Description

This unit examines the interface between marketing and finance with particular emphasis on the financial implications of marketing decisions. Topics include: the scope of strategic marketing decisions; implementing marketing strategies; cost implications of marketing decisions; marketing and production; marketing and the creation of shareholder value; marketing and cash flow management.

Topics

• Planning and Cost Behaviour
• Financial Issues and Strategy Decisions
• Managing Gross Margins
• Product Management
• Managing Operating Margins
• Working Capital Management: Issues for Marketing
• Shareholder Value: Issues for Marketing
• Managing Cash Flows
• Capital Structure Decisions
• Managing Fixed Assets
• Planning and Cost Behaviour

In addition, there will some further seminar-type work dealing specifically with financial issues in developing marketing strategies.