Mini MBA in Marketing Communications

Get to know the client and their business before you sign on the account. Take notes about the marketer’s company, focus on looking for areas within their frame of reference to connect and bond on. Profile the decision makers, work experience and expectations.

Research is based on what has happened. Trends is focused on what will happen. Marketers that will be successful in this age of volatility are those ones 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.

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.

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.

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 advertising works.

A comprehensive induction kit on how to develop and present a pitch deck. Plan to win before you even start pitching by applying an easy to use framework when developing a marketing communications proposal.

Dimensioning the difference between upstream and downstream strategy, and assessing the role of marketing communications across the value chain. You have to wear three hats if you want to be a thorough-bred marketing communications practitioner - upstream, midstream and downstream strategy

Here, we set out the fundamentals of ‘effectiveness’, and to provide some advice to improve the measurement of campaigns. The best approach is to start thinking about how your communications activity is going to work and in how many different ways from the start of the strategic process.