Allocating the funds available for Marketing

MBA in a Box: Business Lessons from a CEO

MBA in a Box: Introduction

What does th course cover? (4:51)

Strategy: An Introduction

The role of Strategy and what makes a Strategy successful (5:17)
The difference between Corporate and Business Strategy (4:11)
The importance of the Mission, Vision, Goals, and Value statements (6:13)

Strategy: The Industry lifecycle model

The strategic importance of the industry lifecycle model (1:44)
The four stages of the industry lifecycle model - An introduction (3:16)
The Introduction stage - A new industry is born (4:44)
The Growth stage - An industry in its expansion phase (3:20)
The Maturity stage - An industry at its peak (2:51)
The Decline stage - An obsolete industry (3:01)

Strategy: Porter's Five Forces model - The competitive dynamics in an industry

Michael Porter's Five Forces model (1:53)
The threat of new entrants (4:32)
The threat of substitute products (2:59)
The intensity of current competition (1:44)
The bargaining power of suppliers (2:43)
The bargaining power of clients (3:35)
Porter's Five Forces framework applied in practice (7:46)

Strategy: Game Theory - Studying the interaction between multiple parties

An introduction to Game Theory (1:36)
Zero-sum games - approaching situations with a win-lose perspective (1:32)
Non-zero-sum games - considering both cooperation and confrontation (2:46)
Tobacco companies - a real-life example of Game Theory application (2:19)

Strategy: Focusing on the inside of a business

Focusing on the inside of a business - An Introduction (0:45)
A company's lifecycle model - what should be done at different stages (5:55)

Strategy: Acquiring a competitive advantage

The quest for a competitive advantage - An Introduction (2:58)
The importance of building a sustainable competitive advantage (2:58)
The role of resources and capabilities (2:56)
Acquiring an actual competitive advantage (2:22)

Strategy: The three main competitive strategies

The three main competitive strategies (1:44)
Cost leadership - sell cheap (6:35)
Differentiation - be different (2:56)
Niche (Focus) strategy - find your niche market (3:28)
The danger of hybrid strategies (2:43)

Strategy: Corporate growth strategies

The types of growth opportunities companies pursue (1:58)
Organic growth - building a solid foundation (4:56)
Inorganic growth - leveraging M&A transactions (1:56)
Horizontal integration (2:34)
Vertical integration (4:22)

Strategy: The SWOT analysis framework

An introduction to SWOT analysis (3:07)
SWOT analysis in practice - Starbucks (3:35)

Management: An Introduction

What are we going to see next (1:00)
Why are managers needed in an organisation (3:19)
What makes for a good manager (4:15)
The different types of managerial roles (3:28)
A manager's main functions (4:06)

Management: The Planning function

An introduction to planning (1:05)
The objectives pyramid (2:11)
Creating smart objectives - the SMART framework (2:46)
Performing environmental scanning - competitor research at its best (5:04)
Financial planning - break-even calculations (3:20)
Budgeting (4:41)
Project management (3:40)

Management: The Organization function

An Introduction to the principles of organization (0:51)
The role of Human Resources (3:10)
Planning HR needs (2:22)

Management: The Staffing function - Pre-Hire activities

Recruitment of personnel - finding the right people who will help you succeed (3:23)
The selection process (2:04)
Meeting the candidate (3:58)

Management: The Staffing function - Post-Hire activities

Onboarding of selected candidates (1:23)
The importance of Learning and Development opportunities (2:35)
Giving productive feedback to employees (4:29)
Organizing the performance appraisal meeting (1:22)
Introducing fair compensation mechanisms (3:00)

Management: The leading function

Motivating employees - the core principles (2:34)
Proven employee motivation tactics (2:56)
Stress relief tactics (3:31)
Terminating employee contracts (3:41)

Marketing: An Introduction

Introduction to Marketing (3:07)
What is Marketing's role (1:57)
Who works in Marketing (3:11)
Marketing's key processes (4:06)

Marketing: Building a Marketing Strategy

What is a marketing plan (2:12)
The psychology of customers - needs, wants, and demands (3:37)
Conducting Marketing Research (2:41)
The different stages of marketing research (5:11)
Collecting Primary Data for Marketing Research (4:40)
Performing client segmentation (3:53)
Choosing a target customer group (6:26)

Marketing: How to set up an effective Marketing Mix

The four Ps of Marketing and their importance (2:22)

Marketing: How to set up an effective Marketing Mix - Product decisions

The product concept (2:18)
Classifying a firm's products (1:41)
The typical product lifecycle (4:53)
Product branding (3:45)
Product packaging (1:58)

Marketing: How to set up an effective Marketing Mix - Pricing decisions

The variables influencing product pricing (2:15)
The demand curve (2:23)
Performing break-even calculations (3:36)

Marketing: How to set up an effective Marketing Mix - Place decisions

Setting up product distribution (2:44)
Types of distribution channels (4:19)
The advent of e-commerce (2:19)

Marketing: How to set up an effective Marketing Mix - Promotion decisions

The essence of marketing promotion (2:26)
Creating a marketing campaign (3:45)
The importance of social media (0:54)

Marketing: How to set up an effective Marketing Mix - A dynamic concept

The four Ps of Marketing - A dynamic concept (3:18)

Marketing: Marketing strategy in the long run

Allocating the funds available for Marketing - The budgeting exercise (1:24)
Using KPIs to improve decision-making (2:02)
Short-term vs. Long-term marketing goals (3:22)
Interpreting and calculating the Customer-Lifetime-Value formula (3:17)

Negotiation: An Introduction

Intro to Negotiation (1:37)
Why is negotiation a core managerial skill (3:20)
Why are people bad negotiators (3:53)

Negotiation: The negotiation toolbox

Understanding the BATNA (4:11)
Reservation point and Bargaining range (2:50)

Negotiation: The importance of preparation

Assessing yourself (4:22)
Аssessing your opponent (3:23)
Assessing the situation (4:48)

Negotiation: Types of negotiation

Distributive negotiations (Slicing the pie) (3:23)
Distributive strategies (Pie-slicing strategies) (6:38)
Interest-based bargaining (3:37)
Interest-based negotiation strategies (5:14)
Claiming (1:39)
Choosing the correct negotiation strategy (3:57)

Negotiation: Subtleties that will help you in the long run

Adverse tactics and protecting yourself from them (4:37)
Conflict resolution (3:30)
Establishing trust (6:23)
Broken trust and how to repair it (3:09)
Mediums of negotiation (4:12)

Negotiation: A Complete Negotiation Case Study

The negotiations between Disney and Lucasfilm (13:57)

Accounting: An Introduction

Why do we need to learn Accounting? (5:11)
How important is Bookkeeping? (2:34)
The essence of Financial Accounting - Why is it helpful to investors? (2:49)

Accounting: P&L, Balance Sheet and Cash Flow - The three main financial statements

The three main statements - An overview (2:14)
The ingredients of the P&L statement (6:06)
The building blocks of the Balance Sheet (4:40)

Revenue and cost recognition principles - This is how we register financials

Revenue recognition principles (2:19)
Expense recognition principles (2:02)
Historical cost and Fair Value Accounting (2:14)

Accounting: The fundamental Accounting principles you will need in business

The Accounting equation - A must for anyone who wants to understand financials (2:05)
General and subsidiary ledgers - How bookkeeping is organized (1:47)
Debits and credits - much easier than it sounds (4:25)
The P&L T-accounts (3:01)
D&A - How is it calculated (4:27)
The double entry bookkeeping principle - You need to understand it well! (5:19)

A complete Case Study from scratch - Bookkeeping, P&L, and Balance Sheet

Accounting Case Study Part 1 (10:24)
Accounting Case Study Part 2 (7:39)
Accounting Case Study Part 3 (7:30)
Accounting Case Study Part 4 (8:14)
Course Challenge - Build a P&L and Balance Sheet from scratch (1:19)

Accounting: Understanding how to calculate cash flow 5 Lectures

Calculating cash flow and seeing if a business makes money (2:36)
Dissecting a cash flow statement (2:09)
Cash flow computation techniques - The direct method (1:59)
Cash flow computation techniques - The indirect method (3:34)
Here's how we can calculate cash flow (6:18)

Accounting: The importance of timing when registering financials

Revenue and expense recognition (1:18)
Profit is different than cash - please remember that (6:16)
The timing of payments - this is how business owners can improve their cash flow (3:51)
The different types of accruals that may arise in an accounting transaction (4:15)

Accounting: An introduction to Financial Reporting

Working with financial statements (2:33)
Let's take a look at P&G's financial statement (6:53)
Who ensures the numbers in financial statements have been prepared correctly? (2:27)

Accounting: Financial statement analysis in practice

The four dimensions of financial statement analysis (1:58)
Calculating subtotals, totals and year-on-year growth (1:41)
The mechanics of financial statement analysis (3:02)
Using Different P&L and Balance Sheet Formats + Horizontal and Vertical Analysis (3:37)
Understanding how to calculate "Days": DSO, DPO, and DIO (1:23)
Financial ratios that are helpful to investors (7:36)
Financial statement analysis in practice: Analyzing P&G's financials (part 1) (6:55)
Financial statement analysis in practice: Analyzing P&G's financials (part 2) (4:44)

Allocating the funds available for Marketing - The budgeting exercise

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