Milwaukee Tool is a leading global professional power tool brand, and its Australia and New Zealand operation runs a marketing department of more than ninety people. With a team that size, getting everyone aligned around the same approach to marketing becomes increasingly important - and that was exactly the challenge James Ballantine, General Manager of Marketing for Australia and New Zealand, brought to the MiniMBA.
The MiniMBA in Marketing gave the wider marketing function a structured ten-week programme to work through together, one unit at a time. Engaging, concise and immediately applicable, it provided a shared set of principles and a common way of thinking about marketing that has continued well beyond the course itself.
“The problem I needed to solve was: how do I line up all my marketing leaders, and my entire marketing team, around some common concepts when it comes to doing marketing in the best way possible?” James said. “The MiniMBA delivered this.”
James also highlighted Mark Ritson’s delivery style as a major reason the programme resonated so strongly across the team, with participants finding both the content and teaching style highly engaging.
The impact has been long-lasting.
“What it delivered for us was a common understanding of how we're going to do great marketing, and a common language that still turns up today,”
“When we talk about what problems we're trying to solve, what challenges we have coming, what we need to do to win — we're using the same language and thinking about it in the same ways. This has really been a game changer for our business.”
