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MRKT7012 - Financial Information Analysis

Title:Financial Information Analysis
Long Title:Financial Information Analysis
Module Code:MRKT7012
Credits: 5
NFQ Level:Intermediate
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2014/15 ( September 2014 )
Module Delivered in 1 programme(s)
Module Coordinator: CAROLINE O REILLY
Module Author: Pio Fenton
Module Description: Application of costing techniques to enable marketers to determine pricing structures and interpretation of financial statements
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Determine pricing structures based on cost absorption and activity based costing
LO2 Interpret financial statements using financial ratios for the benefit of the marketer
LO3 Calculate the lifetime value of a customer
LO4 Determine the relationship between promotion spend and increases in sales
LO5 Be able to apply different approaches to pricing based on costs
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed
No Co Requisites listed

Module Content & Assessment

Indicative Content
Pricing structures
Cost based, variable and fixed costs; competitor based, customer based pricing;application of theory to industry examples to show how final price is set taking into account basic fee,start up costs and hourly rates
Overhead absorption; marginal costing; activity based costing. Use of activity based costing methodology,allocating resource costs through activities to the products and services provided to customers. ABC and strategic decisions such as pricing, outsourcing and identification and measurement of process improvement initiatives.
Ratio analysis
Interpretation of finacial statements, calculation of financial ratios, profitability, gearing, solvency.Analysis of financial statements
Lifetime value of customer
Explanation of LVC, calculation of absolute and relative values, estimate the cost of acquiring a customer and the Net Present Value (NPV) of that customer's business during his useful economic life; benefits to marketer
Promotion Budget
Factors determining promotion spend, methods used, calculation of increase in sales per € spend on promotion.
Assessment Breakdown%
Course Work40.00%
End of Module Formal Examination60.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Short Answer Questions Short answer questions 1,2 40.0 Week 7
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination   60.0 End-of-Semester
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The institute reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based instruction 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) Independant study 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
This module has no Part Time workload.

Module Resources

Supplementary Book Resources
  • Peter Atrill, Eddie McLaney, 2011, Accounting and Finance for Non-Specialists, 7th Ed. [ISBN: 978-0-273-74588-4]
  • Peter Atrill, Eddie McLaney, 2012, Management Accounting for Decision Makers, 7th Ed. [ISBN: 978-0-273-76224-9]
This module does not have any article/paper resources
This module does not have any other resources

Module Delivered in

Programme Code Programme Semester Delivery
CR_ECTWB_7 Bachelor of Science in Craft Technology (Wood) with Business 5 Elective

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie