Fundamentals of Marketing 2.0

by Chiqui Escareal - Go

From Php 7,500.00 to Php 12,000.00
Tickets ×
Second/Succeeding Participant
Investment Fee Php 7,500 + vat
Sales end on 01/17/2022
Php 7,500.00 7500.0 PHP
1st Participant
Investment Fee Php 12,000.00 + vat
Sales end on 01/17/2022
Php 12,000.00 12000.0 PHP


Learn applicable frameworks and tools in analyzing your customer, your company and your competitor to come up with a sound marketing mix. This course gives you both classic and updated case examples that are drawn from various industries to ensure that participants are able to relate principles and frameworks to existing challenges they face.


“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” so everyone is on the same page especially when it comes to strategy execution, using the same language that strengthens the team culture.

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

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

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-departmental efforts in planning and executing marketing plans/programs via a common marketing language

Program Overview: 

  • The fundamental what’s and how’s of marketing

  • The different concepts of marketing and how they define your company’s moves and thinking

Know thy customer and consumers

  • How different market segments behave

  • What attributes customers look for     

Know thy company

  • Vision-Mission

  • Key Factors for Success

 Know thy competitors

  • Who determines competition

  • Studying competitive moves

  • Strategic focus and assumptions

  • 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

    ○ How consumers make decisions and evaluate alternatives

    ○ How to stimulate the buying behavior

    ○ The concept of product life cycle in the context of creating your mix

  • Analytical Tool 14a: Consumer Behavior Model 

  • Analytical Tool 14b: Industrial Behavior Model

  • Analytical Tool 15: Customer Lifetime Value 

  • Analytical Tool 16: Yin-Yang Channel Needs 

  • Analytical Tool 17: Customer Typology Matrix 

Be inspired with case examples from the following products/industries:

Airline, Appliances, Automobile Industry, Banking Industry, Beverages/Beer, Bottled water, Clothing Industry, Coffee shop, Consumer Durables, Credit Card, Electronics, Food/Fast Food, Ice Cream, Insurance, Non-profit, OTC Pharma, Skincare, Telcos, Toothpaste, Tourism


January 18, 20, 25, 27
9:00 am - 12:00 pm

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 partners / allied agencies.



Chiqui Escareal - Go

CEO and Chief Behavioral Strategist
  • Author/Co-author/editor of 9 marketing and entrepreneurship books

  • Former Chair of the Women’s Business Council Philippines

  • Finished the Advanced Management Program 2018 (IESE Business School New York and Barcelona)

  • Executive Scholar in Marketing and Sales (Kellogg Business School, Northwestern University)

  • Took advanced marketing programs at Columbia Business School (CEIBS campus), Harvard Business School, University of California-Berkeley

  • Certified Master Coach (by the Behavioral Coaching Institute) and Certified Appreciative Inquiry Training Facilitator (by Company of Experts USA)

  • Go Negosyo Enabler Awardee 2014; ASEAN Women Entrepreneurs Network Awardee 2015

  • Taking up M.A. in Anthropology, University of the Philippines (course-work done; thesis pending)

Date & Time
January 18, 2022
Start - 9:00 AM
January 27, 2022
End - 12:00 PM Asia/Manila

Mansmith and Fielders, Inc.

14 Ilang-Ilang Street, New Manila, Quezon City
Metro Manila 1112
0917-629-4649 • 0918-811-6888 • 0917-627-1888

Mansmith and Fielders, Inc.

0917-629-4649 • 0918-811-6888 • 0917-627-1888

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