Accounting and Finance – Strategic

Course code – AFS001

Course version – Online

Course overview and introduction

Managers are taking strategic managerial and business decisions within an environment that is increasingly complex and uncertain. The ability to understand the sources of finance and maximising of use of the scarce resources at their disposal is crucial to ability of managers to contribute to the success of the organisation.

This course builds upon our course: Accounting and Finance Advance, which we recommend as a prerequisite.

Aims of the course

The overall aim is to empower marketers by giving them a better understanding of the financial impact of strategic business decisions. Through learning about obtaining finance and the best use of resources to create wealth their financial acumen is improved and they are better able to participate in the strategy setting and implementation activities of the organisation.

Who is the course for?

This course is essential for anyone in marketing wanting to understand how to obtain and use resources in planning and pursuing strategic objectives.

Those who wish to understand and use financial knowledge for strategic decision making will find it extremely useful.

Marketers who wish to improve their analytical skills and use accounting and finance tools for competitive advantage.

The starting level of expertise assumed is equivalent to that of our course Accounting and Finance – Advanced.

Benefits of attending the course

The course will benefit both attendees and their organisations. It will enable marketers to face the varied financial challenges that they will encounter in their daily tasks. With a firm grasp of finance through using financial tools and methods, they are given an understanding of the financial impact of strategic decisions, 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

  • The strategic environment
  • Investment appraisal tools
  • Investment decision making
  • Raising finance
  • Company valuation
  • Corporate governance

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
  • 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. Participate in the corporate strategy planning and implementation cycle.
  2. Identify appropriate sources of funding.
  3. Utilise appropriate investment appraisal tools.
  4. Make decisions about what projects and investments to proceed with.
  5. Understand the importance of business ethics to business strategy.

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
£332.10for premium members
£369.00for non-members
Upcoming Dates :

Monday, 10th May 2021, 2:00 pm – 5:00 pm (BST)

Tuesday, 11th May 2021, 2:00 pm – 5:00 pm (BST)

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