Introduction
In business there can be a huge difference between the level of activity and the results achieved. It's a question of focusing the way we spend our time - the activities - on the outcomes we have determined are really important - the results. Otherwise people can work hard and conscientiously, but the business results coming through can remain disappointing.

The commercial awareness of this programme is achieved by focussing on planned business results by differentiating between 'means' and 'ends' in daily operational activities. This programme is intended for those who have already completed a Finance for Non-financial Managers programme as it moves from pure financials to the key aspects of overall business success.

It is ideal for those who are in a position to influence overall business success as it encourages a focus on 'the bottom-line' results.

Learning Outcomes
On successful completion of this programme, participants will be able to:

• Describe how wealth generation is at the heart of a successful and sustainable business
• Explain how balanced business performance supports sustainable business success
• Communicate and act on the different objectives of shareholders, directors, employees, customers and other stakeholders
• Define the requirements of effective planning and reporting in supporting the successful implementation of business strategy
• Interpret a range of commercial and management performance indicators
• Point out where performance improvement is required and define a strategy for implementing the necessary changes
• Apply basic investment criteria and performance analysis in high-level business planning and risk management
• Identify potential funding options and enumerate their implications in creating more effective budgets and plans
• Explain the responsibilities of directors and managers

Programme Content
This programme involves participants not only in theory, but also the practical application of theory in defining business success with a commercial focus. It covers legal and 'best practice' requirements, investment criteria, business funding; business growth, the importance of managing working capital and cash flow, how to measure business performance from different perspectives and revisits financial accounting and reporting.

In addition, the programme considers how human motivation affects business success. In the computer based Business Simulation game participants operate in the highly competitive world of mobile telecoms and information provision: the exercise covers a series of half-years where they make high-level strategic business decisions.

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John Seymour Associates
Newminster House
27 – 29 Baldwin Street
Bristol
BS1 1LT