Data Applications for Marketing Decision-making Total Running Time: 08:06 Data Applications for Marketing Decision-making
Financial Evaluation of the Firm’s Go-to-Market Strategies Total Running Time: 06:22 Financial Evaluation of the Firm’s Go-to-Market Strategies
Making the Marketing Program Go/No Go Decision Total Running Time: 08:25 Making the Marketing Program Go/No Go Decision
Market Positioning for Competitive Advantage Total Running Time: 09:40 conducting market research, customer market segment, customer value propositions, positioning the brand, statistical techniques, understanding customer perception, value creation Market Positioning for Competitive Advantage
Marketing Contribution to Shareholder Value Total Running Time: 06:36 Marketing Contribution to Shareholder Value
Measuring Shareholder Value Creation – Net Present Value Model Total Running Time: 10:54 deriving period free cash flows, FCFs, interpreting NPV results, measuring investment returns, NPV, setting firm discount rate Measuring Shareholder Value Creation – Net Present Value Model
Metrics for Media and Message Effectiveness Total Running Time: 10:10 comm tracking metrics, communication effectiveness tracking, Communication Process Metrics for Media and Message Effectiveness
Selecting Appropriate Metrics for Program Tracking Total Running Time: 06:36 Selecting Appropriate Metrics for Program Tracking
The Firm’s CRM System sources and Uses of Data Total Running Time: 05:01 The Firm’s CRM System sources and Uses of Data
The Firm’s WACC as the Benchmark for Program Performance Total Running Time: 07:27 The Firm’s WACC as the Benchmark for Program Performance
The Firms Growth Strategies – Pioneering and Challenging Total Running Time: 12:00 growth phase, marketing mix, product life cycle, sustainable market position The Firms Growth Strategies – Pioneering and Challenging
The Marketing Communications Budget Total Running Time: 08:04 advertising, advertising agency, budgeting methods, communication objectives, elements of the communication budget, media costs, paid communications, unpaid communications The Marketing Communications Budget
The Uses and Limitations of Data For Brand Management Total Running Time: 10:54 brand management, brand metrics, Consumers, hierarchy of effects model The Uses and Limitations of Data For Brand Management
Tracking Prospective Customers’ Bias to Action Total Running Time: 09:26 affective response, cognitive response, conative response, hierarchy of effects model, metric tracking, uses of metrics Tracking Prospective Customers’ Bias to Action
Using CRM Data for Evaluating Competitive Risk Total Running Time: 06:19 Using CRM Data for Evaluating Competitive Risk
Zero-based Budgeting Total Running Time: 08:12 applied budgeting, traditional budgeting approaches, trend based budgeting Zero-based Budgeting
Fox Video Vault
vault.temple.edu