MGM725 - Business Metrics

Outline information
Semester
Schools offering this subject
Last revision date 2023-05-29 01:25:21.432
Last review date 2023-07-31 00:15:12.731

Subject Title
Business Metrics

Subject Description
This course introduces students to common business models, and financial concepts, metrics and techniques which are important to marketers to define, measure and plan business performance.  Students will use Excel and develop financial models such as cost-volume-profit, net present value to determine and defend recommendations for common marketing business cases such as launching a new product.  The focus of the course will be on the development of financial "literacy" and the application of financial information to business decision-making as students will interpret financial statements; evaluate capital investment and operating decisions, use financial control systems to assess operating performance and forecast market demand.

Credit Status
One credit course towards a Marketing Analytics Ontario Graduate Certificate Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Choose the appropriate business model to analyze specific firm or industry scenarios.
  2. Use an understanding of the three generic business strategies (using Porter and/or Treacy and Wiersema) to analyze specific firm or industry scenarios.
  3. Build complex financial/profitability models (in Excel) which reflect the business model of the firm or industry in question and use that model to evaluate strategies or performance.  (Models will incorporate concepts including market size, market share, revenue, variable costs, fixed costs, investment costs, profitability and net present value.  Models will differentiate between “base case” and the incremental implications of marketing and business strategies.)
  4. Assess the financial outcomes of alternative marketing strategies and conditions, using break-even and sensitivity analyses.
  5. Apply the "time value of money" concept to capital investment decisions.
  6. Interpret financial statements (e.g. balance sheet and income statement) from the perspective of a financial manager.
  7. Evaluate a firm's business strengths and weaknesses using common size and ratio analysis, relative to competitive firms and industry standards.
  8. Develop an operating budget and practice budgetary control through variance analysis.
  9. Calculate and use appropriate customer-specific, brand specific and web/internet measures to evaluate strategies or performance.

Essential Employability Skills

    •  Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

    •  Execute mathematical operations accurately.

    •  Apply a systematic approach to solve problems.

    •  Use a variety of thinking skills to anticipate and solve problems.

    •  Locate, select, organize, and document information using appropriate technology and information systems.

    •  Analyze, evaluate, and apply relevant information from a variety of sources.

    •  Show respect for diverse opinions, values, belief systems, and contributions of others.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.