27th Marketing Diploma Program: Introductory Module
November 07, 2022 - December 07, 2022
Schedules and prices may change without prior notice
November 7 - December 7, 2022
Early Eagle Rate:
October 27, 2022
This module will focus on 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.
Who should attend
Marketing and sales professionals as well as entrepreneurs who want to have a better understanding how to market products in a more accurate, insightful, creative, and systematic manner.
Middle management professionals preparing for general management positions.
After the course, you will:
Learn how to identify the viable primary target markets and corresponding brand/products that will enable your company to gain substantial market share; and
Design a business model to ensure that your company’s business process creates consumer value better than competitors to ensure sustained success.
I. Introduction to Business Planning
II. Market Research
III. Marketing Strategy Formulation
IV. Segmenting, Targeting, Positioning
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.