Who is Philip kotler?

Philip Kotler is an American marketing author, consultant, and professor emeritus; the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.

He is known for popularizing the definition of marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler describes strategic marketing as serving as "the link between society's needs and its pattern of industrial response."

Philip Kotler

exclusive lecture "SMALL DATA"

Martin Lindstrom will show and discuss how Small Data has been instrumental in the turnaround success of numerous companies around the world, in shipping, banking, retail, fashion, and food and beverage.

Martin Lindstrom

Martin Lindstrom is the founder and chairman of Lindstrom Company, the world’s leading brand & culture transformation group, operating across five continents and more than 30 countries. TIME Magazine has named Lindstrom one of the “World’s 100 Most Influential People”

Service Marketing

Delve into the intricacies of customer-centric strategies, the art of creating memorable service experiences, and the innovative approaches reshaping modern service industries. Engage with industry-leading insights, practical frameworks, and case studies that illuminate the evolving landscape of Service Marketing, equipping you to navigate and excel in this dynamic field.

What you will learn from the module:

We will learn how to conceptualize and execute customer-centric approaches, design impactful service experiences, explore innovative marketing techniques tailored for service industries, and analyze real-world case studies to apply these concepts in diverse business contexts.

Module #1

January 7, 2025 – january 30, 2025

What’s included in the module:

12 hours of applied Marketing Studies with Africa Makasi, marketing expert, Ph.D. holder, Senior Lecturer in Plymouth University, UK

Workshops by Lars Silberbauer and Philip Kotler on Service Marketing

Strategic Marketing

Explore the foundational frameworks, delve into market analysis techniques, and uncover strategic planning methodologies that underpin successful marketing endeavors. Engage with real-world case studies and contemporary strategies to comprehend the nuances of strategic decision-making in marketing, empowering you to navigate dynamic markets with confidence and insight.

What you will learn from the module:

We will acquire a holistic understanding of Strategic Marketing, encompassing fundamental frameworks, advanced market analysis methodologies, and strategic planning techniques. You'll explore the dynamic landscape of marketing strategies, delve into market segmentation, positioning, and competitive analysis, while also gaining insights into leveraging digital tools and data-driven approaches.

Module #2

February 3 – february 29, 2025

What’s included in the module:

12 hours of applied Marketing Studies with Christopher Siaw, a marketing academic, PhD, MSc, BSc (Hons)

Workshops by Lars Silberbauer and Philip Kotler on Strategic Marketing

Consumer Behavior

Explore the psychological intricacies behind consumer decision-making, uncover the factors influencing buyer behavior, and analyze the dynamics shaping consumer preferences in today's market. Engage with real-world case studies and behavioral models that illuminate the complexities of consumer psychology, empowering you to understand and anticipate consumer actions with precision

What you will learn from the module:

We will explore the cognitive, emotional, and social factors influencing consumer decisions, delve into buyer personas, and analyze market trends driving consumer preferences. By the conclusion, you'll possess a nuanced understanding of consumer motivations and behaviors, enabling you to craft targeted strategies that resonate with and influence consumer choices effectively.

Module #4

April 2 – april 30, 2025

What’s included in the module:

12 hours of applied Marketing Studies lectures with Africa Makasi, marketing expert, Ph.D. holder, Senior Lecturer in Plymouth University, UK

Workshops by Lars Silberbauer and Philip Kotler on Consumer Behavior

Brand Management

Delve into the core principles behind brand building, dissect the strategies for brand positioning, and explore the intricacies of brand equity and identity creation. Engage with compelling case studies and industry insights that illuminate successful brand management approaches, empowering you to craft, nurture, and strategically position brands in today's competitive landscape.

What you will learn from the module:

Let us explore the fundamentals of branding strategies, delve into brand architecture, communication strategies, and the art of brand storytelling. By the end, you'll possess the knowledge and skills necessary to develop and manage robust brand strategies that foster brand loyalty, resonate with audiences, and create a distinct competitive advantage in the market

Module #5

May 2 – may 30, 2025

What’s included in the module:

12 hours of applied Marketing Studies lectures with Alev Gokce, global leader in strategic marketing and brand building (Coca Cola, PepsiCo, Unilever)

Workshops by Lars Silberbauer and Philip Kotler on Brand Management

International Marketing

Explore the intricacies of global market entry strategies, dissect the challenges of cross-cultural marketing, and uncover the nuances of adapting marketing campaigns to diverse international markets. Engage with real-world case studies and market analyses that highlight successful international marketing endeavors, empowering you to navigate and excel in the global marketplace.

What you will learn from the module:

Participants will gain insights into global market research methodologies, cross-cultural communication strategies, and the adaptation of marketing mixes for diverse global markets. By the conclusion, they will possess a comprehensive understanding of the challenges and opportunities in international markets, equipped to devise and implement effective international marketing strategies that resonate with diverse audiences worldwide.

Module #6

June 1 – june 27, 2025

What’s included in the module:

12 hours of applied Marketing Studies lectures with Christopher Siaw, a marketing academic, PhD, MSc, BSc (Hons)

Workshops by Lars Silberbauer and Philip Kotler on International Marketing

Relationship Marketing

Explore the foundations of building and nurturing customer relationships, dissect the strategies for customer retention and loyalty programs, and examine the impact of personalized marketing approaches on fostering long-term connections. Engage with compelling case studies showcasing successful relationship marketing initiatives, empowering you to create and sustain meaningful customer relationships

What you will learn from the module:

Participants will delve into customer-centric strategies, loyalty programs, CRM systems, and the integration of technology in relationship building. By the conclusion, you'll possess the insights and tools necessary to develop and implement effective relationship marketing strategies that cultivate enduring customer loyalty and drive sustainable business growth.

Module #7

July 1 – july 30, 2025

What’s included in the module:

12 hours of applied Marketing Studies lectures with Gjorgjina Sherovska, International speaker, Digital Marketing Strategist at KolorRun

Workshops by Lars Silberbauer and Philip Kotler on Relationship Marketing

Marketing and Technology

Explore the foundations of building and nurturing customer relationships, dissect the strategies for customer retention and loyalty programs, and examine the impact of personalized marketing approaches on fostering long-term connections within the context of "Marketing and Technologies." Engage with compelling case studies showcasing successful relationship marketing initiatives that leverage the latest technological advancements, empowering you to create and sustain meaningful customer relationships.

What you will learn from the module:

Participants will delve into the integration of cutting-edge technologies in marketing strategies, focusing on customer-centric approaches, loyalty programs, and the effective use of Customer Relationship Management (CRM) systems. By the conclusion of this exploration, you'll possess the insights and tools necessary to develop and implement effective marketing strategies that harness the power of technology to cultivate enduring customer loyalty and drive sustainable business growth.

Module #8

August 3 – August 29, 2025

What’s included in the module:

12 hours of applied Marketing Studies lectures with Gjorgjina Sherovska, International speaker, Digital Marketing Strategist at KolorRun

Workshops by Lars Silberbauer and Philip Kotler on Marketing and Technology

Creative Marketing

Delve into the art of storytelling in marketing, unravel the power of innovative campaigns and unconventional strategies, and explore the fusion of creativity and marketing effectiveness. Engage with captivating case studies showcasing groundbreaking creative marketing initiatives, empowering you to think outside the box and infuse creativity into your marketing endeavors.

What you will learn from the module:

Throughout this module, participants will immerse themselves in the dynamic world of Creative Marketing. You'll explore the principles of creative campaigns, the psychology of visual storytelling, and the impact of disruptive marketing strategies. By the conclusion, you'll possess the tools and insights to ideate and execute innovative marketing campaigns that captivate audiences, foster brand engagement, and drive impactful results in today's competitive market.

Module #9

September 3 – september 26, 2025

What’s included in the module:

12 hours of applied Marketing Studies lectures with Laura Greenland, 'Dotty Weddings' founder, lecturer at University of Plymouth

Marketing Innovations

Delve into the methodologies of conducting market research, uncover the power of data-driven decision-making in marketing, and explore the utilization of analytics tools for actionable insights. Engage with practical case studies showcasing successful marketing research methodologies and analytics applications, empowering you to make informed marketing decisions.

What you will learn from the module:

You'll explore the process of gathering and analyzing market data, understand consumer behavior through analytics, and leverage tools for market segmentation and trend analysis. By the conclusion, you'll possess the skills to conduct effective marketing research and leverage analytics for strategic marketing decision-making that drives impactful business outcomes.

Module #10

October 2 - october 30, 2025

What’s included in the module:

12 hours of applied Marketing Studies lectures with Alev Gokce, global leader in strategic marketing and brand building (Coca Cola, PepsiCo, Unilever)

Workshops by Lars Silberbauer and Philip Kotler on Marketing Innovations

Social Media Marketing

Dive into the strategies for leveraging various social platforms, dissect the art of creating engaging content, and explore the nuances of community building and influencer marketing. Engage with real-world case studies showcasing successful social media marketing campaigns, empowering you to harness the power of social platforms for brand growth and engagement.

What you will learn from the module:

You'll explore the fundamentals of social media strategy development, understand content creation and optimization for different platforms, and navigate the intricacies of social media advertising and analytics. By the conclusion, you'll possess the skills to craft and implement effective social media marketing strategies that drive brand awareness, engagement, and conversions in the digital landscape.

Module #11

November 3 - november 29, 2025

What’s included in the module:

12 hours of applied Marketing Studies lectures with Gjorgjina Sherovska, International speaker, Digital Marketing Strategist at KolorRun

Workshops by Lars Silberbauer and Philip Kotler on Social Media Marketing

Questions and Answers