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Rethinking Marketing Models: from 4 Ps to 4 GPTs

About this course

A knowledge boost for marketers looking to bridge the gap between proven models and the reality of AI and data.

The world of marketing is evolving. Classic models like the 4 P’s, AIDA, and Cialdini’s principles of persuasion remain valuable, but they require a fresh perspective in an age of AI, automation, and ever-changing customer expectations. In this practical session, we’ll begin by refreshing core marketing theory, then link it to today’s marketing landscape—with GPT technology as a catalyst for innovation.

This online session is for marketing and communication professionals who:

  • Want to refresh and deepen their theoretical knowledge
  • Are keen to understand what actually works in today’s fast-paced marketing reality
  • Are ready to re-evaluate their current practices through a new lens

More information

Time: 10:00 AM – 2:00 PM
Location: Online
Date: Friday, October 3
Fee: €249
Language: English (This session is also available in Dutch — click here for more information)

About Marieke van de Rakt

Marieke van de Rakt is a lecturer in (online) marketing at Fontys Venlo University of Applied Sciences and also works as an entrepreneur, investor, and business coach at Emilia Capital. She is the former co-founder and CEO of Yoast, the globally recognized company behind the popular SEO plugin for WordPress, used by over 13 million websites. In 2021, Yoast was acquired by the American company Newfold Digital.

At Emilia Capital, Marieke invest in promising tech startups and online-focused companies. She has extensive experience in marketing and brand strategy, content development, data-driven decision-making, and international team leadership. As a former CEO, she brings first-hand knowledge of building a brand, working with investors, and leading digital growth.

In both her teaching and presentations, Marieke bridges the gap between academic theory and real-world practice. She regularly speaks at national and international conferences, where she challenges marketers to rethink the foundations of their profession.

 

Who the course is for

Whether you work in a commercial organization, the public sector, or education: if your role involves marketing and/or communication, this session is for you.

 

 

Programme

We start with a critical look at classic marketing models such as the 4 P’s, AIDA, the marketing funnel, and Cialdini’s principles of influence. What still holds up in 2025? Which parts are outdated, and which are surprisingly relevant? We'll link theory directly to real-world marketing examples.

New developments and trends such as AI, automation, and changing consumer behavior are having a significant impact on the marketing profession. In this session, we’ll explore how these shifts are influencing the use of marketing models – and in some cases, making them obsolete. We’ll reflect on the lessons we can learn from AI technology and examine the impact of evolving legislation, such as the EU AI Act, the GDPR, and the European Accessibility Act. Additionally, we’ll look at how sustainability, prompt-driven creativity, and new forms of customer interaction call for a fresh perspective on our marketing approach.

In the afternoon, we roll up our sleeves. What common mistakes do marketers make when applying these models? We'll explore the balance between data/KPI-driven marketing and brand building, and the tension between product focus and solving real customer problems. With hands-on exercises, you'll apply insights directly to your own marketing work—expect practical tools, sharp feedback, peer input, and ideas you can put into action right away.
 
 

Practical information

 

 

Register

Below you will find the start date of this course and a link to register.


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Locaties en contact

Venlo

Tegelseweg 255
5912 BG, Venlo
Janet Antonissen
j.antonissen@fontys.nl