WHO THESE PROGRAMS ARE FOR

• Experienced marketing/advertising practitioners (agency or brand side) who are familiar with (and or curious about)

  • The conventional marketing approach of Segmentation/Targeting/Positioning (STP) popularized by the work of Philip Kotler

  • The modern alternative to STP known as evidence-based marketing innovated by the Ehrenberg-Bass Institute and popularized in the book series How Brands Grow

  • Bridging the gaps between such theories and real world practice

PROGRAM GOAL

Learn how to translate evidence-based marketing theory into real world practice that guides growth across the marketing, brand and creative strategyd

EACH COURSE PROGRAM INCLUDES:

• 8 self-guided sessions over 8 weeks (1 session per week)

  • Session length: 45–60 minutes each

  • 20–30 minute videos per session

• Written courses with additional deep-dive content

• Additional framework/workbook materials for deeper exploration

• 4 LIVE instructor-led sessions (60 minutes each)

  • Live sessions take place between every two sessions

  • Open Q&A and application-focused discussion

• Training simulation using three fictional brands competing in the coffee category

  • PolarBean: The big market leader

  • Orbit: The mid-sized brand stuck in the middle

  • NightShift: The small indie (and alleged) cult brand

• Access to a private community space

  • Learn without pretending to have all the answers

  • Curiosity over posturing

  • A place to ask “Help me understand this” and develop your own voice

FOR 2026 ENROLLMENT INFO
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