Mark Ritson – Mini MBA in Brand Management

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Mark Ritson – Mini MBA in Brand Management

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 gain a full-year subscription to the Mini MBA Alumni Network included.

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.

What’s inside Mini MBA in Brand Management?

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.

The What & Why of Brand

the concept of brand / brand equity / brand salience

Brand Management

brand management / brand planning / brand building

Brand Diagnosis

brand heritage / founders / brand research

Targeting

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

Brand Positioning

relative differentiation / positioning statements / articulation

Brand Codes

distinctiveness / salience / codifying / brand execution

Brand Objectives

funnel building / strategic goals / brand strategy

Brand Architecture

brand portfolios / consolidation / diversification

Tactical Execution

from strategy to execution / disruptive consistency / codification / exemplars

Budgeting & Brand Tracking

setting the branding budget / zero-based budgets / brand health