Take your skills to

the next level with

the Mini MBA in
Marketing
Book next session
12 April 2022
£1,525+VAT/user

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Contents What is the Mini MBA? 3
Who is it for? 4
About us 5
Mark Ritson 6
Syllabus 7
Course calendar 18
Do it together 19
Alumni 20
Testimonials 21
Stats 22
Contact 23
 What is the Mini MBA?

What is the Mini MBA?

The Marketing Week Mini MBA in 10 on-demand lessons covering the core
Who is it for?
Marketing is an MBA standard, CPD MBA marketing modules
About us
accredited course that gives you the
Mark Ritson
tools and expertise to supercharge
Syllabus Biweekly Q&A sessions with Mark Ritson
Course calendar your career.
Do it together
With 10 on-demand modules covering the same content
Alumni
taught at top business schools, you’ll learn the strategy, Access to HBR and Marketing Week case studies
Testimonials structure and processes to create successful
Stats campaigns.
Contact
Over 15,000 marketers and professionals have MBA standard end-of-term assessment
completed the course since its inauguration in 2016 with
overwhelmingly positive feedback across every intake
and an average NPS score of +76.
Flexible learning

Mini MBA certificate and 36 CPD points

3 Mini MBA in Marketing

 Who is it for?

What is the Mini MBA? Over 15,000 Marketers and Brand From managers and executives to L&D teams, the Mini MBA is
sure to meet your needs with over 94% of our alumni feel more
Who is it for?
Managers of all backgrounds, educational confident, 94% feel more inspired and 92% feel more effective as
About us
levels and nationalities, have benefitted a result of doing the Mini MBA in Marketing.
Mark Ritson
Syllabus
from the Mini MBA series.
Course calendar
Do it together
Alumni
Testimonials
Stats
Contact

Managers Career Senior L&D

& Executives movers Marketers Teams
Broaden your skills Understand the Get high level strategic Give your marketing teams
and move into wider strategy, structure and lessons from one of the knowledge, skills and
marketing strategy. process behind winning the world’s leading confidence to be the best
marketing campaigns. marketing consultants. they can be.

4 Mini MBA in Marketing

 About us

What is the Mini MBA?

We’ve teamed up with award-winning
Who is it for?
columnist Professor Mark Ritson to bring “It’s the best money I’ve
About us
Mark Ritson
you a unique online learning experience. ever spent on myself
Syllabus
Mark has taught at some of the world’s
leading business schools, including
from a self-development
point of view. Genuinely
Course calendar
Do it together MIT Sloan School of Management,
Alumni London Business School and Melbourne made me understand the
Business School.
industry I work in better
Testimonials
Stats
Contact The Mini MBA in Marketing is a CPD accredited, MBA standard
course. Covering the same core modules as leading MBA and made me better at
programmes, but in just 10 lessons, it will give you the tools you
need to do your job better. what I do.”
As we are a registered provider with the CPD Standards Office, Gary Lamont
students completing the MW Mini MBA in Marketing will be issued Head of Creative - Bauer Media
with a CPD Certificate of Attendance, which can be used within
their formal record for a professional body, institute, or employer.

5 Mini MBA in Marketing

 Mark Ritson

What is the Mini MBA?

Armed with a BSc and PhD in
Who is it for?
Marketing from Lancaster University,
About us
the UK’s oldest and most venerated
Mark Ritson
Syllabus
marketing department, Mark has spent
Course calendar the past 25 years teaching marketing
Do it together to MBA students at some of the world’s
Alumni leading business schools.
Testimonials
Stats Some of these business schools include London Business School
(ranked 7th among international schools), MIT Sloan School of
Contact
Management (ranked 6th among US schools) and Melbourne
Business School, Australia (ranked 80th among international
schools).

Not only has he taught on these prestigious programs but his

teaching has been widely acclaimed with Mark winning the
teaching prize at each of these institutions.

He has worked globally as a private marketing consultant for

clients that have included Baxter, Loewe, McKinsey, PepsiCo,
Subaru, Eli Lilly, Donna Karan, Shiseido, Johnson & Johnson,
Sephora, Benefit and Unilever.

His co-authored research on pricing was cited by

George Akerlof during his Nobel Prize acceptance speech.

6 Mini MBA in Marketing

 Syllabus

What is the Mini MBA?

Module 01 Module 02 Module 03 Module 04 Module 05
Who is it for?
About us
Market Market Market Targeting Positioning
Mark Ritson
Orientation Research Segmentation Strategic decisions / Mass Brand position /
Syllabus marketing / Target segment Articulation / Disruptive
Customer focus / Business Research design / Qualitative Market mapping /
portraits / Targeting criteria execution / Perceptual maps
Course calendar culture / Predictive marketing methods / Quantitative Demographics /
methods / Backwards market Firmographics /
Do it together
research Behavioural
Alumni
Testimonials Module length: 45 mins Module length: 40 mins Module length: 47 mins Module length: 41 mins Module length: 53 mins
Resources: 4 Resources: 4 Resources: 4 Resources: 5 Resources: 6
Stats
Study time: 2 hrs Study time: 2 hrs Study time: 2 hrs Study time: 2 hrs Study time: 2 hrs
Contact

Module 06 Module 07 Module 08 Module 09 Module 10

Objectives Product Price Integrated Distribution

Purchase funnel / The right Product creation / Product Price settings / Using Marketing Omnichannel / Direct vs
objectives / Strategic decision
making
assessment / NPS scores quantitative models to set
a price / Discounting and
Communication indirect channel models /
D2C sector
price wars The S curve / Profitability
matrix / Price setting /
Elasticity

Module length: 44 mins Module length: 53 mins Module length: 42 mins Module length: 45 mins Module length: 50 mins
Resources: 4 Resources: 4 Resources: 4 Resources: 4 Resources: 5
Study time: 2 hrs Study time: 2 hrs Study time: 2 hrs Study time: 2 hrs Study time: 2 hrs

7 Mini MBA in Marketing

 Module 1
What is the Mini MBA?
Who is it for?
About us
Market Orientation
Mark Ritson Module length: 45 mins Resources: 4 Study time: 2 hrs Develop tools to build,
Syllabus deliver and protect
market orientation
Course calendar Getting your head on straight before we
Do it together
even begin is fundamentally important.
Alumni
Start to think from the vantage point of Understand the
definition and drivers
Testimonials
Stats
the customer first and not the products, of market orientation

Contact
communications, and sales (that come
further down the line).
It sounds simple. It’s not. Many well-known companies have
failed this first step. Get it right and you throw open the door
into the wide world of marketing and start your marketing
journey.

Understand the
competing orientations
that often hinder success

Watch video

8 Mini MBA in Marketing

 Module 2
What is the Mini MBA?
Who is it for?
About us
Market Research
Mark Ritson Module length: 40 mins Resources: 4 Study time: 2 hrs Learn to build a
Syllabus market knowledge
system to feed strategy
Course calendar If Market Orientation is about digging
Do it together
deeper into your customer needs,
Alumni
Market Research is about filling the Review the core
methods of
Testimonials
Stats
hole with insights and lessons from market research

Contact
the market.
It’s about choosing the right research methodologies and
combining them together to get a full picture of who your
customer really is, what they want and how they behave.

Understand research
architecture from
quant to qual

Watch video

9 Mini MBA in Marketing

 Module 3
What is the Mini MBA?
Who is it for?
About us
Market Segmentation
Mark Ritson Module length: 47 mins Resources: 4 Study time: 2 hrs Build a complete
Syllabus segmentation of a
specific market
Course calendar All of your customers are different.
Do it together
This poses an important question.
Alumni Understand the role
Testimonials Do you treat the whole market the same or try and give segmentation plays in
individual customers exactly what they want? superior marketing
Stats
Contact Truth is, only selecting one won’t set the marketing world alight.

Learn how to pattern the market based on our insights from

Module 2 and define the distinct groups you do, and equally
crucial, do not want to target.

Appreciate the different

segmentation methods
and their genesis

Watch video

10 Mini MBA in Marketing

 Module 4
What is the Mini MBA?
Who is it for?
About us
Targeting
Mark Ritson Module length: 41 mins Resources: 4 Study time: 2 hrs Develop two-speed
Syllabus approach blending mass
and targeting together
Course calendar At this stage, it’s time to get the cross
Do it together
hairs out for Targeting as our first
Alumni
advance into strategy. Understand the
central strategic
Testimonials
role of targeting
Stats Choosing who do we target and, crucially, who do we not target
Contact is the first fundamental of strategy. It will determine yours and
your business’ success.

Appreciate the “long

and the short” dynamics
within marketing

Watch video

11 Mini MBA in Marketing

 Module 5
What is the Mini MBA?
Who is it for?
About us
Positioning
Mark Ritson Module length: 53 mins Resources: 6 Study time: 2 hrs Develop clear and correctly
Syllabus articulated brand and
product positions
Course calendar This is where we define what our
Do it together
business stands for, what we want it to
Alumni
represent, and what we want it to be for Understand
the process
Testimonials
Stats
our target segment(s). of positioning

Contact We need to think about three things: what do they want, what
can we offer, and who and what are our competitors offering.
This will help us find the correct position for our products to be
successful.

Apply the 3 C’s model

of positioning

Watch video

12 Mini MBA in Marketing

 Module 6
What is the Mini MBA?
Who is it for?
About us
Objective Setting
Mark Ritson Module length: 44 mins Resources: 4 Study time: 2 hrs Appreciate the
Syllabus process of strategic
decision making
Course calendar What are our objectives, top-of-
Do it together
funnel, bottom-of-funnel, awareness,
Alumni
preference, repeat purchase? Understand the
importance of the
Testimonials
purchase funnel
Stats What are the levers we are going to pull for growth and how
Contact do we know what success looks like? This is a crucial decision-
making moment for marketing success and a central piece of
your strategy.

Enable the identification

and articulation of the
right set of objectives

Watch video

13 Mini MBA in Marketing

 Module 7
What is the Mini MBA?
Who is it for?
About us
Product Development
Learn the importance
Mark Ritson Module length: 53 mins Resources: 4 Study time: 2 hrs of brand and product
Syllabus rationalization on
company performance
Course calendar Now we have defined and understood
Do it together
everything about our strategy we need
Alumni
to make sure that the product we are Understand the
different types of
Testimonials
Stats
selling fits into it perfectly. product creation

Contact So, how do we listen to the customer and design, develop or

augment our products so they exactly fulfil the promises we
have made to the market?

Apply touchpoint and

net promoter score
approaches to drive
product assessment
Watch video

14 Mini MBA in Marketing

 Module 8
What is the Mini MBA?
Who is it for?
About us
Pricing
Mark Ritson Module length: 42 mins Resources: 4 Study time: 2 hrs Understand the main
Syllabus issues with discounting
and price wars
Course calendar There are few more important concepts
Do it together
than pricing. Yet it is also staggering
Alumni
how many so-called marketers Under the
various inputs
Testimonials
Stats
neglect it. into price setting

Contact We can all sell, but doing so at a level that achieves a

sustainable profit is an entirely different matter. Learn how
price should be calculated, set and then communicated.
Understanding the power of price is one of the key lessons
of marketing.

Use simple quantitative

models to set an
optimum price

Watch video

15 Mini MBA in Marketing

 Module 9
What is the Mini MBA?
Who is it for? Integrated marketing communications
About us
Mark Ritson Module length: 45 mins Resources: 4 Study time: 2 hrs Grasp the value of
Syllabus integrating multiple
tools into a single
Course calendar After all the work done and positioning seamless campaign
Do it together
ourselves for success, it’s time to think
Alumni
about tactics. Understand
various different
Testimonials
communication
Stats How do we communicate about our product or service to options
Contact the marketplace? What combination of traditional or digital
channels will help us create that most important of things, a
successful marketing campaign.

Appreciate the drivers of

communication effectiveness
and use them for improved
impact on target customers
Watch video

16 Mini MBA in Marketing

 Module 10
What is the Mini MBA?
Who is it for?
About us
Distribution
Mark Ritson Module length: 50 mins Resources: 5 Study time: 2 hrs Understand the
Syllabus implications of changes
in channel strategy
Course calendar Place, the final “P”. How do we get
Understand the
Do it together
our product from the factory to the interaction of
Alumni different channels
customer out in the market? on marketing
Testimonials
performance
Stats Understanding the advantages and disadvantages of direct
Contact and indirect distribution and their link to the wider business
strategy is crucial to business success.

Be able to successfully
manage channels for
brand success

Watch video

17 Mini MBA in Marketing

 Course calendar
April May
What is the Mini MBA? Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri

30
4 31
5 31
6 7 8 Module 04 2 3 4 5 10am BST 6
Who is it for? Targeting Q&A with Mark #2

About us 11 Module 01 12 13 14 15 Module 05 9 10 11 12 13

Market Positioning
Mark Ritson Orientation

Syllabus Module 02 18 19
14 20 21 10am BST 22 Module 06 16 17 18 19 10am BST 20
Market Q&A with Mark #1 Objectives Q&A with Mark #3
Research
Course calendar
Module 03 25 26 27 28 29 Module 07 23 24 25 26 27
Do it together Market Product
Segmentation
Alumni
Testimonials
Stats
June July
Contact Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri

Module 08 30 31 10am BST 1 June 2 3 4 5 6 7 8

Price Q&A with Mark #4

Module 09 6 7 8 9 10 11 12 13 14 15
Integrated Marketing
Communications

Module 10 13 14 15 16 10am BST 17 18 19 20 21 22

Distribution Q&A with Mark #5 Course Conclusion
Exam Release workshop

20 21 22 23 24 25 26 27 28 29
Platform
Closure

27 28 29 30 1 July
Exam
Deadline

*Based on the recommended study pace of one module per week; these days are not fixed. Modules can be completed anytime between 12 April and 29 July.

18 Mini MBA in Marketing

 Do it together

What is the Mini MBA?

Who is it for?
The best way to do the The same language
Mini MBA in Marketing With all the shiny new stuff about, it is easy to forget that marketing is
About us
Mark Ritson
is with your colleagues. simple at its core, but the many approaches, methodologies and languages
often create a chasm between teams and organisations. The Mini MBA
Syllabus aims to bring teams together through a shared ideology of marketing and
Over half of the 15,000 Mini MBA alumni
brand management that ensures an effective, top-to-bottom approach.
Course calendar completed the course as part of a corporate
Do it together group. Some of our most successful alumni
have done it this way and have seen major
Alumni improvements to the business as a result.
Testimonials The same story
Stats Visit our teams page
The nature of most companies means you’re probably not the only one
Contact in the building talking to your customers. Many teams, many people are
ultimately responsible for delivering a consistent brand experience and it’s
tricky to ensure consistency. The Mini MBA teaches the core principles of
brand and reinforces the need for a joined-up approach.

The same page

Marketing teams change – people come, people go – but maintaining a
good base level of knowledge is vital. By preserving a consistent approach
to marketing and brand, the Mini MBA provides an inexpensive way to
onboard new team members and upskill established ones to ensure
everyone has the same fundamental knowledge and ability.

19 Mini MBA in Marketing

 Alumni

What is the Mini MBA?

Who is it for?
About us
Mark Ritson
Syllabus
Course calendar
Do it together
Alumni
Testimonials
Stats
Contact

20 Mini MBA in Marketing

 Testimonials

What is the Mini MBA?

Who is it for?
About us
“Hands-down the best marketing
Mark Ritson training I’ve done, well worth every
Syllabus
penny and reminded me time and time
Course calendar
Do it together again why I love marketing.”
Alumni
Brand Marketing Manager, TUI
Testimonials
Stats
Contact

“I’ve learned more in 6 months with

Mark Ritson than I did 10 years of
strategising and planning campaigns in
marketing and advertising agencies.”
APAC Education Lead, LinkedIn

21 Mini MBA in Marketing

 Stats

What is the Mini MBA?

Who is it for?
About us
Mark Ritson 92%
Feel more effective at work
Syllabus
Course calendar
Do it together
Alumni 94%
Feel more inspired at work
Testimonials

+76
Stats
Contact

Net promoter
94%
Feel more confident
score

15,000
people have completed the
86
A global learning programme
course since its inauguration with Alumni from over 86
in 2016. countries around the world.

22 Mini MBA in Marketing

 Contact

What is the Mini MBA?

Want to get in touch? Sales
Who is it for?
Drop us a line or give us a call.
About us Matt Smith
One of our team members will be Global Client Director
Mark Ritson
Syllabus
in touch within 24 hours to help [Link]@[Link]
+44(0) 20 7970 4845
Course calendar you with your enquiry.
Do it together
Jon Lancaster
Alumni Mini MBA in Marketing,
Corporate Development Manager
Testimonials 10 York Road, London, SE1 7ND
[Link]@[Link]
Stats +44(0) 20 7970 4135
+44 (0)20 7970 4444
Contact
[Link]@[Link]

Customer service

Justin Weddle
Group Director of Digital Learning
[Link]@[Link]
+44(0) 20 7970 4444

Glen Harber
Online Learning Manager
[Link]@[Link]
+44(0) 20 7970 4444

23 The Mini MBA in Marketing