2011 ADVANCED WORKSHOP DATES AND VENUES

• Melbourne: completed for 2011. 
• Sydney: 21 September. Venue: Cliftons Sydney, Level 8, 190 George Street.

Online registration | PDF registration

National Workshop Attendance: a 50% discount rate is available for Australian Marketing Institute members who wish to attend a workshop not scheduled within their home state this year.

Facilitator: Paul Whitelaw, Senior Lecturer, School of Hospitality, Tourism and Marketing, Victoria University

ADVANCED WORKSHOP OUTLINE

This one-day interactive workshop will provide participants with key insights into, and understanding of, the financial skills needed to better manage marketing activities. In particular, it will focus on how marketers can develop and present persuasive cases, based on sound financial analysis, to support marketing activities.

There will be a particular emphasis on the key financial decision-making tools such as ROI, NPV and DCF and how marketing activities affect these. The workshop will comprise a lecture, discussion sessions, and computer-based simulations. Participants will be required to bring their own laptops.

All participants will receive an Excel spreadsheet that contains a series of proforma models and budgets that link the marketing mix to the key financial measures. During the workshop participants will use these spreadsheets to explore and test these relationships.

Topics covered

The modules are:

• Accounting is the language of business, but finance sets the conversation.
• You can’t manage what you don’t measure. What are the key finance measures, how do they work and what do they tell us?
• All marketing decisions drive the bottom line and the key financial measures
• Developing 'isometric' models and budgets.
• Using financial measures to assess the marketing mix.
• Using financial measures to assess marketing campaigns.
• Using financial measures to assess brand health.

More information about the advanced workshop content can be found in the 2011 Advanced and Master Class Workshops brochure (click here, PDF 750KB).

This workshop qualifies for eight hours of professional development under the Professional Maintenance Program of the Institute's Certified Practising Marketer Program.

Who should attend this workshop

Senior marketers and CMOs who need to justify marketing budgets and expenditures to senior managers, especially finance managers. The workshop will be particularly helpful for marketing or brand managers who want to understand the decision-making processes that drive financial rather than marketing decisions.

Registration

CPM Members $850 | AMI Members $950 | Non-Member $1150 | Interstate CPM Member $425 | Interstate AMI Member $475

Online registration is available. Individuals can register themselves and colleagues online.

PDF registration can be used for individual or group bookings. The 2011 Advanced and Master Class workshop PDF brochure contains more detailed information about each workshop and a registration form (PDF, 750KB, click here).

GO TO:

Overview of Advanced and Master Class Workshops | Brand Architecture | Brand Management | Brand Positioning | Customer Management | Driving Marketing Strategy | Finance for Marketers | Managing Marketing Communications in a Push Pull Marketplace | Market Research for Marketers | Measuring Marketing Performance | Scenario Planning