Market Understanding

Fundamentals of Marketing for New Marketing
and Non-Marketing Professionals

By : Chiqui Escareal-Go

“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 in-depth understanding of the famed P’s of Marketing and what makes a good marketing program.

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 examples that are more drawn from various industries to ensure that participants are able to relate principles and frameworks to existing challenges they face.

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


  • 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.


Module 1: Understanding the Strategic Marketing Framework

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

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

Module 2: The Groundwork: 3 Cardinal Rules of Marketing
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

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

    • 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

Module 4: Creating your Marketing Program

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

  • Airline

  • Appliances

  • Automobile Industry

  • Banking Industry

  • Beverages

  • Clothing Industry

  • Consumer Durables

  • Electronics

  • Food

  • Insurance

  • OTC Pharma

  • Skincare

  • Telcos


“The content is very informative and helped me to easily apply in our value prop for the upcoming projects that we will be launching.”
Joanna Marie Punzalan, Marketing Specialist, AMAIA Land Corp.

“The content of the seminar is very much applicable to today’s status.”
Jorge Dino, Product Manager, Getz Pharma Philippines, Inc.

“Ms. Chiqui’s energy is amazing, and her delivery of the course content is very engaging!”
Nadine Enrile, Sr. Procurement Officer, Sanofi- Aventis Philippines, Inc.

“Mansmith was very helpful in providing a deeper understanding of marketing especially to us new marketers.”
Maika Jeanna Valente, Brand Manager, PHILUSA Corporation


CEO and Chief Behavioral Strategist   

  • Co-author/editor of 9 marketing and entrepreneurship books

  • Former Chair of the Women’s Business Council PH

  • Finished the 1-year Advanced Management Program (IESE Business School New York and Barcelona)

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

  • Took advanced marketing programs at Columbia Business School (Ceibs campus), Harvard Business School, University of California-Berkeley, IESE (New York)

  • Certified Master Coach (by the Behavioral Coaching Institute) and Certified A.I. Training Facilitator (by Company of Experts USA)

  • One of the Top Filipina Entrepreneurs 2011 (Trailblazer category)

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

  • Has an M.A. in Anthropology, University of the Philippines (thesis pending)