Finance and Campaign Execution Spring 2024

By the end of this course, you should be able to:

• Examine financial statements and understand how products, services and brands can maximize marketing's contribution to the bottom line.
• Analyze performance using strategic objectives, KPIs and other performance measurement tools.
• Drive business revenues through the development of effective acquisition, retention, upsell and launch strategies.
• Design, brief and deploy effective marketing campaign executions.
• Implement strategies to successfully lead collaborative cross-departmental teams and agency partners.

Features:

• Interaction with marketing experts
• Latest technologies
• Discussion boards for collaboration
• Technical Support

Benefits:

• No travel time
• Interactive learning experience
• Networking and connecting with other practicing marketers
• Successful completion of this course counts towards your CM designation requirement
• Certificate upon successful completion of all course requirements

CMA’s Finance and Campaign Execution course consists of course content, documents, activities, and discussion boards. Throughout the 12-week course learners will be required to complete graded assignments which may include posting to a discussion board, completing short exercises and or project(s). Learners will have the opportunity to engage with fellow learners and to ask direct questions to the instructors.
The following is a general outline of the course content:

1. Introduction to Financial Statements
• Identify and interpret the common financial statements found in an annual report.
2. Applying Financial Ratio Analysis to Assess Performance.
• Calculate common financial ratios and apply the results in analyzing an organization’s financial health.
3. Making Financially Sound Marketing Decisions
• Differentiate and calculate fixed and variable costs.
• Calculate profit and return on investment.
4. The Influence of Finance on Marketing
• Apply financial analysis to important marketing decisions.
• Apply qualitative analysis when making important financial decisions.
5. Optimize Customer Value
• Develop a value-based customer segmentation scheme.
• Construct a measurement framework to guide acquisition investment decisions.
• Explain the various stages and components of the acquisition process.
6. Prospect Metrics and Targets
• Calculate customer acquisition cost.
• Apply customer data to drive effective and efficient customer acquisition programs.
• Explain different approaches required to build a sophisticated knowledge of prospects.
• Prepare a detailed prospect profile.
7. Customer Value Optimization
• Explain the stages of the customer acquisition process.
• Identify challenges and opportunities at each stage of the acquisition process.
• Construct success metrics for each stage of acquisition process.
• Compare and contrast acquisition strategies of business-to-consumer and business-to-business.
8. Customer Retention
• Define key customer churn terminology.
• Calculate and interpret key churn metrics.
• Outline potential reasons for customer churn.
• Describe strategies and tactics to improve customer retention.
9. The Foundation of a Strong Integrated Marketing Campaign
• Build a strong integrated marketing campaign foundation.
• Write an effective campaign brief.
10. Defining Your Marketing Mix (Part 1)
• Recognize when television, radio, print, out-of-home, email, and direct mail are optimal channels for your integrated marketing campaign.
• Practice executional excellence in marketing using television, radio, print, out-of-home, email or direct mail.
• Inspire creative approaches to capitalize on the unique attributes of television, radio, print, out-of-home, email, and direct mail.
11. Defining Your Marketing Mix (Part 2)
• Recognize when search engine marketing, digital and social media are optimal channels for your integrated marketing campaign.
• Practice executional excellence in marketing using search engine marketing, digital or social media.
• Inspire creative approaches to capitalize on the unique attributes of search engine marketing, digital and social media.
12. Driving Conversion and Rounding Out a Campaign
• Optimize your digital hub to support campaign objectives.
• Integrate secondary technology to build out an optimized digital hub.
• Incorporate public relations to effectively support an integrated marketing campaign.

Course Requirements:

Individuals must have at least one year of experience in a marketing-related role to take this course. Learners must achieve a final overall grade of 65% in order to qualify for a certificate pass and have the course count towards their requirements for the CM designation.

Workload:

The time required for the course will vary depending on your learning style, learners are likely to invest 6 - 8 hours per week on average. Graded assignments may include posting to a discussion board, completing short exercises and or project(s).

• To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’.
• Cancellations made greater than 14 calendar days prior to the course start date will not be penalized. A refund will be issued in full.
• Cancellations made with 14 or fewer calendar days prior to the course start date will be processed with a 50% administration fee deducted.
• No refunds past course start date.
• Refunds will be issued to the source of payment

In the Event of Program Cancellation

• We cannot always secure the minimum number of required participants to run each session. Program fees will be either credited or fully refunded in the event of a course cancellation at the discretion of the learner. 
• We take great pride in our programs and will do the utmost to make your experience with us both valuable and enjoyable. Please do not hesitate to contact us should you have any questions or concerns.