February 21-22, 2013, 8:00am-5:00pm, Crowne Plaza Galleria, Pasig City

Many business leaders worry that becoming more “market-oriented” requires compromising mission, and they struggle to find marketing strategies that can win support while advancing their vision. In this environment, new marketing approaches are needed that can help you position your business for different markets, make the most effective decisions, and deeply engage your customers.

At this program, you’ll take the next step toward becoming a strategic marketing specialist. You’ll master essential strategic marketing models—and their real-world applications. And you’ll get the strategic marketing knowledge and tools you need to increase the spending rate of current customers and cost-effectively acquire new ones, integrate your strategic marketing mix elements with corporate goals and maximize the benefits of designing a marketing plan.

This course is fully accredited by the Sales and Marketing Institute (SMI) International based in Australia. Participants who complete this course earn the eligibility to become Certified Marketing Professional and carry the title CMP® designation, a globally recognized qualification in marketing.

How You Will Benefit

In this course, you explore systematic approaches for understanding customers, planning marketing strategies, and creating value for your community. Whether you present programs directly to the company or work with partners for project, this course will give you new insignts to:

Identify the best target-customer segments for your business and understand their needs and interest
Learn the stages of the customer buying process—and generate incremental value at each stage
Create differentiation and positioning that attract, serve and keep customers
Efficiently target your strategic marketing campaigns to core buying influences
Discover creative ways to apply marketing principles and practices to compete successfully in today’s environment
Understand the “why’s” behind the basic marketing practices
Successfully develop and manage new product and service launches to increase overall market share
Begin to think like a world-class marketer as Certified Marketing Professional (CMP®)

What to Expect

This exciting two-day certification course engages your team in a series of class discussions, team-based activities and case studies to help your team develop an integrated view of marketing and customer relationships.

Who Should Attend

Good marketing is more than just advertising and public relations. It is a vital senior-level management function that helps create, capture, and sustain value for the diverse stakeholders of the company,from the president to employees and consumers. The CMP® program takes an integrated approach that incorporates program, development, customer service, operations, and communications decisions.
Anyone whose business would benefit from strategic marketing such as

Marketing managers
Director
Vice president
Executives and managers in finance, operations, customer service, R&D and other departments who interact with colleagues in marketing.

Program Agenda

Module 1: Understanding the Essentials of Marketing

Topic 1: Integrating marketing into the objectives of the company
Topic 2: Applying marketing mix to meet specific market conditions and customer benefits
Case Study Activity

Module 2: Implementing the Integrated Marketing Mix Strategy

Topic 1: Developing the Product Strategy
Topic 2: Developing the Pricing Strategy
Topic 3: Developing the Distribution Strategy
Topic 4: Developing the Promotion Strategy
Topic 5: Developing the Service extension strategy
Case Study Activity

Module 3: Building Marketing Skills and Strategies

Topic 1: Managing Marketing Information
Topic 2: Managing Essential Marketing Skills
Topic 3: Managing Marketing Budget and Schedules
Topic 4: Managing the Marketing Plan
Case Study Activity

Module 4: Developing the Marketing Leadership

Topic 1: Understanding Management and Marketing Roles
Topic 2: Building the Marketing Team
Topic 3: Developing the Marketing Team
Topic 4: Managing Change in the Organization
Case Study Activity

Module 5: Implementing the Integrated Marketing Plan

Topic 1: Leveraging Knowledge Management and Market Research
Topic 2: Putting the Marketing Plan at Work
Topic 3: Using Marketing Communications and Customer Service
Case Study Activity

Speaker’s Profile

* Accredited Facilitator for Servant
* Leader Workshop, Leading Without the Title, Exceeding Customers Expectations, and Art of Influence
* Certified Marketing Professional™, Sales and Marketing International Institute (Australia)
* Investors in People™
* (UK) Practitioner and Training Consultant

Boris Joaquin is one of the country’s top-ranked public speaker and trainer for leadership programs and other soft skills. Boris Joaquin started his career as a personal assistant to the owner and president of a big and thriving advertising agency right after college. He was later on assigned as an account executive of major accounts, and eventually became one of the agency’s senior account managers. After his stint in advertising, he served in leadership positions for consumer goods companies and a publishing group.

Presently, he’s the Managing Director of Copylandia Office Systems Corporation. He is also the Managing Partner of Team Meta, a convergence group partnering with industry mavens in the areas of online marketing, mobile and web app development, and other online needs.

He is also the Master Trainer and Country Representative of the Lead Like Jesus Training Program and the main facilitator of the transformational leadership program, Servant Leader Workshop. He conducts training workshops also for customer service, supervisors and managers. Aside from these, he also shares his expertise in the fields of leadership, marketing, customer service, social entrepreneurship, fund raising and CSR as speaker in conferences and for various corporations and NGOs.

Boris is the recipient of University of Santo Tomas’ Manuel L. Quezon Leadership Award for 2 consecutive years. He is married to Michelle Joaquin and has 2 daughters.

Date: February 21-22, 2013
Time: 8:00 am to 5:00 pm
Venue: Crowne Plaza Hotel Galleria, Pasig City

Course Fee: Php18,000 inclusive of the examination fee