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Mini MBA

Marketing Essentials


Build a solid foundation in strategic marketing, focusing on analysing dynamic market environments and developing effective marketing strategies. This Mini MBA unit covers market analysis, developing effective strategies, and applying the strategic marketing planning process to maximise competitive advantage.

4 hours
of Online Study
4 Units
Professionally Curated
100%
Online, Self-paced
Trustpilot

Overview

This Mini MBA unit offers a comprehensive understanding of the Strategic Marketing Process, focusing on how to navigate dynamic marketing environments, conduct environmental scanning, and develop strong brand positioning. Through individual and group activities, participants will learn to apply marketing tools and processes to design effective marketing strategies that maximise their firm’s competitive position both domestically and internationally.

Provides participants with a deep knowledge of strategic marketing, including the ability to analyse changing market environments and apply strategic marketing principles to drive business success. The unit aims to develop skills in crafting, implementing, and evaluating marketing strategies that align with organisational goals.

Learning Objectives

Upon completion, participants will be able to:

  • Distinguish between managerial and strategic marketing perspectives, including corporate, business unit, and product-level strategies.

  • Identify and analyse dynamic marketing environments through environmental scanning.

  • Evaluate various marketing strategies to meet business objectives.

  • Assess and apply the strategic marketing planning process effectively.

Topics Covered

  • Emergent trends in 21st-century marketing.
  • Fundamentals of strategic marketing planning.
  • Strategic variables and marketing orientations.
  • The marketing strategic planning process.
  • Environmental analysis and its importance.
  • Creating, implementing, controlling, and evaluating marketing plans.
  • Market segmentation and selecting target markets.
  • Product pricing strategies and repositioning.
  • Branding and brand development essentials.
  • Understanding product lifecycles and marketing strategies.
  • Developing new products with effective pricing, positioning, and branding.

Course Content

  • Short Videos (3-5 minutes) introducing key concepts.

  • Non-academic readings, including short articles, blogs, and case studies (3-4 pages).

  • Mini quizzes and evaluations to reinforce learning.

Optional Components

  • E-Portfolio: A tool for documenting learning experiences and additional materials, downloadable upon completion.

  • Short Reflective Activity: A 500-word online reflection focusing on key learnings and a personal marketing action plan.

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