Marketing for Entrepreneurs

To inquire more about our courses, you may call our Program Sales Officers at 830.20.50 or email us at cce-abib@aps.ateneo.edu.

Plot your roadmap to realize your vision with confidence. As entrepreneurs, you want validation that the birth of your brainchild -- the launch of a new brand, product or service -- is an intelligently calculated risk.  Entrepreneurs must solve a myriad of problems to succeed.  Approaches to the most important challenges have already been researched by multinationals, and distilled into disciplines that form a strategic roadmap.  With this roadmap to complement your excellent intuition, an entrepreneur can be confident that his vision, marketing plan, and other systems all integrate into a winner.

In Marketing for Entrepreneurs, you will be guided in leveraging your core competencies to develop cost effective, street-smart, and brand building strategies. This program will focus on determining how to target your brand, product or service and how to communicate its unique value, to the right customer segment.   The ultimate goal is to create an iconic brand, designed based on truly powerful consumer insights.

After the course, you will:
1.    Understand the importance of marketing and branding;
2.    Identify your market and customers;
3.    Know how to meaningfully segment your market and select your primary target;
4.    Generate strong consumer insights;
5.    Articulate your brand’s value proposition and positioning statement; and
6.    Build your brand through marketing execution.

1.    Those who have a strong product idea that they would like to take to market successfully at minimal risk and cost.

2.    Those that have small to medium-sized businesses, but now need to look at opportunities with a fresh set of eyes to sustain growth.

“I have a business idea! How do I know if there Is a market for this?”
“My business has been successful, but I would  like to take it to the next level.”

This course will provide a roadmap that newbies or established entrepreneurs can follow, to ensure that their customers perceive their product's incremental value, especially against those of their competitors.  Workshops through the course will tackle your current strategic concerns and show real-time applications of marketing theories.

Introduction to Marketing for Entrepreneurs:

•  What is marketing by SMEs and entrepreneurs?
•  Brand identity and equity defined
•  Building your brand and establishing your equity

        Workshop:  Where is my brand now?

 
Understanding Your Customers to Define Your Primary Target Market

•  Definition of a consumer insight and its importance in marketing
•  Consumer insighting tools and processes
•  Customer types and purchase cycle, what influences customer choice of brand / product?
•  Profiling the customers: needs, shopping/usage behaviors, value perception and signals
•  Market segmentation and selecting your target market

        Workshop:  How do I find relevant consumer insights given the dynamics in my market?

Expressing Your Vision: Brand Positioning

•  Competitive environment
•  Your brand’s value proposition and positioning statement

        Workshop:  What should my brand position be?

Delivering Your Mission: Creating and Implementing Tactics to Execute Your Brand Strategy

•  The 4Ps of marketing your brand
•  Marketing execution:  generating awareness, trial, and loyalty
•  Measuring your progress   

        Workshop:  How do I build my brand through a detailed marketing plan?

is a corporate manager turned successful entrepreneur, who offers a wealth of experiences and pushes the need for marketing and building your brand, regardless of business size.