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SEMINAR NO. 6 :

 

CERTIFICATE OF PROFICIENCY IN

MARKETING COMMUNICATIONS & LOGISTICS

 

Accounting for Promotion: Push Strategy

Here the principal ways of communicating with the market, referred to collectively as the “promotional mix” are overviewed.  The objective of this mix is to make a sale, either by “pulling” customers towards the product (using advertising) or by “pushing” the product to the customer (using personal selling).  It is shown that the management accountant has a significant role “push strategy”, especially in the human resource management areas of controlling field sales operations and evaluating sales force performance.

  • Approaches to Marketing Communication
  • The Promotional Mix
  • Controlling Field Sales Operations
  • The Formulation of the Sales Force Budget
  • Sale Force Motivation
  • Performance Evaluation of the Sales Force

 

Accounting for Promotion: Pull Strategy

This topic continues with the discussion on promotion, and specifically looks at “pull strategy” and integrated marketing communication (IMC) with its heavy reliance on advertising.  It is demonstrated that the management accountant has a significant role in formulating advertising budgets, especially using specific budget models, and in the difficult areas of controlling advertising outlays and evaluating advertising effectiveness.

  • Advertising Budget Planning
  • Cost-Volume-Profit in Advertising Budget Planning
  • Advertising Budget Models
  • Media Selection Strategies
  • Performance Evaluation of Advertising
  • Controlling Advertising Outlays
  • Capital Budgeting and Advertising

 

Major Case Study in Financial Planning of Promotions

  • Analyzing Competitive Environments
  • Brand Loyalty
  • Consumer Behavior and Purchasing Patterns
  • Segmental Analysis
  • Marketing Strategy
  • Cost and Audience Delivery of Media

 

Accounting in Logistic Management

This topic considers the last “P” of the 4-P’s of marketing; i.e. place (or physical distribution). It is shown that the control of the supply-chain distribution function involves a “trade-off” between maximising customer service and minimising distribution costs, and that the management accountant has a significant role to play in achieving this balance.  The various accounting techniques useful in distribution cost analysis and control are highlighted in this topic.

  • The Place Distribution Objective
  • Distribution Cost Accounting
  • Distribution Cost Analysis
  • Distribution Cost Control
  • Channel Selection in Logistics Accounting
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