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BRAND DIRECTOR Moët Hennessy
ContentsWhat is the Mini MBA?Who is it for?About usMark RitsonDo it togetherSyllabusAlumniTestimonialsStatsPublic courseContact
What is the Mini MBA?The Marketing Week Mini MBA in Marketing isCPD accredited, MBA standard course coveringthe same core marketing modules as leading MBAprogrammes, but in just 12 online lessons. 12 on-demand lessons covering the core MBA marketing Modules Weekly live Q&A sessions with Mark Ritson Access to HBR and Marketing Week case studiesThe Mini MBA distils the core marketing function ofa full MBA programme into an easily digestible andthoroughly engaging 12 week course. MBA standard end-of-term assessment Flexible learning MBA certificate and 28 CPD pointsOver 8,000 marketers and professionals havecompleted the course since its inauguration in 2016with overwhelmingly positive feedback across everyintake and an average NPS score of 76.
Who is it for? ANAGERSM& EXECUTIVESSENIOR MARKETERS(directors, heads of department)Broaden your skills and moveinto wider marketing strategy.Get high-level strategic lessonsfrom one of the world’s leadingmarketing consultants.CAREER MOVERS L&D TEAMSUnderstand the strategy,structure and process behindwinning marketing campaigns.Give your marketing teams theknowledge, skills and confidenceto be the best they can be.
About usWe’ve teamed up with award-winning columnist Professor MarkRitson to bring you a unique online learning experience. Mark hastaught at some of the world’s leading business schools, includingMIT Sloan School of Management, London Business School andMelbourne Business School.For more than 30 years, Marketing Week has analysed and definedthe marketing that matters: the tools, trends and techniques thathave shaped the marketing industry into the dynamic and businesscritical resource it is today.The MW Mini MBA in Marketing is a CPD accredited, MBAstandard course. Covering the same core modules as leading MBAprogrammes, but in just 12 lessons, it will give you the tools you needto do your job better.From this unique position, we drive excellence and best practiceby mentoring, challenging and celebrating the best that marketinghas to offer. We challenge the norm, tackle the issues that matter,and champion the people, brands and campaigns that are definingmarketing today.As we are a registered provider with the CPD Standards Office,students completing the MW Mini MBA in Marketing will be issuedwith a CPD Certificate of Attendance, which can be used within theirformal record for a professional body, institute, or employer.Our conference programme, which includes the Festival ofMarketing, provides leading marketers from the biggest brandswith the knowledge, skills and experience they need to get ahead oftheir rivals.
Mark RitsonArmed with a BSc and PhD in Marketing fromLancaster University, the UK’s oldest and mostvenerated marketing department, Mark hasspent the past 20 years teaching marketing toMBA students at some of the world’s leadingbusiness schools, including London BusinessSchool (ranked 1st among internationalschools), MIT Sloan School of Management(ranked 5th among US schools) and MelbourneBusiness School, Australia (ranked 9th amonginternational schools).Not only has he taught on these prestigiousprogrammes but his teaching has been widelyacclaimed with Mark winning the teachingprize at each of these institutions.I have sent Mark Ritson all my bestmarketers for training over theyears. He is one of the few peoplewho truly understands marketingand its importance and impact on anorganisation’s success. Deep expertiseand infectious enthusiasm make himone of our sharpest thinkers.Mark is a star!Marc Hoellinger,President and CEOThe Glenmorangie CompanyMark has won teaching awards atevery institution he has been affiliatedwith, including the MIT Sloan Schoolof Management and London BusinessSchool. He has done so by bringingto life core business frameworks withhis extensive experience and uniquelyengaging Ritsonian style one I lookforward to observing in this interestingnew format.Professor Nader Tavassoli,London Business Schooland non-executive chairman atThe Brand Inside
Do it togetherThe best way to do the Mini MBA in Marketing is with yourcolleagues.Over half of the 8,000 Mini MBA alumni completed the course aspart of a corporate group. Some of the our most successful alumnihave done it this way and have seen major improvements to the tobusiness as a result.The same languageMarketing is simple at its core, but the many approaches,methodologies and languages often cause a disconnect betweenteams, brands or organisations. The Mini MBA seeks to unite teamsthrough a shared ideology – a well-trodden path of marketingand brand management that ensures an effective, top-to-bottomapproach.The same storyThe nature of most companies means you’re probably not the onlyone in the building talking to your customers. Many teams, manypeople are ultimately responsible for delivering a consistent brandexperience and it’s tricky to ensure consistency. The Mini MBAteaches the core principals of brand and reinforces the need for ajoined-up approach.The same pageMarketing teams change – people come, people go – butmaintaining a good base level of knowledge is vital. By preservinga consistent approach to marketing and brand, the Mini MBAprovides an inexpensive way to onboard new team membersand upskill established ones to ensure everyone has the samefundamental knowledge and ability.
SyllabusMODULE 1MODULE 2MARKETORIENTATIONMARKETRESEARCHMarket orientationMARKOR scaleCustomer focusPredictive marketingResearch designQualitative methodsQuantitative methodsBackwards market researchMODULE 5POSITIONINGBrand positionArticulationDisruptive executionPerceptual mapsMODULE 9PRICINGPrice thermometerFour levels of profitabilityVolume vs ValueDanger of discountMODULE 3MODULE 4SEGMENTATIONTARGETINGMarket mappingDemographicBehaviouralB2B approachesStrategic choicesEhrenberg-BassSegment dynamicsPortraitsMODULE 6MODULE 7MARKETINGSRTATEGYPRODUCTDEVELOPMENTWhat is strategy?Strategy vs tacticsMaking choicesLeadershipProduct namingUsability testingProduct portfolioConsolidationMODULE 10INTEGRATEDMARKETINGCOMMUNICATIONThe S curveProfitability matrixPrice settingElasticityfull syllabus MODULE 8DISTRIBUTIONChannel managementOmnichannelRetail strategyBlack and grey marketMODULE 11BRANDBrand equityBrand imageBrand architectureBrand trackingMODULE 12EXAMWORKSHOP
Syllabusmodule 1module 2module 3module 4module 5module 6module 7module 8module 9module 10module 11module 12MODULE 1MARKET ORIENTATIONMarket orientationMARKOR scaleCustomer focusPredictive marketingAvoiding product and sales orientation, howcan you achieve market orientation? This lessonexamines the core theoretical concepts andreviews extensive literature on building marketingorientation inside organisations. Module length: 40 mins Readings: 5 CPD points: 2
Syllabusmodule 1module 2module 3module 4module 5module 6module 7module 8module 9module 10module 11module 12MODULE 2MARKET RESEARCHResearch designQualitative methodsQuantitative methodsBackwards market researchIn this class, discover the range of differentresearch approaches available, plus how tocombine them into a successful researcharchitecture. Module length: 40 mins Readings: 5 CPD points: 2
Syllabusmodule 1module 2module 3module 4module 5module 6module 7module 8module 9module 10module 11module 12MODULE 3SEGMENTATIONMarket mappingDemographicBehaviouralB2B approachesWhat is segmentation and why is it so crucial tomarketing success? This session looks at the mainmethods of segmentation with applied examples. Module length: 40 mins Readings: 5 CPD points: 2
Syllabusmodule 1module 2module 3module 4module 5module 6module 7module 8module 9module 10module 11module 12MODULE 4TARGETINGStrategic choicesEhrenberg-BassSegment dynamicsPortraitsIn this lesson you will be taught how to considerthe key issue of who you do and do not want totarget, as well as examining the current debate ontargeting more or fewer segments. Module length: 40 mins Readings: 5 CPD points: 2
Syllabusmodule 1module 2module 3module 4module 5module 6module 7module 8module 9module 10module 11module 12MODULE 5POSITIONINGBrand positioningArticulationDisruptive executionPerceptual mapsThis lesson takes a look at the three Cs model ofpositioning (the customer, the competitors and thecorporation) and reviews the various approachesto positioning, including brand purpose, valueproposition and core values. Module length: 40 mins Readings: 5 CPD points: 2
Syllabusmodule 1module 2module 3module 4module 5module 6module 7module 8module 9module 10module 11module 12MODULE 6MARKETING STRATEGYWhat is strategy?Strategy vs tacticsMaking choicesLeadershipA capstone session: looking back over thefirst half of the course and pulling out the keythemes and learnings. Module length: 40 mins Readings: 5 CPD points: 2
Syllabusmodule 1module 2module 3module 4module 5module 6module 7module 8module 9module 10module 11module 12MODULE 7PRODUCT DEVELOPMENTProduct namingUsability testingProduct portfolioConsolidationWhat are the challenges of successful product orservice development? Discover the key lessons onbringing a new offer to market successfully. Module length: 40 mins Readings: 5 CPD points: 2
Syllabusmodule 1module 2module 3module 4module 5module 6module 7module 8module 9module 10module 11module 12MODULE 8DISTRIBUTIONChannel managementOmnichannelRetail strategyBlack and grey marketThis module examines the corechallenges of channels and implicationsof big retail. Module length: 40 mins Readings: 5 CPD points: 2
Syllabusmodule 1module 2module 3module 4module 5module 6module 7module 8module 9module 10module 11module 12MODULE 9PRICINGPrice thermometerFour levels of profitabilityVolume vs ValueDanger of discountThe role of pricing in driving bothexternal impact and internal profitabilityis discussed in this session. Module length: 40 mins Readings: 5 CPD points: 2
Syllabusmodule 1module 2module 3module 4module 5module 6module 7module 8module 9module 10module 11module 12MODULE 10INTEGRATED MARKETINGCOMMUNICATIONSThe S curveProfitability matrixPrice settingElasticityThis lesson reviews the many different toolsavailable and explores the integrated approachto planning. Module length: 40 mins Readings: 5 CPD points: 2
Syllabusmodule 1module 2module 3module 4module 5module 6module 7module 8module 9module 10module 11module 12MODULE 11BRANDBrand equityBrand imageBrand architectureBrand trackingThis lesson examines brand equity andthe manner in which strong brands canbuild business success. Module length: 40 mins Readings: 5 CPD points: 2
Syllabusmodule 1module 2module 3module 4module 5module 6module 7module 8module 9module 10module 11module 12MODULE 12EXAM WORKSHOPHaving completed the exam, this is adebrief session with detailed feedback onwhat you should have written. Module length: 40 mins Readings: 5 CPD points: 2
Alumni
Testimonials“One of the most beneficiallearning courses I’ve done.Mark Ritson is very engagingand down to earth.”“Worth every penny.It’s the best training I haveever had. Mark Ritson isinspiring. Do it!”SENIOR ACCOUNT MANAGERGOOGLEHEAD OF MARKETINGCATH KIDSTON
Stats 5% feel9more inspired 5% feel9more confident 1% feel9more effectiveat work
Public course 1,250 VATDATES2 Public courses to run in 2020April SeptemberPACING2 Modules per week over 12 weeks4 Weeks to complete examinationLIVE SESSIONS6 interactive sessionsAUDIENCEOpen to all. Any number of users can bookdepending on availabilityCONTENT12 core marketing modules, HBR readingsand weekly Q&A sessions
ContactPlease contact the team on:020 7970 4444training@marketingweek.comMarketing Week Mini MBACentaur Media plc10 York RoadLondon, SE1 7ND
The Mini MBA distils the core marketing function of a full MBA programme into an easily digestible and thoroughly engaging 12 week course. Over 8,000 marketers and professionals have completed the course since its inauguration in 2016 with overwhelmingly positive feedback across every intake and an average NPS score of 76. 12 on-demand lessons .
