LIONS Growth MBA

LIONS gMBA | Autumn

A practitioner-led course for marketers seeking to turn creativity into a competitive advantage.

Interested in this course? Email us at [email protected]

Course curriculum

1. A hello from Fernando Machado
2. LIONS gMBA overview
3. Exclusive interviews with industry experts
4. Meet your LIONS gMBA team
5. How to use The Work
6. Your Workbook
7. Your LIONS gMBA community forum
8. Your live calls
9. Steps to get support
10. LIONS gMBA welcome call recording
1. Mastering Brand Positioning – overview
2. Featured in this module
3. Masterclass introduction and key takeways
4. Clarifying brand positioning
5. The brand book
6. Let’s look at Coca-Cola
7. Share your thoughts
8. Characteristics of a good brand positioning
9. Let’s look at Burger King
10. Learnings from Burger King
11. Share your thoughts
12. Brand positioning for start-ups
13. Key learnings
14. Inteview with Steve Miles
15. Steve Miles Interview
16. Key learnings from Steve Miles
17. Executive Summary: Brand Positioning Masterclass
18. Additional resources
19. Knowledge check
1. The Brief – overview
2. Featured in this module
3. Masterclass introduction and key takeaways
4. Two types of briefs
5. Project briefs
6. Let’s look at Vaseline
7. Let’s look at Activision Blizzard
8. Let’s look at NotCo
9. Share your thoughts
10. Always-on briefs
11. Share your thoughts
12. Key learnings
13. Interview with Fernando Ribeiro
14. Fernando Ribeiro interview
15. Key learnings from Fernando Ribeiro
16. Executive Summary: The Brief
17. Additional resources
18. Knowledge check
19. LIONS gMBA live Q&A 1: October 16 @ 16:00 BST
1. Creative Criteria – overview
2. Featured in this module
3. Masterclass introduction and key takeaways
4. How not to use the DABC criteria
5. How to use the DABC criteria
6. Share your thoughts
7. Let’s look at Vaseline
8. Let’s look at Burger King
9. Let’s look at Activision
10. How to use the DABC criteria – always-on briefs
11. DABC summary
12. Key learnings
13. Interview with Brent Smart
14. Brent Smart Interview
15. Key learnings from Brent Smart
16. Executive Summary: Creative Criteria
17. Additional resources
18. Knowledge check
1. Nurturing Ideas – overview
2. Featured in this module
3. Masterclass introduction and key takeaways
4. Nurturing the baby lion
5. Let’s look at Dove
6. Let’s look at Burger King and ‘Whopper Detour’
7. Let’s look at Burger King and ‘McMansions’
8. Let’s look at Burger King and ‘Google Home of the Whopper’
9. Key learnings
10. Share your thoughts
11. Interview with Javier Peña Plaza and Ricardo Casal
12. Javier Peña Plaza and Ricardo Casal - part 1
13. Javier Peña Plaza and Ricardo Casal - part 2
14. Key learnings from Juan Javier Peña Plaza and Ricardo Casal
15. Executive Summary: Nurturing Ideas
16. Additional resources
17. Knowledge check
18. LIONS gMBA live Q&A 2: October 30 @ 16:00 GMT
1. Craft – overview
2. Featured in this module
3. Masterclass introduction and key takeaways
4. Budgeting for impact
5. Elevating brand perception
6. The equal power of concept and craft
7. Recruiting the right talent to elevate your ideas
8. Trusting expertise
9. Embracing uncertainty
10. Tolerating risk
11. Resourceful creativity
12. Streamline feedback to avoid creative overload
13. The marketer’s trilemma
14. Share your thoughts
15. Key learnings
16. Interview with Ale Burset
17. Ale Burset interview
18. Key learnings from Ale Burset
19. Executive Summary: Craft
20. Additional resources
21. Knowledge check
1. Brand Design – overview
2. Featured in this module
3. Masterclass introduction and key takeaways
4. Distinctiveness in a ‘sea of sameness’
5. Objectives and business context
6. Stakeholder alignment
7. The role of creative partners
8. Understand and respect your brand’s heritage
9. Designing for the future...today
10. The design creative process
11. Budget allocation and measuring value
12. Measuring value
13. A quick look at NotCo
14. Key learnings
15. Share your thoughts
16. Interview with Lisa Smith and Sara Hyman
17. Lisa Smith and Sara Hyman interview
18. Key learnings from Lisa Smith and Sara Hyman
19. Interview with Brian Collins
20. Brian Collins interview
21. Key learnings from Brian Collins
22. Key learnings from both interviews
23. Executive Summary: Brand Design
24. Additional resources
25. Knowledge check
26. LIONS gMBA live Q&A 3: November 13 @ 16:00 GMT
1. Product innovation – overview
2. Featured in this module
3. Masterclass introduction and key takeaways
4. Be creative, be resourceful
5. Pond’s and relaunching a brand
6. Vaseline and innovating at the core of your brand
7. Burger King and bold, future-focused innovation
8. NotCo and compelling B2B innovation
9. Key learnings
10. Interview with Vaseline and Ogilvy
11. An introduction from Fernando
12. Vaseline and Ogilvy interview
13. Share your thoughts
14. Key learnings from Vaseline on product innovation
15. Executive Summary: Product Innovation
16. Additional resources
17. Knowledge check
1. Research and measurement – overview
2. Featured in this module
3. Masterclass introduction and key takeaway
4. Levels of research
5. Research methodologies
6. The wrong way to use research
7. Beware of ‘wind tunnel’ marketing
8. Present and future demand
9. Strategy, projects, KPIs
10. Horses for courses
11. Key learnings
12. Share your thoughts
13. Interview with James Hurman
14. James Hurman interview
15. Key learnings from James Hurman
16. Interview with Harjot Singh
17. Harjot Singh interview
18. Key learnings from Harjot Singh
19. Key learnings from both interviews
20. Uncensored CMO: Bonus interview with Jon Evans – podcast-style
21. Jon Evans interview
22. Key learnings from Jon Evans
23. Additional resources from the Jon Evans interview
24. Executive Summary: Research and Measurement
25. Additional resources
26. Knowledge checker
27. LIONS gMBA live Q&A 4: November 27 @ 16:00 GMT
1. Partners and creators – overview
2. Featured in this module
3. Masterclass introduction and key takeaways
4. What’s the difference between an influencer and a creator?
5. Monetisation and successful partnerships
6. Building a strong relationship with influencers and creators
7. Where to invest – mega vs nano
8. Authenticity is key
9. The Cannes Lions view
10. Share your thoughts
11. Key learnings
12. Interview with Tara Ford
13. Tara Ford interview
14. Key learnings from Tara Ford
15. Interview with Tim Minchin
16. Tim Minchin interview
17. Key learnings from Tim Minchin
18. Key learnings from both interviews
19. In conversation with Kim Larson
20. In conversation with Kenny Gold
21. In conversation with Sofia Hernandez
22. In conversation: key learnings
23. Executive Summary: Partners and Creators
24. Additional resources
25. Knowledge checker
1. How to suck less as a client – overview
2. Featured in this module
3. Masterclass introduction and key takeaway
4. Empathy
5. Losing everyone who works with you
6. Invest in creativity
7. Meeting Jorg Riommi
8. Client mapping – quadrants
9. Tips to agency folks
10. Fear as a blocker
11. Your creative journey
12. Key learnings
13. Share your thoughts
14. Interview with Nina Patel and Mike Dubrick
15. Nina Patel and Mike Dubrick interview
16. Key learnings from Nina Patel and Mike Dubrick
17. Interview with Anselmo Ramos
18. Anselmo Ramos interview
19. Five key learnings from Anselmo Ramos
20. Key learnings from both interviews
21. Executive Summary: How to Suck Less as a Client
22. Additional resources
23. Knowledge checker
24. LIONS gMBA live Q&A 5: December 11 @ 16:00 GMT
1. Building culture – overview
2. Featured in this module
3. Interview with God-is Rivera
4. God-is Rivera interview
5. Key learnings from God-is Rivera
6. Interview with Susan Credle
7. Susan Credle interview
8. Key learnings from Susan Credle
9. Key learnings from both interviews
10. Interview with Fernando Machado
11. Fernando Machado interview
12. Key learnings on building creative culture
13. Executive summary: building a creative culture
1. LIONS gMBA graduation
2. Your feedback
3. Take your LIONS gMBA into real life
4. Your LIONS gMBA resources in one place
5. Good luck from Fernando
6. Share your thoughts... one last time
7. LIONS gMBA graduation call: December 18 @ 16:00 GMT

About this course

Free
244 lessons
20 hours of video content

Discover your potential, starting today

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LIONS gMBA | Autumn

Course curriculum

Onboarding Module

Module 1: Mastering Brand Positioning

Module 2: The Brief

Module 3: Creative Criteria

Module 4: Nurturing Ideas

Module 5: Craft

Module 6: Brand Design

Module 7: Product Innovation

Module 8: Research and Measurement

Module 9: Influencers and Creators

Module 10: How to Suck Less as a Client

Module 11: Building Culture

Take Your LIONS gMBA into Real Life

About this course

Discover your potential, starting today