Finance in Marketing Education Project

Marketing programs in higher education may not provide students with the quantitative skills most desirable to companies. Because the teaching of quantitative marketing skills can be of less than ideal quality, marketing executives often struggle to communicate with their colleagues in Finance.

Need has arisen for an academic course spanning the disciplines of Finance and Marketing. MASB’s Finance in Marketing Education Project is a collaboration between Fortune 500 CFOs and CMOs and top Finance and Marketing academics.


The course will be designed to make it easy for instructors to teach the application of financial principles and metrics to marketing students by providing both tools and an approach for teaching financial principles in a marketing context.


Adoption of this course with supporting materials by higher education instructors nationwide – and globally.

“The project will give support to those aiming to improve the quality of teaching. This will benefit Marketing students in developing bankable skills, and support educators creating and delivering their courses. The advice developed by the project will help provide companies with marketing employees who are better able to work across disciplines, especially with colleagues in Finance, and to enable the marketers to better relate their activities to firm performance.” 
– Project Team Co-Leader Neil Bendle, PhD, Assistant Professor, Ivey Business School

FINANCE in MARKETING Library on YouTube

MASB’s FINANCE in MARKETING Library on YouTube is a playlist of short educational videos on contemporary marketing topics by marketing executives and academics.

Submission Guidelines

1. Videos must be original content produced specifically for the library and cannot be hosted on other YouTube channels or other platforms. Tips for producing FINANCE in MARKETING videos are available.

2. Videos should focus on a marketing topic and should not be overtly promotional of any person, organization or resource. However, resources (books, webinars, services offered, etc.) may be identified within the context of the marketing topic.

3. It is recommended that ideas for videos be approved by MASB’s Finance in Marketing Education Project Team before production is undertaken.

4. If videos relate to marketing accountability but do not meet the above criteria, MASB may choose to host or link to them on the MASB YouTube channel. These videos will be included in other playlists, such as “Affiliated Content.”


FME Project Updates [MEMBERS ONLY]