Marketing Accountability
Course: Marketing AccountabilityFollowing the devastating Deloitte report of 2008, when marketing as a discipline was condemned by CEOs and CFOs as being totally unaccountable and following a Cranfield research report that discovered that senior non marketers consider marketing executives to be " unaccountable, expensive and slippery ".TARGET AUDIENCE: Marketing Professionals, Executives, CIM Students, MBA Students, Consultants and anybody that needs a deeper knowledge of Marketing. |
Topics included
Marketing Accountability
Course expertMalcolm McDonald
Professor - Marketing Strategy
Following the devastating Deloitte report of 2008, when marketing as a discipline was condemned by CEOs and CFOs as being totally unaccountable and following a Cranfield research report that discovered that senior non marketers consider marketing executives to be " unaccountable, expensive and slippery ", this video is a MUST for all marketing executives who want to be accepted in the boardroom. Unless we start to understand the financial language of the boardroom and how commercial success is measured in the real world, marketing will remain the Cinderella of all disciplines. This video demystifies this complex topic.
LEVEL: Intermediate to Advanced
RUNNING TIME: 53Min
- Intro to Marketing Accountability
- Marketing accountablity: the value of goodwill
- Marketing Value Time Lag
- Financial and Business Risks
- Creating Sustainable Competitive Advantage
- What is Marketing Accountability
- Marketing Due Diligence
- Practical Example of Marketing Accountability