Mark Ritson – Mini MBA in Brand Management
Build better brands and boost your career
“As addictive as Netflix during Lockdown…”
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
What You’ll Learn In Mini MBA in Brand Management
Module 01: The What & Why of Brand
the concept of brand / brand equity / brand salience
Module 02: Brand Management
brand management / brand planning / brand building
Module 03: Brand Diagnosis
brand heritage / founders / brand research
Module 04: Targeting
target marketing / mass marketing / two-speed planning / the long and the short
Module 05: Brand Positioning
relative differentiation / positioning statements / articulation
Module 06: Brand Codes
distinctiveness / salience / codifying / brand execution
Module 07: Brand Objectives
funnel building / strategic goals / brand strategy
Module 08: Brand Architecture
brand portfolios / consolidation / diversification
Module 09: Tactical Execution
from strategy to execution / disruptive consistency / codification / exemplars
Module 10: Budgeting & Brand Tracking
setting the branding budget / zero-based budgets / brand health
About Mark Ritson
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.
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