ESPM, a leading school and authority in Marketing and Innovation focused on business, announces the arrival of Philip Kotler to its faculty as professor emeritus. The "father of modern marketing" will be one of the instructors for the "Strategic H2H Marketing" course, scheduled to begin in February 2025 – the only course in Brazil that offers live classes with Kotler.
To mark the launch of this unprecedented program, ESPM is organizing a free MasterClass with Philip Kotler. The event will feature an open lecture led by the "marketing guru" to share innovative visions about the future of the field. The program, taking place on November 13th, includes the participation of Marcos Bedendo, ESPM professor and co-author of the Brazilian edition of the book "Marketing H2H," and Fernando Cesário, CMO of ESPM. At the end, invited CMOs Renata Gomide, VP of Consumer at Grupo Boticário, Cesar Augusto Centrone Nicolau, Marketing Director at Ypê, and Daniela Cachich, president of Beyond Co. at Ambev South America, will participate in a roundtable discussion debating the evolution of marketing in the day-to-day management of businesses. The event is open to the public and registration can be done on the institution's website
The book “H2H Marketing: The Journey to Human-to-Human Marketing” presents a new vision of marketing, focusing on the long term and maintaining relationships with the entire community in which the company operates. “It’s a revolution in the way we think about and do marketing, and we need to offer this content to our students. This course, with the live participation of Professor Kotler and Professor Pfoertsch, the originators of the concept, is the ideal way to do this,” says Marcos Bedendo, co-author of the book for the Brazilian market and coordinator of the new course.
Aimed at managers, CMOs, and those interested in a new way of thinking about marketing, the course has a semester-long program with 32 three-hour sessions and an exclusive student body – 40 in-person and 40 online places, ensuring close engagement and interaction between participants and instructors. Waldemar Pfoertsch, co-author of the book "Marketing H2H: The Journey of Human to Human Marketing" alongside Kotler, will also be part of the course's faculty, which will also include professors from ESPM and CMOs from large companies who will share real-world case studies on each topic with the students.
“ESPM has a long history of close collaboration with Kotler, and now a new chapter begins with the opportunity to offer a course in a format never before seen in Brazil. It couldn't happen at any other institution than the home of marketing in Brazil, The Marketing Powerhouse. We are immensely honored by his presence,” says Caio Bianchi, director of Dynamic courses at ESPM. All details and more information about the course will be presented during the open class. “The presence of leading CMOs in the market, debating the most current practices alongside the great author of marketing, not only brings unique knowledge to our students but also reinforces ESPM as The Marketing Powerhouse of Brazil, where marketing evolutions will always happen,” says Fernando Cesário, CMO of ESPM.
Service – MasterClass:
"The father of marketing, in the house of marketing: ESPM Masterclass with Philip Kotler"
Date: November 13, 2024
Hours: 6:30 PM to 9:30 PM
Format: hybrid (in-person and online)
Location: ESPM Theater, Rua Dr. Álvaro Alvim, 123 – Vila Mariana, São Paulo.
Registration: https://www.espm.br/eventos/masterclass-espm-com-philip-kotler/
