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22nd Marketing Diploma Program: Integrating Module

Course Name 22nd Marketing Diploma Program: Integrating Module
Schedule May 2, 2017 - June 17, 2017

Time schedule available upon request

Price: Php 48,600

Brand and Product Management: Build Brands to Live and Die For

With competencies gained in this creativity-stimulating hands-on immersion in product development and brand management, marketing professionals will attain the ultimate purpose of a marketer, to build a market defining brand.  They will sharpen practice with proven brand/product building knowledge from experts in the field. Know practical tips on when to use single, multiple or co-branding product strategies. Integrate product development and brand strategy. Interactive and expertly coached exercises enable participants to develop a real feel for the aesthetic and functional aspects of product/brand building.

Services Marketing: Serve and Earn Undying Consumer Loyalty

Services marketing is probably one of the few growth markets in today's economies plagued by commoditization, shifting labor and consumer markets. New market opportunities exist worldwide to serve aging populations and the booming internet market. Learn how to capitalize on a challenging but potentially lucrative service industry where differentiation to be sustained demands human resource and work process management. Learn how to make creative and experiential promotion strategies to effectively communicate intangible benefits. Understand how you can serve micro-marketing opportunities with a really personal touch (Parang Katabi) enhanced by information technology and the Internet. Not anyone can be a uniquely successful service marketer, but with the proper skills, you have the best chance.

Marketing Strategy in Action: Own the Battlefield Masterfully!

Identify the optimal application of your organizational capabilities through various micro and macro analytical models, such as the SWOT (Strengths, Weaknesses, Opportunities, and Threats) model etc., to identify competitive strategies that will properly match your strengths, strategically exploit available opportunities, address threats and manage your weaknesses. See how corporate strategic marketing planning integrates/defines the competitive marketing mix (7P’s) strategies uniquely relevant to market leaders, challengers, followers and niche players enriched with industry-specific cases and applications.

Marketing Forum

The Marketing Forum is a one-day seminar-program to open your eyes about special topics in the marketing profession. The Marketing Forumis part of the topics under the Marketing Diploma Program, as an additional source of knowledge in specific, specialized areas of marketing. 

  • Brand and Product Management: Build Brands to Live and Die For
  • Services Marketing: Serve and Earn Undying Consumer Loyalty
  • Marketing Strategy in Action: Own the Battlefield Masterfully!
  • Marketing Forum
Resource Speakers
Mr. Clemente B. Colayco

Ateneo Graduate School of Business-Center for Continuing Education (AGSB-CCE) Marketing Program Director, brings with him 23 years of experience as an international footwear marketer having worked with major Italian (Cebo Italia) and German (Far East  Grohmann Footwear H.K.) shoe making and trading companies buying from Vietnam, Thailand and China exporting to Europe since 1987. He has managed product development, merchandising, production, and sales in all these business endeavors. He has a Regis MBA degree with honors from AGSB in 2000. He then taught International Marketing at AGSB from 2001 to 2003. He has a bachelor’s degree in Business Economics from the University of the Philippines.