Financial Fluency for Marketers

Courtyard New Orleans Downtown/Convention Center
300 Julia Street, New Orleans, LA 70130
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Present Powerful Financial Arguments for Your Marketing Plans

Listen to a sneak peek Financial Fluency for Marketers Podcast by instructor Don Sexton, Professor of Decisions, Risk, and Operations and Professor of Marketing, Columbia University

Download Financial Fluency for Marketers Brochure >>

Learn the financial information needed to help predict and run powerful marketing programs. This one day program is designed to help all marketing managers evaluate and predict the financial consequences of their decisions so that they can present powerful marketing and financial arguments for their marketing plans. You can expect an information rich program with critical financial takeaways.

Lectures, discussions, short case-studies, and hands-on examples are used throughout the day to make the financial concepts clear and to show how to apply them in real-life marketing situations.

Financial Fluency for Marketers - Learning Objectives

  • Explore how to determine the financial results of marketing decisions.
  • Understand how marketers can use accounting information to improve decision-making.
  • Examine key financial concepts and when and how to employ them.
  • Develop knowledge to facilitate the dialogue with finance and accounting professionals.
  • Learn what accounting data need to be available to make financially sound marketing decisions.
  • Understand how to determine key financial metrics such as the variable margin rate and Return on Investment and utilize them to evaluate marketing activities.
  • Explore the components of cash flow and what affects them.
  • Learn alternative criteria for choosing among marketing investments and the advantages and disadvantages of these criteria

Financial Fluency for Marketers - Questions To Be Addressed

  • What is the proper role of cost in pricing and how can one evaluate alternative prices?
  • What are the minimum sales needed to make an advertising or promotion campaign worthwhile?
  • How much should one invest in a sales representative? How to evaluate the cash flow for a marketing strategy?
  • How to change cash flow?
  • How to allocate resources among products, services, or markets?

Financial Fluency for Marketers - Who Should Attend

  • Marketers who want to improve their marketing decision-making.
  • Marketers who want to refresh their knowledge of financial analysis.
  • Marketers who want a concentrated course in key financial concepts and analyses.
  • Marketers who want to develop a more effective dialogue with the finance and accounting functions.
  • Marketers who want to develop sound financial arguments for their decisions.

Financial Fluency for Marketers – Cancellation Policy         

All Training Series cancellations and requests for refunds must be submitted to the AMA via email to Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to at least two weeks prior to the event start date. No refunds will be given after February 13, 2015.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

 Financial Fluency for Marketers – About the Instructor
Don Sexton

Financial Fluency for Marketers - Agenda

8:00 – 8:30 AM   Registration and Continental Breakfast
8:30 AM – 5:00 PM Program (Includes lunch and morning/afternoon breaks)

Question and answer sessions are ongoing throughout the day.  Problems and short cases are used as exercises.



Course Introduction, Overview, and Goals

Financial Analysis for Marketing Programs (Cost Accounting)

  • What can the income statement tell you?
  • The crucial difference between custodial and contribution income statements and why you need the income statement in contribution form
  • Types of costs
  • Determining the most important short-term financial metric for marketers:  variable margin rate
  • Finding sales watersheds – shutdown and breakeven levels
  • Setting sales objectives to achieve a target return on sales or a target return on investment
  • Changing price
  • Adding a sales representative
  • Changing communications expenditures
  • Modifying the marketing plan
  • Summary


Financial Analysis for Marketing Strategies (Cash Flow Analysis)

  • How does cash flow differ from profit?
  • Why is cash flow crucial to organization success?
  • Drivers of cash flow
  • What can the balance sheet tell you?
  • How to increase cash flow
  • How to select among alternative projects
  • Alternative investment criteria:  advantages and disadvantages
  • Net Present Value
  • Internal Rate of Return
  • Summary

Concluding Remarks

Next Steps

Registration is not available at this time.

Training Series Location 
Courtyard New Orleans Downtown/Convention Center
300 Julia Street
New Orleans, LA 70130 
Phone: 1 504.598.9898

Just a short walk from the historic French Quarter, discover the best of the Big Easy at the Courtyard Downtown New Orleans hotel. The hotel near the Louisiana Superdome offers uniquely renovated guest rooms designed to inspire. Inside, experience the reinvented lobby, featuring The Bistro – Eat. Drink. Connect., where you can sit and enjoy a full meal with cocktails in the evening, or grab something light to go. Stay connected in the lobby with free Wi-Fi and interactive GoBoard®, providing relevant news, weather and local information. Known for great entertainment and hospitality, this New Orleans Convention Center hotel helps you make the most of your travel experience.

Room Rates:
$149.00 Single/Double Occupancy (plus applicable state & local taxes, currently 14.75% + $1.00 city occupancy fee per room per night, subject to change without notice)
All rates at this hotel include complimentary in-room high speed Internet access.

Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Please call Marriott Reservations at 1 504.598.9898 or 1 800.321.2211 and ask for the American Marketing Association room block. The cut-off date for reservations is January 30, 2015. After January 30, 2015, reservations will be accepted based on availability and at the prevailing rate.

In order to confirm a reservation, the hotel will require a credit card or deposit in the amount of (1) one night’s room & tax for each confirmed room. Cancellations made within 72 hours of arrival & no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as a room(s) becomes available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Area Attractions, Events and Tourism
Please visit the New Orleans Convention and Visitors Bureau for additional city information.

The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 am-6 pm CST. Or, you may contact them via email at

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up. 
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

Area Airport
Louis Armstrong New Orleans International Airport (MSY)
Hotel direction: 12 miles W

Driving directions:
Take I-10 E to US Highway 90 W, Exit 11C toward Tchoupitoulas St./S. Peters St., and continue straight one block. Turn left onto S. Peters, go 6 blocks to Julia St. and make a left. The hotel entrance is immediately on the left on the corner of Julia/S. Peters.

Taxi Cabs
Taxis are readily available at the Louis Armstrong New Orleans International Airport. Rates are approximately $35.00 one-way (rates are subject to change without notice).  

Parking at the Hotel
Valet parking is available at the hotel for $28.00 per day (subject to change without notice). Valet parking includes unlimited in and out privileges.

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