand how marketers can use accounting information to improve decision-making.
• Examine key financial concepts and when and how to employ them.
• Develop knowledge to facilitate the dialogue with finance and accounting professionals.
• Learn what accounting data need to be available to make financially sound marketing decisions.
• Understand how to determine key financial metrics such as the variable margin rate and Return on Investment and utilize them to evaluate marketing activities.
• Explore the components of cash flow and what affects them.
• Learn alternative criteria for choosing among marketing investments and the advantages and disadvantages of these criteria

Contact: Kari Mueller American Marketing Association , (312) 542-9000, kmueller@ama.org