Performance
Insights · Publications
Articles, opinions, and framework analysis.
Substantive writing that contributes to professional discourse on marketing education and competency development.
Recent articles
Publications.
Long-form articles from A Factor faculty and contributors.
Brand
Editorial decisions are strategy decisions
Analytics
Attribution is a story, not a number
Faculty
The people behind A Factor
Practitioners and builders — not observers. Every faculty member has held the role they teach.
VK
Vikram Khanna
Head of Performance Marketing
SwiggyRM
Riya Mehrotra
Director — Brand Strategy
MamaearthAN
Arjun Nair
VP — Growth & Analytics
RazorpayPG
Priyanka Ghosh
Head of Content
Zomato
The distinction matters
Publications, not content marketing.
Published perspectives from A Factor's team — framework deep-dives, opinion pieces, methodology explanations, and industry analysis. This is not content marketing. Every article published here is written to be substantive, defensible, and genuinely useful.
Content marketing exists to generate traffic and nurture leads. Publications exist to contribute to a body of professional knowledge. A Factor publishes because advancing the discourse on competency-based education requires articulating why the frameworks are designed the way they are, defending the positions they embody, and engaging honestly with the questions they raise.
Read research papers →Translating evidence into argument.
These articles draw on findings from A Factor's original research programme and the data presented in the industry reports. They translate evidence into argument, analysis into position, and methodology into explanation — making the intellectual foundations of A Factor's work accessible to a professional audience.
Framework deep-dives
Opinion
Methodology
Industry analysis
Featured publications
Recent and forthcoming articles.
Each publication undergoes editorial review and is held to a standard of evidence, clarity, and intellectual honesty.
Why ten competencies?
The architecture behind A Factor's Competency Model — why ten domains were chosen, how they interact, and what the research literature reveals about competency architecture.
A Factor team
The certificate problem
A position paper on the structural limitations of certificate-based professional education and why credentials without competence are failing the profession.
A Factor team
Role readiness vs. job readiness
A critical distinction between preparing professionals for a specific job and preparing them for a role — and how A Factor's Role Framework operationalises the difference.
A Factor team
Scenario-based assessment
How and why scenario-based competency assessment produces better measurement than traditional examination formats — the methodology behind the Role Readiness Assessment.
A Factor team
The integration imperative
Why siloed marketing education produces siloed marketers — drawing on employer feedback and competency data to argue for pedagogical integration as a design principle.
A Factor team
Designing the Role Framework
An inside view of the seven defined digital marketing roles — how each was scoped, what employer data informed the boundaries, and where roles overlap.
A Factor team
Diagnostic vs. evaluative
Why assessment design must begin with the question it is designed to answer — and what changes when the goal is to inform development rather than rank candidates.
A Factor team
What hiring managers actually evaluate
Drawing on structured interviews with marketing leaders, an honest look at the signals that move hiring decisions — and the ones that do not.
A Factor team
Publication categories
Four categories, one editorial standard.
A Factor's publications span four categories, each serving a distinct purpose within the broader project of advancing professional education methodology and discourse.
01
Framework deep-dives
Detailed analysis of A Factor's frameworks — the Role Framework, the Competency Model, and the assessment instruments. These articles make the structural logic and design decisions behind each framework transparent.
Structural
02
Opinion & commentary
Positions on the state of marketing education, professional development, and the broader question of what it means to prepare professionals for a discipline that evolves continuously. Argued with evidence.
Position
03
Methodology papers
Explanations of how and why certain educational and assessment approaches work. From scenario-based design to competency mapping, these papers bridge the gap between research and implementation.
Applied
04
Industry analysis
Commentary on trends, shifts, and structural changes in the digital marketing profession and the education industry that serves it. Interpretation and argument — connecting trends to their implications.
Analysis
Contributing
Guest contributions, same standard.
A Factor welcomes guest contributions from qualified practitioners and academics whose work intersects with competency-based education, digital marketing pedagogy, or the professional development of marketing practitioners.
The standard is substance: contributions must be evidence-informed, clearly argued, and written to advance understanding.
Submission guidelines
Open
Editorial reviewRequired
Topics of interestCompetency studies
Methodology critiqueWelcome
Employer perspectivesWelcome
Length1500–4000 words
Guest contributions undergo the same editorial review process as internally authored publications. Topics of particular interest include empirical studies of competency development, critical analysis of marketing education methodologies, and employer perspectives on graduate readiness.
If you are a practitioner with substantial industry experience or an academic working in a relevant field, we welcome your enquiry.
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