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24th Marketing Diploma Program

Course Name 24th Marketing Diploma Program
Schedule April 6, 2019 - July 20, 2019

Weeknights, 5:30 pm - 9:30 pm

Saturdays, 9:00 am - 6:00 pm

Price: Php 99,000

Learn to craft an effective "go to market plan" that goes beyond marketing (enabling your hands and products capture the optimal target market), extending to understanding your business organization and its environs, employing your organizations' knowledge, management skills, other stakeholders' support and financial resources to successfully implement a marketing/business plan leveraging your competitive advantage to deliver superior brands and products to a loyal and profitable customer base to sustain long term growth and shareholder value creation that achieves your vision, mission and growth objectives.


This module will focus on formulating a compelling, consumer need based and market defining Brand/Product Positioning Strategy that is based on research evidence. Marketing strategy defines how and what aspects of the business model add value better than competition and therefore have the most influence on its customes. It targets viable market segments by evaluating accessibility, size and growth potential to optimally attain business objectives from money and time spent on marketing.

Introduction to Business Planning

Marketing efforts succeed only if supported by a viable business model. This is about how one organizes a business to take advantage of its overall business environment (suppliers, competitors, customers, economics)  so it can obtain and employ resources (capital, labor and technology and materials etc.) in a sustainable and profitable manner to build and sell a unique and relevant brand & product / service that is superior to that of the competition. The one-day Introduction to Business Planning seeks to assist the participants in defining their business by learning about the following key components of your business plan: - Enterprise Description and Value Chain - Product or Service Description - Industry Analysis - Competition Analysis - SWOT Analysis and Business Modeling.

Once finalized, this business plan will act as a springboard to launch the strategic marketing process via the two -day Segmentation, Targeting, Positioning (STP) module.

Marketing Research:
Validate Your Hunch, Sharpen Your Intuition

Entrepreneurs often make business decisions a risky bet by relying on gut feel and experience alone. Learn how rational qualitative & quantitative research methods via primary and secondary data analysis of consumer shopping and usage behavior reduces error and reveals evidence-based product development and advertising insights to create and promote innovative brands and products that better satisfy and delight not only the obvious but latent consumer desires. 

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 marketing 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. 

Marketing Strategy Formulation

A marketing strategy based on research that focuses on business's competitors, customers, market size and the potential for market growth. The strategy will help to determine what aspects of the business have the most influence on its customers. It is a way for a business to maximize the results from money and time spent on marketing.


Creating doable tactical plans enhanced by digital marketing to realize your strategic marketing goals and objectives.

Build Brands with Products that Perform Beyond  Expectations

Understand how to carefully integrate innovative product development and brand management to ensure consumers love not only what your products do for them but how your brand affirms and connects to their identity to capture their enduring loyalty. Learn to create products (product development) that satisfy not just functional needs, but also the challenging dimension of experiential and symbolic needs.

Offer Value or Prestige

Learn how to strategically position your product and company by selling products/brands at specific price points aligned to what consumers are willing to pay and their value perception to ensure purchase and consumption. Learn tactical price strategies that not only earn a quick profits but gain market share and gain strategic competitive advantage.

Be Where It Matters

 Effective management of the supply chain and distribution channel is essential to ensure client’s easy access to your unique offerings. Learn how to deny competitors the chance to touch-base with their target markets. Leave them high and dry while you welcome consumers to your door. Learn how to reach the previously unreachable micro-consumers through creative logistics management. Avoid stock-out situations that leave your back door open to competitors and escape the hazards of  drowning in  old inventory through supply chain and sales forecasting strategies.

Entice a First Trial

Marketing strategy defines directrion and substance, but tactical programs move you forward without which your marketing plan remains and unrealized dream. So, learn how to craft an optimal mix of tactical promotion programs, that quickly generates sales, gains market share and earns profits to attain strategic marketing objectives. Know what specific tactical programs to use (in-store, online, in & out of home sales promotions, public relations, etc.) 

Digital Marketing: The 24/7 Consumer Engagement Enabler

Learn how to use digital media technology boost your sales promotions efforts and enable your brand to intimately engage consumers anywhere and anytime, leading them to be active and loyal users, advocating your brands and products to others.

Marketing Plan Formulation

This one-day module provides the framework, tools and techniques needed to develop appropriate marketing strategies and to formulate plans for effective execution. Students learn how to use a strategic marketing planning model that integrates the various elements of the marketing mix into a unified, coherent plan that enables effective execution. Marketing Plans are prepared, reviewed and redifined in preparation for final presentation and judging at the culmination of the diploma program. 


Creating doable tactical plans enhanced by digital marketing to realize your strategic marketing goals and objectives. 

Brand Management

With competencies gained in this creativity-stimulating hands-on immersion in product development and brand management, you will attain the ultimate purpose of a marketer, to build a market defining brand. Sharpen practice with proven brand/product building knowledge from experts in the field who will show how powerful brands are born from deeply held consumer values, aspirations and experiences. 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 will enable you to develop a real feel for the aesthetic and functional aspects of product/brand building.

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.

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.



  • Introduction to Business Planning
  • Marketing Research  
  • Segmenting, Targeting, Positioning 
  • Marketinf Strategy Formulation


  • Product and Price
  • Place and Promotions 
  • Digital Marketing
  • Marketing Plan Formulation/Implementation Part 1


  • Brand Management 
  • Services Marketing
  • Marketing Communications
  • Marketing Plan Presentation

Schedules may change without prior notice.

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.


"This program is very enlightening for me. It has opened my eyes on how to face the challenges of the ever-changing market. The driving force of this course is our willingness to learn. The group tasks were very challenging as it showcases each and everyone of us in our field.

There was a transformation on my part. From a regular company executive, now I could say that I am a real marketing executive."

-Vernon Ramos, AVP - Marketing of Western Union - Petnet Inc.;Director’s Awardee, 13th Marketing Diploma Program