Evidence-Based Marketing
2025-07-10 04:00:58

Introducing Evidence-Based Marketing: Comprehensive Course Starting September 2025

Revolutionizing Marketing with Evidence



In a world where marketing decisions often rely on intuition and personal experience, a paradigm shift is necessary. The Japanese Evidence-Based Marketing Institute (EBMI) is stepping up to the plate by introducing a six-month foundational course on Evidence-Based Marketing (EBM), beginning in September 2025. This course aims to equip marketers with the skills and knowledge needed to break free from the limitations of traditional marketing approaches based on anecdotes and individual insight.

The Curriculum



This course, taught by Rensuke Serizawa, the author of the bestseller "Strategy Play," is designed to systematically develop the fundamental thinking methodology that underpins effective marketing. Throughout the program, participants will delve into the core principles of EBM, addressing common challenges that organizations face, such as reliance on outdated success patterns and an overemphasis on subjective customer understanding.

Rather than merely memorizing concepts like the "Double Jeopardy Law" or "Category Entry Points (CEP)," participants will engage in rigorous discussions and practical applications to truly understand how to leverage evidence in their marketing decisions. The focus will be on not just acquiring knowledge but transforming it into actionable insights that enhance decision-making precision.

The course is structured to highlight universal scientific laws that support brand growth, enabling participants to grasp why certain strategies work. This foundational understanding will ensure that the knowledge gained can be woven into a cohesive strategy for business success.

Learning Outcomes



By the end of the program, participants will experience a unique learning cycle that blends knowledge acquisition with practical implementation, ensuring a transformation from "knowing" to "doing." Here are some key benefits:

  • - Learn from a Thought Leader: Gain insights from Rensuke Serizawa, whose depth of knowledge cannot be acquired through self-study alone, allowing participants to absorb concepts that will deepen their marketing expertise.
  • - Revise Your Thinkin' OS in 6 Months: The intensive 13-session program will guide participants to analytically assess product, price, distribution, and advertising strategies based on solid evidence.
  • - Acquire Practical Knowledge: Cover essential laws such as the Double Jeopardy Law, CEP, and strategies for optimizing budget allocation to maximize ROI.
  • - Direct Feedback from Industry Leaders: Engage in discussions with active CMOs and business leaders who serve as advisors, offering personalized feedback to refine participants' thinking processes.
  • - Network with Diverse Marketers: Collaborate with passionate peers from various industries, providing fresh perspectives on marketing challenges and building lifelong professional connections.
  • - Certification: Upon completion, participants will receive the "EBMI Certified Evidence-Based Marketing Expert" credential, which can be showcased on business cards and portfolios.

Course Overview


  • - Course Name: Evidence-Based Marketing (EBM) Foundation Course
  • - Instructor: Rensuke Serizawa (Head Researcher, EBMI / Executive Officer, Collexia)
  • - Advisors: Industry-leading CMOs and business heads (announcements to follow)
  • - Duration: 6 months (13 sessions)
  • - Schedule: September 4, 2025 – March 19, 2026
  • - Format: Hybrid (online lectures plus offline discussions)
  • - Target Audience: Individuals involved in marketing at businesses or manufacturing companies
  • - Fee: 600,000 JPY (excl. tax) for general participants / 500,000 JPY (excl. tax) for EBMI members
  • - Application Deadline: August 12, 2025, 23:59

About EBMI


Established as a specialist research institution to promote and educate on evidence-based marketing, EBMI brings together CMOs, marketing executives, and academics to uncover and share growth laws unique to the Japanese market through rigorous research and practice. For more information, visit EBMI's Official Website.


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