ICASL/CIM - seminar on Marketing Finance

In today's business environment the factors that contribute to the financial performance of an organization and its shareholders' value demand a deep understanding of the marketing-finance relationship.

In today's context, it is not enough any more to be proficient in either marketing or finance, as companies need people who can form a bridge between their marketing and finance departments. Professionals are required to analyze, evaluate and consult organizations on the role of marketing strategy and plans that enhance financial performance.

Based on this importance of "Measuring the impact of your Brand Drivers in Tough Times" the Institute of Chartered Accountants of Sri-Lanka (ICASL) with The Chartered Institute of Marketing (CIM), Sri Lanka Region, will present a seminar on Marketing Finance, conducted by a pioneer in marketing accountability analysis, Director Brand Science UK Sam Dias and the Sri Lankan Guru in Marketing Director, PIM, Dr. Uditha Liyanage.

The one-day session will assist participants to deepen their understanding of the vital interface between the finance and marketing disciplines, especially during times of turbulence.

While creating a mindset to appreciate brands and assets and their place in balance sheets and acquisitions, it will also identify the keys to Demand Management for sustaining positive cash flows and to isolate Key Performance Drivers for strategic resource allocation.

ICASL has chosen the topic of Marketing Finance which is a vastly discussed topic in the global arena, to enhance the abilities and knowledge of the local professionals. This seminar is targeted at CFOs, Finance Directors/Managers, CMOs, Marketing and Sales Directors/Managers and other senior financial and marketing professionals and could be graded as a 'must attend' event to all those who seek continuous professional development (CPD).

This CPD Accredited event will be held on March 20 from 8.30 am - 5.15 pm at the Ceylon Continental Hotel.