In today’s competitive landscape, marketers must possess a robust understanding of financial statements and metrics to make informed decisions and drive business success. The Finance and Campaign Execution course, an essential part of the Chartered Marketer (CM) designation, equips you with these critical skills, making you a stronger marketing leader.
Through this course, you will learn how to analyze financial statements and align your marketing strategies with business objectives, ensuring your efforts significantly contribute to the company's bottom line. Master the application of performance measurement tools, including key performance indicators (KPIs), to evaluate and optimize your marketing initiatives effectively.
You'll develop and implement revenue-generating strategies for acquisition, retention, upsell, and product launches. Gain expertise in crafting integrated marketing campaigns that resonate across various channels and deliver tangible results. Additionally, enhance your leadership skills to manage cross-departmental teams and collaborate seamlessly with agency partners.
By the end of this course, you'll be equipped to navigate the complexities of finance and marketing, making you a more competent and confident marketing leader ready to seize leadership opportunities and excel in today’s dynamic corporate environment.
If you have already been approved into the CM program, you can proceed to register for this course in your MyCMA dashboard under Program Status.
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.
- Introduction to Financial Statements
- Identify and interpret the common financial statements found in an annual report.
- Applying Financial Ratio Analysis to Assess Performance.
- Calculate common financial ratios and apply the results in analyzing an organization’s financial health.
- Making Financially Sound Marketing Decisions
- Differentiate and calculate fixed and variable costs.
- Calculate profit and return on investment.
- The Influence of Finance on Marketing
- Apply financial analysis to important marketing decisions.
- Apply qualitative analysis when making important financial decisions.
- 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.
- 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.
- 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.
- 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.
- The Foundation of a Strong Integrated Marketing Campaign
- Build a strong integrated marketing campaign foundation.
- Write an effective campaign brief.
- 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.
- 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.
- 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.
- Summative Quiz
Members Pricing | $1,395 |
Non-Members Pricing | $1,695 |
Payment plan available to help you get started. Contact charteredmarketer@thecma.ca for more details.
Course Format:
CMA’s Finance and Campaign Execution course consists of thirteen modules, each followed by a quiz, with a final summative quiz at the end of the course. On average, this course will take 40 hours
to complete, and learners have six months from the date of enrollment to complete all course requirements. This on-demand course, available on our online learning platform, offers the flexibility to learn at your own pace.
Course Weighting:
- Module Quizzes –80%
- Summative Quiz – 20%
Pass Requirements:
Learners must receive an overall grade of 65% to pass the course.
We will provide a refund less an administration fee of $25 for cancellation requests received within 7 days of purchase for any on-demand course which has not been accessed and/or opened. Any on-demand courses which have been accessed and/or opened are no longer eligible for refunds. To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’, refunds will be issued to the source of payment and may take up to 4 weeks to be completed
