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Building Brand Equity
by Skillsoft - Business
Every time a corporate merger or buy-out occurs you are sure to see plenty of headlines about the number of subsidiary companies each corporation owns. Here's why: brand equity. Its a fact that each subsidiary of a corporation has a value linked to its brand names in addition to its base dollar-value. This value is measured by the consumers attitudes and loyalties toward the brand. Brand equity adds dollar-value to a company's worth. As an Entrepreneur your business' equity is essential. This course will help you build your brand. ...
$75.00
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Analyzing the Market
by Skillsoft - Business
This course will walk you through four crucial elements of analyzing your market. First youll learn to scan your environment considering the economical technological social and political impacts on your organization. Then youll learn how market segmentation can assist you in developing products and marketing strategies. Youll be given a set of tools that can be utilized for developing and keeping your plans on track and youll become familiar with forecasting options that can provide you with the valuable information you need to make smart decisions. ...
$75.00
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Elements of Marketing Strategy
by Skillsoft - Business
You want to develop a powerful and well-documented marketing strategy in order to get your new product or service approved. This course is designed to give you a strong start in developing your marketing vision direction and ultimately a plan. You'll get an overview of the key factors encompassing the broad scope of strategic marketing. You'll be able to discuss cost structures and their influence on your marketing strategy. The impact of product life cycles on your markets is another focus. Methodology to achieve or increase profitability is another featured section of this course. This course will help you as an entrepreneur or an up and coming marketer. Apply the best thinking and research techniques to the development of a superior market strategy plan to gain the backing you need to be successful. ...
$75.00
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Writing the Marketing Plan: Creative Strategy
by Skillsoft - Business
Youve completed the first part of your marketing plan. Now its time to write about your marketing tactics. Youll discover just how to match your product with your target market determining exactly what the competitive advantages of your particular product are. Then youll explore the price-setting strategies that will help make your product a success. ...
$75.00
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Introduction to Online Branding
by Skillsoft - Business
Are you thinking about moving a product into the e-marketplace; that is sell it on the Internet? This course will provide the learner with a comprehensive overview of the effects the Internet has on marketing a particular brand. Beginning with a brief review of the basics of branding the learner will then move on to explore how using traditional principles todays e-marketers are refining older paradigms to create successful online brands. To present the full scope of online branding the learner will examine the unique characteristics of the e-marketplace the e-customer and the effect technology has had on brand messages. If you are already a brand manager you will discover a fresh perspective regarding just who should be building brands on the Web and content ideas for a Web presence. Regardless of your title you will also examine the factors to consider when entering the global marketplace of the Web and how to evaluate the success of an online brand. The sum total will be a thorough grounding in the principles needed to gain the success your online brand deserves. ...
$75.00
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Competitive Strategies for a Global Marketplace
by Skillsoft - Business
With the changing economic landscape and trends toward globalization and technology companies need to develop new strategies to effectively compete in the global marketplace. To stay competitive in todays marketplace companies need to shift their focus from selling products to meeting needs. This course starts by painting a picture of the changing economic landscape and the new consumer. It continues by presenting ways of locating new marketing opportunities improving marketing performance and differentiating your offerings. It then discusses the advantages of web-based marketing and provides you with Internet marketing strategies to maintain a competitive edge in the changing marketplace. ...
$75.00
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Competitive Factors in Strategic Marketing
by Skillsoft - Business
Youve got a great idea for a new product or service for your organization or a major enhancement for an existing one. Now youve got to present the case to the decision-makers to go forward. What kinds of topics should you include in your strategic marketing plan? In this course youll learn exactly what to consider as you develop and present your plan including market data and competitor capabilities. Then youll want to plan out the target deadlines for each task required to make this plan happen. Youll find it all in this course. ...
$75.00
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Introduction to Brand Management
by Skillsoft - Business
There are three ingredients every company needs for branding success: a brand manager a brand and the consumer. But how do these ingredients relate and what are they comprised of that makes them so important? This course will demonstrate how each ingredient reacts to the other in order to create a valuable long-lasting brand. First you will learn about the responsibilities of a brand manager from conception of a brand to building evaluating and maintaining brand equity. Then you will be introduced to a brief history of branding and its intended purpose. This also includes the elements of a great brand and current trends in branding. Finally you will recognize the components and intricacies that make up your consumer how to appeal to the consumer and one of the most important facts of all: how the consumer dictates your brand equity. ...
$75.00
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Introduction to Product Management
by Skillsoft - Business
Do you have an abiding interest in planning forecasting and marketing a product or product line? Are you new to the field of product management? Or have you just been hired as a product manager? In this course youll learn strategies and techniques to help you build a foundation for understanding product management. First you will explore the fundamentals of product management. Specifically you will learn about the ways product management is changing as well as the advantages and pitfalls of the field. You will also learn the skills common to successful product managers. Then you will investigate common product management tasks and how to organize and prioritize them. Finally you will learn how to create interfunctional alliances to help you successfully perform the cross-functional role of a product manager. ...
$75.00
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Creating a Marketing Campaign
by Skillsoft - Business
Your marketing plan has been approved! Now you need to get the job done. How you execute your plan is as crucial as the plan itself. In this course youll learn about tactical marketing tools needed to put your plan into gear and create your marketing mix. These include branding packaging promotions publicity advertising and merchandising. ...
$75.00
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Managing and Maintaining Brand Equity
by Skillsoft - Business
Theres a common saying: "The only thing constant in life is change." This is especially true when it comes to managing brands. Look at Coca-Cola and how it spawned several brand extensions such as Diet Coke and Cherry Coke. Then there was a brief but widely publicized brand crisis caused by New Coke which resulted in the reintroduction of Coca-Cola Classic. This is an example of how over time new competitors come into the market consumer tastes change fashions come and go and even lifestyles change. How can you respond successfully? By being ready for change and having a plan of action. This course gives brand managers and anyone involved in marketing an awareness of the ongoing spectrum of issues involving brand management as well as step-by-step strategies to help your brand survive--and even thrive--in a competitive market. So what opportunities influences and threats does your brand face? Lesson one explores making the most of your brands potential by identifying the conditions needed for creating an effective and long-lasting brand extensions. You will also learn of other strategies to revitalize your brand by expanding brand awareness or by improving brand image. Then you will determining if your brand is avoiding the three major categories of branding pitfalls. Finally you will use a RolePlay to negotiate a brand crisis using a comprehensive and effective three-step process. The second lesson of this course introduces you to the social legal and global domain of branding. Its up to you to steer your organizations brand clear of negative social implications by recognizing ethical dilemmas. You must be ever-vigilant to avoid action taken towards you by the FTC and any other legal complications that could bring harm to your brand. To help you to do this you will practice identifying and solving potential legal problems with advertisements. The course concludes by allow you to use a specific decision-making process for the next logical step for your brand: globalization. ...
$75.00
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Managing the Creative Elements of Brands
by Skillsoft - Business
Did you know there are 25 brands of laundry detergent? What influenced you to choose the brand you use? Was it the name? The logo? Maybe it was the clever slogan or catchy jingle. Was there a cute cuddly character in the advertisement? Perhaps it was the packaging design. It could be one of these factors or a combination thereof but the fact still remains: out of 25 brands of laundry detergent you decided only one of them is good enough to wash your clothes. Its a tough market so what can you do to stand out? This course is designed to help you analyze all the creative elements of a brand in order to help you build your companys brand equity. The first lesson in this course demonstrates how your brand can make a great impression on consumers. The next lesson shows you how to brand your products with the perfect name and logo. This course enables you to determine if a jingle slogan or fictional character may be necessary to animate your brand. Finally disclosing the secrets of designing eye-catching packaging and legally protecting your brands through copyrights patents and trademarks will round out this course. Replete with real-life examples of brands that work and some that have failed this course will supply you with plenty of strategies to help your brand equity improve and stand out from the rest. ...
$75.00
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Promoting Your Brand to Consumers
by Skillsoft - Business
Have you ever experienced one of those days when you hear a brand name and then start noticing that brand name at every turn? You hear a contest promotion on the radio get a coupon in a magazine see a commercial on the television or notice a celebrity endorsement on a billboard. Its as if suddenly someone flipped a switch and that brand name appeared out of thin air. What do you call that phenomenon? Integrated marketing communication: the act of generating awareness for your product or company through the use of multiple forms of media. ...
$75.00
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Evaluating Brand Effectiveness
by Skillsoft - Business
Your company spends a lot of time and energy creating and building brand name products. From the most memorable name to the most enticing packaging to the perfect combination of media you want everything to be right. Now the question is: Is it working? This course explores why you need measurement systems to examine your brands effectiveness with consumers and to evaluate your brand equity. ...
$75.00
Details
Strategies for Building an Online Brand
by Skillsoft - Business
When a product lands on the Internet the brand becomes more than a mere name; it becomes an interactive brand experience. This course will provide marketers with strategies for building strong online brands by maximizing the interactive nature of the Web. The course begins by identifying key branding objectives and provides useful strategies to take offline brands into an online environment. Additionally the course explores tactics for building and maintaining long-term online customer relationships. The use of affiliates e-mail and virtual communities are also examined to help marketers make full use of the Webs interactivity. Armed with this array of strategies and tactics the marketer will be able to build a solid platform for online branding success. ...
$75.00
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Surpassing the Competition
by Skillsoft - Business
Who are you competing against? What are your competitors capabilities? Competition plays a major role in corporate success. Failure to take into account your competitions strengths weaknesses capabilities and strategies can leave your company vulnerable to unexpected competitive moves. This course presents you with the tools and methods for identifying competitors; collecting competitor information; creating a competitor SWOT matrix by determining a competitors objectives strategies strengths and weaknesses; and developing a competitor response profile by identifying a competitors current strategy capabilities operating assumptions and goals. These methods and tools will enable you to plan appropriate business strategies and successfully navigate todays highly competitive business environment. ...
$75.00
Details
Marketing Management
by Skillsoft - Business
So now youre a marketing manager. What are the expectations you and others have of this position? What skills do you need? How do you put together a marketing team? How do you lead that team to success? How can you tell if youre doing a good job? In this course youll look at marketing management from top to bottom--starting from the basic skills you need as a marketing manager through creating a multifunctional marketing team positioning the company for success and setting up systems to see how youre doing. Youll also learn to avoid common mistakes made by marketing managers and how to help the entire company focus on the marketing process. ...
$75.00
Details
Pricing and Profitability for Product Managers
by Skillsoft - Business
A crucial aspect of a product managers job is deciding what price to charge for a given product. Its equally important to understand that pricing decisions do not happen in a vacuum; the product manager will be held accountable for the success of the products he prices. Clearly its important for the product manager to understand the financial implications of his decisions. In this course youll learn about pricing factors and tactics that will affect your pricing decisions and then you will build on that knowledge to set pricing in a given business situation. Finally you will learn strategies for determining the profitability of a product. By learning these critical tasks youll be better able to make key marketing strategy decisions. ...
$75.00
Details
Developing a New-product Strategy
by Skillsoft - Business
Product development is not a mystery. Nor is it only the concern of your research and development department. One of your main responsibilities as a product manager is to create a new-product strategy. This means that in addition to developing new-product goals you also need to develop a plan for reaching those goals. In this course youll explore the tools and techniques to help you create a new-product strategy for the products or product line for which youre responsible. First you will learn about two strategic ingredients that are essential in new-product strategies. Then you will investigate the four steps of a new-product strategy. Finally you will learn how to incorporate the four steps into your unique plan. ...
$75.00
Details
Financial Analysis for Successful Marketing
by Skillsoft - Business
Whether you have a "head" for numbers or a "dread" of numbers no strategic marketing plan will be successful without a thorough financial analysis. The final course in this series takes a user-friendly interactive approach to help you master the numbers game. You will analyze typical financial parameters associated with setting up a financial budget as part of an overall marketing strategy. This includes assessing financial resources the development of a financial schedule and an allocation plan the calculation of important financial ratios pricing and evaluating and testing the marketing plan after implementation. ...
$75.00
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The Online Branding Environment
by Skillsoft - Business
When a new marketing medium emerges in this case the Internet marketers have to adapt. No matter how marketing savvy they may have been in the use of traditional media such as newspapers magazines radio and television the Internet is a whole new world. In this course marketers will be brought up to speed in the fast-paced world of online branding by a thorough examination of the e-marketplace and its customers. Learners will explore the difference between traditional brands and cyberbrands as well as discover how to use the Webs interactivity to build strong online brands. The course also examines how consumers adopt brands in the Web environment and how marketers build strong brand relationships with consumers. If online branding seems perilous to you now with this course as a guide you can be assured of smooth sailing and a successful transition of your brands to the online world. ...
$75.00
Details
Writing a Marketing Plan: Phase 1
by Skillsoft - Business
This course will define the marketing plan types of plans and outline the purposes for using a marketing plan. You will then get started on writing the plan by establishing objectives and working on introductory elements. Then youll complete a situational analysis that evaluates the overall market industry internal and competitive factors pertinent to your product or service. Finally youll complete a SWOT analysis that will help you identify the strengths and weaknesses that will be critical to writing your plan. ...
$75.00
Details
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