O workshopu

Evidence-Based Marketing Academy Spring 2027

GET REAL WITH MARKETING!

Duration: 80 hours of learning – EBMA flow spring 2027
Expert Lecturers: Led by top marketing professionals from the Czech Republic and supported by leading international subject-matter experts
Unique Opportunity: A one-of-a-kind certified program bridging science, evidence and real-world marketing practice.

What is the Evidence-Based Marketing Academy?

The Evidence-Based Marketing Academy (EBMA) is a comprehensive program grounded in evidence-based marketing principles. It combines the latest scientific knowledge with real-world marketing practice to help participants make more effective marketing decisions and understand how marketing contributes to business growth.

The curriculum brings together evidence-based principles, practical frameworks, real-world case studies and the experience of leading experts from the Czech and international marketing community.

This initiative, developed and guaranteed by the Marketing Council of the Czech Republic, offers experienced marketers the opportunity to deepen their expertise, strengthen their business perspective and become more effective marketing leaders. The program is also academically guaranteed by the Department of Marketing at the Faculty of Business Administration, Prague University of Economics and Business (VŠE).

Who is it for?

EBMA is designed for experienced marketers who want to deepen their expertise, strengthen their position within their organisations and better connect marketing decisions with business impact.

It is ideal for professionals looking to complement their existing experience and education with evidence-based principles and practical knowledge applicable to contemporary marketing challenges.

Program Highlights

Comprehensive Curriculum

The Spring 2027 program covers five key areas of evidence-based marketing:

Evidence-Based Marketing Framework & Laws of Growth
Understand the key principles and laws of brand growth and learn how to apply evidence-based marketing thinking to both large and small brands.

Mental Availability
Explore how brands build salience and memory structures, work with Category Entry Points and turn them into effective communication through reach and repetition.

Physical Availability
Learn how distribution, offline and online visibility, shopper marketing and customer centricity contribute to brand growth.

Portfolio Availability
Explore market coverage, portfolio management, pricing power, innovation and the role of pricing and shopper research.

Marketing in a Company & Marketing Leadership
Connect evidence-based marketing with leadership, business impact and the role of marketing within an organisation. The program concludes with participant presentations, feedback and certification.

Expert Faculty and International Perspective

Learn from leading Czech marketing professionals across brand growth, marketing effectiveness, communication, media, pricing, shopper marketing, customer centricity, leadership and other key areas of modern marketing.

EBMA is also supported by world-leading subject-matter experts, who contribute content and actively participate through virtual sessions during the course, bringing an international perspective and the latest evidence-based marketing knowledge.

Experts and guests contributing to EBMA include Štefan Sarvaš, Steffen Saemann, Jan Binar, Jan Suda, Jakub Petřina, Alex Falzer and other leading Czech and international marketing professionals.

Interactive and Intensive Format

The program takes place over 6 two-day sessions (Friday and Saturday) between March and May 2027.

With a maximum capacity of 20 participants, the course is designed to encourage interactive learning, discussion and personalised attention.

The program combines expert lectures, practical applications, group work, case studies and discussion, giving participants the opportunity to translate evidence-based principles directly into their own marketing practice.

Application Details

Please click on the Secure Your Spot button below.

Key Information

Start Date: 5 March 2027
Planned End Date: 22 May 2027

Duration: 80 hours of learning over 6 two-day sessions
Timing: Typically approx. 9:00–17:00; exact timing varies depending on the program of each day.

Planned Spring 2027 dates:
5–6 March 2027
19–20 March 2027
2–3 April 2027
16–17 April 2027
30 April–1 May 2027
21–22 May 2027

Program Fee: 55,000 CZK + VAT
Discounted Fee for members of the Marketing Council of the Czech Republic: 50,000 CZK + VAT

Capacity: Maximum 20 participants

Location: Prague, McCann Prague, Riegrovy sady 28, Vinohrady

Language: Czech / English

If you have any questions about the Evidence-Based Marketing Academy, don’t hesitate to reach out via email at ebma@aka.cz.

Expert Lecturers:

Štefan Sarvaš
Více zde

Steffen Saemann
Více zde

Jan Suda
Více zde

Jan Binar
Více zde

Josef Karásek
Více zde