Part 1 of 2: Mark Ritson is an adjunct professor of Marketing at Melbourne Business School, helping to develop the mini MBA with Marketing Week and also writing an award winning column in the same publication. His accolades are endless and Mark offers so much value that we’ve split this into a two parter…. you lucky people.
We’ve even included a top tip about styling out your CIM (Chartered Institute of Marketing) assignment answers to help make them more readable and ultimately… easier to mark so don’t miss this one… or the next, unless you’ll only hear half of Marks story.
Take Aways (Part 1)
– Mark has seen at least 1,500 years worth of marketing plans being executed and reviewed and very tongue in check called himself the Yoda of Marketing, which on a more serious note just highlights the fact that he is in a prime position to offer advice and guidance for some of the biggest brands in the world!
– But Mark is also an academic through and through, believing that a healthy mix of theory and practical application is vitally important. Do you practice what you preach or even preach what you practice?
– Digital hasn’t changed the basics of marketing, they are still all the from the 4 P’s upwards, Digital has simply provided another platform to integrate into marketing plans
and we’ll hear more from Jedi Mark on the next episode..
Top Tips – Style it Out and Count Those Pages
Style it out – Around 10% of your marks can be attributed to the style and presentation. Your assignment should be easy to understand and read, flow nicely and be written in the format that is specified – briefing paper, report, presentation – it is important that is written and structured to a specific format.
You don’t want to make your assignment difficult to read! A good way to test this would be to ask someone to if they find your style easy to read and understand. OK they may not grasp some of the concepts, but if your answers flow and are presented will, this will benefit you and the examiner.
My second bonus tip on this episode is to consider the Page / word count – it’s there for a reason.
To guide you on how much you should be looking to write, if it over this amount, you’ve ether waffled on for to long, which doesn’t do anyone any favours, you could have gone into to much detail about certain aspects of your answer or you have simply written to much, more than is required and although you may feel everything is important, an examiner will expect you to be able to provide enough information over say 2, 3 or 4 pages that this should be your limit. On the other side however, if you don’t fill your quota of words or pages, then don’t fill the rest of the page with countless words. They will literally be counted for nothing. Only write to answer the question set and not to fill pages.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Marketing Week Column: https://www.marketingweek.com/focus/mark-ritson/
Mini MBA: https://mba.marketingweek.com
Tango Ad: https://www.youtube.com/watch?v=iqVFnxHWnlc
Leeds Rebranding: https://www.marketingweek.com/2018/01/31/mark-ritson-leeds-united-rebrand/
Art of War Sun Tzu: https://amzn.to/2JD0yaf
Net Promotor Score: https://www.smartinsights.com/customer-engagement/customer-engagement-analytics/using-net-promoter-score-to-assess-marketing-effectiveness/