Our modules

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 hrsBrand ManagementDownload the calendarCheck 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.