Course Name: Marketing Diploma Program: Intermediate Module
Discipline: Marketing and Sales Management
Faculty: Clemente B. Colayco
C. Horatius Mosquera
Ramon Reyes
Description: Tactical Marketing Implementation and Delivery: Design an Irresistible Marketing Mix

Product
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.
 
Price
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.

Place
Be Where It Matters
Effective management of distribution channel is essential 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.

Promotions
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  – so that you retain top of mind in today’s fickle minded consumer markets.

Schedules:
Date: September 22, 2010 - October 9, 2010
Faculty: Clemente Colayco, et. al.
Day Schedules: 9:00 am-6:00 pm
Saturday

5:30 pm-9:30 pm
Wednesday, Thursday

Objective:
Outline:                                               TESTIMONIALS PAGE



ATENEO de MANILA UNIVERSITY
ATENEO GRADUATE SCHOOL of BUSINESS
CENTER for CONTINUING EDUCATION
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