Introduction An Overview of Business and Marketing Models; 4Ps How to Design Your Marketing Mix; ADL Matrix Strengthening a Product Portfolio or Strategic Business Units; AIDA How to Improve Marketing Communications; ANSOFF Matrix How to Grow Your Company; Benchmarking Setting Targets for Business and Marketing KPIs; Blue Ocean Strategy Kick-Starting Innovation and New Product Development; Boston Consulting Group Matrix (BCG) Planning a Product Portfolio or Multiple Strategic Business Units; Brand Audit Improving the Strength of a Brand; Competitive Intelligence - Assessing Market Strengths and weaknesses; Conjoin1 Analysis Assessing Optimum Pricing and the Value of Component Parts; Customer Journey Maps Assessing the Current Performance of Marketing and Sales Processes; Customer Lifetime Value Estimating Customer Spend over their Lifetime with the Company; Customer Value Proposition Creating a Compelling Purchase Motive; Diffusion of Innovation Launching New Products and Services; Directional Policy Matrix How to Prioritise Segments or New Ideas; Disruptive Innovation Model Identifying Unique ways of Beating the Competition; Edward De Bonos Six Thinking Hats Brainstorming Problems and Generating New Ideas; EFQM Excellence Model Improving an Organisations Quality and Performance; Four Corners Analysing Competitor Strategies; Gap Analysis Improving Areas of Weakness in a Company; Greiners Growth Model Recognition and Transition through Different Phases of Company Growth; KANO Model Identifying Purchase Motivations; Kotlers 5 Product Levels Adding Value to a Product or Service; Market Sizing Assessing the Size and Value of a Served or Potential Market; Maslows Hierarchy Differentiating Market Positioning; McKinsey 7s a Company Health Check Audit Tool; Mintzbergs 5Ps for Strategy Devising a Competitive Strategy; MOSAIC Setting Objectives for Current and Potential Opportunities and How to Reach Them; Net Promoter Score A Tool for Driving Customer Excellence; New Product Pricing (Gabor Granger and Van Westendorp) Pricing New Products; Personas Improving the Focus of Marketing Messages; PEST Assessing Four Major Macro Factors which Shape a Company's Future; Porters Generic Strategies Pinpointing the Strongest Competitive Position; Porters FIve Forces Assessing Five Economic Factors for Competitive Intensity; Price Elasticity Outlining Opportunities for Raising or Lowering Prices; Price Quality Strategy Guiding a Companys Pricing Strategy; Product Lifestyle Determining a Long Term Product Strategy; Product Service Matrix Positioning Products According to Quality and Service Value; Segmentation Using Customer Groups to Gain Competitive Advantage; Servqual Aligning Customer Expectations and Company Performance; Service Profit Train Connecting Employee Satisfaction and Performance with Company Profits; SIMALTO Identifying the Customer Value Placed on Product or Service Improvements; Stage Gate New Product Development Planning the Development and Launch of New Products and Services; SWOT Analysis Analysing Growth Opportunities at Product, Team or Business Level; System 1 and System 2 Thinking Identifying the Emotional Forces that Drive Decisions; USP Pinpointing the Unique Selling Point of a Product or Service; Value Based Marketing Adding Value to Products and Services to Improve Profitability; Value Chain Identifying Product or Service Value During the Manufacturing Process; Value Equivalence Line Managing Price and Product Benefits in a Business Strategy; Value Net How to Benefit from Competitor Collaboration