Marketing as a Science: The Ehrenberg-Bass Way

Most marketers learn by doing, picking up rules of thumb from colleagues, case studies, and gut feel. Some of those rules are right. Many aren't. The Ehrenberg-Bass Institute spent decades collecting buying data across categories and countries, and what they found contradicts a surprising amount of what gets taught in marketing. Buyers aren't loyal the way you think. Small brands don't fail for the reasons you'd expect. Loyalty programmes and targeting your 'core customer' may be doing less than you believe.

This course works through the core findings: Double Jeopardy, Pareto, mental and physical availability, distinctive assets, and the difference between differentiation and distinctiveness. You won't just be told what the conclusions are. You'll see how the evidence was built, what makes something a law versus an opinion, and how to apply each concept to a real brand. By the end, you'll know how to audit a brand's availability, score its distinctive assets, and read marketing debates like the Binet & Field versus Ehrenberg-Bass argument without taking either side on faith.

The course is built for marketers who want to think more rigorously, not just more creatively. If you've ever sat in a briefing where someone confidently cited a statistic that didn't sound right, this is the course that gives you the tools to push back, or to confirm it's correct. Three units, six lessons, and a set of frameworks you can use the week you finish.