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Course Overview

As marketing professionals, we are often seen as not having the appropriate financial literacy levels for senior management or board room decision making.  This 12-week module based programme looks to bridge that gap and provide marketers with an understanding of the importance of financial management in a business context. During the course you will look at the analysis and application of financial and management accounting information as inputs into management and key, strategic marketing decisions, and then how to apply those learnings to financial marketing strategy using case studies.

Please note, this course is a module of our PgDip in Management and Marketing and will take place 6-8pm on Thursday evenings for 12 weeks. .

Check out the taster webinar Sarah Strange and Sean O’Reilly held recently on the PgDip in Management & Marketing with a focus on the Finance Module here.

Is it for me?

This course provides you with an understanding of the importance of financial management in a business context. The course is concerned with the analysis and application of financial and management accounting information as inputs into management and marketing decisions. This course will include group work and presentation of a chosen case study



  • Breakeven Analysis
  • Budgeting and Forecasting
  • Investment Appraisal
  • Sources of Finance for Businesses
  • Pricing Decisions and Strategies
  • Working Capital Management and Cash Flow

24 September 2020



TU Dublin,
Aungier Street,
Dublin 2


Sean O'Reilly


Aoife Moreton

What will you get?

• A fully accredited CPD qualification at Level 8 on the NFQ awarded by TU Dublin

• An Executive (CPD) Diploma delivered over evening sessions, with case studies, additional self-study and laboratory work

• Exposure to leading and respected practitioners and experts

What will you learn?

• Understand and critically evaluate financial information

• Contribute in a meaningful way to management and marketing decisions based on the analysis of management accounting data

• Conduct sensitivity analysis of financial projections by means of spreadsheets

• Evaluate alternative sources of finance and assess investment possibilities

• Work effectively in teams to formulate key decisions

Marketer Pathways Competencies

Marketer Competencies

  • Strategic Marketing

Business Competencies

  • Commercial Awareness
  • Decision Making & Judgment
  • Making a Business Impact
  • Organisational Awareness
  • Risk Management

People Competencies

  • Negotiation Skills

Course Trainer

Sean O'Reilly

Assistant head of school in Accounting and Finance at TU Dublin

Seán O’Reilly is the Assistant Head of the School of Accounting & Finance at Technological University Dublin, City Campus.

Seán is a Chartered Accountant having trained in PwC and now lectures on the FAE Programme for Chartered Accountants Ireland. Seán also holds an Adjunct Lectureship role in Beijing University of Technology and is a Financial Consultant for the European Bank for Reconstruction and Development having worked on a number of projects in Central Asia.

He is also a Non-Executive Director in an Educational Trust for Disadvantaged Youths in the Dublin City. Seán is currently embarking on a PhD in Dublin City University specialising in Entrepreneurial Finance. He has published a number of academic case studies in small business finance using real-life examples of Irish companies. Seán lectures on the MII TU Dublin Postgraduate Diploma in Management and Marketing.

An important note on accreditation

As the professional body for marketing in Ireland, the Marketing Institute recognises the importance of academic accreditation. That’s why we have teamed up with TU Dublin, Ireland’s largest marketing educator, to jointly operate this Executive Diploma programme. Accreditation speaks to a sense of public trust, as well as to professional quality.

Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.