Marketing Diploma Program: Integrating Module

Wednesdays - Thursdays - 5:30 pm - 9:30 pm
Saturdays - 9:00 am - 6:00 pm

Brand and Product Management: Build Brands to Live and Die For

With competencies gained in this creativity-stimulating hands-on immersion in product development and brand management, marketing professionals will attain the ultimate purpose of a marketer, to build a market defining brand.  They will 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 enable participants 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 etc., 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 Forum Topics

Marketing Metrics

Marketing Metrics offers managers the tools and frameworks to measure the effectiveness of marketing programs at building brand equity and enhancing shareholder/stakeholder value by continually rationalizing marketing strategy and decision making. Marketing metrics will provide that elusive link between corporate marketing strategy and financial performance to ensure organization wide support for sustained capital and human resource investment in brand building. As companies become more competitive and various new communication channels emerge, the ability to measure marketing performance is crucial to the success of today's marketing manager, the ultimate measure of which is sustained and consistent growth in shareholder returns.

Customer Relationship Management

CRM aims to enrich the brand experience of its most important customer base through more accurate response and efficiency to sustain brand differentiation and customer loyalty. Through effective customer data mining it can be used to customize and optimize marketing strategies especially for the most profitable customer segment, avoid waste of resources on less desirable ones. This means knowing who or what customers to run after, and whom to leave alone as doing the reverse is disastrous. This means keeping intimately in-touch with your desired customer base.

Effective Customer Experience Management
March 3 & 10

Marketing Research
March 7, 8, 10, 14, & 15

Marketing Communication
April 18, 19, & 21

Services Marketing
May 16, 17, 19, & 26

Marketing Forum
June 16

• Brand and Product Management: Build Brands to Live and Die For
• Marketing Strategy in Action: Own the Battlefield Masterfully!
• Marketing Forum Topics
• Digital Marketing
• Customer Relationship Management

is the CCE Marketing Program Director. He brings with him 19 yrs 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.