Mini MBA in Marketing – Mark Ritson

Mini MBA in Marketing Information

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.

Here’s what you’ll get:

Module 1: Market Orientation

customer focus / business culture / predictive marketing

Getting your head on straight before we even begin is fundamentally important. Start to think from the vantage point of the customer first and not the products, communications, and sales (that come further down the line).

It sounds simple. It’s not. Many well-known companies have failed this first step. Get it right and you throw open the door into the wide world of marketing and start your marketing journey.

Module 2: Market Research

research design / qualitative methods / quantitative methods / backwards market research

If Market Orientation is about digging deeper into your customer needs, Market Research is about filling the hole with insights and lessons from the market.

It’s about choosing the right research methodologies and combining them together to get a full picture of who your customer really is, what they want and how they behave.

Module 3: Segmentation

market mapping /demographics / firmographics / behavioural

All of your customers are different. This poses an important question. Do you treat the whole market the same or try and give individual customers exactly what they want?

Truth is, only selecting one won’t set the marketing world alight.

Learn how to pattern the market based on our insights from Module 2 and define the distinct groups you do, and equally crucial, do not want to target.

Module 4: Targeting

strategic decisions / mass marketing / target segment portraits / targeting criteria

At this stage, it’s time to get the cross hairs out for Targeting as our first advance into strategy.

Choosing who do we target and, crucially, who do we not target is the first fundamental of strategy. It will determine yours and your business’ success.

Module 5: Positioning

brand position / articulation / disruptive execution / perceptual maps

This is where we define what our business stands for, what we want it to represent, and what we want it to be for our target segment(s).

We need to think about three things; what do they want, what can we offer, and who and what are our competitors offering. This will help us find the correct position for our products to be successful.

Module 6: Objectives

Purchase funnel / The right objectives / Strategic decision making

What are our objectives, top-of-funnel, bottom-of-funnel, awareness, preference, repeat purchase?

What are the levers we are going to pull for growth and how do we know what success looks like? This is a crucial decision making moment for marketing success and a central piece of your strategy.

Module 7: Product

product creation /product assessment / NPS scores

Now we have defined and understood everything about our strategy we need to make sure that the product we are selling fits into it perfectly.

So, how do we listen to the customer and design, develop or augment our products so they exactly fulfil the promises we have made to the market?

Module 8: Price

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

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 9: Integrated Marketing Communications

The S curve / Profitability matrix / Price setting / Elasticity

After all the work done and positioning ourselves for success, it’s time to think about tactics.

How do we communicate about our product or service to the marketplace? What combination of traditional or digital channels will help us create that most important of things, a successful marketing campaign.

Module 10: Distribution

Omnichannel / Direct vs indirect channel models / D2C sector

Place, the final “P”. How do we get our product from the factory to the customer out in the market?

Understanding the advantages and disadvantages of direct and indirect distribution and their link to the wider business strategy is crucial to business success.

About Author

Mark Ritson, a leading figure in the world of marketing

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.

More courses from the same author: Mark Ritson

Salepage: Mini MBA in Marketing – Mark Ritson

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