Advanced Business Acumen Course

Who is the course for?

Senior people within the agency who are keen to improve their practical business skills and gain a better understanding of how clients operate.

What are the benefits?

• Understand value drivers and how you can benefit from them.
• Get to grips with the financial dynamics and internal decision-making processes of client companies.
• Be better at interpreting your client’s business strategy and understand how to service your client company’s needs.
• Learn how to identify, grow and measure value opportunities.
• An optional MIPA assignment based on the content of the course will merit successful individuals with 1 MIPA Star.

Content

1. Overview and objectives

• Do you really know who your clients are?
• Understanding your mindset.
• Explore what commercial decision-making is.

2. Understanding client companies

• What drives your client companies?
• Who owns the business: Public versus private companies
• What do shareholders want?
• What is shareholder value?

3. The language of business finance

• Understanding the principles of Financial Accounts (without the numbers!)
• How to spot the key value drivers.
• How to communicate the long-term benefits of marketing and advertising.

4. Business Information

• Identifying the current critical business issues facing your client.
• How to readily access information about your client.
• Shortcuts for high-speed research.

5. Measuring shareholder value

• How to put a number on the value you create for your client.
• Tools and techniques for valuing the future.

6. Putting it all into practice

• Being entrepreneurial – spotting value-generating opportunities.
• Being proactive – selling value creation opportunities.
• Winning the pitch – what makes the difference.

The sessions will include case studies and breakout sessions.  So that you can fully participate in the course, you will be required to undertake a small amount of pre-work.

Where possible we will use actual client companies for some of the case studies.

Course dates

• Part 1: Monday 21 October, 2pm - 4pm 
• Part 2: Tuesday 22 October, 10am - 12pm
• Part 3: Tuesday 22 October, 2pm - 4pm

Your tutor

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