When we took on leadership of TMLA, we knew we wanted to make it different. Not just another place to learn marketing theory, but a community where the lessons are alive, evolving, and rooted in real experience.
Running MacMartin – our award-winning behaviour change agency – alongside TMLA gives us a unique opportunity:
to teach not just what marketing is, but what marketing does when it’s used with purpose.
We believe that marketing can drive real, positive change in the world. And that belief shapes everything we do – both in our agency work and in the way we teach.
At MacMartin, we spend our days helping organisations tackle some of society’s most complex challenges. From encouraging people to quit smoking, to raising mental health awareness, to addressing anti-social behaviour, our campaigns are designed to do more than just promote. They’re built to move people – towards healthier, more positive behaviours.
It’s powerful work. It’s also deeply motivating; we realised early on that if we could bring that real-world insight into our teaching sessions, we could offer something truly special to our learners at TMLA.
Because to us marketing isn’t just about increasing brand awareness or driving click-through rates. It’s about creating meaningful impact. When our students learn with us, they don’t just study what might work. They experience what does work – and why.
This positive impact is also why we like to foster real pride in marketing as a profession. It’s a big undertaking delivering a marketing strategy that helps to achieve an organisation’s strategic priorities – especially when you’re a small team, or even the only person in the team! We’ve lived through the challenges many of our students face – and we’re here to be the team behind the team, celebrating the talent, resourcefulness and creativity that they’re each bringing to their roles.
Put simply, behaviour change marketing isn’t about shouting louder. It’s about listening better. A behaviour change creative agency will let this guide their projects and decisions.
At MacMartin, we focus on understanding what motivates people, what barriers stand in their way, and how small, smart changes can lead to big shifts. Our work utilises behavioural science, using models like COM-B (Capability, Opportunity, Motivation = Behaviour) and techniques such as friction reduction and social proof, to inform every decision – from messaging and channel selection to the emotional tone of a campaign.
Sometimes it’s about finding the right moment to intervene. Sometimes it’s about re-framing a message to make it feel empowering, not patronising. But always, the goal of our work is the same: to help people take the next positive step.
This mindset – practical, purposeful, empathetic – is woven into every course we teach at TMLA.
Our lessons aren’t theoretical. They’re real-world briefings, drawn directly from the live projects we deliver at MacMartin.
When we explore a marketing framework with our students, we bring it to life with examples from active behaviour change campaigns. You’ll see the decisions we make, the results we measure, and the challenges we navigate.
You’ll learn how to:
We equip learners with practical, field-tested tools – not just theory. It’s about building confidence through context – showing the momentum, the mess, and the measurable impact.
CIM marketing qualifications already provide an excellent foundation in marketing fundamentals. But we believe that to truly drive change, marketers need to think deeper.
Marketing isn’t just about crafting clever messages. It’s about removing barriers, challenging assumptions, and inspiring movement.
We teach our students to ask:
Of course, a CIM-accredited qualification is a brilliant asset. But for us, it’s not just about gaining a certificate. It’s about becoming a marketer who can lead with confidence, curiosity, and care.
Our students leave with:
We prepare marketers to thrive in fast-changing landscapes – to align strategy with values, to deliver commercial success with social responsibility.
Marketing can shape culture. It can empower people. It can drive change. That belief underpins every lesson we teach, and every campaign we run.
If you’re looking for:
You’ll find your place with us.
Check you meet all these criteria before applying:
“As someone in the early stages of their marketing career, I really wanted to broaden my knowledge beyond the scope of my current role. I knew that having a solid, well-rounded understanding of marketing would help me grow and become more confident in my abilities – and that’s exactly what led me to TMLA and the CIM Level 4 course.
The course has given me a much deeper understanding of the wider marketing landscape. It’s really helped me see how all the different pieces fit together, which in turn has made me feel more confident and capable in my day-to-day work. What I love is how practical the course is – you can take what you’ve learnt and apply it straight away. I’ve already made changes to our business newsletter after a really insightful session on adding value for your audience (shoutout to Jessica for that one!). It’s made me think differently about how and why we communicate with our audience, not just what we’re saying.
The support from the tutors was brilliant – they’re always approachable and happy to answer questions, even outside the weekly sessions. And the wider TMLA team was just as great. Communication has been spot on and I’ve always felt well-supported throughout.
Another big plus for me has been how flexible the course is. The sessions are held online in the evenings, which makes it easy to fit around work and other commitments. On top of that, the exams can be taken at any point within the exam window, which has been really helpful – I’ve been able to sit my exams at a time that genuinely works for me.
Overall, I’d absolutely recommend this course to anyone looking to deepen their marketing knowledge. The content is engaging, the support is fantastic, and you walk away with skills and insights that you can use straight away. I feel so much more confident in what I am doing and how my career could progress.”
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