MKM704 - Financial Aspects of Marketing

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Last revision date 2018-01-26 21:55:24.496
Last review date 2018-01-26 21:55:24.496

Subject Title
Financial Aspects of Marketing

Subject Description
This subject provides an overview of financial management and introduces financial concepts and techniques important to marketers. The focus of the course is on the development of financial "literacy" and application of financial information to business decision-making. Students will interpret financial statements; evaluate capital investment and operating decisions using sensitivity analysis and Net Present Value calculations; use financial control systems to assess operating performance; forecast market demand; prepare budgets and make investment decisions.

Credit Status
One credit toward the Marketing Management Ontario Graduate Certificate Program.

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

1. Describe the goals and functions of financial management.

2. Interpret financial statements (e.g. balance sheet and income statement) from the perspective of a financial manager.

3. Identify sources and uses of funds to make effective short-term financing decisions.

4. Evaluate a firm's business strengths and weaknesses using common size and ratio analysis, relative to competitive firms and industry standards.

5. Assess the financial outcomes of alternative marketing strategies and conditions, using break-even and sensitivity analyses.

6. Generate pro forma cash flow, balance sheet and income statements using sales and cost forecasts.

7. Apply the "time value of money" concept to capital investment decisions.

8. Develop an operating budget and practice budgetary control through variance analysis.

Essential Employability Skills
Execute mathematical operations accurately.

Apply a systematic approach to solve problems.

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

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

Manage the use of time and other resources to complete projects.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

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

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 Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.