Course Name

23rd Marketing Diploma Program: Introductory Module


April 14, 2018 - May 05, 2018

Wednesdays - Thursdays

5:30 pm - 9:30 pm


9:00 am - 6:00 pm

Regular Rate:

Php 35,400

23rd Marketing Diploma Program: Introductory Module



Formulating a compelling, consumer need based & 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 customers. It targets viable markets segments by evaluating accessibility, size & growth potential to optimally attain business objectives from money and time spent on marketing.

Introduction to Business Planning

Marketing is a powerful tool that can create profits and increase the value of your brand and your company  But to do this, you must be able to provide the proper framework that will enable you to optimize its potential by correctly identifying what kind of business you want to be in and what specific brand or service benefit you want to offer the customer that is superior to that of the competition. The one-day Introduction to Business Planning seeks to assist the participants to provide this framework by touching the following key components of your business plan: 

- Enterprise Description

- Product or Service Description

- Industry Analysis

- Competition Analysis

- SWOT Analysis

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

Marketing Research:

Validate Your Hunch, Sharpen Your Intuition

Sun Tzu said, Know the Terrain, Know the Enemy, Know Yourself. This could not be more trueand 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.

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

Course Outline:

  • Introduction to Business Planning
  • Marketing Research: Validate Your Hunch, Sharpen Your Intuition
  • Segmenting, Targeting, Positioning: Create Markets to Your Best Advantage
  • Marketing Strategy Formulation

Mr. Albert Aragon

has 30 years combined experience in training, marketing, sales, customer service, brand activation, video production and events management.  Currently, he is the General Manager of Chain Reaction where he conceptualized and produced trade marketing and consumer brand activation projects for companies such as: Smart Communications, Phoenix Petroleum, Chow King, Pilipinas Shell and Knorr. He also worked with Bank of the Philippine Islands (BPI) OFW Marketing Group to design learning programs based on OFW consumer research findings.

He has also been a member of the Advertising Suppliers Association of the Philippines (ASAP), Personnel Management Association of the Philippines (PMAP) and Customer Experience Professionals Organization.

Mr. Aragon earned his Bachelors degree in Communications from the University of the Philippines. 

Ms. Eleanor Modesto

is the founder/President of PURE Digital Communications before the agency became the digital arm of Publicis Manila where she became the head of Digital Strategic Planning. She handled both big brands like San Miguel Light, San Miguel Premium Brews, Red Horse Beer, HP Printer, Belo Clinic as well as smaller challenger brands like EQ Diapers, Swiss Miss Chocolate Drink, Air Asia Philippines, Nestle Ice Cream to name a few.

She spent 2 decades in Indonesia where she was Executive Creative Director and after 2 years was promoted to CEO of Lowe Jakarta, the country's No. 1 Ad Agency. Together with her team, she successfully turned around the fortune of Sampoerna Hijau - a price local brand of the challenger cigarette company P.T. Sampoerna. She also launched XL Telco, challenging No. 1 brand - Telkomsel. One of the brands she helped launched is a local skin lotion brand - Citra, inspired by an Indonesian skin treatment which became a leading brand vs. Major multinational brands.

Ms. Modesto graduated her Bachelors degree in Visual Communications from the University of the Philippines. She worked in both local and Multinational Advertising Agencies - Asia Communications, Ace-Compton (now Saatchi-Saatchi), Lowe Manila (now Lowe Mullen Group) and Lowe Jakarta. She headed the training program of Lowe in Asia Pacific and after she left the agency, actively run workshops in Manila, Jakarta, Bangkok and Tokyo.

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