Business Essentials Certificate: Strategy, Finance, Marketing

Focus on key business drivers: strategic planning, financial management, and marketing.

Expand your comprehension of business core skills in this key program. By understanding these business concepts, training professionals can effectively align learning with business strategies and achieve a greater impact on business results.

To view the participant table of contents for this program click here.

ASTD's Continuing Education Units

Earn 2 CEUs upon successfully completing this program. Learn More

For additional information, or to learn if this program is right for you, contact our customer care department at 800.628.2783 or 703.683.8100.

Audience

This program is designed for workplace learning and performance professionals who want to increase their business skills and understanding, become more valuable to their organizations in their ability to accelerate business results, and move along a career path to higher levels of accomplishment and responsibility.

About this Program

Expand your comprehension of business core skills. By understanding these business concepts, training professionals can effectively align learning with business strategies and achieve a greater impact on business results.

Part One: Strategic Business Thinking
Understand and analyze key strategic concepts and models through this session. Improve your ability to align your objectives with key departmental and organizational strategies and goals. This session will help you balance day-to-day fire fighting with long-term strategic thinking. You will also be able to apply strategic thinking to develop and champion ideas that maximize organizational growth.

Part Two: Finance for HR Professionals
Decrease the mystery and increase your comfort level with finance by gaining a business person's view of the balance sheet, income statement, and statement of cash flow. You'll understand how financial analysis can help you communicate the financial cost and impact of training programs, and how training investment compares with other capital investments.

Part Three: Marketing and Customer Perspectives
Gain an understanding of how to identify and assess internal and external customer needs to leverage opportunities in the marketplace. You will acquire a set of marketing tools to use when working with business partners.

ASTD Certificate Programs are learning events and a certificate is awarded to participants upon successful completion of the program. No test is given and participants are not certified. Certification is a testing event that confirms that skills, knowledge, or competencies have been acquired. Please click here for more information on the ASTD Certification Institute's credential, the Certified Professional in Learning and Performance™ (CPLP™).

Learning Objectives

After this workshop, participants will be able to:

Strategy

Understand strategic models and approaches
Determine ways that learning professionals can use vision and mission to support strategic goals
Position learning as a strategic partner

Finance

Understand the mechanics of the accounting process and its jargon
Acquire strategies for asking the right questions about the numbers
Be able to describe learning’s contribution in financial terms

Marketing

Understand the basic concepts of marketing and its terminology
Understand and apply the concepts of customer focus
Determine the appropriate role for learning within the marketing efforts of the organization

Registration
Attendance Policy
Transfer Policy
Cancellation Policy

There are no scheduled upcoming programs.

Participation in all originally scheduled days of the program is mandatory in order to receive the certificate of completion and 2 CEUs. Participants who miss more than two hours of the entire program will not be eligible to receive the certificate. Participants who fulfill the attendance requirement will receive a certificate at the end of the program.

Participants may transfer their registration to another seminar free of charge. The transfer request must be received in writing five (5) business days prior to the first day of the seminar for which you were originally scheduled. A $50 transfer charge will be applied to all transfers received less than five (5) days prior to the first day of the session. Participant substitutions may be made at any time with written notification to ASTD. If the substitute participant is not an ASTD member and the original participant was, the difference between the member and nonmember rate will be billed.

If cancellation should be necessary, written or email notification to ASTD is required five (5) business days prior to the first day of the seminar. You may receive a full refund, minus a $100 administrative fee, up to and including the 5th business day before the seminar. If you find that you cannot attend, and it is less than five (5) business days before the start of the seminar, you may send a replacement, with written notice to ASTD. If you are unable to send a replacement, you forfeit your registration fee. All credits must be used within 1 year from the date of issuance.

On-Site Offerings

ASTD can make arrangements for this program to be offered on-site at your organization. Your attendees participate in the same learning experience offered at our public workshops, but have the convenience of being at your site and the benefit of covering the material with company peers.

Interested in bringing this program on-site to your organization? Please contact Amanda Miller at amiller@astd.org or 703.683.9215, or request information through our online form.

Facilitators

Mike Petty

Michael Petty is an adjunct faculty member at Lake Forest Graduate School of Management where he develops and delivers customized financial and management training for the institution’s corporate clients.

Mike is a managing partner of North Star Partners. Mike also served as the Chief Financial Officer of American Medical Laboratories, Inc. He also has held various senior financial and planning positions at SPX Corporation. Before SPX, Mike served as assistant treasurer of Bundy Corporation and as Manager of Corporate Tax Planning for Masco Corporation. Mike began his career at Ernst and Young as an auditor and tax manager on the firm’s corporate accounts.

Mike has over thirty years of financial and strategic management experience with both publicly-traded and privately-owned companies, ranging from start-up to three billion dollars in revenue.

Mike received his Bachelor and MBA degrees from Michigan State University. He will complete a doctoral degree in the Strategic Leadership Program at Regent University in 2012. He is a Certified Public Accountant.