THINK DIFFERENTLY. SEE THINGS DIFFERENTLY. DO THINGS DIFFERENTLY.

72nd Fundamentals of Marketing for New Marketing and Non-Marketing Professionals

 

 “But I am not from the Marketing Department!”

While most companies have their formal marketing teams, the discipline is not the department’s monopoly. For the company to truly have an edge in the seamless execution of plans, all functional departments must also wear an informal “marketing hat” as they do their day jobs. This module is designed to create an understanding of the integral frameworks of the marketing discipline. It maps out the 3 cardinal rules of the practice that will help determine the nature of the marketing mix. It will also give an appreciation of the famed P’s of Marketing and an understanding of what makes a good marketing program

Program Concept:

THE GROUNDWORK FOR THE DISCIPLINE OF MARKETING IS INDISPENSABLE. 

Learn applicable frameworks and tools in analyzing your customer, your company and your competitor to come up with a sound marketing mix. This course is beyond textbook definitions as numerous examples will be drawn from various industries to ensure that participants are able to relate principles and frameworks to existing challenges they face.

Program Overview

Module 1: Understanding the Strategic Marketing Framework

·       The fundamental what’s and how’s of marketing

·       The different concepts of marketing and how they define your company’s moves and thinking

Module 2: The Groundwork: 3 Cardinal Rules of Marketing

·       Know thy customer and consumer

o   How different market segments behave

o   What attributes customers look for      

·       Know thy company

o   Vision-Mission

o   Key Factors for Success

·       Know thy competitor

o   Who determines competition

o   Studying competitive moves

o   Strategic focus and assumptions

Module 3: Appreciating the Parts of the Marketing Mix

·       The four P’s of marketing and factors affecting each

·       Different strategic options for each of the P’s·           

·       New product concept and product positioning

·       How consumers make decisions and evaluate alternatives

·       How to stimulate the buying behavior

·       The concept of product life cycle in the context of creating your mix 

Module 4: Putting it all together: Assembling your Marketing Program


Who Should Attend

This program is meant for non-marketing executives as well as new practitioners with less than 2 years of experience. It is also useful for marketing support teams or partners / allied agencies.

Key Benefits to Participants

Each participant will learn:

·         The integral frameworks ofmarketing

·         Tools in understanding your company as well as yourcustomer/consumer

·         Tools in understanding competitor’s strategy and how to anticipate what they might do next

·         Appreciation of the different parts of the marketing mix and what contributes to the success of the mix

 

Key Benefits to Companies

The company will gain:

·         Marketing oriented non-marketers who understand that they too have a part in designingthe marketing mix

·         Ease in synchronizing inter-departmental efforts in planning and executing  marketing plans/programs via a common marketing language 

 

Case examples from the following products / industries shall be cited:

·         Airline

·         Appliances

·         Automobile Industry

·         Banking Industry

·         Beverages

·         Clothing Industry

·         Consumer Durables

·         Electronics

·         Food

·         Insurance

·         OTC Pharma

·         Skin care

·         Telcos

Past Participants Include:

·         Marketing Assistant of Bounty Agro Ventures, Inc.

·         Sales Assistant- Customer Service of Cebu Holdings, Inc.

·         Sr. Application Systems Consultant of Fujitsu Philippines, Inc.

·         Supervisor of Philippine Batteries, Inc.

·         Professional Mktg Specialist of Unilab Consumer Health Group

·         Vetcare Personnel of Universal Robina Corporation

·         Service Supervisor of Waters Philippines

·         Manager, Customer Support of Yokogawa Philippines, Inc.

·         ME- Assistant Manager of Canon Marketing (Philippines), Inc.

·         Marketing Associate of LBC Express, Inc.

·         Assistant Manager of Bank of the Philippine Islands

·         Marketing Services Specialist of Cargill Philippines, Inc.

·         Product Specialist, of Monark Equipment Corporation

·         Marketing Manager of Vethealth Corporation

·         Assistant Brand Manager of Merck, Inc. Philippines

·         General Manager of Sophia Jewellery Inc.

·         Marketing Manager of Puratos Philippines 

·         Brand Manager of PHILUSA Corporation 

·         Unit Head of BDO Insurance Brokers, Inc.

·         General Manager of New Gen Marketing. Inc.

·         LSM & Merchandising Manager of ACA Group of Companies

RAVES

“The content is very informative and helped me to easily apply in our value prop for the upcoming projects that we will be launching.”

-          Joanna Marie Punzalan, Marketing Specialist, AMAIA Land Corp.

“The content of the seminar is very much applicable in today’s status.”

-          Jorge Dino, Product Manager, Getz Pharma Philippines, Inc.

“Ms. Chiqui’s energy is amazing, and her delivery of the course content is very engaging!”

-          Nadine Enrile, Sr. Procurement Officer, Sanofi- Aventis Philippines, Inc.

“Mansmith was very helpful in providing deeper understanding of marketing especially to us new marketers.”

-          Maika Jeanna Valente, Brand Manager, PHILUSA Corporation

 

ABOUT THE TRAINING MASTER

CHIQUI ESCAREAL-GO

CEO and Chief Service Strategist 

Co-author/editor of five marketing books; Executive Scholar in Marketing and Sales of Kellogg Business School, Northwestern University; took advanced marketing programs at Columbia Business School (Ceibs campus), IESE Business School (New York Campus), Harvard Business School, University of California-Berkeley. awarded as one of the Top Filipina Entrepreneurs 2011 in the Trailblazer category, the GoNegosyo Enabler Award 2014 and the ASEAN Women Entrepreneurs Network Award 2015; President of the Women’s Business Council Philippines; Certified Master Coach (by the Behavioral Coaching Institute) and Certified A.I. Training Facilitator (by Company of Experts USA); Graduate of De La Salle University (LiaCom Communication Arts & Marketing Management Accelerated Program) and Ateneo de Manila University (MA English Language and Literature Teaching. Currently taking MA Anthropology at the University of the Philippines

Early bird Rate

(If paid from October 24-November 6)

Regular Rate

(If paid from November 7-20)

On-site Rate

(If Paid on the day or after the seminar)

REGISTRATION
Closing Date

13,888.00

+Vat

14,888.00

+Vat

15,888.00

+Vat

Deadline : Nov 16, 2017