Fundamentals of Marketing

“But I am not from the Marketing Department!”

While most companies have their formal marketing teams, the discipline is not the department’s monopoly. For the company to truly have an edge in the seamless execution of plans, all functional departments must also wear an informal “marketing hat” as they do their day jobs.

This module is designed to create an understanding of the integral frameworks of the marketing discipline. It maps out the 3 cardinal rules of the practice that will help determine the nature of the marketing mix. It will also give an appreciation of the famed P’s of Marketing and an understanding of what makes a good marketing program.

Key Benefits to Participants

Each participant will learn:

  • The integral frameworks of marketing
  • Tools in understanding your company as well as your customer/consumer
  • Tools in understanding competitor’s strategy and how to anticipate what they might do next
  • Appreciation of the different parts of the marketing mix and what contributes to the success of the mix

Key Benefits for Companies

The company will gain:

  • Marketing oriented non-marketers who understand that they too have a part in designing the marketing mix
  • Ease in synchronizing inter-department efforts in planning and executing marketing plans/programs via a common marketing language

Program Concept

Learn applicable frameworks and tools in analyzing your customer, your company and your competitor to come up with a sound marketing mix. This course is beyond textbook definitions as numerous examples will be drawn from various industries to ensure that participants are able to relate principles and frameworks to existing challenges they face.

Program Overview
Module 1: Understanding the Strategic Marketing Framework

  • The fundamental what’s and how’s of marketing
  • Your preferred concept of marketing and how it defines your company’s moves and thinking

Module 2 : The Groundwork: 3 Cardinal Rules of Marketing

  • Know thy customer and consumer
  • How consumers make decisions and evaluate alternatives
  • How to stimulate the buying behavior
  • How different market segments behave and what attributes they look for
  • Know thy company
  • Vision-Mission
  • Key Factors for Success
  • Know thy competitor
  • Who determines competition
  • Studying competitive moves
  • Strategic focus and assumptions

Module 3: Appreciating the Parts of the Marketing Mix

  • The four P’s of marketing and factors affecting each
  • Different strategic options for each of the P’s
  • New product concept and product positioning
  • The concept of product life cycle in the context of creating your mix

Module 4: Putting it all together : Assembling your Marketing Program

Who Should Attend
This program is meant for non-marketing executives as well as new practitioners withless than 2 years of experience. It is also useful for marketing support teams or partners / allied agencies.

Case examples from the following products / industries shall be cited:

  • Airline
  • Appliances
  • Automobile Industry
  • Banking Industry
  • Beverages
  • Clothing Industry
  • Consumer Durables
  • Electronics
  • Food
  • Insurance
  • OTC Pharma
  • Skin care
  • Telcos

Recent Participants Include:

  • Key Account Officer of Asea Brown Boveri Phils.
  • Marketing Assistant of Bounty Agro Ventures, Inc.
  • Sales Assistant- Customer Service of Cebu Holdings, Inc.
  • Sr. Application Systems Consultant of Fujitsu Philippines, Inc.
  • Supervisor of Philippine Batteries, Inc.
  • Professional Mktg Specialist of Unilab Consumer Health Group
  • Vetcare Personnel of Universal Robina Corporation
  • Service Supervisor of Waters Philippines
  • Manager, Customer Support of Yokogawa Philippines, Inc.
  • ME- Assistant Manager of Canon Marketing (Philippines), Inc.
  • Bancassurance Sales Support Head of Grepalife
  • Marketing Associate of LBC Express, Inc.
  • Assistant Manager of Bank of the Philippine Islands
  • Marketing Services Specialist of Cargill Philippines, Inc.
  • Product Specialist, of Monark Equipment Corporation
  • Trade Marketing Specialistof Otsuka Phils. Pharmaceuticals, Inc.
  • Marketing Manager of Vethealth Corporation
  • Assistant Brand Manager ofMerck, Inc. Philippines
  • General Manager of Sophia Jewellery Inc.

What our past participants said:
“The coverage of the topics are useful especially for those who are not marketing specialists. The speaker is very professional, the way she delivers & discusses the seminar objectives until end. She knows very well what she is talking about.” – Diana G.Uy, Product Specialist, Monark Equipment Corporation

“Explained marketing thru simple ways, practical examples, engaging discussions. Allowed me to learn more from other industries and to be “marketing oriented” rather than market focused.” – Rufino N. Natividad Jr., Market Research Planner, Bayer Philippines, Inc. – Animal Health

“I have learned a lot. I look forward to have a chance of sharing our experiences as soon as we implemented and perfected our schools marketing plan.” – Dr. Jhamie Tetz I. Mateo, Dean, IT, STI College Zamboanga

“The seminar was great! I was able to refresh my learnings way back in college & also had an open minded scenario since I am on the corporate environment” – Angelica Sarah Gonzales, Marketing Associate, LBC Express, Inc.

“Very helpful especially to people w/ minimal marketing background.” – Jan Vincent L. Montifalcon, Assistant Manager, BPI Card Center

About the Speaker:
President and Chief Service Strategist
Mansmith and Fielders, Inc.

Author/co-author of 5 marketing and entrepreneurship books. Executive Scholar for Marketing and Sales, Kellogg Business School (Northwestern University). Outstanding Filipina Entrepreneur 2011 (Trailblazer category). Vice chair of Waters Philippines, Certified Master Coach (by the Behavioral Coaching Institute) and Certified Appreciative Inquiry Training Facilitator (by Company of Experts USA). Took advanced marketing programs at the Columbia Business School (Ceibs campus), Harvard Business School and at the University of California, Berkeley. Member of the Board of Trustees of St. Paul College Pasig and Kythe, Inc.

All programs can be done in-house and customized to fit the training needs of your company. We also have more courses exclusive for in-house seminars. For more details please call Alice Torres at (02)584-8989 / 0918-81-168-88. You may also email