How these lessons are written

Marketing education has a credibility problem, mostly self-inflicted. This page is the standard this school holds itself to. If a lesson falls short of it, that is a defect and we would like to be told.

Sourcing

Every non-obvious factual claim carries a source, and every source carries a date. Where a figure cannot be attributed to something checkable, it is not published — even when a number would make the argument land harder. Industry statistics are especially prone to circular citation, where a figure invented in a blog post becomes received wisdom because enough people repeated it. We would rather say "we don't know" than pass one on.

Where a lesson uses numbers, they usually belong to the three case businesses that run through the whole curriculum. Those businesses are fictional and are labelled as fictional everywhere they appear. Their numbers are internally consistent, so the arithmetic in the lessons can be checked.

Where AI is used, and where it isn't

This school teaches AI as a marketing tool, so pretending it plays no part in producing the lessons would be dishonest. AI is used for drafting, structuring and generating variants. It is not used to originate facts, and no statistic reaches a lesson because a language model produced it. Every claim is checked by a person against a source.

Corrections

Lessons carry a last-updated date. When something is wrong, it gets fixed and the change is recorded rather than quietly overwritten. Marketing moves, and search in particular moves fast: lessons that depend on how a specific platform behaves this year are reviewed on a schedule and marked accordingly.

What we will not do

• Publish a statistic we cannot source.
• Let a tool recommendation be influenced by a commission.
• Gate a lesson behind an email address.
• Claim a credential is worth more than it is.
• Teach a tactic we would not use ourselves.

Affiliate links

Some lessons name tools. Where a link earns a commission it is disclosed on the page, it appears only in a clearly marked recommendations block, and it never appears inside the teaching itself. No commission has ever determined which tool a lesson teaches. Where a free tool is the right answer — which is often — the free tool is what the lesson uses.

Telling us we're wrong

Corrections are welcome and are treated as a favour rather than a complaint. If a lesson contains an error, an outdated instruction, or a claim that does not hold up, say so and it will be fixed and credited.