About MRI-301

Understanding the disciplined process of evaluation.

The Market Ready Index® Assessment analyzes and evaluates each form of integrated marketing communications (IMC) across all channels: branding, marketing, advertising, design, internet, social media, multimedia, public relations, events, and sales.

MRI-301 Course Curriculum

Inside This Course

  1. 1
    • Syllabus

    • About MRI® Assessment

    • MRI® Assessment Process

    • Glossary

  2. 2
    • Analyst Review

    • Profile

    • Personas

    • Products

    • Services

    • Revenue

    • Objectives

    • Investments

    • Market Perception

    • Reference Docs

    • Analysts Conference

  3. 3
    • Understanding Analysis

    • Branding

    • Sales

    • Multimedia

    • Marketing

    • Events

    • Public Relations

    • Social Media

    • Design

    • Advertising

    • Digital

  4. 4
    • About Reporting

  5. 5
    • Summary

Learning Outcomes

Understand the new discipline for objectively evaluating an Integrated Marketing Communications program.

  • Learn how to define channels, differentiate subchannels, and explore how each is performing

  • A disciplined approach within context, measured against best practices with human intelligence.

  • Comprehensive report and executive summary representing performance and benchmarks by channel and subchannel.


Founder & CEO

Kevin Popović

Kevin Popović is the innovator of the Market Ready Index® concept and the chief inventor of the methodology. With more than 25 years of agency leadership, and fractional CMO responsibilities, KP is recognized as a veteran MarCom professional.

His peer-reviewed journal articles forecasted the application of social media while his books, demonstrate his understanding of integrated marketing communications and his leadership role within his professional community.