EST. MMXXVIMarketing as a discipline, evidence as its base.8 August 2026 · NL · EN
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F9

Foundation module

Marketing Finance

8 lectures

1× LAW · 7× FRAMEWORK — what do these labels mean?

SYNTHESIS

F9 · The productive tension

Pricing disciplineandMROI AND strategic choice.

Primary sources

Simon · Hanssens · Martin

Lectures

8 lectures

0 of 8 · 0%
  1. F9-01Marketing finance — pricing as the lever, MROI as the instrumentFreeTake the quiz →
  2. F9-02ROI, ROMI, and the Measurement Trap2 SPTake the quiz →
  3. F9-03Customer Lifetime Value (CLV) and Its Limits2 SPTake the quiz →
  4. F9-04CAC, Payback, and the Performance Marketing Illusion2 SPTake the quiz →
  5. F9-05Marketing Budgeting — SOV, ESOV, and the Share Laws2 SPTake the quiz →
  6. F9-06The Business Case for Marketing Investment2 SPTake the quiz →
  7. F9-07Marketing as an Asset — Brand on the Balance Sheet2 SPTake the quiz →
  8. F9-08Integration: the marketing-finance strategist — the diagnosis spreadsheet2 SPTake the quiz →

Quizzes

8 quizzes

A short quiz per lecture to test your grasp of the material.

  1. F9-01Marketing finance — pricing as the lever, MROI as the instrumentTake the quiz →
  2. F9-02ROI, ROMI, and the Measurement TrapTake the quiz →
  3. F9-03Customer Lifetime Value (CLV) and Its LimitsTake the quiz →
  4. F9-04CAC, Payback, and the Performance Marketing IllusionTake the quiz →
  5. F9-05Marketing Budgeting — SOV, ESOV, and the Share LawsTake the quiz →
  6. F9-06The Business Case for Marketing InvestmentTake the quiz →
  7. F9-07Marketing as an Asset — Brand on the Balance SheetTake the quiz →
  8. F9-08Integration: the marketing-finance strategist — the diagnosis spreadsheetTake the quiz →

Concepts

Active recall beats rereading: retrieve the definition from memory first, then flip the card.

Practise the concepts · 46 →

Case studies

5 case studies

Integrative cases where the module's concepts meet a single brand or situation.

  1. Performance Marketing Reckoning CaseAirbnb — The Brand-Over-Performance PivotRead the case →
  2. CAC Collapse CasePeloton — The CAC CollapseRead the case →
  3. ZBB Cautionary TaleAB InBev — The Zero-Based Budgeting Cautionary TaleRead the case →
  4. Marketing Investment Discipline ModelDiageo — The Marketing Investment Discipline ModelRead the case →
  5. Brand Writedown CaseKraft Heinz — The $15bn Brand WritedownRead the case →
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