"Commercial Risk" Module is part of the "Certified Chief Risk Officer (C-CRO)" training program.

The aim of the course is to provide the participants with the necessary knowledge for the understanding and management of the risks arising from the design and execution of Marketing and Commercial plans, without emphasizing on the management of Credit Risk. The topics of the seminar are focused on identifying and addressing the risks arising mainly from marketing actions and the management of its resources.

• Entrepreneurs – CEOs
• Marketing and/or Sales Executives
• Risk Management & Compliance Executives
• Executives of Advertising Agencies
• Executives of Market Research Companies
• Financial Management Executives

The modern perspective of Responsibility in Marketing

• The importance of intangible assets
• The nature of "investments" in Marketing
• The tyranny of forecasts and budgets

Brief Presentation of The Strategic Marketing Plan

• The STP process
• The process of preparing Marketing Plans
• The concept of effectiveness of Marketing Plans
• The preparation of a Marketing Budget
• Procedures for controlling the execution of the Marketing Plan

The Process of Marketing Due Diligence

• Definition and description of the procedure
• The connection of marketing risks and shareholder position
• The emphasis on achieving results and financial value

The Marketing Risks

• Market Risk Assessment
• Share Risk Assessment
• Profit Risk Assessment
• High Risk Strategies in Marketing

Development of Marketing Metrics

• The model of Marketing Metrics
• Measurements for Consumer Behavior
• Measurements for the implementation of Marketing policies
• Efficiency measurements of multichannel strategies
• Brand Valuation Metrics

Measurement Quality Issues

• The Importance of Quality Marketing Data
• Roi's perspective on data quality
• Marketing Data Management Strategies
• Integrated Marketing Information in the Business

Case Studies and Examples

• You will understand the basic principles that govern Marketing and its role in business
• You will be able to recognize the risks involved in the design and development of marketing strategies
• You will recognize the importance of planning in Marketing
• You will improve your ability to foresee consumer and corporate behaviors
• You will be able to analyze the risks of Marketing and manage them to prevent waste of resources
• You will learn to develop alternative Marketing programs in times of intense uncertainty
• You will recognize the value of rational analysis in Marketing and systematic decision-making under a regime of uncertainty