TWICM
Training
A professional marketing course built on evidence and the practitioner insight of 180+ episodes of That's What I Call Marketing.
Buy NowFrom €100 (student) · €250 (individual) · €2,000 (team of 10)
18 chapters drawn from 180+ episodes, 180 quiz questions, progress tracking, and a certificate of completion.
Before You Begin
Time Commitment
Core course reading takes approximately 45–60 minutes per chapter. Completing the Required Reading adds 20–30 minutes. Engaging with Suggested Listening and Suggested Texts adds 2–3 hours per chapter. A learner completing the core course across all 18 chapters should allow approximately 15–18 hours. Full engagement including all recommended resources represents 50–60 hours of learning.
What This Course Is and What It Is Not
This course is designed to give a marketing team a shared understanding of how marketing works as a commercial discipline — grounded in evidence and informed by the practitioner insight of 180+ episodes of That's What I Call Marketing. It is not a tactical execution guide, a platform handbook, or a substitute for specialist training in digital marketing, CRM, performance marketing, or agency management. It will not tell you how to run a paid social campaign or build a media plan from scratch. What it will do is give you and your team a common framework, a shared vocabulary, and a stronger instinct for the decisions that determine whether marketing creates commercial value or merely creates activity.
The Role of the TWICM Podcast
That's What I Call Marketing has recorded 180+ episodes in conversation with some of the most thoughtful practitioners in marketing — CMOs, strategists, researchers, and creatives. The themes those conversations keep returning to — the commercial case for brand investment, the evidence behind pricing decisions, the difficulty of measuring what matters — are the same themes this course is built around. The podcast guests you will encounter in the Evidence and Perspectives sections are not here as authorities replacing the research. They are here as practitioners who have lived these questions, and whose experience illuminates what the evidence looks like when it meets the real world. The research stands on its own. The podcast brings it to life.
Course Chapters
18 chapters covering strategy, evidence, and practice — drawn from 180+ episodes and each with a quiz to test your understanding.
What Marketing Actually Is
Ask ten people what marketing is and most of them will describe some version of the same thing: advertising, social...
Understanding Customers
There is a persistent temptation in marketing to assume that customers think about your brand the way you do. They do...
Segmentation, Targeting, Positioning
Chapter 2 established how customers actually make decisions: mostly quickly, largely automatically, driven by...
Product, Creating Value
Of the four Ps, product is the one marketers are most likely to treat as someone else's problem. Product decisions...
Price, The Most Powerful Marketing Tool
Chapter 1 introduced price as one of the four Ps, noting that it is the most frequently mismanaged element of the mix....
Place, Getting to Market
Place is the most invisible of the four Ps. You can see a product. You can see a price. You can see an advertisement....
Promotion, Communication That Builds and Activates
Of the four Ps, promotion is the one that gets confused most often with marketing itself. Organisations that conflate...
What Brand Equity Is
Brand is one of the most used and least defined words in marketing. It is used to mean logo, visual identity,...
The Science of Brand Growth
Chapter 8 defined the brand asset: what it is, how it is built, how it accumulates, and why it has commercial value....
Creative Effectiveness
Chapter 7 covered how advertising works as a system. Chapter 9 established why reach and mental availability matter for...
Media Planning and Channel Strategy
Media planning is where communication strategy meets the real world. The brief is written, the creative is made, the...
Measuring Marketing Effectiveness
Measurement is not a neutral act. The metrics an organisation chooses to track, the timeframes it measures over, and...
B2B Marketing
B2B marketing is marketing. This is both the simplest and the most contested claim in this chapter. The temptation to...
Sponsorship and Partnerships
Sponsorship is one of the most widely misunderstood tools in the marketing mix. It is routinely purchased as a form of...
Global Brands and Cultural Marketing
The most expensive assumption in global marketing is that a brand which works at home will work everywhere. Not because...
AI and the Future of Marketing
A note on this chapter: the rate of change in AI is faster than any other topic this course covers. The principles here...
Building a Commercial Marketing Function
Most marketing functions have more capability than they have structure. The people are capable. The thinking is often...
Marketing Leadership: Thinking Like a Leader
Marketing leadership is not about managing the marketing department. It is about growing the business. That distinction...