Executive Education Programs Program Information


Aresty Institute of Executive Education, The Wharton School, University of Pennsylvania - USA

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  Wharton Marketing Metrics™: Linking Marketing to Financial Consequences

Wharton Marketing Metrics™:  Linking Marketing to Financial Consequences

Do you know the impact of your marketing initiatives on the bottom line? What would a five percent increase in customer satisfaction mean for your income statement? Marketing managers increasingly need to demonstrate the ROI of their programs. Finance executives need to assess the payoffs of marketing investments. Both marketing and finance executives are under incredible pressure to make every dollar count.

Wharton Marketing Metrics™: Linking Marketing to Financial Consequences provides rigorous tools and approaches to measure the effectiveness of your marketing expenditures. The program will help you make better investments to get more for your money. You’ll gain a broad but sophisticated view of the impact of various marketing efforts in different industries, with special attention to assessing short-term and long-term implications.

Oct 14, 2013 - Oct 18, 2013
Philadelphia
$9,250

May 05, 2014 - May 09, 2014
Philadelphia
$9,250

Through Wharton Marketing Metrics™, an interdisciplinary team of faculty from Wharton’s Marketing, Accounting, and Finance Departments brings an approach and perspective based on research and best practices at leading companies. You will gain insight that will allow you to:
- Make better decisions to optimize your marketing spending and increase your results.
- Develop a measurement-based approach to allocating resources across your marketing portfolio and evaluating intangible assets, such as brand and customer satisfaction.
- Learn to evaluate the financial impact of marketing expenditures.
- Discover how to effectively allocate and support your budgets and communicate your successes.

Faculty offer insights and frameworks to help you better assess and communicate the returns from your marketing spending and provide a view of the impact of various marketing efforts in different industries, with special attention to assessing both short-term and long-term implications.

The program will also explore how traditional marketing measures — such as awareness, preference, loyalty, customer satisfaction, distribution levels, and market share — are linked to financial outcomes. Through exercises and discussions, you will get a clear sense of the best marketing metrics to incorporate into your business.

Among the 13 session topics, you will experience:
-Linking Marketing Metrics to Financial Metrics
-What the CFO Wants to Hear From Marketers
-Measuring the Likelihood of Repeat Purchases
-Measuring Marketing Assets
-Resource Allocation Across the Portfolio
-The Marketing Dashboard: Determining the Essential Metrics for Your Firm

Who Attends This Program
This program is designed for marketing and finance executives who need to assess the returns from marketing expenditures or demonstrate results. Participants will include:
-Marketing managers with budgetary responsibility
-CMOs, product and brand managers seeking to better develop strategies, justify expenditures, and demonstrate returns
-CFOs and finance executives seeking to improve their ability to evaluate marketing investments

To extend the impact of Wharton Marketing Essentials we encourage companies to send cross-functional teams of executives to Wharton.


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