INTRODUCTION TO THE COURSE
Marketing is more than just promotion—it’s a strategic function that aligns business offerings with customer needs, builds meaningful stakeholder relationships, and drives long-term value. The Mini MBA in Marketing & Brand Management training course equips professionals with strategic insights, practical tools, and leadership mindsets to excel in today's fast-evolving marketing landscape.
This immersive training course explores the critical decisions marketing and brand leaders face when aligning organisational resources with dynamic market conditions. Participants will examine best practices, evaluate real-world case studies, and apply advanced marketing frameworks to enhance brand presence, increase customer engagement, and support sustainable business growth.
This Mini MBA in Marketing & Brand Management training course will highlight:
- Aligning marketing strategies with broader business goals
- Managing brands with consistency, creativity, and strategic foresight
- Integrating digital and traditional marketing channels
- Analysing buyer behaviours and customer journeys
- Driving brand equity through customer-centric innovation
- Building relationships and stakeholder influence
- Applying the marketing mix to support growth and positioning
COURSE DETAILS
Objectives
By the end of this Mini MBA in Marketing & Brand Management training course, participants will be able to:
- Align marketing activities with organisational vision and strategy
- Integrate digital, social, and traditional media to boost outreach
- Use buyer insights to shape products, services, and messaging
- Evaluate and optimise brand management strategies
- Develop marketing plans that increase sales and customer loyalty
- Navigate sales recruitment and team performance enhancements
- Recommend branding activities that deliver long-term value
Training Methodology
The training course combines presentations that share both theory and industry best practices with practical sessions in accordance with adult learning and blended learner-centered principles.
Participants will have opportunities to put into practice the skills they develop and enhance during the course. We make the most of small and whole group exercises, videos, case studies, peer exchange, brainstorming, role plays and discussions.
We will spend time working one-on-one and in small groups to resolve the challenges participants face. They will leave with new ideas and skills they can implement immediately they step back into their teams.
Participants are encouraged to reflect on and discuss their own professional issues and experiences. Overall, 60% of training will be experiential and 40% will be theoretical.
Participants will receive a training course manual with an introduction to the training course, slides, overview, background information, exercises, and plenty of space for their own notes.
Organisational Impact
Organisations will benefit from enhanced marketing leadership and brand strategy execution. Outcomes include:
- Sharpened marketing strategies aligned with business goals
- Stronger brand positioning and customer loyalty
- Increased marketing ROI through efficient resource use
- Consistent brand experiences across touchpoints
- Improved customer satisfaction and retention
- Professional development of marketing and branding teams
Personal Impact
Delegates will gain:
- Confidence in shaping and leading marketing strategies
- Practical knowledge of marketing finance, budgeting, and forecasting
- Skills to manage branding across physical and digital platforms
- Greater ability to advise executives on market opportunities
- Enhanced capacity to build stakeholder relationships
- Strategic thinking aligned with customer needs and business growth
Who should Attend?
This KC Academy Mini MBA in Marketing & Brand Management training course is for executives with marketing responsibilities, and those who wish to understand strategic marketing decision making, including:
- Regional and Country Managers
- Marketing Managers and Marketing Directors
- Brand Managers and Directors
- Customer Relationship Managers and Executives
- Customer Service Managers and Executives
- Business Development Managers and Executives
- Marketing Strategists and Planners
- Digital Brand Management, Digital Marketing, Social Media and SEO Specialists
- Researchers and Data Analysts
- PR, Public Affairs, Community Relations, Media Relations and Reputation Management Professionals
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DAILY AGENDA
DAY 1: Strategic Marketing Management
- Overview of the core marketing concepts and the marketing process
- Methods for analyzing marketing opportunities
- Strategies for managing products and services including product families and product lines
- Designing pricing strategies to maximize volumes, revenues or profits
- Strategic distribution decisions to get products to customers quickly and cost effectively
- Developing effective promotion strategies to engage consumers, customers and clients
DAY 2: Brand Management
- Creating an effective brand identity
- Brand naming options for product families and product lines
- Developing support for the brand: champions, ambassadors, celebrities, influencers
- Protecting the brand over time: monitoring stakeholder experiences and perceptions
- Knowing when to refresh the brand
- Managing the organizations reputation
DAY 3: Managing Stakeholders
- Understanding B2C decision making and buyer behaviors
- Understanding B2B decision making and buyer behaviors
- Mapping, segmenting and prioritizing stakeholders
- How to create buyer behaviors
- Relationships management: using customer journey maps
- Improving customer experience: taking customers on the journey
DAY 4: Managing Marketing Communication Activities
- Key marketing tools and channels
- Digital marketing and social media marketing
- Managing relationships with the media
- Developing new products and services
- Managing the product life cycle
- Useful frameworks for creating a marketing plan
DAY 5: Evaluation & Finance for Marketers:
- Developing key marketing KPIs to measure outputs, outcomes, value and differentiation
- The financial cycle: creating marketing forecasts and budgets
- Reading financial information: P&L accounts, balance sheets and cash-flow
- Demonstrating return on investment for executives
- Investment decision making
- Action planning
Certificate
- On successful completion of this training course, KC Academy Certificate will be awarded to the delegates.