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MiniMBA in MarketingMiniMBA in Marketing

Module 5

Positioning

perceptual maps / distinctive brand assets / differentiation and distinctiveness

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

This is where we define what our business stands for, what we want it to represent, and what we want it to be for our target segment(s).

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.

Other Modules

1 Market Orientation
Module 1 MARKET ORIENTATION
Module 1MARKET ORIENTATION

market orientation / customer obsession / the marketing concept

Module length: 1 hr 15 mins

Reading: 4

Study time: 2 hrs

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2 Market Research
Module 2 MARKET RESEARCH
Module 2MARKET RESEARCH

qualitative and quantitative methods / research design

Module length: 1 hr 21 mins

Reading: 3

Study time: 2 hrs

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3 Segmentation
Module 3 SEGMENTATION
Module 3SEGMENTATION

sophisticated mass marketing / behavioral and firmographic approaches

Module length: 1 hr 33 mins

Reading: 3

Study time: 2 hrs

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4 Targeting
Module 4 TARGETING
Module 4TARGETING

mass marketing versus targeting / strategic choices / customer portraits

Module length: 1 hr 5 mins

Reading: 4

Study time: 2 hrs

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6 Objectives
Module 6 OBJECTIVES
Module 6OBJECTIVES

strategic planning / funnels / OKRs

Module length: 1 hr 24 mins

Reading: 5

Study time: 2 hrs

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7 Product
Module 7 PRODUCT
Module 7PRODUCT

product management / jobs to be done / diversification

Module length: 1 hr 37 mins

Reading: 4

Study time: 2 hrs

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8 Price
Module 8 PRICE
Module 8PRICE

price research / behavioral economics / price setting

Module length: 1 hr 34 mins

Reading: 4

Study time: 2 hrs

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9 Mar Comms
Module 9 MARKETING COMMUNICATIONS
Module 9MARKETING COMMUNICATIONS

integration / advertising effectiveness / messaging

Module length: 1 hr 39 mins

Reading: 4

Study time: 2 hrs

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10 Distribution
Module 10 DISTRIBUTION
Module 10DISTRIBUTION

direct and indirect distribution models / physical availability

Module length: 1 hr 49 mins

Reading: 4

Study time: 3 hrs

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The next cohort starts in April. There are marketers in your industry already on it.

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