Budgeting for Marketers: Essentials

Institute of Data & Marketing
Course summary
Professional Training
1 day
450 GBP excl. VAT
Full time
Professional Training
Course Dates
Online courses
450 GBP

Enquire for more information

Course description

Budgeting for Marketers: Essentials

Get a greater understanding of the numbers that underpin your marketing. This introduction will help you to create the right financial business case and measure outcomes. Use this knowledge to forecast results and build successful marketing campaigns.

Suitability - Who should attend?

Finance for Marketers is for all who need an introduction to the key financial principles that underpin direct and digital marketing – implementers, strategists and those who have any engagement in this activity within their organisation.

You will gain insights into the basic metrics involved with planning and evaluating marketing activity, and learn how to build predictive models that support evidential business cases.

Outcome / Qualification etc.

You will learn to:

  • Gain a greater understanding of direct and digital marketing metrics
  • Gauge the success and failure of your marketing activity
  • Understand the principles and the terminology
  • How to understand and apply results to maximize campaign performance
  • Budget and build the financial business case for campaigns

Training Course Content

Principles of budgeting for direct and digital marketing

  • How to evaluate the cost-effectiveness of your direct and digital marketing activity
  • Evaluate the performance of on and offline marketing channels
  • Understand and calculate your Allowable Marketing Cost (AMC)
  • Modeling customer Lifetime Value (LTV) by source and customer type
  • Understand how recurring revenue models work and affect AMC

The building blocks of direct and digital marketing metrics

  • Maths for marketers; percentages, mean, median, mode etc.
  • How to calculate your Cost per Mille (CPM), Cost per Response (CPR), and Cost per Action (CPA)
  • Calculate your Cost per Sale (CPS) and conversion rates
  • Understand and calculate a break-even point
  • Evaluate Market Share

Accounting definitions made easy

  • Introduction to accounting principals and terminology, including cashflow, yield, contribution, fixed and variable costs, Earnings Before Interest and Tax (EBIT), and Earnings Before Interest, Tax, Depreciation and Amortisation (EBITDA)
  • Understand key business finance concepts including risk, opportunity cost, Net Present Value (NPV)
  • The importance of budgets and forecasts
  • How to calculate your Return on Investment (ROI)

[Participants will be provided with a full glossary of terms to take away]

Performance measurement systems for direct and digital marketing

  • Metrics frameworks for assessing the effectiveness of direct and digital marketing
  • Identifying Key Performance Indicators (KPIs)
  • How to build a Balanced Scorecard (financial and non financial metrics)
  • Structured improvement through A/B and multivariate testing
  • How to build a test matrix and calculate minimum sample cell sizes and margin of error

Budgeting for digital marketing

  • How to build budgets and forecasts
  • Typical costs and response measures
  • How to monitor and control budgets
  • Variance analysis and managing costs
  • How annual and departmental budgets are built from campaign budgets
  • Budgeting for different growth scenarios
  • Marketing maths and working with budget holders – Top tips to get your business case approved

Course delivery details

Virtual Classroom: Tutor-led, live, online classroom environments

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

  • An interactive classroom environment
  • Peer-to-peer collaboration
  • An engaging platform experience
  • Practical learning through hands-on exercises
  • Online access anywhere you can get an internet connection

Courses are structured in a time-friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

Why choose Institute of Data & Marketing

Over 30 years experience as a leading awarding body for qualifications in data & digital marketing

Over 100,000 people have attended our courses

Over 15,000 marketers have earned a professional certification with us


Members: £400 + VAT

Non-members: £450 + VAT

About provider

Institute of Data and Marketing

IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...

Read more and show all courses with this provider

Request info

Fill out your details to find out more about Budgeting for Marketers: Essentials.

  Contact the provider

  Get more information

  Register your interest

Country *

Contact info

Institute of Data & Marketing

DMA House
70 Margaret Street London

 Show phone number

Request information

Find out more about this Budgeting for Marketers: Essentials course - simply fill out your details:

Find a course for you!

  Read the course
 summary on this page

 Fill in your details and Request information

 Receive all the info you need

Find more courses here