What I learned from the MiniMBA in Marketing - a review

10 Big ideas from the MiniMBA in Marketing

I’ve just completed the MiniMBA in Marketing, and I wanted to reflect on some of the lessons that really stuck. Ten modules later, it’s reinforced what I know while challenging how I think — strategic marketing is part science, part discipline, and part knowing when to keep things simple.

Here are a few of the MiniMBA in Marketing takeaways that really stuck - I hope this review (and recommendation!) helps.

Market orientation isn’t a given, you sometimes have to lead it.

Unless there’s a clear direction from the top to be market-oriented, that responsibility often falls on the marketing team. It’s not easy, but it’s essential. We have to bring the voice of the customer to the table, and that mindset shift alone can unlock better thinking across the business.

Great research starts with the end in mind.

One of the biggest mindset shifts for me was the backwards approach to marketing research: decide what you need to know / the decisions you need to make, and design your research from there. The fascinating and growing role of synthetic data is also opening up new possibilities, but the same principles apply.

Segmentation is only useful when it drives action.

'Sophisticated' mass marketing still matters, especially for brand building, but behavioural insights are key to doing it well. The meaningful actionable grid framework really helped clarify how to build segments that actually support real business strategy.

Strategy = choice.

Targeting, positioning, and objectives aren’t separate steps, they’re part of a bigger decision-making process. Strategy should be clear and simple when it’s finished, even if it’s messy to get there. 'Two-speed' targeting (brand building vs conversion activity) is likely the best solution for most businesses.

Positioning should pass the 3 C’s test.

A strong brand position needs to hit the sweet spot: something your Customer wants, something your Company can deliver, and something that’s better than or different from the Competition. Keep it simple, keep it distinctive, and use your brand codes everywhere.

Objectives only work when they reflect your reality.

Creating the right objectives for success is critical. Build a custom marketing funnel based on how your customers actually move from awareness to action - that journey will help you identify the right objectives. Customer funnels drive objectives - don’t just adopt a generic funnel and call it strategy. Then make them SMART, grounded in your research, and focused. Five or fewer is usually more than enough to drive meaningful progress.

Most new products fail. Pricing is your power move - use it wisely!

Too much NPD fails because it’s based on internal ideas, not customer needs. Look at real behaviours, use the 'jobs to be done' model, and know when to stop. Most companies have too many products, so learn when to 'kill' SKUs. When it comes to pricing, the research and how you frame the price often matters more than the price itself. Pricing is profit - don't get stuck in the discounting spiral of doom!

Promotion needs structure, separation, and serious creativity.

Budgeting for promotion should be deliberate. ESOV is a useful guide, but especially for SMEs, a zero-based budgeting approach often makes more sense. A useful guide is Dr Grace Kite's research of the average promotional budget that drives results is between 5-10% of revenue. Split spend into long (brand building) and short (activation) campaigns (e.g. 60/40), but don’t blur the two. Use a strong channel mix, integrate messaging across platforms, and prioritise consistency and longevity. Creativity is a proven multiplier of profit, so go as big as you can and reuse your best work. Wear-out isn’t real. So measure, reuse, and repeat.

Place isn’t just logistics, it’s strategy.

Distribution should align with your positioning and strategy from day one. Where and how people experience your brand shapes their perception of it. Premium products need premium presence. Omni-channel is the dream — a single brand experience across every touchpoint — but it’s complex to execute. Channel conflict, pricing control, and grey markets are real challenges. Plan ahead and protect your brand.

What this course taught me.

This course gave me the thinking space (and practical frameworks) to further sharpen the strategic side of my marketing practice - I'm a great believer in continuous professional development. The MiniMBA is a reminder that good marketing doesn’t start with a tactic. It starts with understanding, then making strong, simple decisions.

And one final point - if you're considering investing in yourself or your team - the MiniMBA comes highly recommended. Honestly, I wish I'd done it sooner.