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The Programme

WHAT is it?

A Marketing and Communication Short Course, aimed at fast-tracking your proficiency in Evidence-based Marketing (EBM) and advancing you to the next level of Marketing.

WHO should attend?

To compete in business today, these learnings need to be applied across all disciplines within the Marketing and Communication professions.
WHY do the course?
Until now, there has been a flood of disinformation, based on myths, assumptions and unvalidated theories, in relation to Marketing and Buyer Behaviour. Marketing remains a creative profession, but like many other creative professions, it needs laws to guide its efforts.

People skilled in Evidence-based Marketing (EBM) are becoming some of the most sought-after professionals in modern business.

COURSE MODULES
To compete in business today, these learnings need to be applied across all disciplines within the Marketing and Communication professions.

1

Introduction

2

Neuroscience

3

Behavioural Science & Behavioural Economics

4

Empirical Observations

Sources & Acknowledgements

1

Introduction

  • What is Evidence-based Marketing( E.B.M)?
  • Why is it important?
  • About the Ehrenberg Bass Institute for Marketing Science (E.B.I)
  • Sources and acknowledgements
  • Our credentials
  • Course outline

Prediction! “When young marketing people today retire, they will say they were ‘scientists’, studying buying and selling”

Professor Byron Sharp – Ehrenberg Bass Institute

2

Neuroscience

A simple guide to the relevant inner workings and structure of the brain

“The difference between describing something and understanding what causes it, is the difference between a useful insight and affecting a cure”

Andy Clark – Professor of Cognitive Philosophy

3

Behavioural Science & Behavioural Economics
Study of decision-making and judgements: applying insights to understand, predict and influence behaviour.

We think much less than we think we think”

Daniel Kahneman

4

Empirical Observations (Modules 4 to 12)

• Discoveries • Implications • Applications

Understanding How Brands Grow and Compete

  • Current theories and practices vs new theories and practices
  • Revised role of marketing

Market-Based Asset theory for brand growth

Mental Availability

  • Definition
  • How to build Mental Availability?
  • Brands and Branding

Physical Availability

  • Definition
  • Presence, prominence & portfolio
  • Barriers to purchase
Distinctive Assets (D.A’s)
  • Definition
  • Examples of D.A`s
  • Primary role of D.A’s
  • How to identify, create, and manage
Category Entry Points (C.E.P’s)
  • Definition
  • How they work?
  • How to identify and prioritise?
  • Application to marketing strategy

Principles For Effective Advertising

  • How advertising really works?
  • A.I.D.A vs A.T.R.N – a new model
  • Key considerations for marketing practices
  • Long term vs short term
  • Purpose-led advertising
  • Personalisation vs mass advertising
Media Strategy
  • Rands
  • Reach
  • Recency
  • Receptivity
  • Continuity
  • Attention optimization
Creative Execution
  • Brain processing limitations
  • Brain friendly tactics
Measuring Brand Health
Revised metrics for brand performance measurement
  • What are they?
  • Setting up & doing the research
  • Analysing the metrics

Masterclasses also available on above modules

“The Illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn”

Alvin Toffler – Writer, Futurist and Businessman
Sources & Acknowledgements

The leading authorities, institutions and books in
• Neuroscience
• Behavioural sciences & behavioural economics
• Empirical observations

”I can see further because I have stood on the shoulders of Giants”

Sir Isaac Newton

Gill Randall

Director

+27 82 457 2470 | gill@cmgroup.marketing

Debbie McIntyre

Director

+27 83 655 0363 | debbie@cmgroup.marketing

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