F9
Marketing Finance
Financial return AND brand value
Lectures
- 01What Marketing Finance Actually IsFree
- 02ROI, ROMI, and the Measurement TrapPro
- 03Customer Lifetime Value (CLV) and Its LimitsPro
- 04CAC, Payback, and the Performance Marketing IllusionPro
- 05Marketing Budgeting — SOV, ESOV, and the Share LawsPro
- 06The Business Case for Marketing InvestmentPro
- 07Marketing as an Asset — Brand on the Balance SheetPro
- 08Integration: the marketing finance directorPro
Quizzes
A short quiz per lecture to test your grasp of the material.
- F9-01What Marketing Finance Actually IsTake the quiz →
- F9-02ROI, ROMI, and the Measurement TrapTake the quiz →
- F9-03Customer Lifetime Value (CLV) and Its LimitsTake the quiz →
- F9-04CAC, Payback, and the Performance Marketing IllusionTake the quiz →
- F9-05Marketing Budgeting — SOV, ESOV, and the Share LawsTake the quiz →
- F9-06The Business Case for Marketing InvestmentTake the quiz →
- F9-07Marketing as an Asset — Brand on the Balance SheetTake the quiz →
- F9-08Integration: the marketing finance directorTake the quiz →
Case studies
Integrative cases where the module's concepts meet a single brand or situation.
- Performance Marketing Reckoning CaseAirbnb — The Brand-Over-Performance Pivot
- CAC Collapse CasePeloton — The CAC Collapse
- ZBB Cautionary TaleAB InBev — The Zero-Based Budgeting Cautionary Tale
- Marketing Investment Discipline ModelDiageo — The Marketing Investment Discipline Model
- Brand Writedown CaseKraft Heinz — The $15bn Brand Writedown