EST. MMXXVIMarketing as a discipline, evidence as its base.8 August 2026 · NL · EN
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M1

Foundation module

Sector-Specific Marketing

20 lectures

6× LAW · 10× FRAMEWORK · 2× HEURISTIC · 2× META — what do these labels mean?

SYNTHESIS

M1 · The productive tension

General laws of growthandsector-specific boundary conditions.

Primary sources

Sharp · Romaniuk · Dawes · sector literature

Lectures

20 lectures

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  1. M1-01The Portability Test — Which Laws Travel and Which Do Not2 SPTake the quiz →
  2. M1-02FMCG — The Evidence Heartland2 SPTake the quiz →
  3. M1-03Mental and Physical Availability at Full Strength2 SPTake the quiz →
  4. M1-04The Limits of the FMCG Template2 SPTake the quiz →
  5. M1-05Do the Laws Hold in Subscription Markets?2 SPTake the quiz →
  6. M1-06Churn, Retention and the Leaky Bucket2 SPTake the quiz →
  7. M1-07Product-Led Growth, Category Creation and Tech Folklore2 SPTake the quiz →
  8. M1-08Double Jeopardy in Banking and Insurance2 SPTake the quiz →
  9. M1-09Trust and Availability in Low-Interest Categories2 SPTake the quiz →
  10. M1-10Marketing Inside the Regulatory Perimeter2 SPTake the quiz →
  11. M1-11Long Cycles, Long Memories — Automotive Buying Behaviour2 SPTake the quiz →
  12. M1-12Being Remembered Between Purchases2 SPTake the quiz →
  13. M1-13The Grudge Purchase — Marketing a Commodity2 SPTake the quiz →
  14. M1-14Green Claims and the Purpose Temptation2 SPTake the quiz →
  15. M1-15Do the Laws Survive the Prescription Pad?2 SPTake the quiz →
  16. M1-16Marketing Under Ethical and Regulatory Constraint2 SPTake the quiz →
  17. M1-17Choosing Care — Insurers, Hospitals and the Annual Switch2 SPTake the quiz →
  18. M1-18The Retailer as Brand — Shopper Laws2 SPTake the quiz →
  19. M1-19The Platform Squeeze and Retail Media2 SPTake the quiz →
  20. M1-20The Sector Test as Method2 SPTake the quiz →

Quizzes

20 quizzes

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

  1. M1-01The Portability Test — Which Laws Travel and Which Do NotTake the quiz →
  2. M1-02FMCG — The Evidence HeartlandTake the quiz →
  3. M1-03Mental and Physical Availability at Full StrengthTake the quiz →
  4. M1-04The Limits of the FMCG TemplateTake the quiz →
  5. M1-05Do the Laws Hold in Subscription Markets?Take the quiz →
  6. M1-06Churn, Retention and the Leaky BucketTake the quiz →
  7. M1-07Product-Led Growth, Category Creation and Tech FolkloreTake the quiz →
  8. M1-08Double Jeopardy in Banking and InsuranceTake the quiz →
  9. M1-09Trust and Availability in Low-Interest CategoriesTake the quiz →
  10. M1-10Marketing Inside the Regulatory PerimeterTake the quiz →
  11. M1-11Long Cycles, Long Memories — Automotive Buying BehaviourTake the quiz →
  12. M1-12Being Remembered Between PurchasesTake the quiz →
  13. M1-13The Grudge Purchase — Marketing a CommodityTake the quiz →
  14. M1-14Green Claims and the Purpose TemptationTake the quiz →
  15. M1-15Do the Laws Survive the Prescription Pad?Take the quiz →
  16. M1-16Marketing Under Ethical and Regulatory ConstraintTake the quiz →
  17. M1-17Choosing Care — Insurers, Hospitals and the Annual SwitchTake the quiz →
  18. M1-18The Retailer as Brand — Shopper LawsTake the quiz →
  19. M1-19The Platform Squeeze and Retail MediaTake the quiz →
  20. M1-20The Sector Test as MethodTake the quiz →

Concepts

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

Practise the concepts · 49 →

Case studies

1 case studies

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

  1. Strategische casus (type 6) — sectortoets en bewijswegingThe Playbook Transfer: From Detergent to SoftwareRead the case →
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