Lecture 1-2 - MKT5AMM Lecture 1 Introduction Performance...

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28/02/2012 1 Performance measurement of Marketing functions MKT5AMM Lecture 1: Introduction and the relevance of accounting Subject Learning Objectives By the end of this subject you should be able to understand and appreciate: The importance of performance measurement in Marketing The impact of Marketing on financials 2 The importance of financial statements and the relationship between Marketing and financial ratios The importance of marketing metrics in: Evaluating the performance of the marketing function Assessing the financial impacts of marketing Achieving targeted business performance Unit Learning Guide at a glance Seminar styles classes Assessment: Company report Introduction to the company Conceptual Background (from literature) – Relevance of metrics and performance measurement and the relationship with marketing Analysis - From financial statements, publications and websites, select and present company metrics that are relevant to the marketing function and overall business performance Discussion of metrics presented against the strategies employed by the company – Assess how the company is achieving its marketing and overall business objectives Conclusion Final test In class activities As Assigned - Review Questions and case study discussion in break out groups
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28/02/2012 2 Lecture objectives Understand the term ‘Accounting’ Explain the difference between Management Accounting and Financial Accounting View Accounting as an important source of information for the marketing manager Identify the main users of accounting information 4 Identify limitations of accounting information
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