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Seminar Curriculum

This is a seminar about modern marketing—how to enroll, engage and transform the people we seek to serve.

It's built on three precepts: empathy, humility and effectiveness.

In addition to weekly Q&A lessons, we tailor the Seminar to the interests of current students.

Here's a partial list of topics covered:

  • Identifying the change you aim to make
  • Reaching the people you seek to change
  • Clarifying the promise you are willing to make
  • Developing an empathic posture
  • Positioning yourself
  • Outlining personas
  • Understanding status roles
  • Researching the market effectively
  • Pricing your service
  • Building your brand
  • Earning permission to market
  • Telling stories that resonate and spread
  • Creating your modern marketing plan

And a sample list of companies featured in case studies:

  • Lululemon
  • Hershey’s
  • Discourse
  • Penguin Magic
  • Welch’s