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MiniMBA in Brand ManagementMiniMBA in Marketing

Module 9

Tactical Execution

from strategy to execution / disruptive consistency / codification / exemplars

Module length: 1 hr 43 mins
Readings: 4
Study time: 2 hrs

Tactics are often the new shiny things that make marketers blind to the correct path. Literally anything can be a tactic for building and deliver brand growth.

This module shares some of Mark’s favourite tactical executions from the past and demonstrates how good diagnosis has led to clear a brand strategy that creates a foundation for driving exceptional tactical execution.

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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4 targeting
Module 4 TARGETING
Module 4TARGETING

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

Module length: 58 mins

Reading: 4

Study time: 2 hrs

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5 brand positoning
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

Readings: 6

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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