Mark Ritson – Mini MBA in Brand Management

This course is available for Pre-order and delivery within a few days. 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.
 

Mark Ritson – Mini MBA in Brand Management

 

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.

Course features
The skills you need to stand out.

10 on-demand lessons covering core modules

Q&A sessions with Mark Ritson

Access to Marketing Week & HBR case studies

Mini MBA certificate and 36 CPD credits

Our modules
Get immediately download Mark Ritson – Mini MBA in Brand Management
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

the concept of brand / brand equity / brand salience

Module length: 45 mins

Readings: 4

Study time: 2 hrs

Module 02

Brand Management

brand management / brand planning / brand building

Module length: 40 mins

Readings: 4

Study time: 2 hrs

Module 03

Brand Diagnosis

brand heritage / founders / brand research

Module length: 47 mins

Readings: 4

Study time: 2 hrs

Module 04

Targeting

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

Module length: 41 mins

Readings: 4

Study time: 2 hrs

Module 05

Brand Positioning

relative differentiation / positioning statements / articulation

Module length: 53 mins

Readings: 6

Study time: 2 hrs

Module 06

Brand Codes

distinctiveness / salience / codifying / brand execution

Module length: 44 mins

Readings: 4

Study time: 2hrs

Module 07

Brand Objectives

funnel building / strategic goals / brand strategy

Module length: 53 mins

Readings: 4

Study time: 2 hrs

Module 08

Brand Architecture

brand portfolios / consolidation / diversification

Module length: 42 mins

Readings: 4

Study time: 2 hrs

Module 09

Tactical Execution

from strategy to execution / disruptive consistency / codification / exemplars

Module length: 45 min

Readings: 4

Study time: 2 hrs

Module 10

Budgeting & Brand Tracking

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

Module length: 50 mins

Readings: 5

Study time: 2 hrs
Brand Management
Download the calendar
Check out the detailed schedule of the upcoming instalments.

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.