September 24 - November 4

Mid-term Exam:
Saturday, October 20
1:00-4:00 p.m. EST

Final Exam Online:
Saturday, November 10
1:00-4:00 p.m. EST

Instructor:
Wendy Boyd

Member: $995
Non-Member: $1,295

 

Online Course Overview

Essential Math Skills for Marketers

This course is a must in today’s business environment, as marketers are increasingly more responsible and accountable for the economic impact of their programs. For many marketers, "number crunching" is often an anxiety-riddled exercise. However, let’s face it, marketing and sales is a numbers game. Learn how to calculate key business metrics to optimize costs and deliver better profits. This hands-on course examines some of the basic formulas and special arithmetic used in marketing driven companies.

Learn what is driving your senior management team from a financial perspective. Understand how to develop programs that will meet business objectives within budget parameters to deliver positive financial results. The math concepts covered are applicable to marketers of all products and services in both B2C and B2B industries.

Quantitative skills are becoming increasingly important for all marketers, so don't get left behind.

Course Objectives

At the end of participating in this course, you should be able to:

  • Explain and show how to calculate and solve typical marketing problems using various mathematical formulas
  • Utilize real life examples to solve everyday marketing situations with corresponding work sheets and solutions
  • Understand key metrics and financial drivers that are relevant to marketers

Features:

  • Interaction with a marketing expert
  • Latest technologies
  • Recorded videos with synchronized PowerPoint presentations
  • Discussion boards for collaboration
  • Technical Support

Benefits:

  • Anywhere and anytime access
  • Flexible to suit your schedule
  • No travel time
  • Interactive learning experience
  • Online Certificate in Marketing Math awarded upon successful completion of all course requirements

Requirements

Course Requirements:

CMA’s certificate program courses are designed to build on the skills and knowledge of marketing practitioners. Individuals must have at least one year of experience in a marketing-related role to take this course. The instructor will assume that students have a foundational understanding of the principles of marketing and a basic understanding of math principles and excel to enrol in this course. Coursework includes optional practice questions and a 3-hour written final examination. Students must achieve a final overall mark of 50% on the final examination in order to qualify for a certificate pass.

Workload:

This course is demanding, but very rewarding.  Each session is comprised of a video-based multimedia presentation and optional practice questions. On average we recommend that you will need at least 3-6 hours each week to complete the coursework.

Note: This course is required to achieve the Certified Marketing Specialist™ (CMS) designation. If you have questions regarding the course requirements or the CMS designation, please contact learning@theCMA.ca.

Outline

CMA’s Marketing Math Online Certificate course consists of instructor recorded videos, synchronized PowerPoint presentations, integrated discussion boards and practice questions. This course also includes three live interactive webinars, during which students have the opportunity to engage with fellow students and to ask direct questions to the instructor.

The following is a general outline of the course content (subject to change).

Session 1: Introduction and Market Analysis

  • Percentages
  • Averages
  • Defining the Market

Session 2: Business Profit & Loss Components

  • Defining the Profit and Loss Statement:
  • Revenue
  • Cost of Goods
  • Gross Profit
  • Net Profit
  • P&L Example
  • Key P&L metrics used in marketing evaluations:
  • Gross Margin per unit
  • Gross Margin and Gross Margin %
  • Contribution Margin and Contribution Margin %
  • Net Margin

 
Session 3: Key Marketing Performance Metrics (Part 1)

  • Overview of Key Performance Indicators
  • Acquisition
  • Retention
  • Upsell

Mid-term Exam

Session 4: Return on Investment

  • Expectations for Marketers
  • Return on Investment (ROI)
  • Understanding the definition and purpose of ROI
  • Formula and calculations
  • Determining Incremental Value
  • Using Thresholds for ROI
  • Calculating Net Gains to meet ROI Threshold

 
Session 5: Key Marketing Performance Metrics (Part 2)

  • Break-even Formula and Usage
  • Payback Formula and Usage
  • Life Time Value
  • Net Present Value

 
Session 6: Channel Performance Metrics and Results Analysis

  • Tracking Marketing Initiatives by Channel
  • Mass Channels Metrics
  • Direct Channel Metrics
  • Social Media Metrics
  • Results Post Analysis

Final Examination

Facilitator

Wendy Boyd

Wendy is a firm believer that, “if you’re not constantly learning, you’re falling behind” so she is happy to be an eternal student and teacher of marketing.

Wendy has enjoyed success on both client and agency side from large blue chip to small start-up companies, consumer and B2B – across a wide variety of brands including Bell Mobility, General Mills, American Express, InfoWorks, Scotiabank, Canadian Tire, United Way, Toyota, Honda, Moneris and GE Money. Currently Wendy is President of AM360, a marketing consulting company.

She’s dedicated her career to expanding her knowledge in a variety of marketing disciplines, always looking to blend the analytic and creative sides of marketing. She’s passed on her knowledge by authoring four CMA Certificate courses, including Advertising and Media, Marketing Math, Advanced Marketing and Integrated Branding. She has also been an active member of CMA’s Education Committee for over 10 years.

Experience has taught Wendy that marketing is part art, part science so she teaches how to be well-rounded in both aspects – with skills for enhancing both creative solutions and ROI.

Testimonials

“This course provides the fundamental knowledge of how to look at your Marketing metrics and campaign results in a professional way.” 
- Alex Chang

"Overall, Wendy, thank you so much for the course! I think you are a great tutor! The course structure, explanations and practice materials are well thought and of great value for students.”    
- Maryna Piskokha

“This was one of the best courses I have taken. I was challenged throughout and learned a vast amount in a short time. I have already implemented many of the key learnings into my position here at Big Rock.”   
- Brenda Sgaggi

"The instructor's videos and webinars were the best aspects of the course - lots of great information well presented. I was able to apply what I was doing in the course immediately to my work. Excellent!"
- Robin Dube