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You've mastered segmentation, targeting, and positioning. Now learn how to grow and increase your sales using the 2x2 Ansoff matrix-one of the most powerful ideas in marketing. In the process, you'll learn piercing insights into the interactions between customers (current and new), product development, diversification, and more.
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Production operations are the greatest value-adding activity in all of business. Whether you're making the product yourself or through others, explore the decisions involved in successful production operations, and get a glimpse at developments to look for in the future, including 3-D printing and reshoring.
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What exactly is operations management, and how can you make it work to your advantage? Turn your attention to operational capabilities: the composite of processes, people, and technology that helps you execute your strategy. Observe a case study featuring both production operations and service operations.
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Add to your marketing toolkit some of the principles and strategies of an effective communications plan, with a look at some successful (and unsuccessful) ad campaigns, including the California Milk Processor Board's famous Got Milk" campaign. Also, get tips on how to command consumers' attentions without turning them off.
8) Critical Business Skills for Success: Finance and Accounting: Weighing the Costs of Debt and Equity
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Explore the world of trade-offs and learn why issuing debt instead of equity can actually increase the value of a firm; why you should always consider the Weighted Average Cost of Capital of your investments; and how convertible bonds attempt to capture the best of both debt and equity.
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Professor Roberto explains in more detail vertical integration and its two key directions: forward and backward. Does vertical integration make economic sense? Learn about vertical integration's rationales (and risks) by digging deep into interesting stories of vertical integration involving Disney's retail stores and Zara's fast fashion strategy.
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Begin exploring the tactics involving in reaching marketing goals with a look at how to design products and services to provide the best possible customer experience. Along the way, you'll learn six rules for effectively managing customer experiences (including getting bad experiences out of the way and empowering employees).
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Income statements are the statements most widely cited in popular business news. First, learn how income is measured under general accounting principles. Then, explore how income statements are organized to reflect everything from revenue to operating expenses. Finally, examine four questions everyone reviewing an income statement should ask.
13) Critical Business Skills for Success: Organizational Behavior: The Art of Effective Communications
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Cultivate stronger communication skills with this engaging lecture that covers three burning communication needs in an organization and introduces you to six critically important lessons every effective communicator should follow.
15) Critical Business Skills for Success: Finance and Accounting: The Trade-Off between Risk and Return
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In this lecture on the trade-off between risk and return, Professor Sussman introduces you to several important financial models businesses use every day. These include the Nobel Prize-winning Capital Asset Pricing Model, which is a means for formally unifying an asset's expected return and risk by studying asset fluctuations.
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Start taking control of your professional organizational behavior with this introductory lecture on how to achieve lasting results. You'll explore how to use the S.T.O.P. (sit, think, organize, perform) method to improve job satisfaction, reduce stress, and enhance your professional performance.
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Turn now to service operations, the successful management of which takes into account the psychology of winning customers through great experiences. From the Service Quality Scale to the details of process improvement, find out how to seize the movement where services are increasingly dominating the 21st-century business landscape.
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Turn now to corporate strategy, which involves determining where to compete, not how. Explore the corporate strategies of horizontal and vertical integration (and their two types) in the context of Disney's acquisition of Pixar animation studios. As a multi-business unit corporate, why build a particular portfolio of businesses?
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Look at some other sources of value that companies can get out of their transactions and start thinking more broadly about the sources of value a company should seek. The specific focus of this illuminating lecture is on three additional kinds of customer-related value: loyalty value, information value, and communication value.
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How does breakeven analysis, or cost-volume-profit analysis, work-and how do businesspeople make it work for them? As you'll discover in looking at both the basic breakeven model and some more advanced variations, cost-volume-profit analysis has far-reaching applications in everything from marketing hotel rooms to pricing concert tickets.
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