Evidence Based Marketing Courses2019-04-16T09:16:02+00:00

COURSE
OFFERINGS

COURSE OFFERINGS

Evidence-Based
Marketing Courses

Evidence-Based Marketing Principle and Practices

Who will benefit:

Anybody in the marketing,communication, advertising or related industries:

  • Marketing Managers/ Directors, Brand Mangers (everyone in the Marketing Department)
  • Creative Departments (Creative Agencies)
  • Media, channel, planners and strategists (Media agencies)
  • PR and Corporate Communication professionals
  • Client Service Departments and Media Owners

Evidence-Based Marketing course offerings:

  1. Evidence-based Marketing, Principles and Practices (full course) – Internal Training
    • Completed in-house with your team
    • This can be done over two days OR as five sessions of 2 ½ hours each
  2. Evidence-based Marketing, Principles & Practices (full course) – 2-day workshop
    • These are run every few months for smaller companies and consultants
  3. Evidence-based Marketing – Master classes
    • Two hour sessions on selected key topics

Evidence-based Marketing, Principles and Practices Full Course:

This “Modern Marketing Bootcamp” brings together a body of evidence-based thinking in one useful and inspiring workshop.

It will equip your team with the latest, proven principles for effective communication and brand health.

We take a look at:

  1. Consumer Behaviour
  2. Why brands matter
  3. Principles for brand growth

This course stitches together relevant fact-based learnings, and draws from three key disciplines:

  1. Observed Consumer Behaviour *OCB
    • Ehrenburg-Bass Institute of Marketing Science/ EBI
  2. Behavioural Economics *BE
    • Understating how we make decisions
  3. Cognitive Neuroscience
    • Neuro-marketing

Globally, these learnings are being applied to marketing strategies at a rapid pace.

This is your opportunity to be at the forefront of this next-gen marketing knowledge!

Course Outline:

MODULE 1
Introduction to the Science of Marketing

MODULE 2 
Unpacking the concepts of OBC, BE and CN

  • An overview of the main contributors in these fields, examining how their discoveries and research have had a major influence on modern marketing
  • Understanding how consumers make decisions, underpinned by Behavioural Economics
  • The concept of System 1 and System 2
  • What are Heuristics and Cognitive Biases and how can you use them to develop more effective communication?

The role of brands in consumer decision making

MODULE 3
Fundamentals for establishing and maintaining a strong brand

  • The concept of Mental Availability
  • Why brand assets matter
  • Understanding the importance of category entry points
  • Brand Differentiation vs Brand Distinctiveness

The role of creativity in brand communication

  • Emotional vs. Rational communication
  • Is there a place for storytelling?

MODULE 4
Principles for brand growth

  • How to define your Target Market
  • Implications for Marketing Strategy
  • Considerations for media metrics

MODULE 5
Course summary

Master Classes:

  1. Distinctive Brand Assets and Category Entry Points
  2. Principle of Brand Growth
  3. Understanding Consumer Behaviour/ Decision Science – “The application of Behavioural Economics into Marketing Practice”
  4. Made to Stick; creating sticky ideas
  5. The role of Creativity in Brand Building; Why Emotion and Storytelling matters
  6. Generation Z; understanding our next-gen consumer

Evidence-Based Marketing Courses

Evidence-Based Marketing Principle and Practices

Who will benefit:

Anybody in the marketing,communication, advertising or related industries:

  • Marketing Managers/ Directors, Brand Mangers (everyone in the Marketing Department)
  • Creative Departments (Creative Agencies)
  • Media, channel, planners and strategists (Media agencies)
  • PR and Corporate Communication professionals
  • Client Service Departments and Media Owners

Evidence-Based Marketing course offerings:

  1. Evidence-based Marketing, Principles and Practices (full course) – Internal Training
    • Completed in-house with your team
    • This can be done over two days OR as five sessions of 2 ½ hours each
  2. Evidence-based Marketing, Principles & Practices (full course) – 2-day workshop
    • These are run every few months for smaller companies and consultants
  3. Evidence-based Marketing – Master classes
    • Two hour sessions on selected key topics

Evidence-based Marketing, Principles and Practices Full Course:

This “Modern Marketing Bootcamp” brings together a body of evidence-based thinking in one useful and inspiring workshop.

It will equip your team with the latest, proven principles for effective communication and brand health.

We take a look at:

  1. Consumer Behaviour
  2. Why brands matter
  3. Principles for brand growth

This course stitches together relevant fact-based learnings, and draws from three key disciplines:

  1. Observed Consumer Behaviour *OCB
    • Ehrenburg-Bass Institute of Marketing Science/ EBI
  2. Behavioural Economics *BE
    • Understating how we make decisions
  3. Cognitive Neuroscience
    • Neuro-marketing

Globally, these learnings are being applied to marketing strategies at a rapid pace.

This is your opportunity to be at the forefront of this next-gen marketing knowledge!

Course Outline:

MODULE 1
Introduction to the Science of Marketing

MODULE 2 
Unpacking the concepts of OBC, BE and CN

  • An overview of the main contributors in these fields, examining how their discoveries and research have had a major influence on modern marketing
  • Understanding how consumers make decisions, underpinned by Behavioural Economics
  • The concept of System 1 and System 2
  • What are Heuristics and Cognitive Biases and how can you use them to develop more effective communication?

The role of brands in consumer decision making

MODULE 3
Fundamentals for establishing and maintaining a strong brand

  • The concept of Mental Availability
  • Why brand assets matter
  • Understanding the importance of category entry points
  • Brand Differentiation vs Brand Distinctiveness

The role of creativity in brand communication

  • Emotional vs. Rational communication
  • Is there a place for storytelling?

MODULE 4
Principles for brand growth

  • How to define your Target Market
  • Implications for Marketing Strategy
  • Considerations for media metrics

MODULE 5
Course summary

Master Classes:

  1. Distinctive Brand Assets and Category Entry Points
  2. Principle of Brand Growth
  3. Understanding Consumer Behaviour/ Decision Science – “The application of Behavioural Economics into Marketing Practice”
  4. Made to Stick; creating sticky ideas
  5. The role of Creativity in Brand Building; Why Emotion and Storytelling matters
  6. Generation Z; understanding our next-gen consumer
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