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:
Fill out our contact form or use the details below and we’ll get in touch with you to answer any questions.
