Printable PDF Version

Fundamentals of Marketing
Marketing is not a single department's responsibility but a corporate-wide effort.

"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 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 Marketing and understand what makes a good Marketing Program.

 

Key benefits for 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 why their field 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

Program Concept
THE GROUNDWORK FOR THE DISCIPLINE OF MARKETING IS INDISPENSABLE. Learn frameworks and tools in analyzing your customer, your company and your competitor to come up with a sound marketing mix. Numerous examples will be drawn from various industries to ensure that participants are able to apply 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
• The 4 Marketing Tasks And How This Should Guide Marketing Programs

Module 2 : The Groundwork: 3 Cardinal Rules of Marketing

• Know Thy Customer And Consumer
• Know Thy Company
• Know Thy Competitor

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
• The Concept Of Product Life Cycle In The Context Of Creating Your Mix

Module 4: Assembling Your Marketing Program

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

Who should attend :
This program is meant for non-marketing executives as well as new practitioners with less than 2 years of experience. It is also useful for Marketing support teams or partner/allied agencies.

What our past participants said:
"The seminar was great and highly recommended."-- Ronalyn Tumbaga, LSM Officer, Philippine Pizza, Inc.

"The seminar was great; I wish to be back again to join and learn about Marketing Strategyand Plans." -- Karole Poppin Enriquez, Key Account Specialist, Benby Enterprises, Inc.

Recent participants include:

• Finance Director of Landco
• Project Manager of Bayer Cropscience
• Credit & Collection Head of PT&T
• Brand Manager of Monsanto
• Plantation Officer of FMC Chemical
• Marketing Officer of AIG Credit Card
• Marketing Services Officer of Golden Donuts
• Sales Supervisor of Asset Marketing
• QA Officer of Colette's Buko
• Demand Planner of Chevron
• Special Project Engineer of Petron
• Marketing Analyst of Meralco
• Marketing Communication Analyst of Monde Nissin
• Researcher of AFP Savings and Loan
• Export Specialist of Avon
• Executive Assistant of Paramount Life
• Product Assistant of BPI/MS Insurance
• Marketing Assistant of Campbell Soup Asia
• Marketing Assistant of Magsaysay Training
• Trade Marketing Executive of Unilab