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22nd Marketing Diploma Program: Introductory Module

Course Name 22nd Marketing Diploma Program: Introductory Module
Schedule March 11, 2017 - March 25, 2017

Wednesdays - Thursdays

5:30 pm - 9:30 pm


9:00 am - 6:00 pm

Price: Php 27,000

Marketing Research:
Validate Your Hunch, Sharpen Your Intuition
Sun Tzu said, “Know the Terrain, Know the Enemy, Know Yourself.” This could not be more true and realized through Market Research to verify gut feel about consumer markets and minimize market risk with sound analysis, proof and experience. Learn how a rational qualitative/quantitative research process of consumer behavior reveals critical insights  to  satisfy and delight not only stated but latent consumer desires. Evaluate and enhance  the competitive strength of your brand / product and service. Use marketing research to wise up to broad strokes in strategic planning and the fine details of effective tactical planning and execution.

Segmenting, Targeting, Positioning
Create Markets to Your Best Advantage
Grab the pole position to take advantage of the most attractive marketing opportunities through sustainable and effective market segmentation, targeting and positioning strategies. Create new markets where others see none! Apply your market research generated consumer insights with rational planning principles, to create unique, relevant and differentiated products. Know what works and what doesn't in real life marketing planning case discussions.

*** Pls. call 830-2050 for schedule details ***

Who should attend

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

  • Marketing Research: Validate Your Hunch, Sharpen Your Intuition
  • Segmenting, Targeting, Positioning: Create Markets to Your Best Advantage
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 don’t want to miss any of it. Two thumbs up!"
-Kate Cruz, Marketing Manager, Healthway Medical