The classroom becomes a brand lab.
ACM Education brings the same method to universities, colleges and secondary schools. Students research a real brand: they collect the 4 perspectives, read the materials across 12 archetypes and interpret the 6 gaps, in teams with a coordinator. The lecturer runs the groups, leadership sees the whole institution, and at the end the brand receives the results.
Four roles, one project.
Everyone sees what they need, for the same brand.
The whole institution, on one screen
- the structure: faculties, departments, programmes, groups
- leadership appointed to each unit
- the progress of all groups and brands
Groups, without extra spreadsheets
- creates the groups and the brands, with a coordinator on each team
- assigns the materials: who does the first reading, who the second
- decides where people do the work and where the AI does
- tracks progress and corrects the coding
The lecturer sees each team’s progress across B · D · E · S.
A real brand for your portfolio
- collects the four perspectives
- codes the materials against 12 archetypes
- does the first or second reading of the materials they receive
Creator41
Caregiver15
Lover13
Sage9
Everyman6A second student reads 20% of the materials again. In “Mixed” mode, the second reading is done by the AI.
The brand doesn’t stop at the course
- sees what the students worked on
- doesn’t change their work
- takes the brand into ACM Marketing via a link
The owner sees everything without changing the students’ work, and takes the brand over via a link.
Students think they’re ready. Employers aren’t so sure.
Projects with a real client go some way to closing the gap.
the odds of being engaged at work for graduates who had a project of at least one semester, an applied internship and extracurricular activities
Gallup-Purdue Index, 29,560 graduates · 2014higher risk of failing for students in lecture-only courses, compared with active learning
Freeman et al., PNAS, meta-analysis of 225 studies (STEM) · 2014Not a textbook case.
What the group gets, compared with the classic formats.
| Textbook case | Simulation | ACM Education | |
|---|---|---|---|
| The brand | from the past, well known | fictional | real, from your city |
| The data | ready-made data | generated by the game | collected by students |
| The method | the case author’s | the game’s | published, the same one professionals use |
| Teamwork | discussion | in rounds | a coordinator, the materials split among the students |
| Verification | the lecturer’s mark | the game score | paired coding + the lecturer |
| After the course | it closes | it closes | the brand can take it into ACM Marketing |
An original framework, not a template.
The group works with the same formula as professionals: two axes, four perspectives, six gaps and twelve archetypes. The rules are published and date-stamped, before any measurement.
From the first class to the brand handover.
An example breakdown by stage, adaptable to the course’s actual plan.
- Stage 1The group and the teams
the lecturer creates the group and the brands, and names each team's coordinator
- Stage 2Believes
the team surveys the brand’s leadership
- Stage 3Does
coding the materials, with cross-checks between coders
- Stage 4Expects and Sees
the public survey, sent out by the team
- Stage 5The diagnosis
the gaps, and presenting the decisions to the brand
- Stage 6The transfer
the owner takes the brand into ACM Marketing
Research skills, on a real case.
Suits marketing courses and research methodology courses alike.
designs and sends out a questionnaire, reads the responses
codes materials against a 12-archetype grid
two people, the same material, a check
profiles, distances and optimal zones
turns the data into recommendations for the brand
a coordinator, materials divided up, deadlines
The institution, as it is organised.
Step 1 in ACM Education, with leadership for each unit.
Universitatea Demo, group MK 2601.
An example group, with 2 brands and 10 students. Real case studies are published with the institutions’ consent.
- Groupthe lecturer creates it in “My groups”
- The teams5 students per brand, with a coordinator
- Data collectionBelieves, Does, Expects, Sees
- Presentationthe gaps and the decisions, in front of the brand
- The transferthe owner takes the brand into ACM Marketing
Enter Universitatea Demo as a lecturer, student or dean.
Open the demo →The brand doesn’t stop at the course.
After the semester, the brand’s Owner and Marketing take over what the students worked on.
- The owner becomes Owner in ACM Marketing when they open their link.
- Marketing becomes Admin.
- Students can continue in the academic edition; what they do there stays there.
Real brands, in class, at partner institutions.
Video and written experiences, from all three roles.
Partner institutions
Universitatea Tehnică a Moldovei
Universitatea de Stat din MoldovaFor teachers and students.
How groups, roles and real brands work on the course.
What institutions ask.
How does the institution get access?
You send the request, the ACM team confirms it and the institution receives its own address: <abbreviation>.acmframework.com.
Who creates the groups?
The lecturer, in “My groups”. At the start, the institution can also add groups from Structure.
Which brands do students work on?
Real brands, created by the lecturer in the group. The brand’s Owner and Marketing are invited to see what the students worked on.
What happens to the brand after the course?
The owner can transfer it to ACM Marketing. Students can continue here; what they do stays only in the academic edition.
Does it work for courses other than marketing?
Yes. Paired coding and inter-coder agreement also suit research methodology courses.
Open ACM Education at your institution.
You send the request; the ACM team confirms it and the institution receives its own address: <abbreviation>.acmframework.com (e.g. utm.acmframework.com).
See the demo · edu.acmframework.com/demo