commercial concepts for marketers
2 half days
online or IRL
5 or more participants
The best marketers understand how marketing creates value for the organisation and impacts the bottom line. These marketers understand what drives the business, can talk confidently and knowledgeably about commercial concepts and know which levers they can pull to impact company performance.
Whilst marketers seek to play a more influential role across organisations, we can often lack credibility due to our knowledge of commercial concepts. This program helps marketers and digital professionals enhance commercial acumen so that they can:
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Better demonstrate the value of marketing and digital within their organisations.
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Use commercial concepts and language confidently and build credibility and confidence with boards, executives, and other senior leaders.
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Secure investment and funding to achieve marketing objectives.
Highly interactive and practical, the program provides a forum for you to wrestle with the concepts so you can walk away with the confidence to start applying the learning from day one.
what you will learn
01/ the changing role of marketing
A look at the evolving role of marketing and the imperative to increase financial literacy and commercial acumen
02/ finance for marketers & marketing’s impact on the P&L
Learn basic financial concepts like CAPEX, profit, margin and others. Understand how to read and interpret key financial reports (ie balance sheet and P&L) and marketing’s ability to influence company performance.
03/ demonstrating the value of marketing
Understand the levers at marketing's disposal to create value. Learn how to build a robust measurement approach that extends beyond a campaign and understand key marketing measurement approaches to measure brand, customer experience and more.
04/ securing investment to power marketing-led growth
Learn how to build a compelling business case, secure investment and demonstrate return for key areas of investment like MarTech, websites and NPD.
05/ effectively partnering with finance to win
Understand how to build strong and productive working relationships with one of your key business partners.
06/ marketing budget management fundamentals
Learn how to effectively plan and forecast revenue and costs as well as how to effectively manage and maintain the ongoing marketing budget.
who will benefit
Marketing, digital, and eComm professionals
Business leaders seeking financial literacy
Teams responsible for budget management
course facilitators
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Teresa Sperti
Founder/Director, Arktic Fox
A customer and digital leader with over 25 years' experience working for leading brands including Coles, Officeworks and World Vision, Teresa possesses deep expertise and knowledge in the retail, automotive, media, online marketplaces, travel and NFP sector. Her core competencies include digital transformation, eCommerce, search, data strategy, MarTech & CX.
Teresa is regularly sought by Coles and various other major retailers to advise on various eCommerce initiatives and experience evolution and optimisation from an ideation perspective right through to design and execution.
Teresa was named in the top 20 CMOs in Australia in 2018, which recognises Australia’s most effective and innovation marketing leaders in the country.
Melissa Bugge
Finance & Strategy Professional
Melissa Bugge is a Finance and Strategy professional, who has over a decade of experience working in both large complex organisations (such as World Vision and Monash Health) and medium sized enterprises in the international development and health areas of the broader NFP sector.
Melissa holds an Executive MBA from Melbourne Business School and is currently undertaking her CPA. Melissa’s core competencies include strategic finance business analysis, performance culture and reporting, strategy development and metrics, and building commercial capability.
Melissa is passionate about designing and implementing solutions that are commercial and people centric.
frequently asked questions
Will I need to undertake any work outside of the program?
Yes you will be provided with an exercise to complete between days one and two of the program which will take 30 - 45 minutes of your time. Prior to course commencement you will also be required to undertake a small amount of pre-work - this will take 30 minutes.
What tools will I be provided with?
You will be provided with an investment canvas to help guide development of business case in the program and moving ahead.
Are bookings refundable or transferable?
Due to limited places on the course, Arktic Fox is unable to refund bookings. Bookings are however able to be transferred to another individual to attend the course on your behalf.
What technology will I need to undertake the course?
The online course is facilitated via Zoom. We recommend you download the zoom app onto your laptop or desktop prior to commencement of the course.
