By Mark Ritson
Professor Mark Ritson introduces the Marketing Week Mini-MBA in Marketing. He explains the logic and syllabus behind the course, looks at the course format and shares some of the feedback from those who attended the course in 2017.
If you are considering the Mini MBA this year then this is a unique chance to learn more about it and see if it is the right choice for you.
The course, taught by marketing professor and Marketing Week columnist Mark Ritson, will offer modules on marketing orientation, targeting and strategy.
I’m delighted Kraft Heinz’s attempt to acquire Unilever failed because experience suggests the way the company does business and how it operates could very easily have changed.
Psychographic segmentation has been out of favour for a while despite its obvious usefulness, but combining it with behavioural and addressable data creates a potent mix that could make targeting supremely effective.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the impact of marketing budgets being cut to the value of longevity, it’s been a busy week. Here is my take.
Netflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
In a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?