Shortcut MBA & Marketing

I completed eddu's Shortcut MBA & Marketing short course, which connects business management, marketing, and finance, from developing an idea and planning a business to assessing its potential to operate sustainably.

Designing a business around a problem and its value

This part covers finding ideas, analysing problems, and considering how an opportunity could become a business. Business Model Canvas and Lean Canvas help bring its different components into view together.

Another focus is a clear Value Proposition, alongside strategy, strengths, weaknesses, and changes needed in the business plan. eddu's published material also covers business analysis, using data to follow the situation, and responding to management problems.

Understanding customers and positioning a brand

Marketing subjects include customer behaviour and decision-making, from awareness to purchase, together with segmentation, targeting, and positioning.

The course information also includes competitor analysis, marketing strategies considering both the product and the consumer, and brand identity and image. These subjects address whom a business creates value for and how it wants customers to remember it.

Assessing feasibility through accounting and finance

The course connects a business plan with costs, budgets, pricing, and returns, as well as basic accounting and tax matters relevant to operating a business.

Financial Models and Feasibility Studies are another important part, examining figures and assumptions before investing, such as costs, break-even points, and payback periods. They bring financial considerations alongside the market perspective when evaluating an idea.

Seeing business decisions together

These subjects show how business planning requires several decisions to work together. The chosen value relates to the customer group, brand positioning relates to what the business delivers, and operations must align with costs and financial feasibility.

I keep this certificate as part of my business management learning record, with the original document available on this page.

This overview summarises eddu's published course information, including its article dated 11 March 2024. The issue date and certificate number follow my own document.