This course examines the financial impact of integrated marketing programs on a company¿s bottom-line. Students learn the basic metrics, terminology, and key formulas for planning, managing, and analyzing marketing programs. Students also learn how a business constructs a more comprehensive financial plan, by analyzing profit and loss projections, breakeven analyses and a marketing allowable to set and achieve financial goals. Students apply these analyses to create financial projections and marketing budgets to project key metrics such as return on investment calculations, cost per inquiry, cost per response, cost per click, response profitability and customer lifetime value. Through the study of marketing best practices, students learn how to set the financial criteria for success, create measurable integrated marketing campaigns, and apply the metrics to direct and digital media.
Continuing Education Units (CEU) :