In a recent LinkedIn post, James Hurman announces the upcoming 2026 cohort for his Master of Advertising Effectiveness program, detailing significant updates to the curriculum. Hurman, an advocate for evidence-based marketing strategies, shared his excitement about the program’s relaunch, emphasizing a comprehensive rebuild designed to offer learners a deeper understanding of advertising’s impact.
Hurman highlights the extensive redevelopment of the course material, stating:
“I’ve completely rebuilt the curriculum from the ground up – with a tonne of new research, new case studies, and podcasts with the incredible people behind the work.”
Revamped Curriculum Focuses on Evidence-Based Principles
The Master of Advertising Effectiveness program, now an eight-week online course, is structured to equip marketing and advertising professionals with a robust understanding of proven advertising principles. According to Hurman, the updated program aims to move beyond theoretical concepts to practical, research-backed applications.
As Hurman notes, the program’s goal is to provide:
“a complete understanding of the evidence-based principles of advertising effectiveness.”
This focus on evidence is central to Hurman’s philosophy, suggesting a move towards more measurable and accountable advertising practices within the industry. The inclusion of new research and case studies indicates a commitment to reflecting the latest developments and real-world successes in the field.
Program Launch and Open Day Details
To introduce the enhanced program, LIONS Learning is hosting a virtual open day. Hurman encourages interested professionals to attend this free event to learn more about the curriculum and its benefits. The open day is scheduled for 9:00 am BST on Thursday, April 9th, with specific timings adjusted for different time zones, including 8:00 pm in New Zealand and 6:00 pm in Australia.
The first cohort for the revamped program is set to commence on May 11th. Hurman directs prospective participants to contact Noelle Hegarty for enrollment inquiries, suggesting that seats may be limited.
Hurman’s initiative underscores a growing trend in professional development, focusing on specialized, evidence-driven learning experiences. By rebuilding the curriculum with contemporary research and expert insights, the Master of Advertising Effectiveness program positions itself as a key resource for professionals seeking to sharpen their skills in an increasingly complex advertising landscape.
The emphasis on practical application and measurable results, as detailed in Hurman’s post, aims to empower attendees to implement effective strategies immediately upon completion of the course.
📝 About This Content
This article is based on insights shared by James Hurman on LinkedIn.
📅 Originally posted on April 7, 2026 | View original post on LinkedIn →