Course Name

28th Marketing Diploma Program: Intermediate Module

Schedule

November 19, 2024 - January 23, 2025

Regular Rate:

Php 40,000

Early Eagle Rate:

Php 36,700

Valid Until:

November 06, 2024

28th Marketing Diploma Program: Intermediate Module

Description

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

Product: Build Brands with Products that Perform Beyond Expectations.

Understand how to carefully integrate value adding, new product development, and product/brand management to strategically influence the consumer and change the competitive landscape to your advantage.  Create products that satisfy not just functional needs, but also the challenging dimension of experiential and symbolic needs, the key to brand loyalty.  Identify that Winning Combination of attributes in must have products that delight consumers and build strong brand equity.  

Price: Offer Value or Prestige.

Use price strategies to accurately position your product and company, ensuring that you make the best of your first break in the market. Learn to use just the right price point that encourages consumption by capturing outstanding value, and ensures decent financial returns. Learn tactical price strategies that can earn a quick return or negate competition.  Know what to apply specific strategies to differentiate not just for tactical but for strategic advantage. 

Place: Be Where it Matters.

Effective management of the 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.

Promotions: Entice a First Trial.

Learn a rich blend of street-smart below-the-line tactical promotions/activations strategies to exclusively lock in the attention of your target customers. Explore the best use of various promotional activities such as in-store and outdoor sales promotions, public relations, direct mailing, trade fairs and exhibits, sponsorships, events, and direct selling. Know what ingredients from this recipe will work best for your unique offer. 

Digital Marketing

Learn how to use digital media technology enabling your brand to connect and engage with loyal consumers, leading them to be active and loyal users, advocating 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 refined in preparation for final presentation and judging at the culmination of the diploma program.

Course Outline:

  • Product and Price
  • Place and Promotion
  • Digital Marketing 
  • Marketing Plan Formulation

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. Gold Tantoco is the Founder of and Managing Consultant at Idea M Innovation, Design and Marketing Consultancy as well as the President of Prism Gallery. 

Ms. Tantoco has over 30 years of solid multi-brand and multi-country Marketing and General Management experience from various local and multinational companies such as Procter & Gamble, PepsiCo, SC Johnson & Son, Inc., Jollibee Foods Corporation, Century Pacific Food, Inc. and Pfizer Consumer Healthcare.  Throughout her career, she received various marketing and innovation awards and for outstanding advertising and public relations campaigns for the brands she worked on.  

She graduated from the University of the Philippines with a Bachelor of Science degree in Business Administration (Magna Cum Laude) and units towards a Bachelor of Fine Arts, Major in Industrial Design degree.  She also received a Master of Business Administration degree from the same university where she graduated Salutatorian of the class. 

Mr. Michael Lopez has focused on business and economic research, corporate/strategic planning, technical writing, and entrepreneurial education.  He has written numerous case studies, industry and market studies, feasibility studies, and business plans for the academe and the business sector.  His main strengths lie in strategic planning, business development, entrepreneurship education, business and economic research, and research and development (R&D).  He is also an entrepreneur and author of three published books entitled: FERN Millionaires: Real People, True Stories, Enterprise Development, Growth, and Evolution: Text and Cases on Micro and Small Entrepreneurs published by ABS-CBN Bayan Academy, and Innovations in Enterprise Development published by the Ateneo Graduate School of Business.

He is also a faculty member of the Master’s of Science in Entrepreneurship at the Jose Rizal University (JRU), Bayan Academy, and Jeveps Manufacturing Corporation (JMC).

Mr. Lopez earned a Bachelor’s degree from the Ateneo de Manila University and Master’s degree from the Asian Institute of Management (AIM). 

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