Nicola Coronado, regional marketing director at Essity
Nicola Coronado seeks to balance art and science in her approach to brand management for brands including Cushelle, Bodyform and Tena. As a result she appreciated the link between theory and business success that forms a core element of the Mini MBA in Brand Management.
She says the biggest lesson she took from the course was the reinforcement of the importance of the two-speed plan: “It’s always great to remind ourselves of this foundational insight,” she says. “Even several quarters of consistent short-term success does not guarantee long-term success if we are not investing in equity to influence future sales.”
However, her favourite module and the most enjoyable part of the course was the simulation tool which lets students steer the fictional Moon brand through five years of growth. “The simulator module is the pinnacle of the course,” she says. “Closely followed by the Q&A sessions from Mark Ritson, which were interactive, dynamic, engaging, yet always challenging and informative.”
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.