Course Name

Marketing and Business Planning for Non-Marketers


March 28, 2023 - March 31, 2023

Schedule via Zoom:
8:30 am - 12:00 nn

Regular Rate:

Php 11,000

Early Eagle Rate:

Php 10,000

Valid Until:

March 14, 2023

Marketing and Business Planning for Non-Marketers


This introductory marketing course is brief yet comprehensive and substantial. It covers not only the essentials of marketing planning, brand building and promotion but teaches you how to plan and design a business model that enables you to successfully implement your plan! The course starts with marketing research to find deep insights into unmet customers’ needs (value perception, reasons to or not to believe and buy, or prefer your brand versus competitors), unto designing a brand/product that fully satisfies their needs (latent and apparent and how to advertise or promote it.

Who should attend
  • For marketing or sales professionals who will benefit from acquiring a deeper consumer insight & evidence-based approach to marketing and business planning. 

  • Non-Marketer professionals (from finance, operations, HR etc.) who want to learn how to integrate their expertise with marketing initiatives to enhance overall organization synergy.

  • For entrepreneurs who want to put discipline and rationalize their strategic management competence.

  • This course will give all the above a way to know if their perception of decision-making context is “right,” the essential competencies in marketing thinking and doing skills that will enhance your professional qualifications and personal growth.

At the end of this course, you will be able to:

  1. Develop the “eye” of a marketer, to think and act based on rational business building and marketing theory to identify & monetize sizable consumer segments (unhappy due to unmet consumer needs), upon which you can build profitable brands by owning such unhappy customers;

  2. Learn how to innovate your brand/product or service to ensure not only your customers continued purchase & loyalty but their embrace and advocacy for your brand in today’s online and offline lifestyle;

  3. Develop an innovative, research evidence-based Strategic Business and Marketing Plan that will realize the overall business vision, mission & objectives; and

  4. Create tactical marketing programs to ensure that key market segments are served with the desired or localized brand/product lines & price points, supported with promotions plans.

I. Strategic Marketing Planning: Marketing Research - Customer Segmentation & Profiling: What gets customers hooked while shopping for and using brands/products?

A. Motivation/Attitudes/Values

B. Behavior

II. Business Planning: What products and markets can you really own & monetize?

A. Defining Vision, Mission, Objectives (VMO’s)

B. SWOT Analysis Model

C. Business Model Design

D. Innovation and Digital Transformation

E. Targeting the Viable Customer Segment

F. Business Data Analysis and Forecasting

III.  Brand & Product Positioning: What does your brand stand for, what value does it deliver to satisfy consumer needs better than others?

IV. Tactical Marketing: How will your brand deliver day in/out what it promised?

V. Product and Services Management: How do your brand satisfy varying local  and situational needs?

A. People

B. Process

C. Physical Evidence

VI. Place (Distribution) & Promotions: How do you get more people to start buying, and in more amounts, more often?

VII. Pricing Strategy: How do you ensure that the price points in your value proposition matches customer value perception and needs

VIII. Advertisement & Marketing Plan Presentation

Mr. Clemente B. Colayco

Ateneo Graduate School of Business-Center for Continuing Education (AGSB-CCE) Marketing Diploma Program - Program Director, brings with him 30 years of experience as an international footwear marketer having worked since 1987 with major Italian (Cebo Italia) and Austrian (Grohmann Footwear & Bevaform) production design and marketing companies buying footwear and apparel from Vietnam, Thailand, Indonesia, and establishing the China headquarters, shoe product development office in 2003 - 2006. He managed shoe product development, production & quality control, merchandising/sales in all these business endeavors. Aside of shoe business experience, he learned entrepreneurship very early, working while in college, manufacturing auto exhaust systems and doing car repair. He was a franchisee of 2 locations of the Dayrit’s Ham and Burger Restaurants in 1989 to 1997.

In the past decade, he has invested into innovative digital technology driven business in automotive air condition repair services, digital telehealth diagnostic equipment and telemed consultation platforms. He became the Business Development Director at Argosy Partners Inc., a private equity and advisory consulting firm recently focused on investments in digital transformation businesses. 

Mr. Colayco has a bachelor’s degree in Business Economics from the University of the Philippines. He graduated Regis MBA degree with Gold Medal honors from the Ateneo Graduate School of Business (AGSB) and thereafter taught Management Dynamics, Operations Management, and International Marketing at the AGSB master’s in business administration Program. He also obtained certification as an Executive Coach at the Center for Executive Coaching, a US based and ICF accredited institution.

"The course gave a clear and good understanding about marketing and its application."

- Dr. Jeffrey Domino Specialist Surgeon, St. Luke's Medical Center

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