Accounting and Finance – Foundation

Course code – AFF001

Course version – Online

Teaching hours – 6

Course overview and introduction

Accounting and finance have a reputation as dull subjects that are difficult to get to grips with. The reality is that they have a lot to offer marketing staff. All marketing staff within an organisation should understand finance in order to contribute to their organisation’s success. Understanding the subjects can enrich the knowledge and skills of marketers, leading to enhanced rational decision-making. This course is ideal for marketing staff needing a basic understanding of accounting and finance, and an explanation of the language and basic concepts used by those in finance.

This course is designed to give marketers an introduction to business finance so they can contribute to their business’s success. It will also give them an understanding of the language used by accountants and how financial statements fit together. It will explain, in a practical way, the financial statements of an organisation and how to read and understand them plus basic accounting concepts such as depreciation, cost behaviour, cash flow, working capital and budgeting.

Aims of the course

The overall aim is to introduce marketers to the basics of accounting and finance.

Who is the course for?

The course is essential for marketers wanting to understand the language used by accountants and how financial information can enhance their career.

Marketing professionals at all levels who need to develop an understanding of business finance.

Benefits of attending the course

The course will benefit both attendees and their organisations. It will enable marketers to demonstrate a better understanding of accounting and finance, allowing them to play a more active part in helping their organisations succeed in their strategic objectives.


Attendees will receive a certificate detailing that they have successfully completed the course. Where relevant, this will also detail the CPD hours.

Indicative content

  • Introduction to accounting and finance, their forms and frameworks
  • Characteristics of information
  • Types of business entities
  • Financial statements
  • Accounting concepts
  • Accounting systems
  • Stakeholders
  • Corporate social responsibility

Teaching and Learning Strategy

A stimulating and demanding course developing knowledge and skills from the basic concepts of accounting and finance to operational application. 

A relevant range of learning methods will be used depending upon the delivery channel, but will include:

  • Experiential and reflective learning
  • Skills practice
  • Group work and discussions
  • Workshops
  • Case studies
  • ICT activities 

This course is an interactive and practical training workshop to help embed practical outcomes. Delegates are encouraged to bring their real-life challenges and examples to the day or send it in advance, so Shaun can help illustrate different solutions suitable for different business situations.

Intended learning objectives (ILOs)

By the end of the session marketers should be better able to:

  1. Understand and discuss the scope, limitations, and differences between accounting and finance.
  2. Explain the difference between cash and profit and outline the nature and significance of cash as an important resource of their organisation.
  3. Describe the functions of financial services and perform basic analysis on them.
  4. Recognise the characteristics of useful information and the systems require to produce it.
  5. Identify key stakeholders and their needs to be able to manage them.

Trainer Biography

Shaun has over four decades of experience working in finance and accounting based roles. He started his career in the accounting sector and after that worked in the finance and accounting positions for many reputable businesses such as Virgin Media, Baldwin Technology, Hunting Gate Group, Willmott Dixon Group to name a few. 

Following that, Shaun moved into the public sector to participate in more strategic work through commissioning infrastructure and services in children’s services, public health and adult services, making a positive impact for county councils and London boroughs.

The know-how that Shaun has gained from working for a range of organisations, from small businesses to international corporations, across the private, public, and not-for-profit sectors has been utilised as a Management Lecturer at several UK HE institutions. 

Currently, Shaun is working as an Associate Lecturer with the Open University Business School, and he has over twenty-five years of involvement in the Higher Education sector in the UK and internationally with universities and private institutions. 

Melding academic knowledge and pragmatic business experience, Shaun has a multidisciplinary view of business. With an expanding portfolio of publications, Shaun’s research interests are in organisational learning and strategy, especially in small businesses.

Programme Details
£242.10for premium members
£269.00for non-members
Upcoming Dates :

Monday, 24th May 2021, 2:00 pm – 5:00 pm (BST)

Tuesday, 25th May 2021, 2:00 pm – 5:00 pm (BST)

Monday, 21st June 2021, 9:00 am – 12:00 pm (BST)

Tuesday, 22nd June 2021, 9:00 am – 12:00 pm (BST)

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