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MiniMBA in Brand ManagementMiniMBA in Marketing

Module 4

Targeting

target marketing / mass marketing / two-speed planning / the long and the short

Module length: 58 mins
Readings: 4
Study time: 2 hrs

It looks at first sight such a simple challenge; who are we going to go after for our brand? But the reality is that this is one of the most complex modules on the course.

To be successful in the 21st century you have to go after both the long and the short; long-term brand growth, requiring mass marketing, and short-term activations, requiring a more segmented approach. Mastering, managing and combining them together in a two-speed plan is massively important.

Other Modules

1 what and why
Module 1 THE WHAT & WHY OF BRAND
Module 1THE WHAT & WHY OF BRAND

the concept of brand / brand equity / brand salience

Module length: 1 hr 8 mins

Reading: 4

Study time: 2 hrs

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2 brand management
Module 2 BRAND MANAGEMENT
Module 2BRAND MANAGEMENT

brand management / brand planning / brand building

Module length: 1 hr 31 mins

Reading: 4

Study time: 2 hrs

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3 brand diagnosis
Module 3 BRAND DIAGNOSIS
Module 3BRAND DIAGNOSIS

brand heritage / founders / brand research

Module length: 1 hr 46 mins

Reading: 4

Study time: 2 hrs

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5 brand positioning
Module 5 BRAND POSITIONING
Module 5BRAND POSITIONING

relative differentiation / positioning statements / articulation

Module length: 1 hr 25 mins

Reading: 4

Study time: 2 hrs

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6 brand codes
Module 6 BRAND CODES
Module 6BRAND CODES

distinctiveness / salience / codifying / brand execution

Module length: 1 hr 30 mins

Reading: 4

Study time: 2 hrs

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7 brand objectives
Module 7 BRAND OBJECTIVES
Module 7BRAND OBJECTIVES

funnel building / strategic goals / brand strategy

Module length: 1 hr 19 mins

Reading: 4

Study time: 2 hrs

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8 brand architecture
Module 8 BRAND ARCHITECTURE
Module 8BRAND ARCHITECTURE

brand portfolios / consolidation / diversification

Module length: 1 hr 34 mins

Reading: 6

Study time: 2 hrs

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9 tactical execution
Module 9 TACTICAL EXECUTION
Module 9TACTICAL EXECUTION

from strategy to execution / disruptive consistency / codification / exemplars

Module length: 1 hr 43 mins

Reading: 4

Study time: 2 hrs

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10 Budgeting brand tracking
Module 10 BUDGETING & BRAND TRACKING
Module 10BUDGETING & BRAND TRACKING

setting the branding budget / zero-based budgets / brand health

Module length: 1 hr 40 mins

Reading: 4

Study time: 2 hrs

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