Mini MBA in Marketing
Module 9

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 length: 1 hr 39 mins
Readings: 4
Study time: 2 hrs

More modules

Module 1

Market Orientation

customer focus / business culture / predictive marketing
Module length: 1 hr 15 mins
Readings: 4
Study time: 2 hrs
Module 2

Market Research

research design / qualitative methods / quantitative methods / backwards market research
Module length: 1 hr 21 mins
Readings: 3
Study time: 2 hrs
Module 3

Segmentation

market mapping /demographics / firmographics / behavioural
Module length: 1 hr 33 mins
Readings: 3
Study time: 2 hrs
Module 4

Targeting

strategic decisions / mass marketing / target segment portraits / targeting criteria
Module length: 1 hr 5 mins
Readings: 4
Study time: 2 hrs
Module 5

Positioning

brand position / articulation / disruptive execution / perceptual maps
Module length: 1 hr 43 mins
Readings: 4
Study time: 2 hrs
Module 6

Objectives

Purchase funnel / The right objectives / Strategic decision making
Module length: 1 hr 24 mins
Readings: 5
Study time: 2hrs
Module 7

Product

product creation /product assessment / NPS scores
Module length: 1 hr 37 mins
Readings: 4
Study time: 2 hrs
Module 8

Price

Price settings / Using quantitative models to set a price / Discounting and price wars
Module length: 1 hr 34 mins
Readings: 4
Study time: 2 hrs
Module 10

Distribution

Omnichannel / Direct vs indirect channel models / D2C sector
Module length: 2 hrs
Readings: 4
Study time: 4 hrs

21000+

alumni have completed the course since its inauguration
in 2016

+78 NPS

Over 90% of our alumni would recommend the course

86

A global learning programme with Alumni from over 86 countries around the world

95%

alumni feel more confident after doing the course

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