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Knowledge You Can Apply —  Skills You can Grow

Discover Skill-Based Learning

First Enhance Your Expertise — Then Build Your Skills

"Everyone complains about the cost of education, but no-one complains about the cost of ignorance." M. Johannsen

Develop Your Expertise

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Get the knowledge and understanding needed to enhance expert in the field of leadership. This is the level of applied theory on all aspects of leadership. Most of our Academy courses and classes are at this level of learning.

Avoid complacency by continuous exposure to information on leadership. After all, Rome was not built in a day and leadership skills take time as well. Don't ever stop.

Skill development requires practice, both physical and mental. And yet, it's typically the mental practice we forget to do. Or we don't know how to practice mentally. 

"After all, if it was just about knowledge, most of the world’s leaders would be librarians." — M. Johannsen

Build Your Skills

Skill building requires a different approach compared to developing expertise. We offer three models for learning skills based on a monthly subscription model.

  • Self-Paced (The Sliver Plan) This is for the independent minded person. A mix of theory and assignments with feedback occurring based on submitted assignments. 
  • Coached (The Gold Plan). Skills development is easier if you have a guide. This is where a Master Instructor is assigned to you. You choose a concentration.
  • Executive  (The Platinum Plan) Would you like your own customized learning program? One that is designed with you in mind and that works around your schedule?

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Learning Must Be On-Going
Leadership, especially transformational leaderhip, is much more difficult role to play than manager. 

For influence is an art and people are sometimes irrational, often delusional and typically emotional. 

One needs to know the menu for choosing what to eat.
  Octavian (Augustus) Caesar 

 “Be not afraid of greatness: some are born great, some achieve greatness and some have greatness thrust upon them.” -- Shakespeare, The Twelve Night, ( Act II, Scene V)
Pallas Athena, Picture from the Austrian Parliament Image by Jubalon

Checkout Upcoming Academy Programs

Online Full Classes and Short Courses

Build Expertise — Academy Short Courses and Full Classes

    • 02-Jul-2017
    • 01-Oct-2017
    • A 12-Week On-Line Full Class With Instructor

    Money is always scarce; it pays to know what one is doing. And in marketing, there are a relatively small number of must know theories that mean the difference between success and failure. They are that important. 

    Because they appear to be simple, too many business people are stuck with executing on superficial knowledge — resulting in lead funnels that fail to generate revenue or even qualify leads. But when these twelve are used in the right combination, they drastically lower the cost (and time) of customer acquisition. 

    This course presents practical, relevant down to earth techniques to generate new business. The kind of knowledge you know to:

    1) Scale a new business, 

    2) Launch a new product;

    3) Take an existing product into a new niche

    4)  Display perform as a marketing professional.

    You might say this course serves as the strong foundation necessary to be effective in marketing products and services. It's future oriented. It focuses a great deal of attention on applying these enduring concepts in the digital marketing universe. 

    Finally, the course is presented either totally online or as a blended class for organizational clients. No textbook is required: videos, audios and articles come from the Internet. 

    Course Learning Objectives

    1. Enhance your expertise in 12 critically important marketing competencies

    2. Grasp the most important issues and problems encountered in digital marketing today.

    3. Cultivate the expertise (and the skill) needed to do a marketing role in a company.

    4. Learn tools and concepts practiced in the real world and tested on the firing line of experience


    0. Course Overview

    1. Trend Spotting: How to do Environmental Scanning

    2. Developing A Sustainable Competitive Advantage

    3. Identifying and Overcoming Market Entry Barriers

    4. Ways to define the ideal Market Niche through Segmentation

    5. Defining Positioning and Branding for Products and Services 

    6. The Essentials of Sound Pricing and Effective Sales Promotions

    7. Combining Sound Strategy with Robust Business Models

    8. Standing Out From the Crowd and the Competition: How to Use Differentiation

    9. The Digital Marketing Mix: Capitalizing On Internet and Viral Marketing Tactics

    10. The Classic Marketing Mix: Tried and Truth Methods That Continue to Work

    11. Being Newsworthy: What's Needed to Get Free Media Publicity

    12. Strategy and Tactics: Executing a Flawless Marketing Campaign

    About the Instructor 

    Murray Johannsen is unique in that he brings to the course two hard to find qualities: depth of expertise backed by real world marketing experience. First, he is a Founder who runs his own business and continuously devises marketing campaigns. Secondly, besides having one foot in the real world, he has the other one in the world of education, serving as an adjunct professor at top universities in America and Asia. 

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