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Mini MBA inBrand ManagementBook next session21 September 2021 1,450 VAT/userbrandmba.marketingweek.com

ContentsWhat is the Mini MBA in Brand Management Who is it for Course overview Mark Ritson Do it together SyllabusSimulationCourse calendar AlumniTestimonialsStatsContact345678192021222324

What is the Mini MBAin Brand ManagementWhat is the Mini MBAin Brand ManagementWho is it for?Course overviewMark RitsonDo it togetherBrand is powerful because it reflectshow consumers and future employeesperceive a company, product or service.If it is not managed effectively, businessperformance will suffer.SyllabusSimulationCourse calendarAlumniTestimonialsStatsContactThe Mini MBA in Brand Management developed by Mark Ritsonprovides students with advanced and applied knowledge ofbrand positioning, planning and measurement to help grow asustainable brand.This course is open to anyone and goes deeper into the powerof brand than the hugely popular Mini MBA in Marketing.“ I have been teaching brand managementand working as a brand consultant forleading global firms for the past twodecades. This course is the distillation of allthose experiences into 12 weeks that willtransform your capabilities and the fortunesof the brands under your control”.Mark RitsonThe format is fun and flexible as you’d expect with the usual Q&Asessions and supportive community, but we have added someupgrades. A brand simulation tool replaces the written exam soyou can test your new skills in a competitive online environment.We also include Mark’s go-to brand planning template.3Mini MBA in Brand Management

Who is it forWhat is the Mini MBAin Brand ManagementWho is it for?Course overviewThis course is designed for marketers withan interest in Brand Management as well asBrand Managers who want to stay ahead.Mark RitsonDo it togetherSyllabusSimulationCourse calendarAlumniTestimonialsStatsContactBusiness leadersGet high level strategic lessonsfrom one of the world’s leadingbrand consultant.4Brand managers& ownersImprove and shape your brandportfolio and strategy acrossyour organisation.Senior marketersWhether you are managing a brandteam or stepping into a brand role,upgrade your skills.Mini MBA in Brand Management

Course overviewWhat is the Mini MBAin Brand ManagementWho is it for?Course overviewMark RitsonDo it togetherSyllabusSimulationCourse calendarAlumniTestimonialsStatsContactAn applied, advanced training inbrand management from one ofthe world’s leading experts.This is a course based on twenty years of teachingbrand management to MBA students at elite businessschools and a consulting career working on some ofthe most successful brands on the planet.The Mini MBA in Brand Management provides youwith everything you need to become a fully trainedbrand manager and to take both your career and thesuccess of the brands you run to the next level. All thiswhile studying at your own pace, 100% online, andfrom anywhere in the world.The course provides MBA level lectures, interactiveQ&A sessions, applied case studies, a completebrand planning process that you can apply toyour own brand and a simulator that tests yournewfound brand management skills in a fully realised,competitive online setting.510 on-demand lessons covering the coreMBA brand management modulesBi-weekly interactive Q&A sessions with Mark RitsonAccess to HBR and Marketing Week case studiesComplete brand planning processOnline simulator to test your newfound brandmanagement skillsMini MBA certificate and 36 CPD pointsMini MBA in Brand Management

Mark RitsonWhat is the Mini MBAin Brand ManagementWho is it for?Course overviewMark RitsonDo it togetherSyllabusSimulationCourse calendarAlumniTestimonialsStatsContactArmed with a BSc and PhD inMarketing from Lancaster University,the UK’s oldest and most veneratedmarketing department, Mark has spentthe past 20 years teaching marketingto MBA students at some of the world’sleading business schools.Some of these business schools include London Business School(ranked 7th among international schools), MIT Sloan School ofManagement (ranked 6th among US schools) and MelbourneBusiness School, Australia (ranked 80th among internationalschools).Not only has he taught on these prestigious programs but histeaching has been widely acclaimed with Mark winning theteaching prize at each of these institutions.He has also worked globally as a private marketing consultant forclients such as Loewe, PepsiCo and Unilever.For thirteen years – from 2002 to 2015 – he served as in-houseprofessor for LVMH – the world’s largest luxury group – working inEurope with senior executives from brands like Louis Vuitton, DomPerignon and Hennessy.6Mini MBA in Brand Management

Do it togetherWhat is the Mini MBAin Brand ManagementWho is it for?Course overviewMark RitsonDo it togetherSyllabusSimulationCourse calendarAlumniTestimonialsStatsContactThe best way to do the MiniMBA in Brand Managementis with your colleagues.Over half of the 12,000 Mini MBA alumnicompleted the course as part of a corporategroup. Some of our most successful alumnihave done it this way and have seen majorimprovements to the business as a result.Visit our teams pageThe same languageWith all the shiny new stuff about, it is easy to forget that marketing issimple at its core, but the many approaches, methodologies and languagesoften create a chasm between teams and organisations. The Mini MBAaims to bring teams together through a shared ideology of marketing andbrand management that ensures an effective, top-to-bottom approach.The same storyThe nature of most companies means you’re probably not the only onein the building talking to your customers. Many teams, many people areultimately responsible for delivering a consistent brand experience and it’stricky to ensure consistency. The Mini MBA teaches the core principals ofbrand and reinforces the need for a joined-up approach.The same pageMarketing teams change – people come, people go – but maintaining agood base level of knowledge is vital. By preserving a consistent approachto marketing and brand, the Mini MBA provides an inexpensive way toonboard new team members and upskill established ones to ensureeveryone has the same fundamental knowledge and ability.7Mini MBA in Brand Management

SyllabusWhat is the Mini MBAin Brand ManagementWho is it for?Course overviewMark RitsonDo it togetherSyllabusModule 01Module 02Module 03The What &Why of BrandBrandManagementBrandDiagnosisConcept of brand / Brandbuilding / Brands &consumersBrand strength / Modernbrand management /Brand planStep back / Data collection /Brand heritageModule length: 45 minsReadings: 4Study time: 2 hrsModule length: 40 minsReadings: 4Study time: 2 hrsModule length: 47 minsReadings: 4Study time: 2 hrsModule 04TargetingMarket selection / Marketingfunnel / Short & long termgoalsModule 05BrandPositioningBrand growth & success /Brand differentiation /SegmentationSimulationCourse calendarAlumniTestimonialsModule length: 41 minsReadings: 4Study time: 2 hrsModule length: 53 minsReadings: 6Study time: 2 hrsStatsContact8Module 06Module 07Module 08Module alExecutionSuccessful brand managers /Tactical execution / InfamouscampaignsFunnel building / Strategicgoals / Brand strategyRight number of brands /Brand consolidation / Killingbrands4Ps / Disruptive consistency/ Volume vs Value / ExecutionexamplesModule length: 44 minsReadings: 4Study time: 2 hrsModule length: 53 minsReadings: 4Study time: 2 hrsModule length: 42 minsReadings: 4Study time: 2 hrsModule length: 45 minsReadings: 4Study time: 2 hrsModule 10Budgetingand BrandTrackingBudget setting methods /Zero-based budgetingModule length: 50 minsReadings: 5Study time: 2 hrsMini MBA in Brand Management

Module 1What is the Mini MBAin Brand ManagementWho is it for?Course overviewMark RitsonDo it togetherSyllabusSimulationCourse calendarAlumniTestimonialsStatsThe What & Why of BrandModule length: 45 minsReadings: 4Study time: 2 hrsWe take a big step back to start withand ask the questions too often ignored:what are brands and why are theyso important to the companies thatcreate them and to the customers thatexperience them?Brands & consumersConcept of brandContactWe go back thousands of years to the origins of brands andthen fast forward to the latest brand theories so we are clearwhat a brand is, before we even start to manage one.Brand buildingWatch video9Mini MBA in Brand Management

Module 2What is the Mini MBAin Brand ManagementWho is it for?Course overviewMark RitsonDo it togetherSyllabusSimulationCourse calendarAlumniTestimonialsStatsBrand ManagementModule length: 40 minsReadings: 4Study time: 2 hrsLearn to differentiate those rawmaterials of brand from the skillof brand management. How shoulda marketer manage a brand to ensurebrand strength is both created andprotected?Brand planBrand strengthContactWe look at the invention of modern brand management andthe main responsibilities associated with being a world classbrand manager, as well as looking at a fully realised brand planand introducing the templates that will be used throughout thecourse and in the final simulation.Modern brandmanagementWatch video10Mini MBA in Brand Management

Module 3What is the Mini MBAin Brand ManagementWho is it for?Course overviewMark RitsonDo it togetherSyllabusSimulationCourse calendarAlumniTestimonialsStatsBrand DiagnosisModule length: 47 minsReadings: 4Study time: 2 hrsThe fi st big step in the brandmanagement process is always a stepback. Collecting the right kinds of datato conduct a fully realised diagnosis ofthe brand you now lead is always theoptimum starting point.Brand heritageStep backContactThis module reviews the best forms of market research plusthe role of founders, heritage and provenance in getting togrips with brand awareness and brand image.Data collectionWatch video11Mini MBA in Brand Management

Module 4What is the Mini MBAin Brand ManagementWho is it for?Course overviewMark RitsonDo it togetherSyllabusSimulationCourse ule length: 41 minsReadings: 4Study time: 2 hrsIt looks at fi st sight such a simplechallenge; who are we going to go afterfor our brand? But the reality is that thisis one of the most complex modules onthe course.Short & long term goalsMarket selectionTo be successful in the 21st century you have to go after boththe long and the short; long-term brand growth, requiringmass marketing, and short-term activations, requiring a moresegmented approach. Mastering, managing and combiningthem together in a two-speed plan is massively important.Marketing funnelWatch video12Mini MBA in Brand Management

Module 5What is the Mini MBAin Brand ManagementWho is it for?Course overviewMark RitsonDo it togetherSyllabusSimulationCourse calendarAlumniTestimonialsStatsContactBrand PositioningModule length: 53 minsReadings: 6Study time: 2 hrsThis module guides you to define b andin a simple, concise way which will leadto genuine differentiation and impactthe market.SegmentationBrand growth& successLearn from Mark’s huge experience working for several billiondollar brands on their positioning and understand an advancedmethod to do positioning unlike any other.Brand differentiationWatch video13Mini MBA in Brand Management

Module 6What is the Mini MBAin Brand ManagementWho is it for?Course overviewMark RitsonDo it togetherSyllabusSimulationCourse calendarAlumniTestimonialsStatsContactBrand CodesModule length: 44 minsReadings: 4Study time: 2 hrsMoving from differentiation todistinctiveness, this is where brandcodes really stand out as being moreimportant than brand positioning inestablishing a successful brand.Famous campaignsSuccessful brandmanagersHere you will learn from many of the brands Mark has workedwith to understand how they have established, identified andexecuted their codes for maximum market impact.Tactical executionWatch video14Mini MBA in Brand Management