|Course Name||Marketing Research|
March 11, 2017 - March 18, 2017
Weeknights, 5:30 - 9:30 pm
Sun Tzu said, Know the Terrain, Know the Enemy, Know Yourself. This could not be more true and realized through Marketing 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.
Understand what marketing research is and see how it supports and rationalizes key elements of marketing strategy formulation and implementation process i.e. strategic and tactical aspects.
|Who should attend||
|Ms. Eleanor Modesto||
was one of the first graduates of Visual Communication who was trained to write copy. She entered the advertising business as a copywriter and rose from the ranks to become a Creative Director in Ace-Compton (now Saatchi and Saatchi). She then moved to join Lintas Manila (now Mullen Lowe) before moving to lead the creative team of Lintas in Jakarta, Indonesia. The 21 year stint in Jakarta made her realize that ideas don't have a nationality and the great ideas are those based on human insights that delve into the mind and hearts of the people who use the brands.
She moved laterally and became one of the early Agency Heads from Creative who led the advertising agency as CEO. She saw the growth of the advertising business in Jakarta from pure print and outdoor to a robust multi-media communications power house in Asia. They were exciting times in Indonesia and it was a time for pioneering ideas like starting a TV-show production unit as well as a below-the-line activation group within the agency.
She returned to Manila in 2010 and started a digital agency, Rogue360, which evolved into pure digital and was later absorbed by a big multi-national advertising agency. She conducts and facilitates workshops on Marketing Communications, Consumer Insighting, Research, and Negotiations around Asia and Asean.
Ms. Modesto graduated cum laude from the University of the Philippines, with a degree in Visual Communication.
"MDP broadened my views and opened up a whole new world for me. It made me appreciate marketing, especially ethnography and market research, how to use science and art of marketing and discover what makes people tick."