Marketing Planning and Budgeting in Naira

Building a number you can defend. 6 modules and a practical lab, about 12 guided hours.

What you’ll be able to do

• Turn a business objective into a marketing objective with a number, a date and a baseline.
• Build a media budget upward from funnel conversion rates and cost per acquisition rather than from last year plus a guess.
• State and stress-test the FX assumption behind every naira you have allocated to a dollar-billed platform.
• Write a quarterly plan a managing director will read, with its assumptions and dependencies on the page.
• Track spend against plan including commitments, VAT and withholding tax, and know your true position at any point in the month.
• Defend two challenged line items and pre-agree what gets cut if the target slips.

What’s inside

6 modules + lab · around 12 hours