Mark Ritson – Mini MBA in Brand Management

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Mark Ritson – Mini MBA in Brand Management

Build better brands and boost your career
“As addictive as Netflix during Lockdown…”

• Course overview

Bigger brand brains begin here.

Whether you’re already a brand manager, or a marketer interested in that side of things, the Mini MBA in Brand Management provides applied, advanced (and very enjoyable) training in Brand Management.

The course gives you a complete brand planning process, that you can use to enhance your own brand, as well as a simulator that tests your skills in a fully realised, competitive online setting.

You’ll also be invited to the Mini MBA Alumni Network once you’ve completed the course, which includes continued access to all of the course videos, readings and resources. Plus, monthly Q&As with Mark, Alumni-led case studies on getting the most out of your learnings, and a global community of passionate marketers supporting and sharing your ongoing journey.

• Course features

The skills you need to stand out.

10 on-demand modules covering core MBA brand management modules

Q&A sessions with Mark Ritson

Access to the Mini MBA Alumni Network

Mini MBA certificate and 36 CPD credits

• Our modules

Complete the Mini MBA in Brand Management in 10 eye-opening modules.
Across 10 modules in 12 weeks, as well as interactive Q&A with Mark every two weeks, the course covers much of the same content as the second year of an MBA, following the complete brand journey from diagnosis through to execution and tracking.

Module 01
The What & Why of Brand

Module length: 1 hr 8 mins
Readings: 4
Study time: 2 hrs
the concept of brand / brand equity / brand salience

We take a big step back to start with and ask the questions too often ignored; what are brands and why are they so important to the companies that create them and to the customers that experience them?

We go back thousands of years to the origins of brands and then fast forward to the latest brand theories so we are clear what a brand is, before we even start to manage one.

Module 02
Brand Management
brand management / brand planning / brand building

Module length: 1 hr 31 mins
Readings: 4
Study time: 2 hrs

Learn to differentiate those raw materials of brand from the skill of brand management. How should a marketer manage a brand to ensure brand strength is both created and protected?

We look at the invention of modern brand management and the main responsibilities associated with being a world class brand manager, as well as looking at a fully realised brand plan and introducing the templates that will be used throughout the course and in the final simulation.

Module 03
Brand Diagnosis
brand heritage / founders / brand research

Module length: 1 hr 46 mins
Readings: 4
Study time: 2 hrs

The first real step you take in brand management is to take a big step back and try to diagnose the brand that you are now expected to manage. Collecting the right kinds of data to conduct a fully realised diagnosis of the brand you now lead is always the optimum starting point.

This module reviews the best forms of market research plus the role of founders, heritage and provenance in getting to grips with brand awareness and brand image.

Module 04
Targeting
target marketing / mass marketing / two-speed planning / the long and the short

Module length: 58 mins
Readings: 4
Study time: 2 hrs

It looks at first sight such a simple challenge; who are we going to go after for our brand? But the reality is that this is one of the most complex modules on the course.

To be successful in the 21st century you have to go after both the long and the short; long-term brand growth, requiring mass marketing, and short-term activations, requiring a more segmented approach. Mastering, managing and combining them together in a two-speed plan is massively important.

Module 05
Brand Positioning
relative differentiation / positioning statements / articulation

Module length: 1 hr 25 mins
Readings: 4
Study time: 2 hrs

It’s a pivotal moment for any brand manager to work out what is the positioning of their brand. Most brand positioning work is over complicated and simply isn’t good enough.

This module guides you how can you define brand in a simple, concise way which will lead to genuine differentiation and impact the market. Learn from Mark’s huge experience working for several billion-dollar brands on their positioning and understand an advanced method to do positioning unlike any other.

Module 06
Brand Codes
distinctiveness / salience / codifying / brand execution

Module length: 1 hr 30 mins
Readings: 4
Study time: 2 hrs

It’s a pivotal moment for any brand manager to work out what is the positioning of their brand. Most brand positioning work is over complicated and simply isn’t good enough.

This module guides you how can you define brand in a simple, concise way which will lead to genuine differentiation and impact the market. Learn from Mark’s huge experience working for several billion-dollar brands on their positioning and understand an advanced method to do positioning unlike any other.

Module 07
Brand Objectives
funnel building / strategic goals / brand strategy

Module length: 1 hr 19 mins
Readings: 4
Study time: 2 hrs

How do you build a proper sales funnel? How do you work out which stage in that funnel to focus on and how do you establish the correct objectives for the coming brand plan? These are key challenges that otherwise talented marketers so often get wrong.

This module explains everything in minute detail and allows you to come out of it with clear, concise and succinctly written brand objectives to guide the future tactical execution of your brand management approach.

Module 8
Price
Price settings / Using quantitative models to set a price / Discounting and price wars

Module length: 1 hr 34 mins
Readings: 4
Study time: 2 hrs

There are few more important concepts than pricing. Yet it is also staggering how many so-called marketers neglect it.

We can all sell, but doing so at a level that achieves a sustainable profit is an entirely different matter. Learn how price should be calculated, set and then communicated. Understanding the power of price is one of the key lessons of marketing.

Module 09
Tactical Execution
from strategy to execution / disruptive consistency / codification / exemplars

Module length: 1 hr 43 mins
Readings: 4
Study time: 2 hrs

Tactics are often the new shiny things that make marketers blind to the correct path. Literally anything can be a tactic for building and deliver brand growth.

This module shares some of Mark’s favourite tactical executions from the past and demonstrates how good diagnosis has led to clear a brand strategy that creates a foundation for driving exceptional tactical execution.

Module 10
Budgeting & Brand Tracking
setting the branding budget / zero-based budgets / brand health

Module length: 1 hr 40 mins
Readings: 4
Study time: 2 hrs

Here we encounter the alpha and the omega of brand management. We’re always in a cycle, usually an annual one when managing brands. We are always almost obsessively trying to track our brands and always trying to establish the budget for the year to come. It’s simply not good enough to use an advertising to sales ratio to set an appropriate budget. What is a better approach for setting the correct budget? How do you track a brand and how do you do it properly?

The answer is probably simpler than the way you’re doing it right now. And, by doing it more simply, you’ll have a load more insight into the nature of your brand and what you need to do for the coming year.

• Your Professor

Mark Ritson, a leading authority on marketing and brand

Mark is a former adjunct Professor of Marketing at Melbourne Business School. He has a PhD in Marketing from Lancaster University and has been a marketing professor at London Business School, MIT Sloan (visiting), and the University of Minnesota. He has been the recipient of MBA teaching awards at LBS, MIT, Singapore Management University and MBS.

Mark has been teaching brand management to MBA students at elite business schools and a consulting career working on some of the most successful brands on the planet such as Subaru, De Beers, Ericsson, Sephora, News Corp, Hennessy and Baxter.

Mark is not your usual professor.
One of the reasons that our alumni praise the Mini MBA so highly is because of Mark’s unique and eccentric teaching style.

​​​​Prepare to be challenged, engaged and wowed as Mark guides you on how to become the best marketer you can be.

• Acclaimed Professor
• Global Brand Consultant
• 4x PPA Columnist of the Year

About Mark
Having spent over 25 years teaching marketing to MBA students and being a global brand consultant for over 20 brands, Mark sure knows what he’s talking about.

Mark has taught at Melbourne Business School as an Adjunct Professor of Marketing and has recently decided to work full time on the Mini MBA courses. He has a PhD in Marketing from Lancaster University and has been a marketing professor at London Business School, MIT Sloan (visiting), and the University of Minnesota. He has been the recipient of MBA teaching awards at LBS, MIT, Singapore Management University and MBS.

He has worked globally as a private marketing consultant for clients that have included Baxter, Loewe, McKinsey, Dom Perignon, Subaru, Donna Karan, WD-40, Fresh, De Beers Group, Sephora, Benefit, Ericsson, Jurlique, Amgen, William Hill, Hennessy, News Corp, and Veuve Clicquot. For thirteen years – from 2002 to 2015 – he served as in-house professor for LVMH – the world’s largest luxury group – working in Europe with senior executives from brands like Louis Vuitton, Dom Perignon and Hennessy.

He has written a weekly column for Marketing Week for over a decade. On 3 occasions he has been judged the Business Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK and was the British Society of Magazine Editors Business Columnist of the Year in 2018. He is also a columnist for The Australian newspaper. His more scholarly publications include articles in the Sloan Management Review, Harvard Business Review, the Journal of Advertising, and the Journal of Consumer Research. He was also the recipient of the Ferber Award for his doctoral thesis.

In 2018 he was rated one of the “Power 50” most important people in media by AdNews, one of ten top business thinkers in Australia by SmartCompany, recognised by the AMI with the Sir Charles McGarth Award, the highest honour for marketing in Australia.

His co-authored research on pricing was cited by George Akerlof during his Nobel Prize acceptance speech.

• Mini MBA in Marketing

Training in marketing makes you better at marketing
95% of our alumni agree

Become the best marketer you can be.

The Mini MBA in Marketing is an MBA level, CPD accredited course that gives you the tools and expertise to supercharge your career. On-demand modules based on Mark Ritson’s award winning MBA teaching form the basis for applied, world class learning.

Designed for marketers of all backgrounds, nationalities and educational levels, over 90% of our alumni complete the course feeling more inspired, confident and effective as a result of taking the Mini MBA in Marketing.

Join them with full access to the Mini MBA Alumni Network included after taking the course. Receive continued access to all of the course videos, readings and resources. Plus, monthly Q&As with Mark, Alumni-led case studies on getting the most out of your learnings, and a global community of passionate marketers supporting and sharing your ongoing journey.

• Mini MBA in Management

Making leaders out of marketers.
“Time to invest in your career progression”

• Course overview

Giving marketers the essential skills to make it in the boardroom.

All marketers should (and very often do) reach a point where they walk the line between marketing and business management. This course is designed to help anyone who’s already earned their marketing stripes to learn what it takes to make it in the boardroom too.

Over 12 weeks, ten internationally renowned professors from some of the world’s leading business schools will be taking you through the fundamentals of successful management. Each of the ten modules will focus on a key part of an MBA syllabus, from Organisational Behaviour and Finance through to Negotiation and Conscious Capitalism.

Taught by an expert in their field, each of the modules is designed for marketers with serious ambition about where their career will go next, concluding with a global-business simulation that will put everything you’ve learned into practice and determine your final grade.

• Marketing Team Training

Invest and empower your people towards sustained business growth and excellence.
The most valuable asset in your business is your people. Help them reach their potential while delivering superior customer value through a shared culture of marketing.

For any queries about either course, the Mini MBA team is here to help.

Is it about the syllabus, the course structure or about a bespoke training?

Don’t hesitate and reach out. We’re a friendly bunch!

10,000+
have taken the Mini MBA as part of a team
+77 NPS
over 90% of our alumni would recommend the course
95%
felt more positive about their employer as a result
93%
of alumni feel more confident and effective

• Achieve Marketing Excellence

Develop marketing capability
Empower your organisations’ marketing functions, teams and strategy against a set of proven, MBA-level principles.

Quickly fill skills gaps
Build consistent MBA-level knowledge shared across your workforce, upskill your teams and fast track new-starters.

Maximise and retain talent
Invest in the most valuable part of your business, your people and track ROI on their learning.

Learning without limits
Deliver consistent online learning across multiple teams and territories, designed to minimise disruption and maximise talent.

• Overview

Individually, the Mini MBA is about becoming the best marketer you can be. Collectively, it’s about creating a common language.

It’s about creating a marketing culture, a common process and a common understanding that resonates among your teams, a culture that is theirs and a culture they can be proud of. Marketing is simple at its core, but the many approaches, methodologies and languages often cause a disconnect between teams and organisations. Understand not just how to do marketing properly, but why.

The Mini MBA seeks to unite teams through a shared ideology – a well-trodden path of marketing and brand management that ensures an effective, top-to-bottom approach.

• Customise

Make the Mini MBA part of your company development program.

Work with our training team to customise your program, from branding the learning journey to adding additional features and even building your very own bespoke program. Tailor your experience with the following add-ons to make it just perfect:

Branding
Make the Mini MBA your own. Customise your learning journey to bring the Mini MBA in-line with your wider training options. From weekly emails and custom reports to rebranding the entire online learning portal.
 
Bolt-ons
Don’t settle for 99% perfect. If the Mini MBA could be 1% more relevant to your business, tell us. Work with our training team to add additional features, content or facetime with Mark until it’s the perfect fit.

Bespoke
Take your training to the next level. Work with Mark and his team to build a custom intake of the Mini MBA. Add or create content specific to your business or tailor it to support internal training requirements.

8,000+
Alumni have completed the course since its inauguration
in 2019
+76 NPS
Over 90% of our alumni would recommend the course
59
A global learning programme with Alumni from 59 countries
90%
Alumni feel more confident after doing the Brand Management course

Frequently Asked Questions:

1. Innovative Business Model:
   • Embrace the reality of a genuine business! Our approach involves forming a group buy, where we collectively share the costs among members. Using these funds, we purchase sought-after courses from sale pages and make them accessible to individuals facing financial constraints. Despite potential reservations from the authors, our customers appreciate the affordability and accessibility we provide.
2. The Legal Landscape: Yes and No:
   • The legality of our operations falls into a gray area. While we lack explicit approval from the course authors for resale, there’s a technicality at play. When procuring the course, the author didn’t specify any restrictions on resale. This legal nuance presents both an opportunity for us and a boon for those seeking budget-friendly access.
3. Quality Assurance: Unveiling the Real Deal:
   • Delving into the heart of the matter – quality. Acquiring the course directly from the sale page ensures that all documents and materials are identical to those obtained through conventional means. However, our differentiator lies in going beyond personal study; we take an extra step by reselling. It’s important to note that we are not the official course providers, meaning certain premium services aren’t included in our package:
     • No coaching calls or scheduled sessions with the author.
     • No access to the author’s private Facebook group or web portal.
     • No entry to the author’s exclusive membership forum.
     • No direct email support from the author or their team.

   We operate independently, aiming to bridge the affordability gap without the additional services offered by official course channels. Your understanding of our unique approach is greatly appreciated.

Refund is acceptable:

• Firstly, item is not as explained
• Secondly, Item do not work the way it should.
• Thirdly, and most importantly, support extension can not be used.

Thank you for choosing us! We’re so happy that you feel comfortable enough with us to forward your business here.