Critical Thinking for Marketers

Critical Thinking for Marketers


Thursday, 4 April
9.30am - 5.00pm
Sudima Hotel | Christchurch City Center 
47 Salisbury Street, Christchurch Central City, Christchurch

*As part of MA's 50th Birthday Celebrations, we're offering 50% off all Christchurch workshops! Use the code 'birthday50' at checkout!

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Many people think they are thinking when they are merely rearranging their prejudices
- William James

In a world drowning in data and awash with bullshit, critical thinking just might be the most important skill marketers need.

In this workshop Carl Davidson will draw from behavioural science and cognitive psychology to demonstrate some of the flaws in our everyday ways of thinking, and provide some tools to sharpen your critical thinking and problem solving mindset.

In the process, you’ll see why critical thinking is rare (it’s much harder than you’d expect) and why most organisations make it much harder still.

You’ll learn why we’re all wired to think like lawyers rather than scientists, and why David Ogilvy was right about how evidence gets misused.

The workshop will then introduce a range of tools to unleash your critical thinking, nurture your scepticism, and supercharge your decision-making acumen.

It will benefit anyone with an interest in improving their thinking and decision-making skills, or in improving those skills among the people they work with. If you work with knowledge on a daily basis then this is the workshop for you.

MA's 50th Birthday Special

We're turning 50! To celebrate the Marketing Association turning the big 5.0, we want to share the love by offering our Wellington and Christchurch workshops at 50% off, and no, that zero isn't a mistake!

Use this code at checkout to book this workshop at half price: birthday50

Checkout other workshops that you can also attend at half price.

Professionally Certified Strategic Marketer
This is a core course to become a 
Professionally Certified Strategic Marketer

*Receive 50% off this workshop using the discount code: birthday50

  • $650.00 + GST Members
  • $950.00 + GST Non Members
  • Special rates available for students, registered charities and multiple bookings. Contact us.
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Join us in celebrating MA's 50th Birthday! Enjoy 50% off ALL Christchurch workshops by simply adding the code: birthday50 when you get to cart. Check out more Christchurch workshops in the link below.


Workshop Topics

Part one: Bad news, you're not as smart as you think you are

  • Heuristics, shortcuts, and why everyone is smart in hindsight
  • Why your unconscious biases are invisible to you (but no-one else)
  • The better educated you are, the less thinking you’ve probably been doing

Part two: Why learning organisations aren't real

  • The inertia of the status quo and compliance
  • How evolution has made deference a survival skill
  • The special problem of thinking in groups

Part three: Why everyone can be a more critical thinker

  • Fixed and growth mindsets
  • Thinking about your thinking
  • Shining a light on your own thinking processes

Part four: Channeling socrates - and borrowing and borrowing his critical thinking toolkit

  • Scientific thinking, hypotheses, and falsification
  • How to build a compelling argument by thinking about counterfactuals
  • Making sure you’ve identified the right problem
  • How to ask the right question
  • Establishing the burden of proof

Facilitator, Carl Davidson

Head of Insight, Research First

Carl is a psychologist by training, his professional life has been spent at the interface of behavioural science, organisational performance, and business strategy.

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The course leader for this session was awesome! The working examples, pace, activities and tools were all really helpful. Thank you!!

Heidi, 2021

Content was engaging and interesting. Facilitator was excellent - clear but also very welcoming of interaction


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journey with us today.

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