About the Course:

MAD//Masters by Rory Sutherland is a practical online training programme that blends behavioural science, marketing, and real-world insight. The course is designed to equip public sector leaders, communicators, and strategists with tools to drive change, challenge assumptions, and unlock smarter approaches to complex problems.

What You Will Get:

By the end of the programme, you will be able to:

• Reframe commercial problems using behavioural principles
  
• Identify irrational opportunities your competitors overlook
  
• Design smarter experiments instead of defaulting to “best practice”
• Challenge false rationality in corporate decisions
• Communicate bold ideas more persuasively
• Apply behavioural thinking to pricing, branding, strategy and innovation

This is about improving judgement, not memorising theory.

How the Programme Works:

On your cohort kick-off date, Monday, 7 December 2026, you will receive login details to the MAD platform by email. 

• 12-month platform access 
  Full access to all content, live sessions and recordings for one year from your course start date.
  
  
• 10 CPD-accredited, pre-recorded lecture modules 
  Approximately 60 minutes each. Typically completed at one per week (around 10 weeks), but entirely self-paced. All lectures are delivered by Rory Sutherland, with live sessions and access continuing across the 12-month programme.
  
  
• Monthly live Q&A sessions with Rory Sutherland (12 across the year) 
  Ongoing live sessions throughout the 12-month programme to explore ideas, apply learning and discuss real challenges. Sessions are recorded if you are unable to attend live.
  
  
• Bonus content and exclusive materials 
  Additional insights and applied examples to deepen your understanding.
  
  
• Personalised video feedback on your final assessment (Optional) 
  Choose one of three hypothetical business challenges and submit a slide deck presenting your behavioural solution. Receive expert feedback from Rory.
  
  
• Complimentary conference ticket (full-access ticket to MAD//Fest, worth approximately £995)
  Access to world-leading thinkers in marketing, innovation and communications. Next MAD//Fest conference: 7–9 July 2026.
  
  
• In-person networking lunch at MAD//Fest London 
  Connect with fellow public sector innovators and change-makers.
  
  
• Access to the MAD Masters alumni network 
  Continue discussions and peer connection beyond the programme.

Who is this for: 

This programme is designed for:

• Marketing and brand leaders 
• Strategy and innovation professionals 
• Founders and entrepreneurs 
• Senior public sector decision-makers 
• Product and commercial leads 

If your work involves strategy, innovation or persuasion, this programme will change how you think.

Why This Programme Is Different: 

• All lectures delivered personally by Rory 
• A full year of engagement 
• Live access, not just recorded material 
• Personalised feedback on assessment 
• Practical commercial application 

This is not academic behavioural economics.

It is behavioural thinking applied to real-world decisions.

Discounted Rate for Public Sector: 

Join the next cohort and develop a behavioural advantage that reshapes how you approach strategy, risk and opportunity.

2026 Cohort Dates:

• Monday 27 April 2026 
• Monday 27 July 2026 
• Monday 07 December 2026
   

Public Sector Preferred Rate: 

£400 + VAT per delegate

(Includes full-access MAD//Fest conference ticket)

Standard private-sector fee: £1,495 + VAT (including conference ticket)

Westco Academy has secured this preferred rate exclusively for eligible public sector professionals as part of its partnership with MAD//Fest.

Ready to learn from the Best?

Contact us at hello@westcocommunications.com to ask any questions.

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