Mini MBA in Marketing with Mark Ritson

Module 1

Market Orientation

Customer focus / Business culture / Predictive marketing

Module 2

Market Research

Research design / Qualitative methods / Quantitative methods / Backwards market research

Module 3

Segmentation

Market mapping / Demographics / Firmographics / Behavioural

Module 4

Targeting

Strategic decisions / Mass marketing / Target segment portraits / Targeting criteria

Module 5

Positioning

Brand position / Articulation / Disruptive execution / Perceptual maps

Module 6

Objectives

Purchase funnels / The right objectives / Strategic decision making

Module 7

Product

Product creation / Product assessment / NPS scores

Module 8

Pricing

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

Module 9

Integrated Marketing Communications

The S curve / Profitability matrix / Price setting / Elasticity

Module 10

Distribution

Omnichannel / Direct vs indirect channel models / D2C sector

Module 11

Course Conclusion Workshop

Course Conclusion / Next steps

Course format

The MW Mini MBA in Marketing is a CPD accredited, MBA level course. Covering the same content and theories as the marketing core class taught on MBA programmes at the top business schools, but in just 12 lessons, it will give you the tools you need to do your job better.

12 on-demand lessons covering the core MBA marketing modules
Weekly interactive Q&A sessions with Mark Ritson
Access to Marketing Week case studies
MBA standard end-of-term assessment
Flexible learning
Mini MBA certificate and 28 CPD credits

Who is the Mini MBA for?

Marketers of all backgrounds, educational levels and nationalities, have benefited from the Mini MBA, with over 95% of our alumni feeling more inspired, 95% more confident and 91% more effective as a result.

MANAGERS & EXECUTIVES
- Broaden your skills and move into wider marketing strategy.
SENIOR MARKETERS
- Get high-level strategic lessons from one of the world’s leading marketing consultants.
CAREER MOVERS
- Understand the strategy, structure and process behind winning marketing campaigns.
L&D TEAMS
- Give your marketing teams the knowledge, skills and confidence to be the best they can be.

Professor Mark Ritson teaches marketing at Melbourne Business School.

Armed with a BSc and PhD in Marketing from Lancaster University, Mark has spent the past 20 years teaching marketing to MBA students at some of the world’s top business schools, including award winning courses at London Business School, MIT and Melbourne Business School.

Like most business school professors teaching is only a small part of his workload. He also combines his work as a consultant for some of the biggest brands on the planet to ensure his content is both applied, up to date and immensely practical.

READ MARK’S ARTICLES 