Mini MBA Course
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Innovation starts here. Understand the key components of brand strategy, advertising, mapping culture, customer engagement and behavioral science. Build brands that are immersed in the fabric of cultural moments and movements with the Mini MBA in Brand Management
Introduction to brand management and the role it plays in marketing communications. Analyzing your organization’s value chain and marketing communications ecosystem is important to making your brand stand out, appear trustworthy and appeal to the right audience.
An upstream process that shapes what happens and how it happens across all points of downstream execution. Deep understanding of what a brand is, and what it could be, is therefore a core strategic skill.
A critical rethink of how we advertise and sell products. Our stories should be centered on people, purpose and changing behavior. This module is a relook at the current marketing practice and why it should serve human needs and not the other way around. It’s time to return to the essence of HumanKind.
Research is based on the past. Trends is focused on what’s next. In the age of volatility, successful marketers are those that anticipate the future needs and wants of consumers. We will share the lessons of applying these strategic planning tools - ‘HIF’ (Hindsight, Insight, Foresight), trend architecture and CTC frameworks.
African Retail Case Study: Hubmart An hypothetical look at the Hubmart brand: How they should have used an innovative shopper marketing approach to woo customers, and retain their dominant position in the Nigerian retail sector.
It really all boils down to connecting brands to consumers and vice versa. The ways that marketing can influence behavior, the essential role of communications and how advertising works.
Looking for consonance (or dissonance) between brand, people and culture. Basic principles of identifying meaningful subgroups of existing and potential consumers who are clustered around common, identifiable traits, as well as the role of big data, machine learning and AI in creating new opportunities to identify meaningful target audiences.
When should media thinking be brought into the strategic process? In this module, we will be sharing perspectives on how brands should approach channel planning in today’s complex media landscape. The importance of aligning media and creative strategy, and delivering true channel planning cannot be overestimated.
