Seth Godin's Masterclass: The Essence of Marketing

📝 Checklist

Can you answer the questions below without hesitation?
If you find yourself hesitating for more than 3 seconds, I recommend this course!

✔In uncertain times, we must return to fundamentals and essence.

This course is not a lecture that teaches 'marketing how-to'.
Learn marketing that moves people's hearts and actions.

Features of this course

• The mindset of 'marketers who design change'

  
  

  Seth Godin defines marketing not as 'the art of selling,' but as intentional design that changes people. This course focuses on fundamental values such as brand philosophy, worldview, trust, and empathy rather than concentrating on short-term traffic increases or tactics.

• Philosophical yet practical structure

  
  

  Along with conceptual messages, we also cover practical tools that can be immediately applied in real-world situations, such as elevator pitches, funnel structures, pricing strategies, and storytelling.

• Question-based structure + Encouraging contemplation

  
  

  "Who do you want to change?" "What promises do you make?" The content is structured around questions that encourage self-reflection, and each section includes assignments to promote deeper learning.

🎯 Into the Lecture

① "The purpose of marketing is to create change"

"Marketers are not simply people who sell something. We are people who design change. Leading customers from their current state to a new state—that is the essence of marketing. It's not just about turning non-customers into customers, but helping them transform into the person they want to become. Just as Harley Davidson transforms 'alienated outsiders' into 'beloved insiders,' we work with identity and belonging. That's why marketing is an act of intentionally intervening in the world and taking responsibility for the resulting outcomes."

② "You must become a purple cow."

"People don't respond to familiar things. When a purple cow appears among thousands of brown cows, we pay attention and make it a topic of conversation. This is what remarkable means - 'worth talking about.' Marketing isn't about the product, but about the conversations that product creates. Being better or cheaper is no longer a competitive advantage. Can you make customers voluntarily talk about your brand? That's the core of marketing strategy. Purple cows aren't created by accident. They come from intentional design and courage."

③ "Tension is an emotion designed by marketers."

"Trust begins with tension. Customers always feel both fear and anticipation simultaneously about any change. Good marketers read this emotional gap and plant trust within it. Tension is uncomfortable, but it's the driving force for change. We shouldn't just provide customers with comfort. Instead, we should give them challenge and excitement, consistently sending signals that 'this brand can be trusted.' Ultimately, marketing is the design of emotions, and it's about determining what emotions a brand is remembered by in customers' hearts."

📚 Here's what you'll learn.

💛 Reviews from Global Students