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Mark runs the Mini MBA in Marketing and Brand Management. He’s a columnist for Marketing Week. Prior to that he was a consultant for LVMH and a stack of brands you’d know. And Prof at the world’s top business schools. He’s not short of opinions either. 

In this episode we discuss:

  1. What’s the Mini MBA about and where did the idea come from 
  1. What’s the difference between the brand management and marketing MBA courses 
  1. What common mistakes marketers make and how do you fix them? 
  1. Brand purpose… is it EVER useful? 
  1. WTF is humaning all about (read Andi’s take on this shambles
  1. Why can’t marketers do pricing? 
  1. What the Mini MBA teaches us about pricing  
  1. Sum up the DTC revolution in one word 
  1. Will Tesla be the biggest thing in the car world or is it overhyped? 
  1. What’s driving Netflix’s push to stop password sharing 
  1. Mark’s views on Byron Sharp 
  1. Why move from the remotest place in England to the remotest place in Australia 

Mark Ritson

Mark has a PhD in Marketing and spent 25 years working as a marketing professor at London Business School, University of Minnesota, Melbourne Business School, MIT Sloan and SMU, winning a shit ton of prizes along the way.  

He’s worked as a global brand consultant for clients that include Baxter, Loewe, McKinsey, Subaru, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Jurlique, Cloudy Bay and WD40.  
For thirteen years he was the in-house brand consultant for LVMH – the world’s largest luxury group – working in Paris with senior executives from brands like Louis Vuitton, Dom Perignon and Hennessy.  
He’s written for Marketing Week for over 20 years, winning Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK, four times and the British Society of Magazine Editors Business Columnist of the Year twice.  

He’s had work published in the Sloan Management Review, Harvard Business Review, the Journal of Advertising and the Journal of Consumer Research.  
His co-authored pricing research was cited by George Akerlof during his 2001 Nobel Prize acceptance speech. These days he focuses on the Mini MBA in Marketing courses which is open to any marketer, 100% online and run twice a year.  

Mark on LinkedIn  and Twitter

Important Links

Mark Ritson’s website

Mini MBA  

Book Recommendations

Good Strategy Bad Strategy: The Difference and Why it Matters by Richard Rumelt

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.Sign up for the programme here:

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn

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Andi Jarvis, Eximo Marketing.