2nd Mastering 5 Capabilities of Strategists

This pioneering course shares the critical marketing competencies needed to become a complete strategist man, beyond understanding the usual marketing concepts -- see things differently, think differently, create offer differently, connect differently & do things differently. 
Benefits to Company:

  • Face reality of development needs of subordinates and narrow gap versus existing marketing capabilities.
  • Save time and effort to introduce tools, methodologies, mindset and framework that can aid in value creation process.

Benefits to Participants:

  • Build skills to help firm create value
  • Ask breakthrough questions

- Marketing leaders like marketing managers, group product managers, brand managers, trade marketing managers, sales managers

- Business leaders and Entrepreneurs who want to have a marketing-oriented organization

Module 1: Why Mastery of Marketing Capabilities is Imperative?

  • 4 Steps to develop marketing capabilities
  • 4Ts of marketing career development
  • How marketing capabilities are being transferred (or not transferred to their direct reports)
  • Role of a CMO (and future CMOs)
  • Marketing Capability Framework

Module 2: Marketers as Sensemakers: Beyond Connecting The Dots

  • Findings on ethnography research of automobile
  • 4 cases of sensemaking failures
    • Blunders in new product introduction and customer service
    • Evaluating and redirecting past actions
  • Analytical empathy and sensemaking principles
    • Exercise: Sensemaking assessment of blunders
  • Exercise: Discovery project
  • How 50 award-winning market masters improve their sensemaking
  • Developing analytical and financial acumen
    • Understanding the right to win
    • Trend map
    • Strategy logic
    • Converting business model to a financial model
    • How: The 3 Levels of What
  • How companies can foster or inhibit sensamaking
  • Cases on automotive, softdrinks, consumer electronics, airline, emergency care, fashion, direct selling, supermarket, coffee, water refill stations, bakeshops, restaurants, beverage

Module 3: Marketers as Innovators: Transforming Tomorrow’s Business

  • How 50 award-winning marketers improve their creative thinking
  • Developing strategic thinking and creativity
    • Understanding situations
    • Choosing innovation as part of 4 levels of differentiation
    • The 4 Sequence of Senses
    • Exercise: Situations
  • Exercise: Visioning Process
  • Case studies on beverage, power tools, direct selling, washing machine, automobile, restaurant, toys, coffee

Module 4: Marketers as Leaders: Influencing People To Make Things Happen

  • Developing people skill and managing change
  • The need to connect and collaborate
  • 9 short cuts how people make decisions
  • 3 types of network
  • Understanding the IA3 model

Module 5: Marketers as Managers: Getting Things Done To Attain Desired Change

  • 4 barriers to execution
  • Seeing the big picture and leading team
  • Exercise: Removing barriers
  • Exercise: Managing Meetings
  • Understanding 5 infrastructure to ensure capability to execute

Module 6: Marketers as Truth Seekers: Discovering New Insights

  • How to create more dots to connect
  • Questioning tips
  • Exercise: Asking breakthrough questions to bridge gaps in understanding
  • Critical truth seeking skills to explore
  • Case studies on watch, ice cream, school, software, social work, construction, mining, telecom, electronics, online, sports team, entertainment, appliances


"Great lessons and exercises to practice daily or weekly to hone your own marketing capabilities."

- Darlyn Ty, President, Viviamo! Inc.

"Refreshing seminar, focusing more on skill building than concepts and application"

- Darwyn Somera, Product Associate, Unilab Pediatrica



JOSIAH GO is chairman of 5 corporations and author of 14 bestselling marketing books. His specialization is in the area of market-driving strategy, business model innovation, profit strategy and innopreneurship where he has personally facilitated over 1000 marketing, strategy and innovation workshops here and abroad since 1990. He took advanced marketing and innovation programs at MIT Sloan, Kellogg, London Business School, Wharton and at the Blue Ocean Strategy Institute. For pioneering and successfully sharing many educational initiatives, “Joe” was honored as one of the Ten Outstanding Young Men (TOYM) of the Philippines in 2001, and one of the Ten Outstanding Young Persons (TOYP) of the World in 2002 in the field of business education, and was awarded by his peers the rare Lifetime Achievement Award in 2007 by the Association of Marketing Educators. He was also accorded the World Brand Leadership Award in 2009. 

Regular Rate

(If paid during Aug 26-Sept 6)

On-Site Rate

Closing Date





Deadline : Aug 31, 2017