73rd 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 in-depth understandingof the famed P’s of Marketing and what makes a good marketing program

Program Concept:


Learn applicable frameworks and tools in analyzing your customer, your company and your competitor to come up with a sound marketing mix. This course gives you examples that are more 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 consumers

  • How different market segments behave
  • What attributes customers look for     

Know thy company

  • Vision-Mission
  • Key Factors for Success

  Know thy competitors

  • Who determines competition
  • Studying competitive moves
  • 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: Creating 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 of marketing
  • Tools in understanding your company as well as your customer/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 for Companies

The company will gain:

  • Marketing oriented non-marketers who understand that they too have a part in designing the marketing mix
  • Ease in synchronizing inter-departmental efforts in planning and executing marketing plans/programs via a common marketing language

Be inspired with case examples from the following products / industries

  • 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


“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




CEO and Chief Service Strategist 

Co-author/editor of six 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

Regular Rate

(If paid from Feb 3-12)

On-site Rate

(If paid during the seminar)

Closing Date





Deadline : Feb 12, 2018