MMM147 Measuring Marketing Performance

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MMM147

Measuring Marketing Performance

2025-2026

Pre-Experience PG Assessment Brief:

Understanding and Using Financial Statements

Type of Assessment

Report

Item(s) to be submitted

One MS Word (PDF) file

File type

PDF

Word

Formatting guidelines

1. Arial 12- point font on A4 paper

2. 1.5 line spacing

3. Margins of at least 2.5cms on both sides and at the top and bottom of each page

4. Include a cover sheet displaying the coursework title and the word count.

5. Each page is numbered

Structure (e.g. required sub-sections)

1. Introduction

2. Analysis of the company statements

3. Cash flow statement analvsis

4. Income statement forecast

5. Conclusion

Size of assessment (word limit or length) and penalty applied

2,000 words (+/-10%), excluding reference list, diagrams and any appendices.

1. What is the Purpose of This Assessment?

The tollowing tahle shows which ot the module learninn outcomes are heing asses sed in this assignment. Use this table to help vou see the connection between this assessment and vour learnino on the moaule.

Module Learning Outcomes Being Assessed

Assessed learning outcomes relate to the point 9 in the Module Description. The particular assessable learning outcomes are:

1. Distinguish between assets, liabilities, equity, income and expenses.

2. Understand the layout of the three financial statements and differentiate between these: income statement (profit and loss), statement of financial position (balance sheet) and cashflow statement and the importance of Current Year / Prior Year (CY/PY) analysis.

3. Calculate a simple income statement.

4. Understand the drivers and consumers of cash.

5. Develop ability to undertake preliminary research prior to analysing company accounts.

6. Distinguish between, and calculate, a vertical and horizontal analysis of financial information and interpret the data.

7. Prepare simple financial ratios and use to interpret company financial information.

8. Interpret financial statements and how to use them to make marketing investment decisions.

9. Understand how income statements can be used across products, brands, business segments and consolidated companies.

Additional learning outcomes:

To gain confidence as non-financial specialists in using financial statements for making strategic and tactical business decisions. To gain further skills in fact based decision making; presentation, summary and visualisation of data; uncertainty of future outlooks and associated risk management.

2. What is the Task for This Assessment?

To produce a report on the financial performance and position of a real company by analysing its financial statements.