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Introduction: an overview of business and marketing models; How to design your marketing mix; Strengthening a product portfolio or strategic business units; A business model for improving marketing communications; Ansoff matrix: How to grow your company; Benchmarking: Setting targets for business and marketing KPI; Blue ocean: strategy Kick-starting innovation and new product development; Boston: Consulting Group (BCG) matrix Planning a product portfolio or multiple strategic business units; Brand audit: Improving the strength of a brand; Competitive: intelligence Assessing market strengths and weaknesses; Conjoint 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 prioritize segments or new ideas; Disruptive: innovation model Identifying unique ways of beating the competition; Edward: de Bono’s six thinking hats Brainstorming problems and generating new ideas; EFQM excellence model: Improving an organization’s quality and performance; Four corners: Analysing competitor strategies; Gap analysis: Improving areas of weakness in a company; Greiner’s growth model: Recognition and transition through different phases of company growth; Kano model: Identifying purchase motivations; Kotler’s five product levels: Adding value to a product or service; Market sizing: Assessing the size and value of a served or potential market; Maslow’s hierarchy: Differentiating market positioning; McKinsey 7S: A company ‘health check’ audit tool; Mintzberg’s 5Ps for strategy: Devising a competitive strategy