Course Name

Marketing for Non-Marketers


July 17, 2021 - July 24, 2021

Schedule via Zoom: 

July 17 & 24, 2021
8:30 am - 12:00 pm

July 21 & 22, 2021
Wednesday & Thursday
5:30 pm - 9:00 pm


Regular Rate:

Php 11,000

Early Eagle Rate:

Php 10,000

Valid Until:

July 05, 2021

Marketing for Non-Marketers


This brief introductory marketing course is meant to sharpen your “marketing sense”, to see reality, think, and act the way a professional marketer sees opportunities and capitalizes on it. It is achieved by developing and implementing scientific & evidence-based brand marketing strategies (value proposition) designed to consistently satisfy and anticipate specific consumers practical and emotional needs. This will help you understand your customers value perception, reasons to buy, and prefer your brand versus competitors because only your brand delivers their sought-after benefits.

In essence, marketing is about creating and delivering a synergy of the “best” products and service experiences, through a profitable process,  that validate the brand's promise and identity, supported with brand communication establishes a positive brand image in consumer minds.

Who should attend
  • For marketing or sales professionals who will benefit from acquiring a deeper consumer insight & evidence-based approach to marketing planning. 

  • Non-Marketer professionals (from finance, operations, HR etc.) who want to learn how to integrate their expertise with marketing initiatives in order to enhance overall organization synergy.

  • For entrepreneurs who want to put discipline and rationalize their strategic management competence.

  • This course will give all of the above a way to know if their perception of decision-making context is “right,” the essential competencies in marketing thinking and doing skills that will enhance your professional qualifications and personal growth.

After the course, you will:

  1. Develop the “eye” of a marketer who is able to apply theory to identify monetizable opportunities in unmet consumer needs, reason to buy or not and pain points;
  2. Develop an innovative, research evidence based Strategic Business and Marketing Plan that will realize the overall business vision, mission & objectives;
  3. Learn how to find, create, and grab new profitable markets/customers segments through compelling consumer insight innovation (the key to profits); and 
  4. Create tactical marketing programs to ensure that key market segments are served with the desired or localized brand / product lines & price points, supported with promotions plans

I. Strategic Marketing Planning:
Marketing Research - Customer Segmentation & Profiling: What gets customers hooked?

A. Motivation/Attitudes 
B. Values &   Behavior

II. Business Planning: What products and markets can you really own, monetize?

A. SWOT Analysis Model
B. Business Models
C. Defining Vision, Mission, Objectives (VMO’s)
D. Targeting the Viable Customer Segment

III. Brand & Product Positioning: What does your brand stand for and how will it stand out?

IV. Tactical Marketing: How will you deliver day in/out what you promised?

V. Product and Services Management: How do you satisfy varying local needs?

A. People
B. Process
C. Physical Evidence

VI. Place (Distribution) & Promotions: How do you get people to start buying, and more?

VII. Pricing Strategy: How do you ensure your value proposition matches customer perception

VIII. Advertisement & Mktg. Plan Presentation

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.

"The course gave a clear and good understanding about marketing and its application."

- Dr. Jeffrey Domino Specialist Surgeon, St. Luke's Medical Center

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