The Modern Marketing Workshop

Seth Godin, Entrepreneur and author

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23 Videos (2h 49m)
    • Trailer

      1:00
    • Introduction

      8:03
    • 11 Questions - Part 1

      6:02
    • 11 Questions - Part 2

      5:09
    • Action Theory of Marketing - Part 1

      8:16
    • Action Theory of Marketing - Part 2

      6:24
    • The P Words - Part 1

      9:52
    • the P Words - Part 2

      8:22
    • the P Words - Part 3

      6:31
    • the P Words - Part 4

      5:14
    • XY Chart

      6:27
    • Emotion - Part 1

      50 term cheat sheet.pdf
      5:48
    • Emotion - Part 2

      7:59
    • Emotion - Part 3

      9:05
    • Emotion - Part 4

      4:03
    • Change - Part 1

      5:06
    • Change - Part 2

      9:53
    • Alert - Part 1

      8:00
    • Alert - Part 2

      6:12
    • Share - Part 1

      6:34
    • Share - Part 2

      8:18
    • Chatting with Milliner Satya Twena in New York City

      Notes on Satya interview.pdf
      10:19
    • Chatting with Skillshare

      15:54

Project Description

Create a marketing project that transforms the way you and your team tell your story and grow.

ASSIGNMENT

You'll be using the lessons from this class to generate a marketing project for your business or favorite brand. This project will transform the way you and your team your story and grow. Expect to give and get feedback from your classmates to incorporate new perspectives and ideas into your plan. Giving feedback on the plans of others is the single biggest step you can take in learning and using the ideas in this class. Thanks for committing to the work, posting your project, sharing the word, and most importantly, contributing to the work of others.

DELIVERABLE

Your marketing project includes the following 6 components:

  • A 3-5 sentence description of the business or brand you’re marketing.
  • Your answers to the 11 questions outlined in Unit 2 to provide clarity on your role (and power) as marketer.
  • The 3 P's you'll prioritize to be the backbone of your marketing plan, and why. All of them are important, but which three will you obsess over? For example, if you choose Pavlov, explain why your emphasis on aligning with existing consumer emotions is worth your focus and how it will lead to the breakthrough you seek.  
  • The top concepts you'll use to generate Emotion, cause Change, earn the privilege to Alert and encourage people to Share—taken from the 50+ action theory concepts we've covered.
  • A 2-3 sentence articulation of your marketing point of view. Include what you stand for and what you're trying to accomplish. (And what you don’t and won’t do).
  • The story you'll use to seduce your tribe and start your movement. Your story can be written, visual or both - whatever you think will be the most effective way of communicating to your fellow students what you’ve got in mind.

This is a great opportunity to invite your colleagues along—this class works best when shared.

ADDITIONAL RESOURCES

  • Browse the class attachments for a project brief, detailed class resource guide, sample project format, range of exercises, ebooks, and much more.

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