Countermove Academy · for lecturers
Teach it in twenty minutes.
Every lesson comes with teaching notes: learning goals, a minute-by-minute class plan built around the lab on the projector, discussion questions with what a strong answer covers, and a version of the lab to set as homework. Free to use, no sign-up.
How it works
In the room
Twenty minutes per lesson: a cold open, the idea, the lab live on the projector, a discussion and the lesson's three questions.
As homework
Create a class, then set any lesson's lab as homework from its notes or the class page. Students open one link; no accounts.
What you see
On the class page: each student's quiz score (worked out on the server), whether they used the lab, and what they found.
The path13 lessons
- Value share and volume shareGoals, a 20-minute plan, discussion and homework · Strategy, Pricing
- Penetration and double jeopardyGoals, a 20-minute plan, discussion and homework · Strategy, Media
- Mental and physical availabilityGoals, a 20-minute plan, discussion and homework · Retail, Media
- Price elasticity and valueGoals, a 20-minute plan, discussion and homework · Pricing, Finance
- Promotions: lift, dip and rented shareGoals, a 20-minute plan, discussion and homework · Pricing, Retail
- Trade loading: sell-in and sell-outGoals, a 20-minute plan, discussion and homework · Retail, Finance
- Brand and activation: your own splitGoals, a 20-minute plan, discussion and homework · Media
- Diminishing returns and saturationGoals, a 20-minute plan, discussion and homework · Media, Finance
- Return on spend and paybackGoals, a 20-minute plan, discussion and homework · Finance, Media
- Gross-to-net and the P&LGoals, a 20-minute plan, discussion and homework · Finance, Retail
- Marketing mix modellingGoals, a 20-minute plan, discussion and homework · Media
- Habit, loyal buyers and switchersGoals, a 20-minute plan, discussion and homework · Strategy, Pricing
- Creative qualityGoals, a 20-minute plan, discussion and homework · Media
Questions marketers ask8 lessons
- How to respond to a competitor price cutGoals, a 20-minute plan, discussion and homework · Strategy, Pricing
- Brand vs activation: the 60:40 split explainedGoals, a 20-minute plan, discussion and homework · Media, Strategy
- Price elasticity, with a worked exampleGoals, a 20-minute plan, discussion and homework · Pricing, Finance
- How to calculate market share, with a worked exampleNotes coming · Strategy, Retail
- How to evaluate a promotion: lift against a baselineNotes coming · Pricing, Retail
- Marketing ROI formula: ROI, ROAS and gross profitNotes coming · Media, Finance
- Share of voice and excess share of voice (ESOV)Notes coming · Media, Strategy
- Seasonality in sales: the seasonal index, with a worked exampleNotes coming · Retail, Pricing, Media
Level 27 lessons
- Distribution: numeric and weightedNotes coming · Retail
- The digital shelfNotes coming · Retail, Media
- Attribution and incrementalityNotes coming · Media, Finance
- Results and the share priceNotes coming · Finance, Strategy
- Planning under uncertaintyNotes coming · Strategy, Finance
- Business cases and paybackNotes coming · Finance, Strategy
- Competitive war gamingNotes coming · Strategy, Pricing