Marketing Management Archives | MBTN Academy - Online Learning Tutorials, Problem Sets, and Certifications for Business Education
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Marketing Management

01 Sep

Posted at 13:36h in Forecasting, Marketing, Marketing Management, New Product Introduction, Online Education, Research

You've designed and run an experiment to determine the lift relative to a base case for various changes in marketing activities. Fantastic! But how does one extrapolate the results from the experiment to estimate the net economic impact of a change of a marketing variable? Learn some approaches in this month's free MBTN Tutorial!...

03 Jun

Posted at 09:55h in Marketing, Marketing Analytics, Marketing Management, Online Education, Pricing, Strategy

This month's free MBTN tutorial addresses pricing decisions under conditions of constant elasticity, and is co-authored by Paul Farris and Phil Pfiefer of the Darden School of Business at the University of Virginia. Unlike linear functions, constant elasticity functions exhibit a different slope, but the same elasticity at each point on the curve. Discover how to find the profit maximizing price under these conditions in this month's tutorial....

04 Nov

Posted at 13:14h in Marketing, Marketing Analytics, Marketing Management, Online Education

Marketing Variance Analysis is a crucial tool that allows organizations to evaluate and understand the differences between expected and actual outcomes. In this month's tutorial on Marketing Variance Analysis, we will delve into a high-level examination of the potential causes of variation in net marketing contribution....

14 Jun

Posted at 05:02h in Marketing, Marketing Analytics, Marketing Management, Marketing Principles

For the EMAC conference held last month, I had prepared usage statistics regarding marketing classes and the selection of modules (topics) by faculty. These statistics proved to be valuable for both the MBTN faculty and individuals contemplating the use of MBTN. Moreover, the selection of modules can also serve as an indicator of the topics covered in marketing courses at business schools....