Mini MBA star: Alex Green

Alex Green, head of games at Camelot

Alex Green, who works on a range of National Lottery products, says the Mini MBA in Brand Management crystallised his approach to his work, highlighting the importance of using insight to develop a clear strategy before jumping straight into tactical issues.

The module on brand codes had a big impact, adds Green. “The module focuses on the critical importance of making your brand distinctive, how to achieve distinctiveness and all the benefits associated with making brands become unique and famous,” he says.

With busy work schedules, Green appreciated that students can work through the course at their own pace. And, like several of this classmates, he found the simulation exercise to be his favourite part of the course.

“The final module of the course is where you get the opportunity to put everything you’ve learnt into practice,” he says. “Before pressing ‘run’ in order to run the simulator, you need to decide how to execute your plans during the forthcoming year: Who will you target? How will you split your marketing spend between short and long term? Will you invest in new product development? Are you going to make any price changes? And, with all this going on, you have to keep an eagle eye on the competition who are ruthlessly trying to gain market share.”

Take your skills to the next level with the Mini MBA in Brand Management. The next course, which is run by professor and Marketing Week columnist Mark Ritson, starts on 20 April. The Mini MBA in Marketing course begins on 13 April. Visit the Mini MBA website for more information and to book your place.