Humanizing Growth - The International Marketing Program

Based on the most comprehensive study on business growth, this program helps marketing leaders drive more ‘humanized growth’ - value creation for all stakeholders. It offers a condensed version of the acclaimed and exclusive IRG100 leadership program. Now, the most important learnings are made accessible for Dutch marketing leaders who want to acquire world class marketing skills. Every session will be co-hosted by renowned national and international CMOs from leading brands. Language: English, also to open up for international marketing leaders operating from The Netherlands.

Key elements of the program

  • 6 modules – covering the What, How and Why of humanized growth
  • Qualitative and quantitative external benchmarking to pro-vide fact-based growth plans to discover how your brand and organization ranks against other brands
  • Alignment and integration with existing strategic planning processes i.e. on the spot implementation
6 days, 4 Friday's in Nov & Dec 2023, 2 Friday's in Jan-Febr 2024 | NIMA accredited 25 PE-points
€ 3.400*
Buitenplaats Doornburgh
*The price is for members of bvA, VIA, Logeion, SWOCC and NIMA, training costs without 15% discount € 4.000
Frank van den Driest Aljan de Boer

Ontwikkeld en begeleid door:

Frank van den Driest, Aljan de Boer
Program Program management Details Program
Make a reservation
Download brochure


Today companies are seeking out a new kind of growth: the human kind. Growth that addresses the needs of customers, colleagues, communities ánd capital markets. The latter as an outcome rather than the primary objective. 

This is what we call Humanized Growth.  

We believe senior marketing and growth leaders are perfectly positioned to drive humanized growth.  

How?! Based on the most comprehensive growth study ever, we identified what differentiates overperforming companies from underperforming ones. The Growth Study uncovered 7 clear building blocks, that form the architecture of this executive marketing leadership program and of sustainable growth in today’s world. 

For marketing leaders who want to deliver more humanized growth, develop new growth capabilities, and actionable growth plans. 

The best practice-based curriculum includes benchmarking, practical insights, expert contributions and peer discussions, as well as best practices to help captains of marketing build new leadership capabilities and business growth.  

Every session consists of 

  • Thought leadership & content part 
  • Renowned guest speaker from the international IRG community 
  • Content discussion: where is your organization leading and lagging? Why? What is blocking / facilitating success? 
  • Based on the learnings from this session, what actions can you take now to make an immediate impact? 

Target audience is marketing leaders with 10+ years of experience and marketing leaders who want to benchmark themselves and their company against the world’s greatest marketers.

Frank and Aljan will be leading the program. At least one of the two is always present during the sessions. They’ll make sure every session is co-hosted by a leader for the international marketing scene.

More details in the program description. 

Bekijk het volledige opleidingsprogramma

Program management

Aljan de Boer

Aljan de Boer

Head of Inspiration TrendsActive & Community Director at IRG

Meer over Aljan de Boer
08 01

Frank van den Driest

Co-founder the Institute for Real Growth

Meer over Frank van den Driest

Guest speakers



Any articles, lesson materials and tests are made available.

Time investment

  • 6 days from 9.30 - 17.30 hrs
  • Option to run a quantitative benchmark over the summer: time investment about 4 hours
  • Stakeholder interviews 5 hours
  • Implementations happens on the go and on the job
  • Articles and thought leadership is made available and can be consulted voluntary

Training costs

The training price is € 3.400,- including literature with a membership of yourself (or from your employer if it pays for the training) of NIMA, bvA, Logeion, SWOCC or VIA. The training price without 15% discount is € 4.000,- including literature.


Amounts are exclusive of VAT. Training is charged with 21% VAT. An exemption from VAT is possible for organizations that cannot reclaim VAT. For private individuals, the training and examination fees are completely exempt from VAT.

Quality assurance


A maximum of 20 participants can participate in this training. Each program day is evaluated and assessed by the participant.


Both the Iris Academy and this program are accredited by the NIMA, the Dutch Institute of Marketing. There are 25 PE -points awarded for this training. The management  is in the hands of Iris partners. All Iris partners are selected on quality and level of functioning in the field, practical and didactic experience, and passion for training. In addition to their association with Iris, all partners are still active in their field of expertise at a high level so that they can continue to develop and bring practical experience and the latest insights to the program. Iris offers a limited number of high-quality courses that set the standard within that part of the profession. Iris sets the bar high: Iris strives to ensure that its courses are assessed with an average grade of at least 8.5 out of 10, are rewarded with an NPS of at least +30 and that at least 85% of all candidates who take an exam pass it in one go.

Date and location

Buitenplaats Doornburgh, Diependaalsedijk 17, 3601 GH Maarssen

Programme timetable
09.30 - 17.30 

Day 1 Friday, November 3, 2023
Day 2 Friday, November 17, 2023
Day 3 Friday, December 1, 2023
Day 4 Friday, December 15, 2023
Day 5 Friday, January 19, 2024
Day 6 Friday, February 2, 2024


Reserveer mijn plek en/of Neem contact met mij op.