best marketing personal statement

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• Marketing Personal Statement Examples

As you start your marketing journey, writing a good personal statement for marketing can make all the difference in standing out in the admission tutor’s eyes. 

To help you get inspired, we have gathered a collection of successful marketing personal statement examples from top marketing students. These examples showcase a variety of skills and achievements in the field, giving you a clear picture of what a winning marketing personal statement looks like. 

Whether you’re applying for a marketing course or related courses, these undergraduate and postgraduate examples will provide valuable insights and tips to help you create an impactful personal statement for marketing.

Marketing Personal Statement Example

My passion for marketing started at a young age, inspired by the popular TV show Mad Men and its portrayal of the advertising industry. The show sparked my interest in the art of persuasion and the power of effective communication, and I have since been motivated to learn more about the field.

During my high school years at Chew Valley School in Bath, I was the captain of the rugby team, where I developed valuable leadership skills and the ability to work well under pressure. These skills have translated well into my work experience, where I spent two summers at McDonald’s, where I learned how to be task-focused and improve my time management skills.

In terms of academics, I have taken A-Levels in English, Biology, and Chemistry. Although these subjects are not directly related to marketing, they have helped me to develop critical thinking and analytical skills, which I believe will be beneficial in my future marketing career.

My long-term goal is to become a marketing manager and to make a meaningful impact on the industry. I am fascinated by the various aspects of marketing, including market research, branding, advertising, and promotions. I am eager to learn more about these topics and to gain practical experience through internships and real-world projects. I am also interested in writing a marketing book and sharing my knowledge and insights with others who are interested in the field.

In my free time, I enjoy playing rugby and reading books. I am also an avid traveller and have visited several countries, which has broadened my perspective and exposed me to different cultures and marketing strategies. These experiences have further fuelled my interest in marketing and have given me a deeper appreciation for the global impact of the industry.

I believe that a marketing course at a UK university will provide me with the education, skills, and network to pursue my dream career. I am confident that I have the determination and motivation to succeed in the programme, and I look forward to the opportunities and challenges that lie ahead.

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• Personal Statement Examples UK

Undergraduate Marketing Personal Statement Example

Fueled by my fervour for marketing and backed by my hands-on experience and educational foundation, I am the ideal candidate to soar in this programme.

I first became interested in marketing while reading Seth Godin’s book “Purple Cow”. The book spoke to me on a personal level and helped me understand the importance of creativity and innovation in marketing. I was inspired by Godin’s approach to marketing, which emphasizes the need to stand out and be unique in a crowded market. This resonated with me, and I knew then that I wanted to pursue a career in marketing.

My work experience has also been a significant factor in shaping my interest in marketing. During my time at Cantell School, I worked part-time as a digital marketing coordinator for a secondary school web portal. In this role, I was responsible for creating and executing marketing campaigns, analyzing data, and maintaining a strong online presence for the school. This experience provided me with hands-on experience in the field of marketing and further solidified my interest in the subject.

In addition to my work experience, I have also been highly involved in various extracurricular activities, including playing basketball for my school’s team. I believe that my athletic background has taught me valuable skills such as teamwork, communication, and leadership, which will be useful in my future marketing career. Furthermore, my A-level studies in English, Media, and Finance have given me a strong foundation in the areas of communication, analysis, and finance, which are essential skills in marketing.

My travels around the world during my gap year have also had a profound impact on my interest in marketing. I had the opportunity to meet and interact with many people, including marketing professionals, who shared their experiences and insights into the industry. This has given me a deeper appreciation for the dynamic and ever-changing nature of marketing and has motivated me to pursue a career in this field.

Philip Kotler, another marketing thought leader, has also had a significant impact on my motivation to pursue a career in marketing. I admire his approach to marketing, which emphasizes the importance of understanding customer needs and designing strategies that meet those needs. This has inspired me to approach marketing from a customer-centric perspective and to always prioritize the needs of my target audience.

Ultimately, my goal is to become a Chief Marketing Officer (CMO) and make a significant impact in the marketing industry. I am confident that with a degree in marketing from your esteemed university, I will be well-equipped with the necessary knowledge and skills to achieve this goal.

I am highly motivated and passionate about pursuing a degree in marketing. I believe that my work experience, academic background, and extracurricular activities make me a strong candidate for your programme. I look forward to the opportunity to further develop my skills and knowledge in marketing at your esteemed university.

Postgraduate Marketing Personal Statement Example

With over three years of working experience in the marketing sector, I believe I have gained the necessary skills and knowledge to pursue advanced studies in the field.

I have been working at Grey International Marketing Agency in London, where I have been involved in a variety of international marketing campaigns for both UK and international brands. This experience has provided me with a unique opportunity to work with clients from diverse cultural backgrounds and to understand the complexities of the global market. I have learned the importance of market research, consumer behaviour analysis, and creative branding strategies in developing effective marketing plans.

As a driven and ambitious individual, I am constantly seeking new challenges and opportunities to grow. My interest in digital marketing has led me to specialize in this field, and I am now proficient in social media marketing, search engine optimization, and email marketing. I am also skilled in data analytics and use it to measure the effectiveness of my marketing campaigns and make data-driven decisions.

Additionally, my experience as a basketball player in the Baker Early College team in Oregon, USA, has taught me the importance of teamwork and leadership. These skills are transferable to the marketing sector and have allowed me to work effectively with my colleagues and clients. I have also learned the importance of adaptability and resilience, especially when faced with unexpected challenges and obstacles.

I am confident that the postgraduate marketing course at your university will provide me with the advanced knowledge and practical skills to further my career and achieve my long-term goal of starting my marketing agency. I am particularly drawn to your university’s reputation for academic excellence and its commitment to providing students with real-world experiences. I am eager to learn from the experienced faculty and to engage with my peers from diverse cultural backgrounds.

I am passionate about marketing and believe that this postgraduate course will provide me with the foundation I need to make a significant impact in the industry. I am grateful for the opportunity to share my background and qualifications with you, and I look forward to hearing back from you soon.

Thank you for your consideration.

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Top 10 Personal Brand Statement Examples To Follow

Updated: March 11, 2024

Published: June 18, 2023

In a 2022 personal branding trends study, most respondents said they consider personal branding an essential component of work and their everyday life. 

It found that 75% of Americans trust someone with a personal brand, and 63% are likely to buy from someone with a personal brand. 

As an entrepreneur who is always on the lookout for customers or potential investors, you know that trust is key. Developing a personal brand for yourself can be an effective tool to help grow your business.

What is a personal brand statement?

A personal brand statement is a couple of sentences that highlights your unique skills and experience. It’s meant to be a quick introduction to people who discover you online because it summarizes what you can offer them.

Basically, it’s a catchphrase, tag line, or elevator pitch for you as a professional individual. While it showcases what you do professionally, you can also display your personality.

Why leaders should have a personal brand statement

You make a better first impression.

As the saying goes, “You only have one shot to make a first impression.” The challenge for entrepreneurs is that you don’t always know when that opportunity arises, as many first impressions happen online.

When a potential client or investor hears about you, their first instinct is to look up your social media profiles. If you’ve got a clear and well-thought-out personal brand statement, you’ve got a better chance at making them stick around for second and third impressions.

You can establish yourself as a thought leader

Thought leadership is a powerful content marketing tactic that can help you reach bigger audiences and generate leads for your business. When you’re known as a leader in your particular industry, that automatically gives you a higher level of credibility. 

A personal brand statement can strengthen your thought leadership strategy by clearly stating your area of expertise.

You can create networking opportunities

Whether you’re looking for top talent, new clients, or potential investors, networking is half the battle. 

Personal brand statements make it easy for potential connections to understand exactly what you do and what you value. Without it, you may miss out on opportunities simply because they didn’t know that you had something relevant to offer them.

Best personal brand statement examples for leaders

“bilingual creative who lives at the intersection of business & design.” —chris do.

Source: Chris Do’s LinkedIn page .

Chris Do is a multi-hyphenate: a designer, creative strategist, public speaker, founder, and CEO of The Futur, an online education platform.

What makes it great : Because he wears so many hats, Do’s personal branding statement is better than trying to explain everything he does.

“Helping people find their zen in the digital age.” —Shama Hyder

Source: Shama Hyder’s homepage .

Shama Hyder is the founder and CEO of Zen Media, a marketing and PR firm. She’s also written a book about digital marketing .

What makes it great : Hyder’s brand statement is an attention-grabbing play on her company’s name and showcases one of her key values: making clients feel a sense of calm in a fast-paced digital world.

“Write better sales emails faster with our in-inbox coach.” —Will Allred

Source: Will Allred’s LinkedIn page .

Will Allred is the co-founder of Lavender, an AI-powered email software startup.

What makes it great : Brooklin Nash, CEO of Beam Content, shares, “In one sentence, Allred captures the entire focus of his social presence: to help salespeople write better emails faster while demonstrating his authority and sharing his product in the second part of that headline.”

“Keeping it awkward, brave, and kind.” —Brené Brown

Source: Dr. Brené Brown’s homepage .

Brené Brown has a Ph.D. in sociology and is the author of several books that cover topics like shame, vulnerability, empathy, and courage.

What makes it great : Dr. Brown’s personal brand statement embodies her mission statement of encouraging people to embrace their vulnerabilities by sharing her own.

“Empowering ridiculously good marketing.” —Ann Handley

Source: Ann Handley’s homepage .

Ann Handley is a digital marketing expert and bestselling author. Her company helps marketers get tangible results.

What makes it great : Sharon Jonah, creative director and founder of digital marketing agency Buzz Social, shares, “In four words, we understand what Handley does, how she does it, whom she’s speaking to, and how she speaks.”

“Still just a girl who wants to learn. Youngest-ever Nobel laureate, co-founder @malalafund and president of Extracurricular Productions.” —Malala Yousafzai

Source: Malala Yousafzai’s Twitter profile .

Malala Yousafzai is the youngest Nobel laureate and an activist whose fund aims to remove the barriers to female education around the world.

What makes it great : Her bio highlights her impressive achievements with language that makes her sound relatable. 

“Marketing. Strategy. Humanity.” —Mark Schaefer

Source: Mark Schaefer’s homepage .

Mark Schaefer is an educator, speaker, marketing consultant, and author. He’s developed corporate marketing strategies for brands like Microsoft, IBM, and AT&T.

What makes it great : “It’s subtle, concise, and creative. It describes what Schaefer does, what he focuses on, and his unique and distinguished approach,” says Omer Usanmaz, CEO and co-founder of mentoring and learning software Qooper. 

“Empowering successful women to take control of their finances.” —Jennifer Welsh

Source: Jennifer Welsh’s LinkedIn profile page .

Jennifer Welsh founded Money School, a digital course that teaches women about personal finance. What makes it great : Welsh’s strong personal brand statement says exactly what she does and whom she does it for. 

“Let’s make Excel the solution, not the problem.” —Kat Norton (Miss Excel)

Source: Miss Excel’s homepage .

Kat Norton (known as Miss Excel) became famous on TikTok for her bite-sized Microsoft Excel tutorials. She now offers Excel courses on her website.

What makes it great : Norton’s clever statement shows that she understands her audience's problem and highlights her personality.

“‘The Customer Whisperer.’ I help marketers discover the hidden reasons why customers buy so they can become un-ignorable.” —Katelyn Bourgoin

Source: Katelyn Bourgoin’s LinkedIn page .

Katelyn Bourgoin is a creator and serial entrepreneur who founded a branding agency, a mentoring platform for female entrepreneurs, and a restaurant consulting firm. She trains entrepreneurs to uncover what makes their products “un-ignorable.”

What makes it great : Bourgoin’s clever branding statement effectively tells marketers that she can help them understand their customers better and make their brands memorable.

How to write a personal brand statement

Writing an effective personal brand statement can be tough because it requires you to be catchy yet compelling. It should give audiences all the necessary information in a sentence or two.

Here are some tips for writing your own:

Think about your unique value proposition

A unique value proposition (or unique selling point) is what makes you different. It tells people why they should try your product or service, network with you, or invest in your business.

Tip : Identify your core values, goals, and strengths.

If you don't know what those are, ask yourself:

• Why am I building my brand?
• What do I want my audience to know me for?
• How do I do things differently?
• Do I have a distinct skill set, experience, point of view, or passion?
• What value do I bring to my audience?

Keep it short and sweet

Your brand statement should be simple and easy to understand. 

The goal is to have someone look at your profile or website and immediately understand who you are and what you do, so keep it brief. Keep in mind that you don’t need full sentences either. 

Start by writing one to three sentences that outline what you do, for whom, and how you do it. You can also add a sentence about values. 

Then, look at different ways you can shorten them. Or pick out the most specific and impactful words and see what happens when you simply list them. 

Showcase your personality

Injecting your personality empowers you to share what you do without being bland or boring. Being authentic also helps attract like-minded customers, investors, and peers. 

At the end of the day, there are other people out there who may offer similar services or solve the same problems for your target audience. Your personality can set you apart.

“Don't be afraid to inject a bit of humor, quirkiness, and passion. It’ll help make you more memorable and help you stand out from the crowd,” says Usanmaz.

Ideally, you want customers to know what you do and get a little taste of what it will be like to work with you.

A personal brand statement conveys your mission, differentiates you from competitors, and attracts your target audience. Use these tips and real-life examples of personal brand statements to inspire you to write your own.

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Sample Marketing Personal Statement (NYU, Cornell, ASU)

by Talha Omer, MBA, M.Eng., Harvard & Cornell Grad

In personal statement samples by field.

The following personal statement is written by an applicant who got accepted to top doctoral programs in Marketing. Variations of this personal statement got accepted at NYU, Cornell, and ASU. Read this marketing personal statement to get inspiration and understand what a top essay should look like.

You might also be interested in reading this   Sample Ph.D. Personal Statement  that got admitted to MIT.

Sample Personal Statement in Marketing

‘Rationale’ stems from our understanding of the environment in which we reside. Amongst other quirks, I was most curious about how and why things were as they were: Why is the sky blue? Why do we grow old?

This curiosity kept increasing, and it was as if I was trying to find a reason for everything, an explanation, a mathematical formula for everything around me. I saw that notions about reality seem strongly influenced by contrasting paradigms and biases already set in motion by society leaders and people of influential vocations. I was fascinated by this unique influence and thus drawn to the study of human behavior that influenced their ability to make rational (or sometimes irrational) decisions.

Marketing and Sales thus became my obsession. I had my first sale at 13. It was a 1994 Nissan sunny – a big, massive but fuel-efficient car.

Silently observing client reactions, their responses to counter offers, and facial expressions, I learned how to make and close great deals. The more closely I watched, the more obvious things became; patterns emerged – confidence in the seller or the buyer greatly influenced the outcome of the entire process, honesty cemented strong relations with the client, etc.

My bachelor served as a guiding post and introduced several opportunities which anchored my interest in consumer behavior, leading me to a major in marketing. From organizing events for the Rotary society to acquiring sponsorships, the experience intensely focused on liaison skills and project management. Funds were arranged beforehand, but the efficiency of the marketing efforts couldn’t be measured.

Whether the attendees of such events had a great time? Were the goals of the event successfully met? Such questions kept me on edge while serving as the Director of Marketing in these events.

Nearing graduation, my professors urged me to participate in person at a research conference being held in the U.S. My pilot study based on the comparison of Instagram and Facebook was well received at the conference. It was here where I got to channel my curiosity revolving around consumer behavior, which was made possible through research.

This conference helped me in penning down a second paper. It encouraged me to learn more about research regarding the rudimentary concepts involved, such as developing a questionnaire.

However, since I was introduced to research, I have always felt a deficiency in quantitative and qualitative research skills. After graduation, I was able to explore my interests rigorously. Composing scripts, guest posting, and publishing on reputable websites helped me tailor my content according to the audience, understand what they disliked, and how they responded to different content – animated, trendy, etc.

Acquiring partnerships, bidding for projects, and winning them helped secure a grip on the fundamentals of efficiency of marketing efforts. This understanding was complemented by the deployment of advertisements on Facebook and Instagram. The digital environment allowed great freedom in measuring all the hard work involved in rendering such campaigns on social media platforms.

Later on, my thirst for data-driven marketing and research brought me to Rutgers, where I learned how to use Python and R for data processing and visualization. I didn’t know how to use SPSS before; this was a huge milestone.

I was finally able to clean and manage data and ultimately interpret results. After such a divergent endeavor, I focused on my family business alongside side projects such as an initiative on mental health and a home décor business. Such feats helped me in pursuing and understanding the customer at a much personal level.

After working with the customers via a direct channel, I wanted to attend a program that could help me fortify my research skills, which would facilitate the incorporation of all this professional experience and help me make sense of all the interactions I have had with customers. At the undergraduate level, I was always at a loss when teaching the concepts of moderation, mediation, and other quantitative techniques.

Moreover, we weren’t introduced to different qualitative research techniques such as coding of interviews, etc. As a result, I was admitted to the M.S. Marketing program offered at Rutgers. Unfortunately, due to covid-related issues, I was able to join the program four weeks late. But I didn’t let that get to me. I worked hard. I was introduced to statistical techniques such as Confirmatory Factor Analysis, Linear Regression, etc.

We learned about treating outliers and the skewness of the data via SPSS. In the second semester, we were introduced to great techniques that aided researchers in comprehending consumer perception about a brand and their buying habits. Research techniques such as conjoint and multidimensional analysis helped analyze consumer buying patterns and habits in great detail and in a systematic manner. Conjoint analysis fascinated me because it sophisticatedly separates questions and generates simulations which significantly helps in price-sensitivity analysis.

It allows researchers to predict customer behavior depending on different variables, such as different colors of the products, prices, etc. The multidimensional analysis gives a 360 approach to the customer perception when subjected to different variables such as the number of locations in a city, quality of the product, etc. I was excited to finally learn how to analyze customer perceptions and whether an action related to the product yielded a return on the invested efforts.

Coincidently and much to my joy, this semester brought an analytics course on the table, Business Analytics. We learned extensively about the basics, and a project was given to us based on our specialization. I used python in data wrangling; when I had to employ Panda’s library to correct the datasets and add product names to them. Concurrently, I came across great applications which could be used to visualize data for my thesis, such as Violin plots, Geographical plots, scattered line charts, etc.

As a result of my hard work, my project was selected as a sample for the following sessions, and I was told that I had scored the highest among the entire batch of MBA and other M.S. programs. This helped me further my passion for research by aiding me in learning the visualizations required for displaying results and making sense of the data at hand. These visualizations incorporate different statistical techniques, which would be helpful in the future, such as variance present in the data, skewness of data, etc.

Recently, I attended a workshop on Mendeley. As a result, I became a certified Mendeley advisor. Progressing forward, I participated in a workshop based on bibliometric research with the aid of the R package – bibliometrix. Other software involved included PowerBI, VOSviewer, Access, etc.

Currently, I’m working on the research topic for my thesis: Color Combination of packaging and its effect on the consumer buying pattern, with a professor, presently working as an editor at several reputable publishers such as Elsevier, Taylor & Francis, etc. I hope to take both quantitative and qualitative approaches in this research.

I yearn to enhance my research prowess in consumer behavior and digital marketing, including decision models, the efficiency of social media marketing, and various other fields I can explore. I want to work on streamlining the entire marketing process with the essence of understanding what the customer wants. And I believe the Ph.D. in Marketing program offered at NYU can help me acquire the professional skills required for the research I wish to conduct alongside providing a platform for much-needed experimentation in the field.

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Marketing Personal Statement Example

Sample statement.

Is marketing an art or a science? Is it an informative blessing or an intrusive curse? Everyone has a different opinion on the subject, but for me, marketing is one thing above all; marketing is fun. I believe it has to be, or it simply won’t work. The days of information style announcements are long gone.

These days the advertiser must entertain and amuse their target audience if they want to have any hope of getting their message heard in the melee of modern media. This is the unspoken bargain that we all enter into.

I love the combination of strategy and creativity that makes a really good campaign. I always smile at clever, inventive media buying, where the company has really worked hard to match their product to the TV show or environment that it is being advertised in. I admire teaser campaigns that intrigue you and draw you in, despite our natural cynicism. And I love clever creative ideas that make you laugh and make you buy something, both at the same time.

I have always been a good persuader, and have been able to talk my way into, or out of, pretty much anything from an early age. I have developed this ability into the written word, writing copy that captures the imagination and gets people to act. Whenever there is a school production or a fundraising drive, I am usually called upon to come up with the words, and often the overall theme too.

To back up my interest in marketing, I have chosen my A-levels carefully. I chose psychology to help me understand how people’s minds work and mathematics, so that I could understand the inevitable figures and statistics that are needed to analyse a campaign. I also studied English Literature, partly to hone my writing skills, but also because I love to study other writing styles.

I wish I could say that I had the art skills to back up my marketing aspirations, but sadly I cannot create pictures with pencils and paints as easily as I can with words. Nonetheless, I have taken GCSE Art in my free periods to try and improve what ability I have, so that I can at least communicate my ideas to more skilled artists within a creative team.

I am keen on amateur dramatics, and love the way that a whole team has to pull together to make a production work, from the actors to the kid who works the curtains. I think that this has been good experience for a career in an advertising agency where teamwork is equally important. I also have a part time job at the local Tesco store, where I get to observe first hand how consumers react to the hundreds of different marketing messages they are bombarded with in the store. I am fascinated by human behaviour and relish the chance to see it up close as I anonymously stack the shelves nearby.

My ambition is to work my way up through the industry, building a reputation, until one day I am able to open an advertising agency of my own. 

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PERSONAL STATEMENT EXAMPLE Business Mangement with Marketing Personal Statement

Submitted by Maryam

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Business Mangement with Marketing Personal Statement

The use of business management is something we are all exposed to throughout our day to day lives, regardless of whether or not we're aware of it. Without it, the businesses behind our everyday products and items couldn't run smoothly and provide the services they provide for us. A business related degree is extremely useful and gives multiple options in which career path to take. When researching which degree to pursue, it stood out to me as I demonstrate a strong understanding of business, which I hope to expand through a degree. Management holds the key to unlock doors for any businesses, and it fascinates me just how many aspects make up business as a topic.

The versatility of a degree involving business draws me towards the subject and I take a strong interest in marketing which I know is an important aspect of any business , I have began to become familiar with what marketing entails through studying business studies, where marketing is introduced. Since I began to study business, I knew it was the area in which I would like to research further and hopefully pursue a career in. I take an interest in being a managing director or marketing director and I hope either of these career choices would help me to further improve my leadership skills as well as teaching me my strengths and weaknesses , I would love to expand my knowledge through studying management and fulfil this role. Although these career paths appeal to me, my options remain open and look forward to seeing if there is any career role which would be more appropriate for me.

By studying A-Level business I've gained analytical skills alongside problem solving skills and obtained a deeper understanding of marketing, and what goes into branding as well as the ins and outs of business . Business studies has given me an insight into the world of business as well as marketing and some knowledge about what marketing entails, which I hope to expand through my degree. I also study sociology and financial studies. Sociology gives me a deeper insight into what goes on in society, which is extremely useful, from sociology I have also gained a deeper understanding of how people think, which would be a lot of help when finding out what appeals to the general public, to help in finding the best marketing strategy for a brand or product. Financial studies has helped me begin to understand the ins and outs of how businesses manage money. Over summer of 2016, I spent 5 weeks completing the National Citizen Service and graduated from NCS in September 2016. Here I gained a further understanding of what team work on a daily basis entails and how to work collectively in new environments with different people surrounding you. I hope to develop these skills as they're useful in the corporate environment I wish to enter. As a team we volunteered for the charity open door MK who work towards eradicating homelessness in Milton Keynes; I also plan to be an NCS team assistant in summer of 2018. My engrossments lie within real life documentaries, music and reading.

My spare time is often utilised by making or fixing garments, or listening to live music as I have an appreciation for the voice of an artist and I hope to join a musical society or even help to create one . My occupation with documentaries means I have a widened understanding of different lifestyles and cultures around the world and how others live, which gives me more appreciation of the opportunities I've been given, thus building my work ethic. My love for reading means I gain information from the pastime and I'm using this passion to assist myself in learning French which is a goal I've set for myself to do before the year ends . Since entering sixth form my mind is in non-identical from the mind-set I had during my GCSE's. now more than ever, I am determined to reach my full potential and with hard work and an improved work ethic I hope to achieve my goal of graduating with a first class degree.

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What is an income statement?

• Key components of an income statement 
• Why they matter
• How to read an income statement 

What is an Income Statement?

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• An income statement is a financial document that details the revenue and expenses of a company.
• Some investors and analysts use income statements to make investing decisions.  
• The income statement, along with additional financial documents, is required to be filed with the Securities and Exchange Commission (SEC).

An income statement is one of three major financial statements used to evaluate the health of a company, along with the balance sheet and cash flow statement . There are several terms you'll need to understand in order to know how to read an income statement. 

An income statement is a financial statement that outlines a company's gains, losses, revenue, and expenses during a specific period. 

Also called a Profit and Loss (P&L) Statement or a statement of revenue and expense, the income statement is one of three major documents, along with the cash flow statement and the balance sheet , that provide information on a company's financial results during a specified time frame. 

Key components of an income statement  

There are several key components of an income statement, and knowing them can go a long way toward helping you interpret one of these documents effectively. 

Revenue 

Revenue is the amount of money the company brought in during the reporting period. With revenue, it may be important to note any trends to determine whether the company is making more money over time or if sales are slowing down. 

Expenses 

This section, crucial to analyzing an income statement, details how much the company has spent. Similar to revenue, it may be important to note trends to see if the company is spending more or if they're becoming more efficient over time. When looking at expenses, "We should consider whether the expenses grow in proportion to revenue and the drivers of these expenses," says Patrick Badolato, PhD, CPA, an associate professor in the accounting department at the McCombs School of Business at the University of Texas. 

Expenses can include many different line items, for example interest paid on debt, depreciation and amortization, rent and overhead, as well as money paid toward salaries and benefits. 

For the sake of clarity, depreciation is an accounting measure to account for the cost in the loss of value for tangible assets of the company, whereas amortization is an accounting technique to lower the book value of debt over time. 

Expenses also include cost of goods sold (COGS), which is the amount spent on the production of the products or services sold. For a company like Apple, it would include the glass to make the phone screen or the chips that go into the iPhone. 

Other costs that would be counted under expenses would be operating and non-operating expenses. Operating expenses are the cost to bring the product to the market. This could include things like marketing, payroll, and overhead expenses, such as insurance and rent. Non-operating expenses could include things that do not directly relate to core business functions. It may include things like contributions to pension plans or dividends to shareholders. 

Another major consideration is taxes, which of course cuts into any financial results a company generates. 

Net income 

Net income represents the total income left over after all deductions and expenses, including taxes, have been taken out. This is the last line on the income statement, frequently referred to as the bottom line, and it tells you what a company's profit or loss was during a specific time period. 

Why income statements matter

The income statement is important for a wide range of parties, including investors and people responsible for running a company (its executives and managers). 

"The income statement should be used by anyone trying to understand the business conducted as well as the profitability of a company," says Badolato. 

Assesses profitability

One simple way an income statement can come in handy is by providing a sense of just how profitable a company really is. Is the company in question making money? 

Income statements can help answer this question, along with providing some excellent insight into why, exactly, a company is experiencing its current financial performance. 

Informs business decisions 

By reviewing a company's income statement, you can quickly pinpoint areas that have room for improvement. For example, a company could cut costs in one area and put more money into others, such as sales and marketing, that could potentially fuel expansion. 

Attract investors 

Investors may use income statements, along with other financial statements, to make investing decisions and determine the financial health of a company. 

For example, an increasing amount of sales from year to year might be attractive for a potential investor and can be found in the first line of an income statement. Conversely, if costs are rising this can also be seen on the income statement and may lead an investor to ask more questions about the long-term profitability of the company. 

Investors and financial analysts also use the income statement to derive popular financial ratios like Earnings Per Share (EPS) .

Earnings per share is a measure that compares a company's net income compared to the outstanding shares. The price-to-earnings ratio, or P/E ratio , is another commonly used metric that factors in the company's stock price in relation to EPS. When comparing companies, EPS and the P/E ratio can help differentiate two companies in the same category and help an investor make a more sound investing decision, but both use information provided through the income statement. 

"The equation driving the Income Statement is: Revenues – Expenses + Gains – Losses = Net Income," says Badolato. 

Income statements are also important to regulators. All public companies are required to file a Form 10-K each year with the Securities and Exchange Commission (SEC) and Form 10-Q each quarter which include the income statement and other financial documents and disclosures. 

Income statement analysis

When analyzing income statements, there are two primary methods that are used: vertical analysis and horizontal analysis.

Vertical analysis shows each item on a financial statement as a percentage. An example of this would be the COGS expressed as 35% of the total revenue. This type of analysis can be useful when comparing with other companies in the industry. 

Horizontal analysis is used to review a company's performance over two or more periods by stacking each line item directly next to each other from the previous period. Instead of looking at one income statement at a time from different periods, horizontal analysis compares them side-by-side in one view. 

How to read an income statement 

Below is the 2021 quarterly income statement from Ford's Form 10-Q . One of the first things that you will notice is that the report is using horizontal analysis. This is because the report is comparing the second quarter of 2020 to the second quarter of 2021 as well as the first half of 2020 and the first half of 2021. 

In the first section under Revenues, you'll see each of Ford's major revenue streams, including car sales under Automotive, Ford Credit, and Mobility. In the notes section of the 10-Q, the Mobility line refers to Ford's autonomous vehicles and related business as well as its equity stake in Argo AI.

Next in the cost and expenses section, you'll notice where Ford is spending its cash. The bulk of those expenses fall under cost of sales, which is another name for the cost of goods sold. You can also see that costs have increased from the second quarter of 2020 to the second quarter of 2021 resulting in a net income of $561 million during the second quarter and $3.8B during the first half of 2021 in the final column on the right. 

Income statement vs. balance sheet 

Both income statements and balance sheets provide important details about how a company uses its cash and other assets, but there are a few key differences between the two.

Think of an income statement like a financial timeline, whereas a balance sheet is a snapshot at one point in time. This is because income statements provide details on the amount of money made and spent during a period. The income statement essentially answers the following questions: How much money did the company make? How was that money spent? Did the company make a profit? 

The balance sheet, on the other hand, tells you how much the company has in assets, liabilities and shareholder's equity. The balance sheet follows a simple formula:

Asset = Liabilities + Shareholder's equity

Like the name mentions, the figures on the balance sheet must match as any increases or decreases must be offset. Unlike the income statement, it does not provide information on how much money the company has made or lost, it only provides the amount of debt, cash and other assets that the company owns at that point in time. 

While these financial statements are different, both the income statement and balance sheet along with the cash flow statement are still linked and should be used together to determine a more holistic financial picture of a company. 

Income statements: Conclusion

The income statement is a good entry point to understand and evaluate a company's revenue and costs, but it's important to keep in mind that it's not a document that can tell the full story. 

"Financial statements are designed to work as a system and not as stand-alone statements," adds Badolato. "The Income Statement is only one piece in understanding the financial performance of a business. Using one financial statement without the others and other publicly available information — such as the footnotes in a financial filing — would be similar to betting before looking at one's cards."

The frequency can vary, but usually, companies prepare income statements either quarterly or annually. 

An income statement shows a company's financial performance during a specific time frame, whereas a balance sheet shows a company's assets and liabilities at one point. 

Companies release income statements in their financial reports, and you can also find them on the investor relations sections of corporate websites. 

An income statement can display a negative net income, which indicates that a company suffered a loss during a specific period. 

You can use the information on an income statement to calculate key ratios like gross margin, operating margin and earnings per share. 

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PGA TOUR winner Grayson Murray passes away at 30

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Grayson Murray, who won his second PGA TOUR title at this year’s Sony Open in Hawaii, passed away Saturday.

"We were devastated to learn – and are heartbroken to share – that PGA TOUR player Grayson Murray passed away this morning. I am at a loss for words,” PGA TOUR Commissioner Jay Monahan said. “The PGA TOUR is a family, and when you lose a member of your family, you are never the same. We mourn Grayson and pray for comfort for his loved ones.

“I reached out to Grayson’s parents to offer our deepest condolences, and during that conversation, they asked that we continue with tournament play,” Commissioner Monahan continued. “They were adamant that Grayson would want us to do so. As difficult as it will be, we want to respect their wishes.”

Grief counselors were made available at the venues for this week’s PGA TOUR and Korn Ferry Tour events. Commissioner Monahan, who traveled from TOUR headquarters in Florida to the Charles Schwab Challenge in Fort Worth, Texas, said he was "devastated" by the loss.

Grayson's parents, Eric and Terry Murray, said in a statement Sunday that the cause of death was suicide .

"Was Grayson loved? The answer is yes," his parents wrote. "By us, his brother Cameron, his sister Erica, all of his extended family, by his friends, by his fellow players and – it seems – by many of you who are reading this. He was loved and he will be missed."

Murray, 30, was a standout golfer from his youth. He won three consecutive Callaway Junior World Championships (2006-08) and was the top-ranked golfer in his age group. He made his first cut on the Korn Ferry Tour at age 16, becoming the second-youngest player ever to do so. After stints at Wake Forest University, East Carolina University and Arizona State University, he got the break he needed in 2016 when he was given a sponsor exemption into the Korn Ferry Tour event near his hometown of Raleigh, North Carolina. He finished inside the top 10 at that event, the Rex Hospital Open, which qualified him for another start. When he posted another top 10 at the BMW Charity Pro-Am, his professional career took off. He concluded his season with a victory at the Nationwide Children’s Hospital Championship to finish second on the Korn Ferry Tour money list and earn full status on the PGA TOUR for the 2016-17 season. The win came a week before his 23rd birthday.

Murray wasted little time establishing himself on golf’s biggest stage as a rookie. He won the 2017 Barbasol Championship while still just 23 years old. His final-round 68 not only secured a one-shot victory, but also solidified a two-year exemption through the 2019 PGA TOUR season. He finished 66th in the FedExCup and earned nearly $1.5 million.

Grayson struggled for the next few seasons on the PGA TOUR. In 2023, he found his game again on the Korn Ferry Tour; he notched two victories – the Advent Health Championship in Kansas City and the Simmons Bank Open outside of Nashville – to finish fourth on that tour’s points list and earn a spot back onto the PGA TOUR for the following season.

Murray opened the 2024 season with a playoff victory at the Sony Open in Hawaii. He made a clutch up and down on the 72nd hole for a birdie to force a playoff. Then he sank a 40-foot birdie putt on the first extra hole to defeat Byeong Hun An and Keegan Bradley. He reached a career-high 46th in the Official World Golf Ranking after that victory.

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Business management & marketing personal statement example.

As I peered over the edge of the plane and looked down 14,000 feet to the ground ready to jump. As I took my first SCUBA dive and experienced the surreal and exciting feeling of breathing under water. As I trekked for 2 days and stayed with a Thai village tribe feeding elephants and helping local families I thought and smiled ' Dreams really can be achievable'. With hard work and belief you can achieve results. I have taken this concept and applied it to my University application and intend to apply it any difficult challenges that I find in life. Challenges are rewarding.

I believe I am, in my opinion, an ideal candidate for the Business Management and Marketing course. I have been in the working world since the age of 18 ( albeit with some exclusions for some very valuable and life changing travelling ). I have worked in a sales environment for a number of years and have learned how important it is to market a company 'brand' through emphasising company values and benefits together with confidence and friendliness engages customers to buy into 'said product'.

My previous roles, involve me, at the front line of a business, exceeding the ever increasing targets within the insurance field. Moving these targets is paramount for growing business', as is changing strategies. But, what happens behind the scenes? Who thought of these fantastic marketing strategies that land in my email?

' Free Breakdown Assistance' is our new venture. Free !? Everybody loves this word. Scroll down the email a little more, 'free until Jan 2011'. What a genius idea, more recently my employer launched a 'Cash-back Scheme'. Cash-back ensures customers must now ring to claim their discounts which will be received 90 days into the policy. If we assumed 1 out of 1000 customers forgot to ring, we would still be profiting as currently our discounts involve giving discount upfront immediately at the point of sale.

Cash-back maximises profit in many ways; generating more calls, increasing the opportunity to up-sell at each point of contact. Customers often forget who their provider is, cash-back reminds them. Of course, extensive research went into this scheme, there would have been lots of information on market trends, psychology and as I read the 'Cash-back Scheme' email that day, I thought I wish I was involved in that idea.

If accepted, I will be 25 when I enrol at The University of Brighton. As a mature student I feel the extra years I have on some of the other candidates will be a head start as I have some first hand experience on some of the subject areas. I plan to expand my experiences through the course and am excited to learn more. I am in the perfect place in my life to dedicate myself to a Business Management and Marketing degree, I have strong goals surrounding PR and Marketing.

I have previously lived in Brighton, working for Swinton Insurance Services. I have since taken the decision to relocate to the Hastings office to prepare for Sept 2011. I am able to save as I am currently at home, and I am now completely dedicated and extremely focused on returning to Brighton to study Business Management and Marketing in 2011.

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This personal statement was written by BusinessTrish for application in 2000.

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