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Marketing & Advertising
Released - 2010 What is a brand, and does it really influence me and my behaviors and what I buy and sell? This program will look at what a brand is, famous brands, what organizations can do to influence their brand, look at a case study for a brand, and discuss how and why brands get us to purchase products or services. Duration - 27 minutes
 "Now here, you see, it takes all the running you can do to keep in the same place." So said the Red Queen, in Lewis Carroll's Through the Looking Glass. The neo-classical model of business strategy is built on a theory of market equilibrium. But in reality, markets create disequilibrium, and therefore opportunity. Rather than seeing competition as a problem to be solved, Professor Barnett explains how to see competition as an engine that generates capability. Intense competition can result in higher growth rates and higher profitability if you understand how to create an organization that leaps ahead—while your competitors keep running in place. $129.99 [Add to Cart] The Windsor Smith Marketing and Communication Case Study This program focuses on the '4 Ps' - product, price, place and promotion - as used in Windsor Smith's overall marketing strategy. Marketing objectives, market research, the target market and marketing channels are also considered.
 The Impact of TV Advertising on Kids' Diets In this innovative and lively program we present a range of views on the advertising of food to teenagers, as we ask some fundamental questions, including: Why is there so much food advertising during kids' shows? How effective is it? Should food producers have the right to advertise to such a vulnerable group? We hear views from a leading dietician, the Deputy Director of the Australian Food Council, a spokesperson for Youth Media Australia and a leading academic commentator, John Schwartz, from the Media Department of Swinburne University. John analyses the food ads and tells us why they're effective or not effective. 25 minutes
 Using PhysiCAL milk as a case study, this program introduces the concepts of marketing and the techniques available to ultimately sell a product. Firstly, Sandhurst Farms identifies a human need or requirement and a niche market. A target group of consumers, selected and defined in terms of lifestyle image, then guide the development of the marketing strategy for the final product.
 Using examples from the high profile computer games industry, this program provides students with an introduction to the principles and practices of marketing.
 Traditional pricing methods involve a trade-off. You want to charge as much as you can in order to maximize profits, but not so much that there is a negative impact on sales. So when a customer rejects your price, does it mean that the price is too high? Maybe not, says Tom Nagle. Price levels are only the visible "tip of the iceberg" in pricing strategy. Nagle explains that in order to get customers to pay for value, you have to do more than just set a value-based price. You must proactively manage your markets with communications that justify your price in terms of value. You need to offer service packages that customers recognize as providing extra value. And you need to manage a price structure that tracks with value, and a pricing process that forces customers to acknowledge value with their pocketbooks. Tom Nagle is the author of the seminal work "The Strategy and Tactics of Pricing."
 We as consumers all love a bargain, but when you are paying only $5 for a t-shirt, maybe it's time to ask some questions. What can you do to ensure you make informed and ethical consumer choices? How does globalization impact on our consumer decisions? In a free market consumers are not completely powerless as they have the right to choose and the power to withdraw their business.
 A Business Marketing Case Study We are confronted with a wide range of marketing on a daily basis - some of it subtle, some of it bombarding us with images and information about new products. the timeline involved and explanations about the processes involved. Activities such as target marketing and marketing research are explored and the concepts of branding, publicity and advertising are explored in practical, case study examples. This is a brilliant and comprehensive program for students who already have a basic knowledge of key marketing concepts and who are looking to expand and develop their theoretical skills.
Mike Bosworth's approach to selling emphasizes respect for the prospect. He explains that everyone wants to buy—but nobody wants to be sold. Bosworth first learned this lesson at Xerox. There, sales productivity peaked after 18 months on the job, when the sales professionals knew the Xerox line so well that they could recommend the proper solution long before the customer finished explaining the problem. Customers found themselves being told what to do, and sales dropped. Bosworth advises that the best sales strategies allow customers to sell themselves on your solutions. $129.99 [Add to Cart]
Image Marketing and PR at the Bendigo BankUsing the transformation of the Bendigo Building Society into a bank, this program examines the role that management plays in creating and maintaining the image of a business. Focusing on marketing, public relations, and advertising strategies the topics for discussion include the role of business communications in marketing change, the communications tools available and the best way to deliver a message, communications planning, the role of public relations, devising communications campaigns and the role of management in employee relations.
 In the time-honored tradition of the maxim, "It's not how you play the game, but whether you win or lose," best-selling author Guy Kawasaki presents the definitive take-no-prisoners guide for Davids to beat Goliaths. This presentation is a top-ten countdown of irreverent and sometimes extreme stratagems in sales, marketing, production, and human resources that will help your organization get and keep the upper hand. Guy Kawasaki is managing director of Garage Technology Ventures as well as a columnist for Entrepreneur Magazine. Kawasaki was a key individual responsible for the success of the Apple Macintosh computer and was named an Apple Fellow in 1995. Kawasaki has authored eight books, including "The Macintosh Way," "How to Drive Your Competition Crazy," "Selling the Dream," and "Rules for Revolutionaries."
A Case Study in RetailThis case study approach features a small business management expert looking at two retail businesses run by two brothers, selling similar products but operating from two very different locations.
What is it that successful companies "get" that others don't? In order to stay ahead, organizations must know how to react instantaneously. They need to be ready to deliver what customers need—before the customers know they need it! Zero Time success is founded on five disciplines: instant alignment of values, instant adaptation, instant learning, instant execution and instant involvement. Dr. Pearlson explains that Zero Time is a must for the realities of today's fast-paced business world. $129.99 [Add to Cart]Managers are under constant pressure to grow, but it is often difficult to find new avenues of growth within an existing line of business. Fortunately, growth is available in almost every market if companies look for it in the right way. In order to win in the marketplace, it is essential to understand which customer behaviors make money (and lose money) for your organization. Next, it is important to segment customer groups in a way that allows you to explain those behaviors and find the actual customers in the real world. Then you can identify the drivers and barriers to influencing the particular behavior you want to motivate. By doing so, your marketing efforts can be focused on the critical specifics, early in the process. Dr. Hollingshead provides insights on these principles, and offers specific tools for seeing existing markets differently and uncovering hidden opportunities for growth. $129.99 [Add to Cart] The marketing and management of a destination is increasingly becoming extremely competitive worldwide. Some destinations are more successful in terms of attracting tourism visitation and expenditure, than others. Obviously some destinations are blessed with attractive natural endowments, however given effective management and marketing strategies, a destination lacking in these features may also become competitive in tourism. Adopting a market orientation enables a destination to better meet the needs of the potential tourist and adapt accordingly to the dynamic nature of the tourism industry.
A successful brand builds customer trust and loyalty by being easily identifiable and consistent in quality and presentation. John Kilcullen describes the strategies and tactics that took the For Dummies® brand from one obscure computer manual to a publishing empire that touches on a wide array of lifelong learning topics—business, sports, art, wine, gardening, home improvement, and beyond. Kilcullen explains the reasons this brand enjoys such widespread recognition and unparalleled growth in its field. $129.99 [Add to Cart] Duration: 54 Minutes A fundamental power shift is underway in relationships between organizations and customers. Traditional one-way, seller-to-buyer communication is evolving into a two-way dialog, as social media technologies give buyers a voice. With examples from Oracle, Southwest Airlines, Walmart, Comcast, and Starbucks, Charlene Li shows how companies can use social media tools to encourage that dialog and have more intimate, beneficial relationships with customers.
To get started, says Ms. Li, uncover what people want from you—whether it is product information, reviews from users, customer service attention, or input into product development. As you develop your communication strategy, start small, concentrating on how to meet the needs of your audience. Identify the “realist/optimist” in your organization who can jumpstart the process. Craft metrics and communication policies that align with your business goals. And then “prepare to let go” of absolute control. Charlene Li is publisher of The Altimeter blog and co-author ofGroundswell: Winning in a World Transformed by Social Technologies. A frequently quoted industry analyst, she has appeared on 60 Minutes, NewsHour with Jim Lehrer, ABC News, CNN, and CNBC. She earned her BA from Harvard College and MBA from Harvard Business School.
This program updates the philosophy of branding, a practice that has evolved to define personal identity through a product line, a lifestyle, or simply a concept. Cultural anthropologist Ted Polhemus explains the theory of branding and its evolution in the global marketplace. Nicolas Hayek, CEO of Swatch, uses his company’s success story to discuss the emotional nature of buying—and buying into—a brand. The indie skateboard entrepreneurs of Girl & Chocolate describe their brand as representative of a lifestyle. And the advertising duo who created "do," a brand with a lot of attitude but no products, look at brands as a form of personal statement that replaces worn-out cultural identity tags such as political affiliation. (42 minutes) Produced - 1998
Through the use of anecdotes and humor, Guy Kawasaki explains the power of "evangelism" in sales and marketing. Instead of just selling, evangelism means you're converting people—to your product, company, or idea. It means using fervor, zeal, guts and cunning to mobilize people to believe as you do and to work together to make major changes. Drawing examples from his experiences in the computer industry, he focuses on the steps and skills necessary "to do the right things and do things right." $129.99 [Add to Cart] Successful brands adapt to the changing needs of their customers. They grow from their base of brand-loyal return buyers who support price premiums and healthy profit margins. By investing this additional cash in further brand building, they create a "virtuous circle" that carries them through inevitable downturns. A strong brand guides overall strategy and acts as an ambassador for entering new markets and launching new products that will succeed as long as they continue to build on core brand values. Program Highlights
Formats: DVD Spam complaints. Blocked images. Mobile devices. List churn and more. Learn practical Enewsletter optimization tips that improve deliverability and readability. Gain insights on how to develop revenue streams as well as how to attract and keep subscribers. $129.99 [Add to Cart]Dispelling the belief that click-through rate is the ultimate online benchmark, this program identifies which factors e-tailers need to measure, how they should go about quantifying them, and how they should interpret and apply the resulting data. The interrelationship between impressions, click-through, and conversions is clearly explained by e-commerce experts, along with the use of Internet research analyst services, ad servers, and path-tracking software to assist in gauging the success of an online ad campaign or to optimize a Web site. (13 minutes) Copyright date: 2000
Author and entrepreneur Guy Kawasaki explains the rules that make new products and services successful. Using examples from the personal-computer industry and a broad spectrum of other industries, Kawasaki outlines the ten things that a revolutionary must do to succeed in today's business climate. His presentation is a complete and pragmatic guide to the creation and marketing of revolutionary products and services for people who want to change the world. $129.99 [Add to Cart] This curriculum fit program looks at the impact that e-business has had, and continues to have, on the operations of small and large businesses today. Featuring case studies of Snowgum and Wishlist, we explore what is e-business and how it is used, the potential pitfalls, and incorporating ICT into a business operation. This program is an ideal way to introduce e-business and provides an excellent base from which to explore further case studies.
 Selling is not an event but an ever-changing process that requires a solid strategy to achieve positive results. James Healy explains how to manage the four dynamic and interactive functions of selling and describes the skills that good salespeople need to learn in order to develop an effective selling strategy. Program Highlights
Duration: 47 Minutes (2006)
Push marketing, the essence of traditional advertising, easily translates to the Internet. This program explores a smorgasbord of online push marketing options, from staples including search engine optimization, banner ads, and interstitials to delicacies such as promotions, affiliations, sponsorships, and even rich media. The difference between directory- and spidering-based search engines is spelled out, and the value of reinforcing an online presence with offline advertising and guerilla marketing is also considered. (22 minutes) Produced - 2000
Because the Internet is a dynamic environment, pull marketing is an ideal tool for directing traffic to particular Web sites. This program presents the benefits of opt-in e-mail; niche communities built around Web portals, newsletters, and ad networks; and Webcasts—powerful attention-grabbing techniques that can be incorporated into virtually any online pull marketing strategy. In addition, P.R. disasters that can stem from trampling a Netizen’s right to privacy by spamming and covertly collecting demographic, user path, and purchase information are addressed. (18 minutes) Produced - 2000
 Retailing is no longer a supply-based industry, it is now consumer-led the world over, and this trend will intensify. What store format is likely to succeed in the future? How will supply and distribution systems provide a competitive edge? In developed countries, saturated markets and low population growth mean that the successful retailer will have to expand into growth markets, but how, and where are the emerging markets? Leading retailers from around the world discuss consumer trends, merchandising, marketing, new technologies, and strategies for growth. (39 minutes) Produced - 1995
A primer on ways to sprinkle your brand and your content throughout the Web using on-demand methods such as RSS, activity streaming through social channels such as Twitter and FriendFeed, widget embedded content, and shared application platforms. $129.99 [Add to Cart]
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