Your Questions, Answered.

Explore our FAQ to find answers to common questions about our programs and application process.

The Scholarship Program

How long has the Scholarship Program been running in the UK?

15 years

What does the Scholarship involve?

The Marketing Academy’s Scholarship Program is an intensive development program which includes Mentoring, Coaching and Learning. The program is completely free of charge though highly selective, and if you’re successful in securing a place you’ll receive the following benefits:

The opportunity to meet with 8 senior industry leaders for face-to-face mentoring sessions.
An Executive Coach to work with throughout the entire program
3 x Residential Bootcamps (9 days in total) filled with leadership development, inspirational speakers, CMOs, CEOs and master classes
Participation in a life changing Leadership Development module
Peer to Peer support & connections
Exposure to high level marketing expertise across all industries
Lifetime access to The Marketing Academy via post-graduation enrolment to our regional Alumni Programs
Lifetime access to The Marketing Academy Virtual Campus – a supplementary curriculum of LIVE keynote sessions, ON-DEMAND learning and Learning Journeys

You can download and read the entire outline of the UK Scholarship Program here. US Scholarship here and Australia Scholarship here.

How much does the Scholarship Program cost?

The cost to attend the program is completely free. The entire content of the Scholarship Program is delivered by exceptional people who volunteer their time, knowledge, and expertise.

However, we don’t contribute to any travel or accommodation expenses. The residential Bootcamps require accommodation which must be paid for by the Scholars or their employers (we try not to book expensive venues!) Attendance at all Bootcamps and staying at the venues overnight(s) is mandatory, even if you live nearby.

How much time are Scholars expected to invest?

To get the most out of the program, Scholars should expect to invest 15 working days of time to attend 3 ‘Bootcamps’, up to 8 mentoring sessions, Virtual Campus events, and regular coaching sessions. In addition, there may be time outside of work where you prepare for mentoring or coaching sessions or to share your learning within your teams or externally.

How are the 15 days for the Scholarship Program broken down?

9 days of residential learning are split across three Bootcamps. As the Scholarship Program runs in the UK, US and Australia, each program has different mandatory Program dates across the year. To find out the key dates and specific information surrounding each program, please read the appropriate Program Guide.

Up to 12 hours for your mentoring sessions. Scholars will have around 8 x 60/90-minute sessions, and these are spread throughout the program. These are organised by the Scholars and their mentors directly post the first Bootcamp.

6-9 hours for your coaching sessions. Scholars will have around 6 x 60/90-minute sessions, and these are spread throughout the program. These are organised by the Scholars and their assigned Executive Coaches.

The Virtual Campus – a supplementary curriculum of LIVE keynote sessions, ON-DEMAND learning and Learning Journeys. The time for these will vary from Scholar to Scholar depending on their learning needs.

What are the Bootcamps and do I have to attend them?

The 3 Bootcamps are intense, immersive, and residential events, attended by the entire cohort of 30 delegates, and are packed with learning, speakers, and workshops.

Full attendance to ALL 3 Bootcamp events is mandatory. You will need to attend in full and failure to do so will result in termination of your Scholarship place. Please do not apply if any of the Bootcamp dates are likely to be problematic.

Once the Scholars begin the program, who picks up the tab for accommodation and travelling costs etc.?

We are a not-for-profit company and therefore unable to contribute to any expenses incurred by Scholars whilst travelling to mentoring meetings, coaching sessions, or Bootcamps. This cost must be met by the Scholars or their employers. It should be noted that the Bootcamps will require 6 nights’ overnight accommodation which must also be paid by the Scholar or their employer. We endeavour to keep costs as low as possible without compromising the quality of the Bootcamp experience.

Are employers expected to give the successful Scholars fully paid leave to take part in the Scholarship Program?

Whilst employers must be in support of the Scholar’s application to the program, it is not compulsory for them to give their Scholar fully paid leave. In our experience employers appreciate the level of development the Scholarship provides to their rising stars and the ripple effect it has on their team, so tend to be extremely generous in giving our Scholars fully paid leave to attend. That said, some employers may require Scholars to take some time as holiday or unpaid leave.

Please note that to be accepted onto the program, attendance to all the Bootcamps is mandatory.

When does the Scholarship actually begin?

The three different Scholarships have varying Schedules – see their pages for all the dates:

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Can I apply if I am based outside of the host country ?

You can apply if you live a maximum of three hours outside of the Program’s host country, however it is essential that you are able to travel for all the Scholarship events to make the most of the Scholarship, and how you plan to do this must be proven within your application.

For the US Scholarship Program, you can apply if you are based in the US or Canada. It is essential that you are able to travel for all the Scholarship events to make the most of the Scholarship (events take place in the US).

Please Note:
While the program is open to applicants from the U.S.A, Canada, and those based in the US holding valid U.S. visas, we may have to defer an applicant’s place in the program or in the selection process to the following year’s cohort if, at any point, it appears that border restrictions, visa issues, or other travel limitations may prevent full participation in the required residential events. This measure is in place to ensure a fair and complete experience for all participants.

Where can I find a list of all the people and companies involved in the Academy?

You can find a list of all the mentors, coaches, partners, judges, and companies who are involved in delivering the Scholarship on the relevant website under the ‘Who’s Involved’ tab.

Where can I find out what previous Scholars thought about their experience?

You can read more about what our Alumni has to say about the program here.

What are the key dates for The Marketing Academy Scholarship Program?

The three different Scholarships have varying Schedules – see their pages for all the dates:

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The Scholarship Program – Nominations

What’s the selection criteria?

Whether your experience is in a consumer or B2B brand, public or charity sector, media or creative agency, media owner or platform, entrepreneur or working for companies large or small, all applicants will be assessed equally against our criteria.

What we are looking for*:

• Ideally between 8 and 18 years in a marketing or agency role (UK & US) and between 10 and 20 years for Australia.
• Currently in a leadership role
• Highly ambitious to further career in marketing leadership, aspiring to C-Suite or board roles
• Demonstrates commitment to career with evidence of results and achievements
• Evidence of commitment to broadening horizons, such as an interest in charitable, social, cultural, creative, travel or sporting endeavours.
• High emotional intelligence & natural drive to succeed
• Currently employed on a permanent basis* and have worked in current company for a minimum of 6 months
• No known risk of termination or resignation for the duration of the program

*Please note: We have Scholarships available for individuals who do not have a ‘classic’ marketing background. Those who have demonstrated exceptional potential as natural marketers or who have shown outstanding entrepreneurial ability or exceptional achievement in the face of adversity will be considered.

Once I’ve nominated someone, will I be informed of their progress?

Sadly, we don’t have the resources to let you know, but if you follow The Marketing Academy on LinkedIn, you’ll certainly see the final cohort selected.

Will the person I’ve nominated be informed of my identity?

By submitting your nomination you agree to us telling the nominee who made their nomination. If you prefer your nomination to be anonymous, please request this by emailing meg@themarketingacademy.org

We do recommend you give your nominee some warning before you nominate them – you might consider sending them a copy of the Scholarship Program Guide.

I’ve got someone in mind who I think will be an outstanding future leader, but they don’t fit the published criteria. Is it worth nominating them?

Yes. We have Scholarships available for individuals who do not have a ‘classic’ marketing background. Those who have demonstrated exceptional potential as natural marketers or who have shown outstanding entrepreneurial ability or exceptional achievement in the face of adversity will be considered.

We support diversity, inclusion and equality in every context and firmly believe that everyone, irrespective of race, ethnicity, sexuality, gender, or religion, should have the same opportunity to fast track their careers and learning via our programs. So please know that we rely on you, as a nominator, to help us identify a breadth of talent across the entire industry and you can nominate as many people as you like.

Do I have to be the nominee’s boss to nominate someone?

No. You can nominate whoever you choose, be it a member of staff, colleague, boss, peer, supplier, client, friend, or family. You can nominate someone at an agency or business that you’ve worked with and have been very impressed by, or any great marketer who you feel is a rising star. But the bottom line is your nominee should fit the selection criteria which can be found in The Scholarship Program Guide.

What if the nominee is in between roles, freelancing or on a short term contract?

The Scholarship criteria requires the nominees to be fully employed or own their business.

The learning provided throughout the Scholarship centers around leadership development. We have discovered that Scholars with a wide and consistent span of direct leadership & influence within one company, are able to implement the learning immediately and can practice the tools and techniques in real time. This also enables the Scholars to get the most out of the Mentor sessions, allowing them to discuss & debate real situations which mirror the practical experience of the Mentors. Depending on the span of the freelance role this consistency can be significantly reduced, along with the ability to make wide reaching impact across a business where the Scholar is directly accountable for the long-term results.

We can only take 30 Scholars on any program. With over 250 people involved in their development and learning it’s essential that we ensure the widest possible ‘ripple effect’ of the learning so that the benefit of the Scholarship can be felt more widely within the industry. Experience has taught us that Scholars in significant leadership roles, directly employed by one company for the duration of the program, can have a greater lasting impact on their business than those in temporary, interim or short-term roles.

The learning curve of the Scholarship does not mix well with the learning curve of a new role. In fact, we have found that it can be so detrimental to the Scholar (and their new employer) that we have the right to remove Scholars from the program if they change roles during it (much as we hate to do so). We minimise this risk by ensuring that Scholars are employed, supported by their current employer and are crystal clear on their career goals – and timings – before embarking on the program.

If the Scholar is in ‘transition’ or seeking the next role while on the program then we find that most of the learning and interactions with Mentors, Coaches and the other Scholars are experienced through that lens, which ultimately results in a reductive experience. The nature of some freelance work means that the likelihood of embarking on and / or seeking new roles is higher.

If you are or know of someone in transition, freelancing or contracting, they may be eligible to enroll on our Virtual Campus program – please send them this link https://themarketingacademy.org/programs/the-virtual-campus-program/

Can I wait until just before the nomination portal closes before I nominate?

Yes, but you may disadvantage your nominee as there is a short turn-around time between the closing of the nomination portal and the application submission date. Nominees don’t receive the details on how to apply until they’ve been nominated. It can then take a lot of thought, time, and resource for a nominee to put together the 3-part application. So, the earlier you nominate the more time your nominee will have to design and submit their application.

Can I nominate myself?

No. To be eligible for an ‘Invitation to Apply’ you will need to be nominated by someone who considers you worthy of a place. We will not accept self-nominations and the nomination portal is regularly cross-checked and verified

Can I nominate more than one person?

You can nominate as many people as you like.

What happens after I enter my nominee’s details on the website?

After you’ve nominated, you will receive an email confirming receipt of your nomination. Your nominee will be sent all the details they need in order to apply for a place.

The Scholarship Program – Selection Process

How do I apply and what is the selection process like?

The Scholarship Program is free but highly selective, and to apply you must first be nominated by someone through the Nomination portal on our website.

All nominees then receive an ‘Invitation to Apply’ which includes essential information about the 3-stage selection process. See key dates and information for the three Scholarships

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What’s an Employer’s Endorsement?

To continue through the selection process, it’s essential we receive evidence of employer’s support of the nominees’ application in written form. An ‘Employer’s Endorsement’ form is supplied with the ‘Invitation to Apply’. Employers are asked to outline why they feel their employees should receive a place on the program and to confirm that they will enable their employee to invest a minimum of 15 days to the program if awarded.

If you have only been at your company for six months, in addition to an endorsement from your current employer, you are allowed to submit an endorsement from a previous employer too.

What is a “Showcase Me” and how do I submit it?

The ‘Showcase Me’ element of the Scholarship application is your chance to show your creative side and communicate exactly why you should be awarded a place on the program.

The ‘Showcase Me’ must be in a digital format. All we’ll say is the more original the better! Details on how to how to submit it are within the ‘Invitation to Apply’ you receive when you are nominated.

The Scholarship Program – Additional Information

What happens if I’m looking for a new job?

We minimise this risk by ensuring that Scholars are employed, supported by their current employer, are under no known risk of resignation, are crystal clear on their career goals – and timings – before embarking on the program. If the Scholar is in ‘transition’ or seeking the next role while on the program then we find that most of the learning and interactions with Mentors, Coaches and the other Scholars are experienced through that lens, which ultimately results in a reductive experience.

So, if you’re exploring new opportunities, please do not apply this year as you will not meet our selection criteria.

What happens if I move roles whilst on the Scholarship program?

We believe that the learning curve of a new company doesn’t mix well with the intense experience of attending the program, therefore we reserve the right to terminate the place on the program if Scholars move company during the program.

What happens to the nominees who are not selected for a Marketing Academy Scholarship?

Nominees who apply for the Scholarship and don’t make it on the program are given access to our Virtual Campus. We also sometimes share free or discounted learning opportunities with the nominees who aren’t selected for a Scholarship. We also advise nominees to re-apply in later years, as we have had many Scholars who were successful on their second, third or even fourth try.

I’m interested in getting involved in another way, who can I speak to?

Please email Meg Stone, Marketing and Operations Executive, at meg@themarketingacademy.org.

The Global Fellowship Program – Eligibility

Can I apply if I am the Founder of my company / self-employed?

If you are self employed and without a team the program isn’t designed for you. If you are a Founder of brand, past the early stages of ‘start up’ and have a significant team then we’d welcome your application.

Can I apply if I am an agency CMO/marketing leader?

Sadly no, this program is only for brand-side CMOs.

Can I apply if I am a CMO for a consultancy?

This depends on what kind of ‘consultancy’ you’re working for. If you are providing consulting services to marketing functions / CMOs then this program is not for you. If in doubt, please drop us an email and we’ll let you know.

Can I apply if I am a CMO for a recruitment agency?

As long as you meet the criteria for selection, yes you can.

Can I apply if I am already a CEO?

If you are already a seasoned CEO then it’s unlikely that the program would provide you with a lot of benefit. If you’ve previously held a CMO role and are within the first year of your first CEO role then the program could be of great value to you and we’d welcome your application.

Does my title / role have to be CMO in order to apply?

No, but you must:

Be the most senior marketing or growth leader (e.g. CMO, CGO, CCO) in a client-side brand
Have a 20+ years track record in marketing or commercial roles, with a minimum of 5 years in the top seat
Report directly to CEO, President or C-suite executive
Be leading large teams, manage significant budgets, and hold (or have held) full P&L accountability

I’ve just moved to a new job / company. Is this the best time to do The Fellowship?

No it isn’t. The learning curve of a new role does not mix well with the intense development experience the Fellowship provides. In fact, we have found it to be detrimental to the Fellow (and their employer).

This is why we reserve the right to terminate the Fellowship place if the Fellow changes employer during the program.

We minimise this risk by ensuring that Fellows are employed, supported by their current employer, are under no known risk of resignation, are crystal clear on their career goals – and timings – before embarking on the program.

The timing of attending the Fellowship program is crucial. It runs every year, but you can only experience it once in your entire career. If you have any doubts or concerns about the timing of your application please email us and we will help you to decide.

I am thinking of moving company within the next 12 months. Is this the best time to do the Fellowship?

No it isn’t. If the Fellow is in ‘transition’ or seeking a new role while on the program then we find that many of the learning and interactions with Mentors, Executive Coaches and the other Fellows are experienced through the ‘next move’ lens exclusively, which ultimately risks a reductive experience.

To get the most impact from the Program our Fellows should be settled in role, stable within their company and with eyes on their career objectives over the coming 2 to 3 years. This ensures they are free to gently explore ‘what’s next’ at the same time as building capabilities to deal with current issues & challenges and development areas.

This is why we reserve the right to terminate the Fellowship place if the Fellow change roles during the program.

We minimise this risk by ensuring that Fellows are employed, supported by their current employer, are under no known risk of resignation, are crystal clear on their career goals – and timings – before embarking on the program.

Is this only for people who are on a succession plan for a CEO role or are unequivocal that this is their destiny?

No, but we are looking for people who have hunger and ambition to broaden their skills, experience, perspectives and impact. Throughout the Fellowship, Fellows will have the opportunity to increase their competence and confidence, even if ultimately they choose not to become a CEO. Essentially, we want applicants who will hold wider, high impact, C suite roles.

While the program is designed to enable our Fellows to become CEOs, Alumni of the Fellowship often take alternative paths such as; General Management, Regional Presidents, larger CMO roles, Non-Executive Main Board, Commercial / Growth / Revenue roles, to name a few.

I’m a CMO, could my direct reports be eligible?

Not typically, unless you are a Global CMO and you have seasoned, extremely senior CMOs reporting to you. The program is not designed for marketers with narrow functional remit.

The Global Fellowship Program – Selection Process

Can I apply to both cohorts?

Yes you can, but you must let us know you are applying for either at the point of submitting your application.

Can I mix and match events from cohorts, (e.g. attend Residential #1 of Cohort 1 and Residential #2 of Cohort 2?)

Unfortunately you can’t mix and match the Residentials. There are a few reasons why:

Each cohort is carefully ‘curated’. We invest a huge amount of time ensuring the balance of breadth and diversity across industry sectors, type of organisation, geography, nationality and a whole lot more. Swapping Fellows mid-program will compromise this balance significantly.
The curriculum modules are the same for both Cohorts – however the timing of their delivery is reliant on the availability of the specific Faculty delivering them. By way of example; for cohort 1, the Finance module might be delivered in Residential 1 but for the other cohort it might be delivered in Residential 2. This risks duplicate content (and wasted time) if a Fellow were to switch Residentials.
There are number of sessions which are experienced in pairs & small groups, working together, multiple times, throughout the Residentials. Fellows leaving the cohort to join the other would significantly disrupt this.
The profound bonding and psychological safety created in the first Residential is crucial and would be eradicated if new faces were to join after the 1st Residential.

Therefore, you need to stay with EITHER Cohort 1 or Cohort 2. 

What is the selection process and how difficult is it?

We design the process to be able fit easily into your schedule and to help both you, and The Marketing Academy, assess if this is the right thing for you at this stage in your career. The process requires you to submit an Application Form, an Endorsement from your CEO, and your CV. These three elements are then assessed, comparative to the applicant pool and against multiple criteria.

Should you be shortlisted to the final stage then you will meet with a member of our selection panel.

The selection panel meeting is designed to explore what you need to get from the program, whether you are at the right stage to truly benefit from it, and proximity to achieve your future career aspirations.

Following assessment and input from the members of the selection panel we then carefully ‘curate’ the final cohort. Much thought and care is invested in ensuring the cohort is widely diverse in every context; sector, nationality, level of experience, type of organisation, breadth of role, complexity of remit, length of experience, career aspirations etc.

The size of the final cohort changes each year depending on the numbers that apply.

Success rate is high for those that are operating at board level, with serious ambition to improve their leadership skills and to widen the scope of their role.

The Global Fellowship Program – The Program

There are lots of executive development programs for senior marketers; how is this one different?

Many development programs for board-level Marketing leaders will either focus on technical skills, leadership development or personal development. The Marketing Academy Fellowship programs combines all three, focusing on both ‘heart’ and ‘head’ in a unique environment where CMOs feel able to share their personal experiences in a safe and supported way.

The curriculum is a careful blend of immersive learning, Executive Coaching and Mentoring, including every ‘technical’ aspect of Board stewardship in conjunction with a deeply immersive ‘leadership journey’ and profound individual growth.

Most executive development programs are expensive and also non selective. This means that any company / individual can pay to attend. Uniquely, The Marketing Academy Programs are tuition free with Fellowships awarded based on merit, and only after rigorous and competitive selection process.

The peer group connection is a particularly valuable facet to the Fellowship program, which continues on after the formal program has ended when Fellows join the Fellowship Alumni Program – a global community of peers & board leaders.

We are the only organisation in the world, providing executive development to CMOs, to have unlimited access to McKinsey & Company industry & functional experts.

We do not provide learning in ‘marketing’. Our Fellows are already at the top of their game as CMOs. Our curriculum is designed to include the things they don’t know.

Who else has been on this program in the past?

Feel free to browse our Alumni list here.

Do CEOs rate this program?

Yes. Many CEOs tell us that it’s a unique program and that the impact on their CMO and the relationship between their CMO & the other Board members is tangible.

Most CEOs have a healthy respect for the quality & value of McKinsey & Company’s contribution to the Fellowship.

They often cite that the program provides immediate & unexpected value to their company.

Can I talk to someone who’s been on the program previously, to find out more about it?

Yes. Drop us an email and we’ll connect you to an Alumni from a similar sector or with a shared area of interest.

What’s the total time commitment?

The total time commitment is circa 11 days*

2 X 4 day ‘Residentials**
1 day Virtual programming
1 day (spread across 7 months) for 4 mentoring sessions* 1 day (spread across 7 months) for 6 Executive Coaching sessions*

*Does NOT include your travel time to and from the Residential venues.
**Dates for all residentials are in the Program Guide. Attendance to both residentials and the virtual day are mandatory
***Receiving mentoring & being allocated an Executive Coach are both optional. If you choose to opt out you risk severely reducing the impact of the program.

Is the program really free?

In line with our founding principles, The Marketing Academy delivers the Fellowship Program free of charge. However, you are required to pay for 8 nights’  accommodation + F&B. These expenses are invoiced to you or your company (at cost), by The Marketing Academy, upon acceptance to the program:

£2,900 GBP / €2,900 EURO / $3,900 USD / $5,800 AUD 
(Inclusive of all meals, beverages, tips and service charges)

You will also be required to arrange and pay for your flights and transfers to and from the residential venues.

The Global Fellowship Program – After The Program

What kind of careers have people gone on to have once they’ve completed the Fellowship?

Many Fellows make the move to CEO, President, MD, GM, some become entrepreneurs, others go on to lead business divisions within a larger organisation. Some continue in their marketing career and move to larger CMO roles, or change industry sector. Most take wider roles in the C Suite including both executive and non-executive positions.

STILL GOT QUESTIONS?

If still have unanswered queries, get in touch with us below.