Marketing Education
Structured programmes for teams who need the fundamentals rather than a specific tool: how the channels work, how they interact, and how to judge what you are being sold.
Aperçu
A lot of expensive marketing decisions are made by people who were never taught how the channels work. Not through any failing on their part; they came from operations or finance or founded the company, and the vocabulary is designed to obscure as much as it explains.
This is the programme for that. Not tool training, but how demand actually gets created, what each channel can and cannot do, why the numbers disagree with each other, and how to tell a good agency proposal from a confident one.
À qui cela s'adresse
- Executives who commission marketing without a background in it
- Founders taking marketing decisions for the first time
- Teams who have inherited channels nobody explained to them
Notre approche de Marketing Education
Les travaux précis que couvre une mission type. Le périmètre est convenu d'avance : rien ici ne réapparaîtra plus tard comme une ligne surprise.
How demand is created
The underlying model: awareness, consideration and conversion, and why activity in one place shows up in another.
Channel fundamentals
What each channel is genuinely good at, what it costs, and where its limits are, without the vendor framing.
Measurement literacy
Why the platforms disagree with each other and with your accounts, and which numbers to trust for which decision.
Reading a proposal
How to evaluate an agency or vendor proposal, including the claims that should prompt a harder question.
Budget and planning
How to set and allocate a marketing budget, including the thresholds below which a channel cannot work.
Working with specialists
How to brief, review and hold specialists accountable without needing to do their job.
Du premier échange au résultat mesuré
Toujours la même séquence, pour que vous sachiez ce qui vient ensuite.
Scope
Establish what the group already knows and which decisions they need to be able to take.
Build
Design the programme around your market and your channels rather than a generic syllabus.
Deliver
Run as a series of sessions with real examples from your own reporting.
Apply
Work through a live decision together, which is where the material becomes usable.
Des résultats, pas des livrables
Un empilement de documents n'est pas un progrès. Voici les changements que le travail doit produire.
Better questions
The most visible change is the quality of questions asked in agency and vendor meetings.
Numbers understood
Knowing why platform reports disagree removes a recurring source of confusion and bad decisions.
Confident budget decisions
Understanding channel thresholds prevents the spread-too-thin allocation most companies default to.
Specialists held to account
You do not need to do the work to know whether it is being done well.
Questions fréquentes sur Marketing Education
Ce qu'on nous demande avant de nous contacter. Si votre question n'y est pas, posez-la nous directement.
Who is this for?
People who commission or oversee marketing without having practised it: founders, executives, and staff who moved into marketing from another function. It is not a practitioner course.
How is this different from workshops and training?
Workshops build a specific practical skill on your own accounts. This builds general literacy so you can judge marketing decisions and proposals. Different audiences and different aims.
Will you tell us things that are against your interest?
That is largely the point. Teaching someone to evaluate a proposal properly means they will evaluate ours the same way, which we would rather have than a client who cannot tell the difference.
How long is the programme?
Typically four to six sessions across a couple of months, spaced so material can be applied between them. Compressing it into one block reliably produces less retention.
Vous réfléchissez à Marketing Education ?
Dites-nous ce que vous cherchez à changer. Si nous ne sommes pas les bons interlocuteurs, nous vous le dirons et vous orienterons ailleurs.
Vous cherchez la vue d'ensemble ?
Marketing Education accompagne généralement d'autres travaux en Training, Enablement & Knowledge. Parcourez tout le domaine pour voir les liens.