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23rd Marketing Diploma Program: Integrating Module

Course Name 23rd Marketing Diploma Program: Integrating Module
Schedule June 8, 2018 - July 7, 2018

Wednesdays - Thursdays

5:30 pm - 9:30 pm


9:00 am - 6:00 pm

Price: Php 47,200


Deepen your learning by completing a really competitive marketing plan supported by insightful understanding in Brand Management, Services & Product Development.

Services Marketing:

Serve and Earn Undying Consumer Loyalty 

Product brands easily fail due to commoditization as copy cats erode brand relevance. Outstanding service brand experiences are uniquely challenging to create especially when such experiences come with products as it is for food services etc. but likewise not easy to copy. Learn how to capitalize on a challenging but potentially lucrative service or product + service business by consistently delivering not only unique and efficient but wonderful and authentically gratifying consumer service experiences by knowing how to effectively lead people and manage work processes with the requisite service facilities. Learn how to make creative and experiential promotion strategies to effectively communicate intangible service brand benefits.

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 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.

Marketing Plan Presentation

Complete an evidence based, actionable and impactful marketing plan through a synergy in delivery of your brand/product strategies and tactics.

  • Services Marketing
  • Brand and Product Management
  • Marketing Communications
  • Marketing Plan Presentation
Resource Speakers
Ms. Anamaria Mercado

has several years experience in the fields of business development and management, process improvement, and training & development. Her corporate life included 12 years in a multinational company where she started as a Marketing Analyst and later became a Group Manager for Sales and Marketing.

She is the Program Director for Service Excellence and Six Sigma Programs in the Ateneo Graduate School of Business-Center for Continuing Education. 

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.

Ms. Eleanor Modesto (MDP)

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.

Prof. Tomas B. Lopez, Jr.

is the director of the Asian Center for Entrepreneurship and Management Education, Inc. and president of the University of Makati. Until he retired from the Asian Institute of Management in 2008, Prof. Lopez was the Institute's 'Guru' of services marketing and the emerging field of one-to-one marketing. He is also an adjunct marketing faculty at the S.P. Jain Center for Management at its Dubai and Singapore Campuses for its Global MBA Program. His other areas of specialization include social marketing, development communication, corporate social responsibility, entrepreneurship, strategic management, and information technology. He was also appointed as a Trustee in Pag-ibig representing the government sector.

A much sought-after consultant and speaker by private, government and non-government institutions, Prof. Lopez sits on the boards of several other marketing and trading organizations in the Philippines and in the United States.

Mr. Lopez holds a Master in Management (With Distinction) from the Asian Institute of Management (1983). He took his undergraduate courses at the Ateneo de Manila University.