ESPM Names Philip Kotler Emeritus Professor and Launches Exclusive Brazilian Course with Live Sessions by the "Marketing Guru"

ESPM, a reference school and authority in business-oriented Marketing and Innovation, announces the arrival of Philip Kotler to its faculty as an emeritus professor. The "father of modern marketing" will be one of the instructors for the course "Strategic H2H Marketing," scheduled to begin in February 2025 – the only course in Brazil to offer 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 class led by the "marketing guru" to share innovative insights on the future of the field. The session, taking place on November 13, will include the participation of Marcos Bedendo, an ESPM professor and co-author of the Brazilian edition of the book "Marketing H2H," and Fernando Cesário, CMO of ESPM. Finally, 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 join a roundtable discussion on the evolution of marketing in day-to-day business management. The event is open to the public, and registration can be completed at award's institution’s website.

The book "Marketing H2H: The Journey to Human-to-Human Marketing" introduces a new vision of marketing, focused on the long term and maintaining relationships with the entire community in which the company operates. “It’s a revolution in how we think about and practice marketing, and we need to offer this content to our students. This course, with the live presence of Prof. Kotler and Prof. Pfoertsch, the visionaries behind the concept, is the ideal way to do it,” 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 one-semester program with 32 three-hour sessions and an exclusive student body – 40 spots are available for in-person attendance and 40 for online, ensuring engagement and proximity between participants and professors. Waldemar Pfoertsch, co-author of the book "Marketing H2H: The Journey to Human-to-Human Marketing" alongside Kotler, will also be part of the course faculty, which will additionally include ESPM professors and CMOs from major companies who will share real-world cases on each topic with students.

“ESPM has a long history of closeness with Kotler, which now enters a new chapter with the opportunity to offer a course in a format never before seen in Brazil. It could only happen at the home of marketing in Brazil, The Marketing Powerhouse. We are immensely honored by his coming,” says Caio Bianchi, director of Dynamic Courses at ESPM. All details and further information about the course will be presented during the open class. “The presence of prominent CMOs in the market, discussing the latest 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 the evolution of marketing will always take place,” says Fernando Cesário, CMO of ESPM.

Event – MasterClass: 

“The father of marketing, at the home of marketing: ESPM Masterclass with Philip Kotler”

Date: November 13, 2024 

Time: 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/