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 Which parts are outdated, and which are surprisingly relevant?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.