How you learn
Experience an unparalleled mix of theory and practical insight. Teaching is grounded in real-life experience to enable you to develop practical techniques and strategies that are immediately applicable.
Market Driving Strategies is presented by leading thinkers, who bring both cutting-edge research and real-world experience to the programme. You will be taught by some of the School’s most creative and innovative minds
including Rajesh Chandy, John Mullins, David Arnold, Richard Hytner and Nader Tavassoli.
Relevant case studies demonstrate how other companies have come up with new and creative ideas, identified and overcome barriers and stimulate you to think about how you might deal with similar opportunities and
Skill-building case studies
Real-life case studies, sourced from around the world, challenge you to think about which strategies work and why, and how you might deal with similar situations. Previous case studies include: M-Pesa, which examines the mental boundaries that prevent us from spotting opportunities; Royal Hygiene Care, which explores how to drive markets on the back of socioeconomic change; and Red Bull: the ‘Anti-brand’ brand, which focusses on driving markets from the inside out, and the outside in.
Real-world insights from business leaders
Guest speakers on this programme share their experience of working with ground-breaking new products and services across diverse sectors. Previous speakers include: Nick Hughes, founder of the M-Pesa mobile money scheme; Christian Hernandez, Managing Partner at White Star Capital; and Savio Kwan, the former President and Board Member of e-commerce specialist Alibaba.com.
Practical interactive learning
Visit the Museum of Brands to see how marketing theory is put into practice. Explore the importance of brand: work in groups to discuss the role of technology and social media in branding.