Finance in Marketing
Introduction
Mike Hanssens and Paul Farris have new videos on the Marketing Accountability Standards Board YouTube channel
Hanssens, Farris Contribute to FINANCE in MARKETING Video Library
Marketing measurement and research stalwarts Dominique Hanssens of UCLA and Paul Farris of UV-Darden have added videos to the FINANCE in MARKETING Library on the MASB/YouTube channel. Hanssens explains Marketing ROI and Farris covers several topics, including Market Penetration Metrics and Marketing Push and Pull. This is free, educational material for marketing academics and students!
If you are interested in contributing videos, contact info@themasb.org.
MASB, the Marketing Accountability Standards Board, is developing Finance in Marketing Education to make it easier for instructors to teach the application of financial principles and metrics to marketing students by providing both tools and an approach for teaching financial principles in a marketing context.
The video library includes:
- David W. Stewart, PhD, President’s Chair in Marketing and Law at Loyola Marymount University, on The Overlap of Marketing and Finance
- Neil Bendle, Associate Professor of Marketing at Ivey Business School, on Accounting Principles, Problems Accounting for Marketing and What Is an Intangible Asset?
- Kevin Lane Keller, E. B. Osborn Professor of Marketing at Dartmouth University’s Tuck School of Business, on What Is a Brand? and Accounting for Brands
- James R. Gregory, PhD, Senior Fellow at The Conference Board, on Managing Intangible Assets for Value Creation
- Daniel McCarthy, Assistant Professor of Marketing at Emory University’s Goizueta Business School on Retention Rates (and complications) and Customer Lifetime Value
- and many more!
Be sure to have your students bookmark the FINANCE in MARKETING Library and the , free educational resources from MASB!