The purpose of this course is to bridge the gap in thinking and language between 'number-crunching' finance professionals and customer-centric marketers. Seen as an interdisciplinary specialization between Marketing and Finance, this course will train students to understand how marketing actions drive financial performance throughout the organization. Common marketing situations will be assessed including, but not limited to, profit dynamics, product mix management, new product forecasting, breakeven analysis, promotion profitability, distribution, and customer lifetime value assessments. A particular focus will be made on the external environment and the tools a marketer will utilize to maximize financial performance and customer value for the organization.
