Positioning Your Offering

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Customer-Focused Pricing
One of the most important decisions anyone in marketing will make is how to price your product and service. Here, Professor Hamilton reveals the information marketers use to settle on prices; how customers evaluate prices; and how price discrimination, price skimming, and price wars work.
The Diversification Discount
What happens when the whole is worth less than the proposed sum of the parts? You've got a diversification discount, common for many unrelated diversifiers in the United States, and one that has led to many corporate breakups. If you're going to diversify, you need to do it the smart…
Identifying Sources of Sales Growth
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.
Accounting and Finance—Decision-Making Tools
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Understanding the Time Value of Money
Begin your focus on finance with an insightful look at the time value of money. Along with basic concepts and terminology (including risk and present/future value), you'll learn about the five types of cash flows that should be in the business student's toolkit, including lump sums, annuities, and perpetuities.
The Tactics of Successful Branding
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What Is Marketing?
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Targeting a Market Segment
Make better sense of targeting, the process of selecting the segment (or segments) your product will best serve. Throughout the lecture, you'll learn key rules of targeting. One rule is: Don't try to please customers outside your target. Another: Always pick a target segment that values what you offer.
How to Value a Company’s Stock
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Coaching—From Gridiron to Boardroom
To keep people in an organization more focused, engaged, and productive, you need to recognize the importance not just of coaching, but of tailor-made coaching. Discover how it works with a step-by-step analysis of a successful coaching scenario and a look at four sets of employees in need of different…
Leaner, Meaner Production
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.
Weighing the Costs of Debt and Equity
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.