Masterclass Marketing Budgets & KPI's

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Outline This course teaches participants the essentials of budgeting, different techniques to prepare marketing budgets and will discuss a variety of methods to measure the effectiveness of promotional activities and how they contribute to sales growth. How much a company budgets for marketing will directly impact its growth and profitability. Marketers are as responsible for the preparation of the marketing budget, as they are for the marketing plan. To secure executive buy-in and budget for marketing strategies, marketers also need to demonstrate how their efforts contribute to the business’ goals by monitoring spending on marketing activities. Marketing must clearly prove its effectiveness. Course learning objectives By the end of the course, participants will be able to: 1. Describe the key budgeting principles & techniques, and the essential steps required to develop a company budget. 2. Identify the different types of marketing budgets and distinguish the key building blocks that correspond to each type of budget. 3. Translate marketing campaigns and initiatives into a comprehensive budget using Microsoft Excel. 4. Distinguish different types of key performance indicators to measure the effectiveness of marketing spending. 5. Use metrics to evaluate past campaigns' success or failure, as well to use insights to better allocate budgets for marketing activities. Key topics * Principles of budgeting * Budgeting techniques * Event budgets * Project budgets * Overall marketing budget * Marketing KPI's * Variance analysis * Primary and secondary research * Marketing analytics Examination Final exam

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