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Finance for Marketers

It has been identified that many companies lack quality marketing leadership. Marketers, in general, do not possess the aptitude or knowledge to occupy positions and perform at board level. Most marketers have not developed a broad enough set of skills to cope with high-level business decisions. This skill gap is most evident in the areas of basic financial understanding and the principles and language of business.

There is a tendency amongst marketers to focus on the size of the budget they have to spend rather than the amount of profit that they can help to generate. A focus that is detached from that of the rest of the company, that exhibits a lack of basic financial understanding and fundamental business acumen and can only result in conflict and cost cutting.

Marketing is gaining influence in business, however, marketing still has a great deal less influence than Finance or HR. When short-term business survival replaces long-term business goals, the marketing budget is first to be cut. It is far easier to restore a marketing budget, than replace all those who had to be made redundant when the business went into decline.

Research has shown that marketers who directly link their marketing agendas with the corporate goals of a company are much less likely to have to go through budget cuts. It is obviously not possible to be able to report on every part of the marketing agenda, however, the marketing plan should at least be taken to the bottom line, outlining cash flow, profit and contribution and shareholder value.

Marketers need to be able to internally promote what they contribute, in real business terms, to their colleagues. They need to define and communicate what it is that marketing means for the company they operate within and how it relates to the company's business model. Essentially, marketers need to be able to communicate, in business language, what counts and what doen't.

The Intellexis Finance for Financial Managers Curriculum

The Intellexis Finance for Financial Managers Curriculum of courses is perfectly suited to address the skill gap and lack of basic financial understanding that is discussed above.

The curriculum includes the following sets of courses:

	Finance for Managers: Financial Fundamentals
	Financial Fundamentals is suitable for managers and business professionals in any company, and provides the basic introduction necessary to understanding finance in business. It explains clearly and concisely the principles underlying the recording of financial data. In addition the financial statements are analysed to provide basic costing information, vital to many managerial decisions.
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	Finance for Managers: Operational Analysis
	Operational Analysis explains how static, documented company information can be turned into practical financial ratios which are vital when making business decisions. These ratios can be used to measure past performance and to project future performance, leading to more effective business decisions. This training course is suitable for managers and business professionals in any company and presents the information needed in a clear, concise and logical manner.
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	Finance for Managers: Strategic Analysis
	Strategic Analysis is designed for managers and business professionals in any company. Building on the skills first developed in the Operational Analysis curriculum, Strategic Analysis seeks to use financial ratios within a corporate context. An understanding of the impact of financial and operational business decisions on corporate performance is developed. In essence, this aids understanding of where the company is and how it got there.
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	Introduction to Budgeting
	Budgeting is perhaps one of the most time-consuming activities undertaken by managers. It is imperative that managers have a good understanding of how to carry out their budgeting and how it fits within the objectives of their organisation.
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	Business Basics
	Business Basics provides a clear and logical introduction to the field of business finance. It is suitable for managers and business professionals in any company providing a good introduction to the financial knowledge and skills necessary for making business decisions.
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