INTRODUCTORY MODULE 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.
Examine actual research results and how to use the various research methods in: • Customer Segmentation, Profiling and Targeting • Product Research • Brand Name and Equity Building Process • Price Testing • Evaluating Promotions Effectiveness • Sales Forecasting
Segmenting, Targeting, Positioning: Know How and Where to Compete
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.
INTERMEDIATE MODULE
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.
Promotion 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 Communication: 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.
INTEGRATING MODULE
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
For more information pls. call 830.2050
Schedules:
Objective:
Outline:
INTRODUCTORY MODULE
Marketing Research (August 25, 26, 28, September 2 and 4)
Segmenting, Targeting, Positioning (September 8, 9, and 11)
INTERMEDIATE MODULE
Product and Price (September 22, 23, and 25)
Place and Promotion (September 29, 30, and October 2)
Marketing Communication (October 6, 7, and 9)
INTEGRATING MODULE
Brand and Product Management (October 13, 14, 16, and 23)
Services Marketing (October 27, 28, 30, and November 6)
Marketing Strategy in Action (November 10, 11, and 13)
ATENEO de MANILA UNIVERSITY ATENEO GRADUATE SCHOOL of BUSINESS CENTER for CONTINUING EDUCATION 3rd Floor, Ateneo Professional Schools Bldg., 130 H.V. Dela Costa St., Salcedo Village, Makati City, Philippines 1200
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