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For Educators

This page is for marketing educators — university lecturers, vocational instructors, course designers, and certification trainers — who want to teach with The Anatomy of Marketing.

Why teach with the AoM​

Marketing curricula often fragment across silos: branding here, performance there, research somewhere else. The AoM gives students a single shared structure — six colour-coded "hats" wrapping 60 concepts — that makes those silos visible and connects them. Students who learn the AoM gain a vocabulary that travels across courses, employers, and AI tools.

Concrete affordances for teaching:

  • Stable URLs. Every concept page has an immutable slug; citations in your syllabus or handouts won't break across semesters.
  • Open licence. Content is CC BY 4.0. Use it in slides, handouts, and assignments with attribution. Trademark stays with Ne-Lo — you may cite the methodology but not brand derivative paid courses as "Anatomy of Marketing".
  • Machine-readable. Students can paste a concept URL into Claude or ChatGPT (the "Continue in" buttons at the bottom of every page do this) and the AI gets the canonical definition, not a paraphrase.
  • Versioned content. The methodology cuts versions (e.g., v26.3.1) so a course built against one version stays stable; later updates don't silently change definitions students have already learned.

Suggested teaching paths​

The AoM works at multiple levels of depth. Three paths that have worked well in practice:

Lecture mini-series (3–6 weeks)​

One week per hat. Each lecture: introduce the hat's body-system metaphor (Brain, Heart, Skeleton, Body, Senses), walk through 2–3 of its concepts in depth, then a 30-minute case-study application. Strongest fit: undergraduate marketing fundamentals, MBA core marketing.

Capstone audit project​

Students work in pairs to audit a real company's marketing using the AoM:

  1. Pick a company with public marketing surfaces (website, comms, products).
  2. For each of the 6 hats, identify which company artifacts cover that hat. Note gaps and conflicts.
  3. For one hat, walk every concept and judge whether the company has a coherent answer for it.
  4. Submit a 5–10 page audit with the methodology cited per finding.

See the worked example in /for-ai-agents — students using AI assistants will find the same structure useful.

Reference seminar (single session)​

Use the AoM as the connective tissue across other frameworks students already know (Porter, Kotler, Aaker, McCarthy's 4Ps). The intellectual lineage page documents which thinkers AoM draws from. A 90-minute session can map the 4Ps onto the Execution hat's 16 concepts, then show what the AoM adds (Investment, Brand Strategy, Data & Insights as first-class peers, not afterthoughts).

Citation​

Every concept page has a "Cite this page" button at the bottom — copies APA, MLA, Chicago, or BibTeX. For citing the methodology as a whole, use CITATION.cff (GitHub renders a "Cite this repository" widget). Format preview:

Antill, K. & Hastings, R. (2026). The Anatomy of Marketing — Open Methodology (v26.3.1). Ne-Lo. https://github.com/the-kizz/anatomy-of-marketing

Citations include version-pinned URLs once Phase 6 ships the version cut feature; until then, the dev URLs at wiki.anatomyofmarketing.dev are the citable surface.

Courseware downloads​

Slide decks, hat reference posters, and assignment templates will live at /courseware once founders publish them. The bundles will be free (no signup) for academic use under CC BY 4.0; lead capture only applies to richer-format paid bundles outside the open methodology.

AoM Training (paid, optional)​

Ne-Lo offers certified AoM training for institutions and individuals — instructor certifications, deeper case-study libraries, and licensed teaching kits. None of this is required for using the open methodology in your course. Get in touch via ne-lo.com if your institution wants a formal partnership.

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