Marketing Budget Planning: Allocate Spend and Measure ROI

This course contains the use of artificial intelligence.

Every channel has a case for more money. The requests add up to more than you have. What will you fund, what will you defer, and how will you explain the trade-off?

I’m Dr. Law Payne. My master’s degree in Business shapes how I approach these decisions. I designed this course for marketing managers, founders, agency professionals and budget owners who want to make a practical recommendation they can explain to a team.

Across ten lectures in two sections, you’ll learn to compare channel costs, marginal returns and the evidence behind spending requests. In the foundations section, you’ll work through the evidence behind the first decision. The applied section gives you a second case with a different constraint, so you can see where the same reasoning holds and where the decision needs to change.

I designed the case exercises to give you a decision to make before you see the worked reasoning. In the final workshop, you’ll put the work together into a budget recommendation with scenarios, assumptions and a plan for what to test Write down which evidence supports your recommendation, where your assumptions might be wrong, and what you would check before acting.

Bring one decision you’re responsible for at work. Start with the first lecture, then use the case and workshop to practise explaining your recommendation in plain language. Enroll if you want a way to take the next decision from an open discussion to a concrete plan you can share with your team.