Last Name:
First Name:
Mobile #:

22nd Marketing Diploma Program

Course Name 22nd Marketing Diploma Program
Schedule March 11, 2017 - June 17, 2017

Weeknights, 5:30 pm - 9:30 pm

Saturdays, 9:00 am - 6:00 pm

Price: Php 89,000


Marketing Research:
Validate Your Hunch, Sharpen Your Intuition
Sun Tzu said, Know the Terrain, Know the Enemy, Know Yourself. This could not be more true and realized through Marketing Research to verify gut feel about consumer markets and minimize market risk with sound analysis, proof, and experience. Learn how a rational qualitative/quantitative research process of consumer behavior reveals critical insights  to  satisfy and delight not only stated but latent consumer desires. Evaluate and enhance  the competitive strength of your brand/product and service. Use marketing research to wise up to broad strokes in strategic planning and the fine details of effective tactical planning and execution.

Segmenting, Targeting, Positioning
Create Markets to Your Best Advantage
Grab the pole position to take advantage of the most attractive marketing opportunities through sustainable and effective market segmentation, targeting, and positioning strategies. Create new markets where others see none! Apply your market research generated consumer insights with rational planning principles, to create unique, relevant and differentiated products. Know what works and what doesn't in real life marketing planning case discussions.


Tactical Marketing Implementation and Delivery: Design an Irresistible Marketing Mix

Build Brands with Products that Perform Beyond  Expectations
Understand how to carefully integrate value adding, new product development, and product/brand management to strategically influence the consumer and change the competitive landscape to your advantage. Create products that satisfy not just functional needs, but also the challenging dimension of experiential and symbolic needs, the key to brand loyalty. Identify that winning combination of attributes in must have products that delight consumers and build strong brand equity.
Offer Value or Prestige
Use price strategies to accurately position your product and company, ensuring that you make the best of your first break in the market. Learn to use just the right price point that encourages consumption by capturing outstanding value, and ensures decent financial returns. Learn tactical price strategies that can earn a quick return or negate competition. Know what to apply specific strategies to differentiate not just for tactical but for strategic advantage.

Be Where It Matters
Effective management of the distribution channel is essential to ensure client’s easy access to your unique offerings. Learn how to deny competitors the chance to touch-base with their target markets. Leave them high and dry while you welcome consumers to your door. Learn how to reach the previously unreachable micro-consumers through creative logistics management. Avoid stock-out situations that leave your back door open to competitors and escape the hazards of drowning in old inventory through supply chain and sales forecasting strategies.

Entice a First Trial
Learn a rich blend of street-smart below-the-line tactical promotions/activations strategies to exclusively lock in the attention of your target customers. Explore the best use of various promotional activities such as in-store and outdoor sales promotions, public relations, direct mailing, trade fairs and exhibits, sponsorships, events, and direct selling. Know what ingredients from this recipe will work best for your unique offer.

Marketing Communications:
Make Brands Come Alive for Consumers
Learn how to effectively create and communicate your brand position, value, and experience to lead, and retain a long term loyal customer base. Leverage various communication media strategies responsive to market conditions to maximize competitive advantage. Practice integrated marketing communications throughout the organization – so that you retain top of mind in today’s fickle minded consumer markets.


Brand Management:
Build Brands to Live and Die For
With competencies gained in this creativity-stimulating hands-on immersion in product development and brand management, you will attain the ultimate purpose of a marketer, to build a market defining brand. Sharpen practice with proven brand/product building knowledge from experts in the field. Know practical tips on when to use single, multiple, or co-branding product strategies. Integrate product development and brand strategy. Interactive and expertly coached exercises will enable you to develop a real feel for the aesthetic and functional aspects of product/brand building. 

Services Marketing:
Serve and Earn Undying Consumer Loyalty
Services marketing is probably one of the few growth markets in today's economies plagued by commoditization, shifting labor, and consumer markets. New market opportunities exist worldwide to serve aging populations and the booming internet market. Learn how to capitalize on a challenging but potentially lucrative service industry where differentiation to be sustained demands human resource and work process management. Learn how to make creative and experiential promotion strategies to effectively communicate intangible benefits. Understand how you can serve micro-marketing opportunities with a really personal touch (parang katabi) enhanced by information technology and the internet. Not anyone can be a uniquely successful service marketer, but with the proper skills, you have the best chance.

Marketing Strategy in Action:
Own the Battlefield Masterfully!
Identify the optimal application of your organizational capabilities through various micro and macro analytical models, such as the SWOT (Strengths, Weaknesses, Opportunities, and Threats) model, to identify competitive strategies that will properly match your strengths, strategically exploit available opportunities, address threats, and manage your weaknesses. See how corporate strategic marketing planning integrates/defines the competitive marketing mix (7P’s) strategies uniquely relevant to market leaders, challengers, followers, and niche players enriched with industry-specific cases and applications.



  • Marketing Research  
  • Segmenting, Targeting, Positioning 


  • Product and Price
  • Place and Promotions 
  • Marketing Communications 


  • Services Marketing
  • Brand Management 
  • Strategic Competitive Marketing
  • Marketing Forum 

Schedules may change without prior notice.

Resource Speakers
Ms. Anamaria Mercado

has several years experience in the fields of business development and management, process improvement, and training & development. Her corporate life included 12 years in a multinational company where she started as a Marketing Analyst and later became a Group Manager for Sales and Marketing.

Ms. Chona Rodriguez

has extensive experience in Customer Development and Customer Marketing Management working with leading companies engaged in various businesses such as: fast moving consumer goods, pharmaceutical, food and beverages and express services business. These companies include Johnson & Johnson Philippines, Novartis, Diageo Philippines, Inc., Del Monte Philippines and DHL International Express.

Her knowledge in Customer and Trade Management was obtained through different roles in several companies. As a National Sales Manager in Johnson & Johnson Philippines, Inc., she led a team of Sales Managers responsible for Modern Trade customers that play critical roles in reaching the company's targeted customers. She was also responsible for the entire DHL International Cebu operations which included Logistics, Finance, Customer Service, and Sales. 

Ms. Rodriguez earned a Bachelor's degree in Business Economics from the University of the Philippines. She also has continuing education from Sophia University – Tokyo, Japan, Asian Institute of Management and the Ateneo Graduate School of Business - Center for Continuing Education.

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.

Ms. Eleanor S. Modesto

is the Digital Strategy Advisor of Nurun, the global digital network of Publicis Worldwide. She conducts workshops on creativity, presentation skills, new business and marketing communications around the Asia Pacific Region. She is a regular resource person in advertising, brand building, and marketing for conferences, summits, workshops, seminars, and media interviews. Ms. Modesto has also been a speaker and facilitator at the Asia Pacific Media Forum held every two years in Bali, Indonesia.

Mr. Tomas T. De Leon, Jr.

is the Program Director for Corporate Governance at the Ateneo Center for Continuing Education. He pioneered in the development of relevant, workplace-based and applications-oriented training seminars, geared specifically for the business sector.

He was appointed by President Benigno Aquino III as member of the board of Land Bank of the Philippines and Chairman & President of the Metro Rail Transit Corporation. He is also the Chairman of the Risk Management Committee, Corporate Governance, and LBP Insurance Brokerage, Inc. (LIBI) of Land Bank. He further serves as President of Data Trail Corporation (an information technology service provider).


"This program is very enlightening for me. It has opened my eyes on how to face the challenges of the ever-changing market. The driving force of this course is our willingness to learn. The group tasks were very challenging as it showcases each and everyone of us in our field.

There was a transformation on my part. From a regular company executive, now I could say that I am a real marketing executive."

-Vernon Ramos, AVP - Marketing of Western Union - Petnet Inc.;Director’s Awardee, 13th Marketing Diploma Program