The Mobile MBA

Introduction

1. The world of strategy

1.1 The nature of strategy

1.2 Dealing with strategy

1.3 Applying strategy to your area

1.4 Four pillars of strategy

1.5 Strategy and the art of unfair competition

1.6 Portfolio strategy

1.7 Creating a vision for your firm and your team

1.8 Mergers and acquisitions

1.9 How to be innovative

1.10 The language of strategy

1.11 Business start-ups

2. Marketing and sales

Introduction

2.1 The nature of marketing

2.2 The advertising brief

2.3 How to be an advertising expert

2.4 The marketing brief

2.5 Market segmentation

2.6 How to price

2.7 Market research

2.8 Competitive and market intelligence

2.9 What people buy and why

2.10 How to sell – to be imported: persuasive conversations?

2.11 How not to sell

3. Finance and accounting

Introduction

3.1 Maths for managers

3.2 Surviving spreadsheets

3.3 The financial structure of the firm

3.4 Models of business

3.5 Financial accounting

3.6 How to use the Capital Asset Pricing Model

3.7 Assessing investments in practice

3.8 Negotiating your budget

3.9 Managing your budget

3.10 Overseeing budgets

3.11 The balanced scorecard

3.12 The nature of costs: cash versus accruals

3.13 The nature of costs: fixed versus variable

3.14 Cutting costs: methods change

3.15 Cutting costs: slash and burn

3.16 Cutting costs: smoke and mirrors

4. Human capital

Introduction

4.1 Dealing with HR professionals

4.2 HR strategy and minimising the cost of production

4.3 HR strategy and the quality of production

4.4 HR strategy: enabling growth (or decline)

4.5 HR strategy: compensation

4.6 Organisation culture and what you can do about it

4.7 Organisation culture and how to change it

4.8 When to fire someone

4.9 Ethics

5. Operations, technology and change

Introduction

5.1 How to start a change effort

5.2 Setting up a project for success

5.3 Managing projects

5.4 The nature of quality

5.5 Applying quality

5.6 Restructuring the organisation

5.7 Reengineering

5.8 Using consultants

5.9 Dealing with the law

6. Lead your team

Introduction

6.1 How to take control

6.2 What you