ADMA is partnering with Mark Ritson, one of the best-regarded authorities in the Australian marketing community, to deliver an online course called the ADMA Working From Home Marketing Masterclass.
Participants will be offered a course in marketing strategy and brand management, says Ritson. The course is first and foremost an advanced applied course in marketing.
Ritson warned against the rise of quick, poorly constructed courses as some companies look to cash in on the shift to home working — which, he warns, will often prove to be both simplistic and unnecessary.
“We will be using the time managers have at home more fruitfully.”
He described the current pandemic-fuelled disruption as a time to study core concepts, so that when the crisis eventually ends marketers can come flying out of the gate better marketers.
“Obviously we will also be speaking to the current strange economic and strategic challenges of COVID-19 as part of the program. There are some peculiar challenges right now that we have to address.”
To do this, each week Ritson will take the participants through a “COVID-19 application” of the key theme of that week. “We will look at the topic and how it applies to changes in the COVID era.”
Ritson has been running online courses for four years, saying he initially viewed it as a convenient way for busy managers to learn as well as offering him a more profitable way to market.
But, he says, there was a third factor that became apparent as his online programs prospered: “Managers learn more in an advanced online course versus a traditional theatre approach.”
There is scepticism over such claims — something he acknowledges. “But I am amazed at how much more effective and impactful the learning is when an online program is done well. The intimacy and interactions work very well.”
This Masterclass starts from $445 plus GST for the entire 12-week Masterclass.
About this author
Andrew Birmingham is the director of the Which-50 Digital Intelligence Unit of which ADMA is a corporate member. Members provide their insights and expertise for the benefit of the Which-50 community. Membership fees apply