Finance for Communication Professionals (corporate communicatie)

Understanding how organisations interact with financial markets is an essential success factor for corporate communication professionals. This three-day programme covers the fundamentals of finance and accounting. You will learn what information stakeholders need, and how to calculate the different concepts. Accordingly, you will be able to truly understand the relevant financial concepts and speak the same language as financial stakeholders.

As part of this programme, we aspire to achieve the following

• Identify the relevant important stakeholders of financial information;

• Understand what stakeholders want for information;

• Use accounting and finance metrics to determine if a company has what stakeholders want.

As such, we will use the stakeholder model of strategic management to link stakeholders to their respective goals/targets and, in a second step, elaborate on the appropriate way to address them.

Learning objectives

After this programme, you will be able to:

• define the scope and objectives of corporate communication in relation to financial information
• identify relevant stakeholders and their goals/worries
• define “crisis” and “crisis management”, especially in a financial context
• understand and interpret the financial statements of corporations (balance sheet, income statement
  and cash flow statement)
• calculate and interpret the most important financial ratios
• understand and apply the concept of “time value of money”
• calculate and apply the net present value method (NPV/DCF) correctly as well as understanding
  the impact of the main input parameters
• understand and calculate the appropriate discount rate to be used in an NPV calculation
• understand and apply the capital asset pricing model (CAPM)
• understand and explain the basics of portfolio theory (beta)