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| Course Name: | Marketing Diploma Program: Integrating Module
| | Discipline: | Marketing and Sales Management | | Faculty: | Clemente B. Colayco
Nick Lansang
| | Description: |
| | Schedules: | | Date: | October 13, 2010 - November 20, 2010 | | Faculty: | Clemente Colayco, et. al. | | Day Schedules: | 9:00 am-6:00 pm
Saturday
5:30 pm-9:30 pm
Wednesday, Thursday
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| | Objective: | | | Outline: | 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.
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 Topics
From Competing in Existing Markets or Industries to Redefining Market Boundaries & Creating New Market Spaces
Traditional markets are shrinking as new competitors sprout and grow. Because of the tightening market space, companies resort to a fierce battle for market share which erodes profitability. Those with superior strategies and superior resources succeed while the rest content themselves with the crumbs left by the big players. How should you strategize for markets that are becoming overly competitive? You can make competition irrelevant by redefining market boundaries; discover new products; and creating new market spaces. Instead of competing in a market that has become red and bloody as a result of intense fighting by competitors, you can opt to look for new waters – blue oceans – that you can dominate.
Digital Marketing
Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. It democratizes communications media channels allowing a stand-alone marketer to broadcast his message, build traffic to his website, and interact with either a mass market or niche targeted audience in the most cost-efficient manner. It recognizes the changing consumer behavior in media consumption, hence pushing for a more adaptive marketing strategy that either reinforces their communication message and positioning in traditional media or provides small and medium size companies the opportunity to target an internet and mobile-savvy market without the need for any other media channel. The session will provide a few successful case studies locally and regionally.
Customer Relationship Management
CRM aims to enrich the brand experience of its most important customer base through more accurate response and efficiency to sustain brand differentiation and customer loyalty. Through effective customer data mining it can be used to customize and optimize marketing strategies especially for the most profitable customer segment, avoid waste of resources on less desirable ones. This means knowing who or what customers to run after, and whom to leave alone as doing the reverse is disastrous. This means keeping intimately in-touch with your desired customer base.
TESTIMONIALS PAGE |
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ATENEO de MANILA UNIVERSITY
ATENEO GRADUATE SCHOOL of BUSINESS
CENTER for CONTINUING EDUCATION
3rd Floor, Ateneo Professional Schools Bldg., 130 H.V. Dela Costa St., Salcedo Village, Makati City, Philippines 1200
Telephone Numbers: 830.2050, 840.1742 | Fax Numbers: 810.7809, 867.3824
Copyright (C) 2008 Ateneo De Manila University Ateneo Graduate School of Business Center for Continuing Education
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