Marketing Communication

To inquire more about our courses, you may call our Program Sales Officers at 830.20.50 or email us at cce-abib@aps.ateneo.edu.

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.

After the course, you will:

• Know how effective and efficient communications play a critical component in contributing to the success of the entire marketing effort to build brand equity;  
• Develop a good working knowledge on the essence of the communication process;
• Understand how consumer insights and its proper application can provide meaningful connections that are essential in defining perception – thus, improved  image and value;
• Gain insight on above-the-line brand building strategies in a modern media environment to gain and retain attention for your product; and
• Acquire an understanding of consumer insights that are critical to thematic brand building.

• Professionals in a marketing or sales function and entrepreneurs who want a better understanding of  how to develop and market  products and  services in a more accurate, insightful, creative and systematic manner;
• Middle management professionals preparing for general management positions.

Day 1   

I.       Mass media and the consumer
II.      Process of communication
III.     Effects of mass communication
IV.     Beginnings: Marketing communication in history
V.      Overview: The various marketing communication
         disciplines in the contemporary marketplace


Day 2   

I.        Brand management: Importance of branding
II.       Placing product and message in context
III.      Consumer insights and its role in thematic brand building
IV.      Media and brand building
V.       Examples of successful thematic brand building campaigns
VI.      Bang for the Buck: Successful thematic brand building campaigns
VII.     Sharing with the experts
VIII.    Workshop challenge


Day 3   

I.        Group presentations, panel comments and responses
II.       Workshop closing and recap

is the Group Marketing Services Director of the Active Group. His field of expertise covers various aspects of marketing communications and marketing services like advertising, promotions, direct marketing, events management, public relations, traditional and non-traditional media, product launches and development of brand-building communication.

"The course was just a right mix of theory and real-life applications. Having a success story in Sir Dondi was an added treat! I love how the course was structured. Keep up the great work!."

- Gracie Dar Santos Assistant Manager - IC Content, Pioneer Insurance

"It refreshes my knowledge in marketing and gives me motivation to learn."

- Mae Sedigo Sales, Shangri-La Hotels and Resorts

"Worth every listening minute. Professor and classmates were awesome. I have learned more in 3 days than I did from a subject an entire week in college."

- Maebelle Varron Marketing Communications Manager, Waterfront Cebu City Hotel and Casino

"Very useful for people who have zero background on marketing. Highly recommended!"

- Faith Salazar Digital Marketing Strategist, Fiera Events

"Useful, informative, relevant for marketing practitioners. A must course to update on the latest marketing trends."

- Gladys Judan Brand Manager, United Laboratories, Inc.