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22nd Marketing Diploma Program: Intermediate Module

Course Name 22nd Marketing Diploma Program: Intermediate Module
Schedule March 29, 2017 - April 29, 2017

Wednesdays - Thursdays

5:30 - 9:30 


9:00 am - 6:00 pm

Price: Php 32,400

Build Brands with Products that Perform Beyond  Expectations
Understand how to carefully integrate value adding, new product development, and product/brand management to strategically influence the consumer and change the competitive landscape to your advantage. Create products that satisfy not just functional needs, but also the challenging dimension of experiential and symbolic needs, the key to brand loyalty. Identify that Winning Combination of attributes in must have products that delight consumers and build strong brand equity.
Offer Value or Prestige
Use price strategies to accurately position your product and company, ensuring that you make the best of your first break in the market. Learn to use just the right price point that encourages consumption by capturing outstanding value, and ensures decent financial returns. Learn tactical price strategies that can earn a quick return or negate competition. Know what to apply specific strategies to differentiate not just for tactical but for strategic advantage.

Be Where It Matters
Effective management of the distribution channel is essential to ensure client’s easy access to your unique offerings. Learn how to deny competitors the chance to touch-base with their target markets. Leave them high and dry while you welcome consumers to your door. Learn how to reach the previously unreachable micro-consumers through creative logistics management. Avoid stock-out situations that leave your back door open to competitors and escape the hazards of  drowning in  old inventory through supply chain and sales forecasting strategies.

Entice a First Trial
Learn a rich blend of street-smart below-the-line tactical promotions/activations strategies to exclusively lock in the attention of your target customers. Explore the best use of various promotional activities such as in-store and outdoor sales promotions, public relations, direct mailing, trade fairs and exhibits, sponsorships, events, and direct selling. Know what ingredients from this recipe will work best for your unique offer.

Marketing Communications:
Make Brands Come Alive for Consumers
Learn how to effectively create and communicate your brand position, value and experience to lead, and retain a long term loyal customer base. Leverage various communication media strategies responsive to market conditions to maximize competitive advantage. Practice integrated marketing communications throughout the organization – so that you retain top of mind in today’s fickle minded consumer markets.

Who should attend

1.  Marketing and sales professionals as well as entrepreneurs who want a better understanding ofhow      to market products in a more accurate, insightful creative and systematic manner.
2.  Middle management professionals preparing for general management positions.

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.


"Worth every listening minute. Professors and classmates were awesome! I learned more in just days compared to weeks from a subject in college."

-Maebelle Varron, Marketing Communications Manager, Waterfront Cebu City Hotel & Casino

"I'm hooked. The presentations and case studies were very clear and concise. Every single word the facilitator says is important and I dont' want to miss any of it. Two thumbs up!"

-Kate Cruz, Marketing Manager, Healthway Medical