Considered the ‘father of modern marketing’, he will join the ESPM faculty as professor emeritus and will teach a course at the college
ESPM (Escola Superior de Propaganda e Marketing) announced that Philip Kotler, recognized as the ‘father of modern marketing’, will join the institution’s faculty as professor emeritus. Kotler will teach, remotely, the ‘Strategic H2H Marketing’ course.
Scheduled for February 2025, ‘Strategic H2H Marketing’ will last one semester, with 32 three-hour meetings. Aimed at executives, CMOs and professionals interested in new marketing perspectives, ESPM states that the 40 in-person and 40 online vacancies seek to ensure close interaction with participating professors, including Waldemar Pfoertsch, co-author of the book ‘Marketing H2H’.
This Wednesday (13), the institution held a free MasterClass with Kotler, who shared his views on the future of marketing and introduced the new course. Marcos Bedendo, professor at ESPM and co-author of the Brazilian edition of the book “Marketing H2H”, was also present.
The course
Marcos Bedendo says that the selection of teachers for the new course was careful and designed to provide the greatest possible impact to students. Bedendo recalls that, in addition to Kotler, the course will also be led by Waldemar Pfoertsch and other influential names in the market, bringing a solid academic base and a perspective of innovation in marketing.
“This is a very carefully prepared course. It’s not long, but it really touches on the changing points that ‘H2H Marketing’ brings. We will have the participation of international authors, such as Kotler and Pfoertsch, and also a careful curation of teachers who have worked in the areas and have technical and academic knowledge”, he explains, also highlighting that the guest professors will each teach a few classes, to focus on specific themes that bring “the main possible impact” to the market.
In addition to the international authors, the course will be attended by at least five CMOs from prominent companies, who will share their experiences and practices with the students. “We will bring at least five CMOs with an impact on the market, who, in fact, are relevant people who will be able to bring their most relevant cases and discussions from their companies to the students’ environment. They will really discuss what is happening on the day the company’s day-to-day activities and how they are bringing new concepts into practice”, he states.
Kotler’s relationship with Brazil
Philip Kotler is a reference for global marketing, including in Brazil. His influence and ideas extend across diverse fields: academic, professional and business. “It’s actually very difficult for you to study or talk about marketing without going through Kotler. Of course, he wasn’t the first person to speak or use the term marketing, but he basically founded the idea of marketing management, right? Since the 60s he has been working on marketing and he has the prospect of evolving marketing with the times”, explains Marcos, professor and co-author of the Brazilian edition of the book “Marketing H2H”.
“He is a very big reference. So the impact he has on the world of marketing is truly tremendous, that’s why he draws so much attention when he writes, when he launches a book, or when, in this case, he becomes a professor in an institution like ESPM” – Marcos Bedendo
The ESPM professor reiterates the importance of having him teach a course in the country and explains that, although Kotler influences Brazil more than the other way around, he likes the country because he sees a different perception. “Kotler likes Brazil and he has the perception that it is a humanized place, that we have these more present human relationships, a relationship of service, including involvement with the service that is a little greater than what you see in the United States or even some countries in Europe”, he concludes.
