Course overview and introduction
Organisations are increasingly faced with a volatile, uncertain, complex, and ambiguous (VUCA) environment. Responding to this requires managers who are able to flexibly utilise the information available to plan and control operations to successfully deliver strategic objectives.
This course builds upon our course: Accounting and Finance Foundation, which we recommend as a prerequisite.
Aims of the course
The overall aim is to give marketers a better understanding of the financial impact of business decisions by building their financial acumen and improving their confidence when communicating their marketing activity and plans in financial terms.
Who is the course for?
This course is essential for anyone in marketing wanting to understand how to utilise accounting and finance to plan, control and make marketing operational and strategic decisions.
Those who wish to understand and use accounting knowledge for operational and management decision making will find it extremely useful.
Marketers who wish to improve their analytical skills and use accounting and finance tools for managerial advantage.
The starting level of expertise assumed is equivalent to that of our course Accounting and Finance – Foundation.
Benefits of attending the course
The course will benefit both attendees and their organisations. It will enable marketers to face the varied financial challenges that they will encounter in their daily tasks. With a firm grasp of finance through using financial tools and methods, they are given an understanding of the financial impact of strategic decisions, allowing them to play a more active part in helping their organisations succeed in their strategic objectives.
Attendees will receive a certificate detailing that they have successfully completed the course. Where relevant, this will also detail the CPD hours.
- Business planning, forecasts and budgets
- Performance management
- Cash flow
- Operational decisions
Teaching and Learning Strategy
A stimulating and demanding course developing knowledge and skills from the basic concepts of accounting and finance to operational application.
A relevant range of learning methods will be used depending upon the delivery channel, but will include:
- Experiential and reflective learning
- Skills practice
- Group work and discussions
- Case studies
- ICT activities
This course is an interactive and practical training workshop to help embed practical outcomes. Delegates are encouraged to bring their real-life challenges and examples to the day or send it in advance, so Shaun can help illustrate different solutions suitable for different business situations.
Intended learning objectives (ILOs)
By the end of the session marketers should be better able to:
- Interpret profit and cash budgets and identify potential problems.
- Identify appropriate pricing strategies to fit different market needs.
- Incorporate financial evaluation into operational decision making and problem solving.
- Understand profit, assets and liabilities and cash flow.
- Read and draw conclusions from a balance sheet and profit and loss account and identify the sources of accounting disclosures.
- Know how to use a variety of analytical techniques to assess the accounts of a business in terms of profitability, solvency and risk.
Shaun has over four decades of experience working in finance and accounting based roles. He started his career in the accounting sector and after that worked in the finance and accounting positions for many reputable businesses such as Virgin Media, Baldwin Technology, Hunting Gate Group, Willmott Dixon Group to name a few.
Following that, Shaun moved into the public sector to participate in more strategic work through commissioning infrastructure and services in children’s services, public health and adult services, making a positive impact for county councils and London boroughs.
The know-how that Shaun has gained from working for a range of organisations, from small businesses to international corporations, across the private, public, and not-for-profit sectors has been utilised as a Management Lecturer at several UK HE institutions.
Currently, Shaun is working as an Associate Lecturer with the Open University Business School, and he has over twenty-five years of involvement in the Higher Education sector in the UK and internationally with universities and private institutions.
Melding academic knowledge and pragmatic business experience, Shaun has a multidisciplinary view of business. With an expanding portfolio of publications, Shaun’s research interests are in organisational learning and strategy, especially in small businesses.