EST. MMXXVIMarketing as a discipline, evidence as its base.8 August 2026 · NL · EN
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F10

Foundation module

Marketing Organisation

8 lectures

7× FRAMEWORK · 1× HEURISTIC — what do these labels mean?

SYNTHESIS

F10 · The productive tension

Deliberate structure (King/Wilson)andemergent process (Mintzberg).

Primary sources

King · Wilson · Mintzberg

Lectures

8 lectures

0 of 8 · 0%
  1. F10-01What Marketing Organisation Actually IsFreeTake the quiz →
  2. F10-02In-House vs Agency — The False Dichotomy2 SPTake the quiz →
  3. F10-03The Agency Business Model Problem2 SPTake the quiz →
  4. F10-04The Brief — Where Most Marketing Fails Before It Starts2 SPTake the quiz →
  5. F10-05Evaluation and the Art of Feedback2 SPTake the quiz →
  6. F10-06The Agency as Interventionist, Not Supplier2 SPTake the quiz →
  7. F10-07The Marketing Team as System2 SPTake the quiz →
  8. F10-08Integration: the marketing organisation2 SPTake the quiz →

Quizzes

8 quizzes

A short quiz per lecture to test your grasp of the material.

  1. F10-01What Marketing Organisation Actually IsTake the quiz →
  2. F10-02In-House vs Agency — The False DichotomyTake the quiz →
  3. F10-03The Agency Business Model ProblemTake the quiz →
  4. F10-04The Brief — Where Most Marketing Fails Before It StartsTake the quiz →
  5. F10-05Evaluation and the Art of FeedbackTake the quiz →
  6. F10-06The Agency as Interventionist, Not SupplierTake the quiz →
  7. F10-07The Marketing Team as SystemTake the quiz →
  8. F10-08Integration: the marketing organisationTake the quiz →

Concepts

Active recall beats rereading: retrieve the definition from memory first, then flip the card.

Practise the concepts · 25 →

Case studies

5 case studies

Integrative cases where the module's concepts meet a single brand or situation.

  1. In-Housing Experiment CaseUnilever's U-Studio — The In-Housing Wave and RetreatRead the case →
  2. Interventionist Partnership ModelNike and Wieden+Kennedy — The 40-Year Interventionist PartnershipRead the case →
  3. Agency Consolidation ReformProcter & Gamble's Agency Consolidation — Fewer, Better, and the Fee Model ReckoningRead the case →
  4. In-House Creative ModelAirbnb's In-House Creative Team — The Boundary CaseRead the case →
  5. Brief and Feedback Failure CaseWW (Weight Watchers) — The Brief, the Feedback, and the Collapse of a Creative RelationshipRead the case →
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