Course description

Welcome to course Professional Diploma of Marketing Manager Business Partner by MTF Institute

Course provided by MTF Institute of Management, Technology and Finance

MTF is the global educational and research institute with HQ at Lisbon, Portugal, focused on business & professional hybrid (on-campus and online) education at areas: Business & Administration, Science & Technology, Banking & Finance.

MTF R&D center focused on research activities at areas: Artificial Intelligence, Machine Learning, Data Science, Big Data, WEB3, Blockchain, Cryptocurrency & Digital Assets, Metaverses, Digital Transformation, Fintech, Electronic Commerce, Internet of Things.

MTF is the official partner of: IBM, Intel, Microsoft, member of the Portuguese Chamber of Commerce and Industry.

MTF is present in 208 countries and has been chosen by more than 380,000 students.

Course Author: Igor Dmitriev

Digital Transformation and Banking Expert

Education:

MBA, The Boston University

Master of Science at Engineering (Technical) Management,

The State University of New York at Buffalo

Master of Science at Informatics and Economics,

Six Sigma Black Belt

Experience:

Expert at Banking (> 18 years), FinTech & Digital (> 15 years),

Experienced Manager (> 14 years) with successful track of records

at personal and corporate entrepreneurship.

More than 12 years at worldwide banking groups such us

Societe Generale , Raiffeisenbank

Experience at roles: CEO, Head of Business, Chief Digital &

Marketing Officer, Head of Digital Transformation and Channels, Head of Products and Marketing.

Who is a Marketing Business Partner (MBP)?

The Marketing Business Partner acts as a vital bridge between the marketing department and specific business units or divisions within an organization. They work to deeply understand the needs and objectives of a particular business area, translating those needs into effective marketing strategies and campaigns.

Typical Functionality of an MBP

Strategic Alignment: MBPs ensure that marketing plans are tightly integrated with the business unit's goals, creating a cohesive push toward overall company objectives.

Market and Customer Insights: They gather and analyze market and customer data related to their business unit, tailoring marketing efforts for maximum impact.

Campaign Development and Execution: MBPs collaborate with marketing teams to design and implement marketing campaigns that resonate with the target audience of their business unit.

Performance Measurement: MBPs track key performance indicators (KPIs) to measure the success of marketing initiatives, providing data-driven insights for optimization.

Relationship Building: They cultivate strong relationships with stakeholders within their business units, promoting trust and collaboration.

Why is the MBP Role Important for Companies?

Enhanced Focus and Specificity: MBPs provide dedicated marketing expertise to specific business divisions, ensuring tailored solutions rather than generic marketing approaches.

Improved Communication and Coordination: They facilitate seamless communication between marketing teams and business units, breaking down silos and increasing efficiency.

Data-Driven Decision Making: Their focus on market analysis and performance tracking fosters better strategic decisions rooted in real results.

Increased ROI: Optimized marketing efforts targeted to specific business areas lead to higher returns on marketing investments.

Learning, Development, and Building a Career as an MBP

Essential skills to develop for  success as a Marketing Business Partner:

Strategic Thinking: The ability to link marketing activities with overarching business goals is vital.

Analytical Skills: Strong data analysis capabilities to identify trends, opportunities, and areas for improvement.

Communication and Collaboration: Excellent interpersonal skills are crucial for building strong working relationships across teams and departments.

Project Management: MBPs need to organize and oversee complex marketing projects on time and within budget.

Business Acumen: A deep understanding of overall business operations, market dynamics, and industry trends.

Career Development Tips

Seek Cross-Functional Opportunities: Gain exposure to various aspects of marketing and business operations.

Network and Mentorship Connect with experienced professionals in the field. Seek out mentors for guidance.

Continuous Learning: Stay updated on marketing trends, best practices, and tools through industry publications, courses, or certifications.

Showcase Your Results: Document the impact of your marketing initiatives, demonstrating your value to potential employers or within your current organization.

What will i learn?

• 1. Strategic Marketing Expertise Develop and implement advanced marketing strategies that align with organizational goals, ensuring marketing initiatives contribute directly to business outcomes. Lead the integration of marketing and business functions, enabling cross-departmental collaboration and helping to drive cohesive, business-wide strategies. Gain expertise in market research and consumer behavior analysis, enabling you to make data-driven decisions that optimize customer acquisition, retention, and brand loyalty. Ability to position products or services effectively in competitive markets and identify opportunities for growth.
• 2. Enhanced Leadership Skills Lead marketing teams: Learn how to manage, mentor, and develop a high-performing marketing team, ensuring they are motivated, efficient, and aligned with business objectives. Business partnership: Understand how to work effectively with key stakeholders (e.g., finance, sales, product development, and senior management) to ensure marketing strategies support broader business goals. Change management: Gain the skills to lead marketing initiatives in periods of organizational change, guiding teams through uncertainty while maintaining alignment with business objectives.
• 3. Financial Acumen for Marketers Understand key financial principles (e.g., ROI, profit margins, cost structures, and budgeting) to make marketing decisions that are financially sound and contribute to the organization's bottom line. Communicate marketing impact: Develop the ability to present marketing outcomes in financial terms, making a compelling case to senior management or other stakeholders about the value of marketing investments. Learn how to develop and manage marketing budgets, forecast future performance, and make cost-effective decisions that maximize marketing ROI.
• 4. Advanced Digital Marketing Skills Gain a comprehensive understanding of digital marketing tools (e.g., SEO, SEM, social media, content marketing, email campaigns, data analytics) and how they can be applied strategically to achieve business goals. Learn how to measure and analyze digital marketing performance, using metrics like customer engagement, conversions, and lifetime value to optimize campaigns. Stay up-to-date with emerging digital trends and technologies (e.g., AI, automation, personalization) and understand their potential impact on marketing strategies.

Frequently asked question