Advanced Business Acumen Course

Improving your practical business skills and gaining a better understanding of how clients operate.

A virtual session on how to understand your client's business better and grow yours. This MIPA course is running virtually across 3 sessions.

Who is the course for?

Senior people within the agency who are keen to improve their practical business skills and gain a better understanding of how clients operate.

What are the benefits?

  • Understand value drivers and how you can benefit from them.
  • Get to grips with the financial dynamics and internal decision-making processes of client companies.
  • Be better at interpreting your client’s business strategy and understand how to service your client company’s needs.
  • Learn how to identify, grow and measure value opportunities.
  • An optional MIPA assignment based on the content of the course will merit successful individuals with 1 MIPA Star.


  1. Overview and objectives

  • Do you really know who your clients are?
  • Understanding your mindset.
  • Explore what commercial decision-making is.
  1. Understanding client companies

  • What drives your client companies?
  • Who owns the business: Public versus private companies
  • What do shareholders want?
  • What is shareholder value?
  1. The language of business finance

  • Understanding the principles of Financial Accounts (without the numbers!)
  • How to spot the key value drivers.
  • How to communicate the long-term benefits of marketing and advertising.
  1. Business Information

  • Identifying the current critical business issues facing your client.
  • How to readily access information about your client.
  • Shortcuts for high-speed research.
  1. Measuring shareholder value

  • How to put a number on the value you create for your client.
  • Tools and techniques for valuing the future.
  1. Putting it all into practice

  • Being entrepreneurial – spotting value-generating opportunities.
  • Being proactive – selling value creation opportunities.
  • Winning the pitch – what makes the difference.

The sessions will include case studies and breakout sessions.  So that you can fully participate in the course, you will be required to undertake a small amount of pre-work.

Where possible we will use actual client companies for some of the case studies.

Course dates

You will need to attend each of the 3 virtual sessions:
  • Part 1: Monday 16 October, 2pm - 4pm 
  • Part 2: Tuesday 17 October, 10am - 12pm
  • Part 3: Tuesday 17 October, 2pm - 4pm

Your tutor

Rachel Murphy


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Last updated 29 May 2024