F1
Foundation module
What Marketing Actually Is
8 lectures7× FRAMEWORK · 1× HEURISTIC — what do these labels mean?
F1 · The productive tension
Drucker discipline (function + responsibility)andHolt cultural outcomes.
Drucker · Rumelt · Holt · Kotler · Ritson
Lectures
8 lectures
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- F1-01What is Marketing?FreeTake the quiz →
- F1-02The Three Practitioners: Client, Agency, In-HouseFreeTake the quiz →
- F1-03Marketing vs. Sales vs. CommunicationsFreeTake the quiz →
- F1-04The Decision ProblemFreeTake the quiz →
- F1-05The Marketing Process: From Analysis to ActionFreeTake the quiz →
- F1-06What Marketers Actually DoFreeTake the quiz →
- F1-07The Seven Misconceptions About MarketingFreeTake the quiz →
- F1-08Integration: the marketerFreeTake the quiz →
Quizzes
8 quizzes
A short quiz per lecture to test your grasp of the material.
- F1-01What is Marketing?Take the quiz →
- F1-02The Three Practitioners: Client, Agency, In-HouseTake the quiz →
- F1-03Marketing vs. Sales vs. CommunicationsTake the quiz →
- F1-04The Decision ProblemTake the quiz →
- F1-05The Marketing Process: From Analysis to ActionTake the quiz →
- F1-06What Marketers Actually DoTake the quiz →
- F1-07The Seven Misconceptions About MarketingTake the quiz →
- F1-08Integration: the marketerTake the quiz →
Concepts
Active recall beats rereading: retrieve the definition from memory first, then flip the card.
Case studies
5 case studies
Integrative cases where the module's concepts meet a single brand or situation.
- Historical Foundation CaseP&G — The Invention of Modern MarketingRead the case →
- Contemporary Practice CaseHubSpot — When Marketing and Sales ConvergeRead the case →
- Strategy Application CaseAldi — Diagnosis-Driven Strategy in ActionRead the case →
- Anti-Case (Failure Analysis)Kodak — Knowing the Customer and Still FailingRead the case →
- Contemporary Provocative CaseLiquid Death — Marketing as the ProductRead the case →