marketing and entrepreneurship

DIPLOMA IN STRATEGIC MARKETING MANAGEMENT

marketing and entrepreneurship

diploma in strategic marketing management

The Diploma in Strategic Marketing Management is a modular program designed to help business professionals to develop a deeper understanding of the major components of marketing strategies and designing an integrated marketing plan that is aligned to their firm’s business goals and particular market situation.

The program seeks to provide insights into the process of adapting in an evolving business environment as competition, customers, market forces and technology dramatically change. As the key to retaining customers and remaining competitive is the ability to adapt to changes and creating distinct value for targeted customer segments, this program is focused on developing and analyzing marketing strategies and programs that are aligned to the company’s ability to deliver, the customers’ needs and preferences as well as each specific industry’s dynamic business environment.

After completing this program, the individual is expected to have the ability to enhance their company’s profitability and marketplace situation for the betterment of all stakeholders involved.

2024 1st Run: Feb. 3, 17, 24 & Mar. 2

2024 2nd Run: Jun. 15, 22, 29 & Jul. 6 

Time: 1230-2030H (4 hours synchronous, 4 hours asynchronous)

Module Fee: P11,895

This module is an introduction to the basics and changing aspects of the new marketing landscape. It also serves as the springboard and/or review of the basic marketing concepts, specifically pertaining to the Marketing Mix, Product Life Cycle, and Consumer Adoption Process. This module differentiates the levels of Marketing Strategy development from the top, middle, and frontline marketing functions. This module also discusses the importance and distinction of Strategic Marketing and Tactical Marketing and the plans and strategies connected to each.

Module Objectives

At the end of the module, the participant will be able to:

  • Demonstrate a clear understanding of basic concepts and principles of Marketing and the theories on Strategic Marketing Management through written case analysis and group exercises
  • Recognize the value of Strategic Positioning and Value Creation, and utilize the information gained in developing marketing ideas and plans
  • Differentiate and create Marketing Value Propositions that can be translated into marketing strategies that would benefit their organization
  • Analyze the relationship between Traditional and Digital Marketing Mix factors to derive the most applicable combination for their organization
  • Prepare and present a Strategic Marketing Mix Action Plan for their own organization

Module Outline

Session 1:

  • Evolution of Marketing Strategies
  • Strategic Marketing and Tactical Marketing Management

Session 2:

  • Competitive Space Analysis
  • Strategic Positioning and Value Creation

Session 3:

  • The Traditional Marketing Mix
  • 4Ps and 7Ps of Marketing

Session 4:

  • Digital Marketing Mix: 4Es
  • Marketing Mix Alignment: Traditional and Digital Marketing Strategies
  • Final Marketing Action Plan Project

Lecturer: Cecille Ayllon, MBA

Cecille L. Ayllon is the president and CEO of Mecka Business Dynamix Inc. and McLay Management Consultancy. She has honed her expertise from working as a business coach, workshop facilitator and corporate executive for various organizations in the Philippines. She was formerly the Executive Vice President of LEADS Environmental Health Products Corporation and a Management and Marketing Consultant of LEADS Agricultural Products Corporation. She received her Master in Business Administration degree from the Graduate School of Business of De La Salle University, Manila as a full scholar of the Management Association of the Philippines. She also recently achieved the international Level 2 qualification and certification (with distinction) from Pearson-London Chamber of Commerce and Industry.

She is a lecturer and Program Director of Strategic Marketing Management in the School of Professional and Continuing Education (SPaCE) of De La Salle-College of Saint Benilde. In SPaCE. She is also currently teaching in the undergraduate program of the School of Management and Information Technology (SMIT) under the Career Development Program (CDP). She has also taught in the Graduate School of De La Salle Lipa’s Master in Management Technology Program and in the undergraduate level of St. Paul Manila’s Business Department.

She has been a business columnist and have authored and published six (6) books, one on Entrepreneurship and the other five are on motivation and personal development. She has also worked in ArkAsia Management Consulting as Vice President for Marketing and lead consultant where she handled projects with the Overseas Economic Cooperation Fund of Japan (OECF), The United Nations Development Program (UNDP) for Environmental Planning and Management for Lipa City, Batangas, the World Bank-funded Micro-Enterprise project for the Technical Education and Skills Development Authority (Region IV - Southern Tagalog) and the TESDA Region IV social marketing effort.

Cecille is a manager by education; a marketer and consultant by creation, and a teacher by passion. Combining her corporate experience with being in the academe for more than a decade, Cecille’s focus has been to help provide individuals and organizations with insightful ideas and tools to improve over-all business and marketing performance. Her ideology is based on the principle that learning is a continuous process and whatever is learned should be shared with others and must be applied well to be able to succeed in this competitive world.

Known for her dynamic and engaging style, she effectively connects with her participants to make the learning experience more insightful, relevant and beneficial.

2024 1st Run: Mar. 9, 16, 23 & Apr. 6

2024 2nd Run: Jul. 20, 27 & Aug. 3, 10

Time: 1230-2030H (4 hours synchronous, 4 hours asynchronous)

Module Fee: P11,895

This module focuses on the link between customer research, data analysis and customer insights as they apply to marketing and customer experience management. It delves into the process of gathering and analyzing customer data, behaviors and responses that can be used in enhancing the offerings and
experiences that their company provides customers. The goal is to find ways to differentiate the value the company offers across channels, touch points, and interactions in order to acquire, retain and grow customer relationships.

Module Objectives

At the end of the module, the participant will be able to:

  • Distinguish the concepts of market research, marketing information and customer insights in understanding customer personas
  • Appreciate the importance of customer insighting to effective brand positioning and creating marketing strategies
  • Explore the process of mapping the Customer Journey for their organization to assess the strengths and weaknesses in order to recommend improvements or innovations
  • Differentiate the Customer Experience approaches applied for Business to Business and Business to Consumer Marketing
  • Apply the customer insights gained to creating a Customer Experience Management Action Plan that would be beneficial to their organization

Module Outline

Session 1:

  • The Value of Customer Insight
  • Data-driven vs. Insight-driven Marketing
  • Factors of Customer Insight Analysis

Session 2:

  • Customer Persona Analysis
  • Translating Data and Information into Customer Insights

Session 3:

  • Applying Insights to Customer Experience Management
  • Customer Journey Mapping and Analysis

Session 4:

  • Developing Customer Experience Strategies and Innovations
  • Final Customer Experience Management Action Plan Project

Lecturer: Cecille Ayllon, MBA

Cecille L. Ayllon is the president and CEO of Mecka Business Dynamix Inc. and McLay Management Consultancy. She has honed her expertise from working as a business coach, workshop facilitator and corporate executive for various organizations in the Philippines. She was formerly the Executive Vice President of LEADS Environmental Health Products Corporation and a Management and Marketing Consultant of LEADS Agricultural Products Corporation. She received her Master in Business Administration degree from the Graduate School of Business of De La Salle University, Manila as a full scholar of the Management Association of the Philippines. She also recently achieved the international Level 2 qualification and certification (with distinction) from Pearson-London Chamber of Commerce and Industry.

She is a lecturer and Program Director of Strategic Marketing Management in the School of Professional and Continuing Education (SPaCE) of De La Salle-College of Saint Benilde. In SPaCE. She is also currently teaching in the undergraduate program of the School of Management and Information Technology (SMIT) under the Career Development Program (CDP). She has also taught in the Graduate School of De La Salle Lipa’s Master in Management Technology Program and in the undergraduate level of St. Paul Manila’s Business Department.

She has been a business columnist and have authored and published six (6) books, one on Entrepreneurship and the other five are on motivation and personal development. She has also worked in ArkAsia Management Consulting as Vice President for Marketing and lead consultant where she handled projects with the Overseas Economic Cooperation Fund of Japan (OECF), The United Nations Development Program (UNDP) for Environmental Planning and Management for Lipa City, Batangas, the World Bank-funded Micro-Enterprise project for the Technical Education and Skills Development Authority (Region IV - Southern Tagalog) and the TESDA Region IV social marketing effort.

Cecille is a manager by education; a marketer and consultant by creation, and a teacher by passion. Combining her corporate experience with being in the academe for more than a decade, Cecille’s focus has been to help provide individuals and organizations with insightful ideas and tools to improve over-all business and marketing performance. Her ideology is based on the principle that learning is a continuous process and whatever is learned should be shared with others and must be applied well to be able to succeed in this competitive world.

Known for her dynamic and engaging style, she effectively connects with her participants to make the learning experience more insightful, relevant and beneficial.

2024 1st Run: May 18, 25 & Jun. 1, 8

2024 2nd Run: Sep. 28 & Oct. 5, 12, 19

Time: 1230-2030H (4 hours synchronous, 4 horus asynchronous)

Module Fee: P11,895

This module focuses on customer-centric and solution-based approaches to marketing and winning customers in today’s business environment. The shift to viewing the marketer’s role to that of a problem-solver is critical. If a company’s products and/or services fail to change with the customers’ preferences and expectations, a decline can be expected to follow. For this reason, after gathering and analyzing market data and deriving customer insights, the identified pain and pleasure points of the target market should then be addressed by designing and innovating the company’s offerings and services. Having a strong customer focus can lead to an effective marketing strategy that may result to better company performance and improved customer loyalty.

Module Objectives

At the end of the module, the participant will be able to:

  • Recognize the importance of adapting a problem-finder and problem-solver mindset in Marketing
  • Analyze the stages of Design Thinking as they relate to creative marketing and out of the box thinking
  • Explore the various approaches to marketing innovation that includes conceptualizing new offerings, processes, promotions, pricing, channels and services
  • Evaluate a company’s Business Model canvas to identify practical game-changing marketing ideas and concepts that could be applied to their company
  • Develop a Marketing Innovation Action Plan that would be beneficial to their organization or company

Module Outline

Session 1: 

  • Design Thinking and Marketing Innovation
  • Creative Marketing and Out-of-the-Box Thinking

Session 2: 

  • The Stages of Design Thinking
  • The Design Thinking Framework

Session 3:

  • Marketing Innovations Approaches
  • The Business Model Canvas

Session 4:

  • Strategic Marketing and Innovation
  • Final Marketing Innovation Action Plan Project 

2024 1st Run: Apr. 13, 20, 27 & May 4

2024 2nd Run: Aug. 24, 31 & Sep. 7, 14

Time: 1230-2030H (4 hours synchronous, 4 hours asynchronous)

Module Fee: P11,895

This module tackles the importance of building and sustaining a company’s brand to distinguish itself in the market aspect. The brand strategy must be long-term and proactive not just tactical and reactive. Each brand must develop its own unique and relevant identity to protect itself against commodification. The brand strategy must resonate with the organization’s target market and be different from competitors. The topics discussed in this module highlight the range of elements that comprise the brand strategy. These will serve as the guide of the students in developing their organization’s brand messaging and positioning in a consistent and holistic manner.

Module Objectives

At the end of the module, the participant will be able to:

  • Examine the concept of branding, its process and significance in successfully marketing a product or service

  • Study brand equity from the perspective of the customer and how it influences customers’ responses and purchasing behavior

  • Analyze a brand’s performance by applying measurement techniques such as brand audit and brand tracking

  • Explore the critical brand marketing campaign aspects from brand story and identity creation, brand positioning, brand strategies and integrated marketing communications

  • Develop a Brand Management Action Plan that would be beneficial to their organization or company

Module Outline

Session 1:

  • Evolution of Branding and Brand Management
  • Brand Marketing Trends and Initiatives
  • New Rules of Brand Management

Session 2:

  • Strategic Brand Analysis
  • Evaluating Brand Equity
  • Brand Positioning and Resonance

Session 3:

  • Integrated Marketing Communications
  • Brand Lifecycle and Brand Marketing Programs
  • Gauging Brand Performance

Session 4:

  • Strategic Brand Management Framework
  • Final Strategic Brand Management Plan Project

2024 1st Run: Jun. 15, 22, 29 & Jul. 6

2024 2nd Run: Nov. 9, 16, 23 & Dec. 7

Time: 1230-2030H (4 hours synchronous, 4 hours asynchronous)

Module Fee: P11,895

This module is the culminating module that blends all the concepts and skills of sound marketing planning and decision-making that the student has acquired throughout the program. The key concepts to be discussed will revolve around the analyzing strategic options for a company; reviewing key strategic
marketing concepts, evaluating markets and opportunities; designing and executing marketing strategy or strategies.

The goal is to develop market-driven and customer-centered marketing strategies that deliver distinctive value to customers and position the company to be the customers’ preferred choice which are integrated into a Strategic Marketing Plan.

Module Objectives

At the end of the module, the participant will be able to:

  • Appreciate the strategic marketing integration process in achieving the company objectives
  • Distinguish the steps in the identifying and selecting appropriate marketing strategies
  • Analyze the strategic marketing options aligned to a company’s specific situation, industry and target market
  • Evaluate the key marketing mathematics concepts applied to cost-effective and ROI-oriented marketing strategies and programs beneficial to both the company and the customers
  • Design and present an integrated Strategic Marketing plan that will potentially enhance the company’s performance and profitability

Module Outline

Session 1:

  • Strategic Marketing Planning Process
  • Marketing Situation Analysis
  • Marketing Strategy Models

Session 2:

  • Marketing Audit and Situation Analysis
  • Integrating Strategic Marketing Elements
  • Strategic Marketing Plan Development

Session 3:

  • Designing a Strategic Marketing Plan for a Product or Service
  • Marketing Mathematics

Session 4:

  • Marketing ROI Computation Analysis
  • Final Strategic Marketing Plan Project
 

Lecturer: Cecille Ayllon, MBA

Cecille L. Ayllon is the president and CEO of Mecka Business Dynamix Inc. and McLay Management Consultancy. She has honed her expertise from working as a business coach, workshop facilitator and corporate executive for various organizations in the Philippines. She was formerly the Executive Vice President of LEADS Environmental Health Products Corporation and a Management and Marketing Consultant of LEADS Agricultural Products Corporation. She received her Master in Business Administration degree from the Graduate School of Business of De La Salle University, Manila as a full scholar of the Management Association of the Philippines. She also recently achieved the international Level 2 qualification and certification (with distinction) from Pearson-London Chamber of Commerce and Industry.

She is a lecturer and Program Director of Strategic Marketing Management in the School of Professional and Continuing Education (SPaCE) of De La Salle-College of Saint Benilde. In SPaCE. She is also currently teaching in the undergraduate program of the School of Management and Information Technology (SMIT) under the Career Development Program (CDP). She has also taught in the Graduate School of De La Salle Lipa’s Master in Management Technology Program and in the undergraduate level of St. Paul Manila’s Business Department.

She has been a business columnist and have authored and published six (6) books, one on Entrepreneurship and the other five are on motivation and personal development. She has also worked in ArkAsia Management Consulting as Vice President for Marketing and lead consultant where she handled projects with the Overseas Economic Cooperation Fund of Japan (OECF), The United Nations Development Program (UNDP) for Environmental Planning and Management for Lipa City, Batangas, the World Bank-funded Micro-Enterprise project for the Technical Education and Skills Development Authority (Region IV - Southern Tagalog) and the TESDA Region IV social marketing effort.

Cecille is a manager by education; a marketer and consultant by creation, and a teacher by passion. Combining her corporate experience with being in the academe for more than a decade, Cecille’s focus has been to help provide individuals and organizations with insightful ideas and tools to improve over-all business and marketing performance. Her ideology is based on the principle that learning is a continuous process and whatever is learned should be shared with others and must be applied well to be able to succeed in this competitive world.

Known for her dynamic and engaging style, she effectively connects with her participants to make the learning experience more insightful, relevant and beneficial.

2024 1st Run: Feb. 3, 17, 24 & Mar. 2

2024 2nd Run: Jun. 15, 22, 29 & Jul. 6 

Time: 1230-2030H (4 hours synchronous, 4 hours asynchronous)

Module Fee: P11,895

This module is an introduction to the basics and changing aspects of the new marketing landscape. It also serves as the springboard and/or review of the basic marketing concepts, specifically about the
Marketing Mix, Product Life Cycle, and the Consumer Adoption Process. This module differentiates the
levels of Marketing Strategy development from the top, middle and frontline marketing functions. This
module also discusses the importance and distinction of Strategic Marketing and Tactical Marketing, and
the plans and strategies connected to each.

Module Objectives

At the end of the module, the participant will be able to:

  • Demonstrate a clear understanding of basic concepts and principles of Marketing and the theories on Strategic Marketing Management through written case analysis and group exercises
  • Recognize the value of Strategic Positioning and Value Creation, and utilize the information gained in developing marketing ideas and plans
  • Differentiate and create Marketing Value Propositions that can be translated into marketing strategies that would benefit their organization
  • Analyze the relationship between Traditional and Digital Marketing Mix factors to derive the most applicable combination for their organization
  • Prepare and present a Strategic Marketing Mix Action Plan for their own organization

Module Outline

Session 1:

  • Evolution of Marketing Strategies
  • Strategic Marketing and Tactical Marketing Management

Session 2:

  • Competitive Space Analysis
  • Strategic Positioning and Value Creation

Session 3:

  • The Traditional Marketing Mix
  • 4Ps and 7Ps of Marketing

Session 4:

  • Digital Marketing Mix: 4Es
  • Marketing Mix Alignment: Traditional and Digital Marketing Strategies
  • Final Marketing Action Plan Project

Lecturer: Cecille Ayllon, MBA

Cecille L. Ayllon is the president and CEO of Mecka Business Dynamix Inc. and McLay Management Consultancy. She has honed her expertise from working as a business coach, workshop facilitator and corporate executive for various organizations in the Philippines. She was formerly the Executive Vice President of LEADS Environmental Health Products Corporation and a Management and Marketing Consultant of LEADS Agricultural Products Corporation. She received her Master in Business Administration degree from the Graduate School of Business of De La Salle University, Manila as a full scholar of the Management Association of the Philippines. She also recently achieved the international Level 2 qualification and certification (with distinction) from Pearson-London Chamber of Commerce and Industry.

She is a lecturer and Program Director of Strategic Marketing Management in the School of Professional and Continuing Education (SPaCE) of De La Salle-College of Saint Benilde. In SPaCE. She is also currently teaching in the undergraduate program of the School of Management and Information Technology (SMIT) under the Career Development Program (CDP). She has also taught in the Graduate School of De La Salle Lipa’s Master in Management Technology Program and in the undergraduate level of St. Paul Manila’s Business Department.

She has been a business columnist and have authored and published six (6) books, one on Entrepreneurship and the other five are on motivation and personal development. She has also worked in ArkAsia Management Consulting as Vice President for Marketing and lead consultant where she handled projects with the Overseas Economic Cooperation Fund of Japan (OECF), The United Nations Development Program (UNDP) for Environmental Planning and Management for Lipa City, Batangas, the World Bank-funded Micro-Enterprise project for the Technical Education and Skills Development Authority (Region IV - Southern Tagalog) and the TESDA Region IV social marketing effort.

Cecille is a manager by education; a marketer and consultant by creation, and a teacher by passion. Combining her corporate experience with being in the academe for more than a decade, Cecille’s focus has been to help provide individuals and organizations with insightful ideas and tools to improve over-all business and marketing performance. Her ideology is based on the principle that learning is a continuous process and whatever is learned should be shared with others and must be applied well to be able to succeed in this competitive world.

Known for her dynamic and engaging style, she effectively connects with her participants to make the learning experience more insightful, relevant and beneficial.

2024 1st Run: Mar. 9, 16, 23 & Apr. 6

2024 2nd Run: Jul. 20, 27 & Aug. 3, 10

Time: 1230-2030H (4 hours synchronous, 4 hours asynchronous)

Module Fee: P11,895

This module focuses on the link between customer research, data analysis and customer insights as they apply to marketing and customer experience management. It delves into the process of gathering and analyzing customer data, behaviors and responses that can be used in enhancing the offerings and
experiences that their company provides customers. The goal is to find ways to differentiate the value the company offers across channels, touch points, and interactions in order to acquire, retain and grow customer relationships.

Module Objectives

At the end of the module, the participant will be able to:

  • Distinguish the concepts of market research, marketing information and customer insights in understanding customer personas
  • Appreciate the importance of customer insighting to effective brand positioning and creating marketing strategies
  • Explore the process of mapping the Customer Journey for their organization to assess the strengths and weaknesses in order to recommend improvements or innovations
  • Differentiate the Customer Experience approaches applied for Business to Business and Business to Consumer Marketing
  • Apply the customer insights gained to creating a Customer Experience Management Action Plan that would be beneficial to their organization

Module Outline

Session 1:

  • The Value of Customer Insight
  • Data-driven vs. Insight-driven Marketing
  • Factors of Customer Insight Analysis

Session 2:

  • Customer Persona Analysis
  • Translating Data and Information into Customer Insights

Session 3:

  • Applying Insights to Customer Experience Management
  • Customer Journey Mapping and Analysis

Session 4:

  • Developing Customer Experience Strategies and Innovations
  • Final Customer Experience Management Action Plan Project

Lecturer: Cecille Ayllon, MBA

Cecille L. Ayllon is the president and CEO of Mecka Business Dynamix Inc. and McLay Management Consultancy. She has honed her expertise from working as a business coach, workshop facilitator and corporate executive for various organizations in the Philippines. She was formerly the Executive Vice President of LEADS Environmental Health Products Corporation and a Management and Marketing Consultant of LEADS Agricultural Products Corporation. She received her Master in Business Administration degree from the Graduate School of Business of De La Salle University, Manila as a full scholar of the Management Association of the Philippines. She also recently achieved the international Level 2 qualification and certification (with distinction) from Pearson-London Chamber of Commerce and Industry.

She is a lecturer and Program Director of Strategic Marketing Management in the School of Professional and Continuing Education (SPaCE) of De La Salle-College of Saint Benilde. In SPaCE. She is also currently teaching in the undergraduate program of the School of Management and Information Technology (SMIT) under the Career Development Program (CDP). She has also taught in the Graduate School of De La Salle Lipa’s Master in Management Technology Program and in the undergraduate level of St. Paul Manila’s Business Department.

She has been a business columnist and have authored and published six (6) books, one on Entrepreneurship and the other five are on motivation and personal development. She has also worked in ArkAsia Management Consulting as Vice President for Marketing and lead consultant where she handled projects with the Overseas Economic Cooperation Fund of Japan (OECF), The United Nations Development Program (UNDP) for Environmental Planning and Management for Lipa City, Batangas, the World Bank-funded Micro-Enterprise project for the Technical Education and Skills Development Authority (Region IV - Southern Tagalog) and the TESDA Region IV social marketing effort.

Cecille is a manager by education; a marketer and consultant by creation, and a teacher by passion. Combining her corporate experience with being in the academe for more than a decade, Cecille’s focus has been to help provide individuals and organizations with insightful ideas and tools to improve over-all business and marketing performance. Her ideology is based on the principle that learning is a continuous process and whatever is learned should be shared with others and must be applied well to be able to succeed in this competitive world.

Known for her dynamic and engaging style, she effectively connects with her participants to make the learning experience more insightful, relevant and beneficial.

2024 1st Run:  Apr. 20, 27 & May 4, 11

2024 2nd Run: Aug. 24, 31 & Sep. 7, 14

Time: 1230-2030H (4 hours synchronous, 4 hours asynchronous)

Module Fee: P14,495

This module will enable participants to design experiences around their consumers’ needs and interests. It will cover the concept of UI and UX, human design principles, how to apply the consumer-centric mindset to different digital touch points like social media, websites and apps, personalised content and innovation and tech.

Module Objectives

At the end of the module the participant will be able to:

  • Build an understanding of the value of Customer-Centricity in digital experiences
  • Understand your customers not just in a demographic level but psychographics as well
  • Develop essential knowledge on the concept of UX and UI and be able to understand the methods and techniques of creating an effective UX journey, using key customer insights as starting point
  • Create a digital transformation plan incorporating the UX and UI concepts
  • Use the concepts acquired in real world scenarios

Module Outline

Session 1:

  • Customer-Centricity Principles
  • Applying Customer-Centricity to Present

Session 2:

  • Understanding your Customers
  • Building Empathy
  • Importance of Empathy in UX and UI

Session 3:

  • Understanding UX and UI
  • The User Experience Design Process
  • UX Product Case Studies

Session 4:

  • Customer UX Journey on Different Channels
  • Digital Transformation with the Help of UX
  • Application of Experience Journey

Instructional Tools

Synchronous Teaching Strategies:

  • Online Lecture and Discussion
  • Best Practices and Case Studies
  • Video Presentations

Asynchronous Teaching Strategies:

  • Assigned Readings
  • Group Projects
  • UX/UI Case Analysis
  • Research Papers

Target Audience

  • Marketing professionals who want to advance their marketing skills and develop a customer centric mindset
  • Individuals who have some experience working in a marketing role who want to broaden their knowledge and skills in the field UX/UI 
  • Business professionals who work in a marketing function in product, service, business to business (B2B), business to consumer (B2C) business to government (B2G) and not-for-profit organizations
  • Entrepreneurs and executives from micro, small and medium enterprises (MSMEs) and large corporations

Lecturer: Joanna Benitez

Joanna "Buding" Benitez, who is currently the Senior Marketing Director of TalinoX and previously the Creative Lead of Globe Telecom, Inc. for total overall campaigns, has more than a decade of experience in marketing communications from advertising to brand building and experience design in Dubai, Singapore and the Philippines for multinational companies. 

She had worked with Leo Burnett UAE, Iris Worldwide Singapore, Group M and Ogilvy MNL where she led multiple creative campaigns that garnered recognition from the Asia Pacific Tambuli, Kidlat and Boomerang awarding bodies to name a few. She was also the Philippines’ representative of Ogilvy Regional User Experience team in Asia. She has worked on various industry accounts such as the FMCG (Fast Moving Consumer Group), Telecommunications, Automotive, Tourism, Airlines, Cosmetics, Pharmaceutical, Technology, Real-Estate and QSR (Quick Service Restaurant).

Buding is an athlete scholar graduate from Benilde with a degree in Multimedia Arts. She is passionate about swimming, surfing, arts, animals and the planet.

2024 1st Run:  May 18, 25 & Jun. 1, 8

2024 2nd Run: Sep. 28 & Oct. 5, 12, 19

Time: 1230-2030H (4 hours synchronous, 4 hours asynchronous)

Module Fee: P14,495

This module is an overview of marketing in the digital world including the challenges this presents to marketers. It covers building the online customer persona, the new customer path, customer journey mapping, identifying digital channel roles and strategy, content marketing, consumer engagement and inbound marketing.

The module dives deeper into key topics related to each of the channels, covering social media marketing and content marketing strategy.

This module enables the participant to effectively apply various digital marketing strategies via digital channels for their marketing campaigns.

Module Objectives

At the end of the module the participant will be able to:

  • Understand the principles of digital marketing tools and how they work together.
  • Understand the business environment and issues relating to digital marketing and customer needs.
  • Identify appropriate digital channels and strategies for their marketing campaigns.
  • Understand how to create and execute digital marketing strategies and create tactics across the entire funnel from attraction to retention.
  • Identify, plan and develop appropriate content for various digital channels.

Module Outline

Session 1:

  • Digital Marketing
  • From Mass Marketing to the Connected
  • Marketing in the Digital Economy
  • Consumer Behavior in The Digital World and Customer Persona

Session 2:

  • The Digital Marketing Mix
  • Driving Digital Strategy
  • SEO Fundamentals

Session 3:

  • Paid Media
  • Owned and Earned Media
  • Strategic Content Marketing

Session 4:

  • Digital Analytics Ecosystem
  • Building a Measurement Framework
  • Web Analytics Fundamentals
  • Introduction to Google Analytics
  • Digital Marketing Plan

2024 1st Run: Jun. 15, 22, 29 & Jul. 6

2024 2nd Run: Nov. 9, 16, 23 & Dec. 7

Time: 1230-2030H (4 hours synchronous, 4 hours asynchronous)

Module Fee: P14,495

This module is a comprehensive overview of digital media advertising. It covers fundamentals of Digital Media Strategy, Media Planning, Digital Media Advertising & Measurement.

This module enables the participant to effectively apply various digital marketing strategies via most commonly used digital media channels (Facebook/Instagram and Google) for their marketing campaigns.

Module Objectives

At the end of the module the participant will be able to:

  • Understand digital channel roles and targeting/buying concepts for both Paid Social and Google Ads
  • Craft a simple digital marketing plan considering campaign objectives, targeting options, and bidding strategies utilizing most common channels
  • Set up simple Facebook and Google Search Ads campaigns; Familiarity on complex campaign set up across the funnel

Module Outline

Session 1:

  • Digital Marketing Fundamentals
  • Introduction to Performance Media
  • Introduction to Awareness Campaigns
  • Introduction to Direct Response Campaigns

Session 2:

  • Introduction to Facebook / Instagram Advertising
  • Metrics Measurement & Monitoring

Session 3:

  • Introduction to Google Advertising
  • Google Paid Search
  • Google Display and YouTube
  • Measurement Framework

Session 4:

  • Introduction to Google Analytics
  • Overall Measurement Framework (Direct Response Campaign - eCommerce)
  • The Principle of Optimization
 

diploma in strategic digital marketing

Focused on higher level marketing process, Strategic Digital Marketing helps individuals, managers and digital marketers adapt in an evolving business environment as competition, customer preferences, market forces and technology dramatically change.

The course provides full understanding on Digital Marketing from Engagement to Experience in the Digital Age to empower participants into a Digital Experience Mindset. It discusses practices, principles and frameworks relevant to customer insight, organizational development and behavior, product development, as well as User Experience Design.

diploma in entrepreneurial marketing

The Diploma in Entrepreneurial Marketing aims to provide the participants with a strong understanding of customers, target markets, competitors, and environmental trends upon which to build marketing programs on. By narrowing the focus on the right opportunities coupled with the most appropriate strategies, entrepreneurs will be able to configure the right marketing efforts to take to achieve their business objectives.

Marketing, in the context of an entrepreneurial venture or start-up, is very different from that of a corporate setting. Entrepreneurs have to view marketing using a variety of lenses, such as:

  1. How to market to potential customers with a virtually new or unknown product, service, or experience.
  2. How to build a brand that would resonate with customers that may be loyal to other existing brands.
  3. How to create and execute marketing mix programs in the new digital landscape.
  4. How to successfully leverage and launch marketing campaigns in the face of scarce resources and uncertainties.

It relatively easier to start a business than turning it to a profitable venture in the long term. The rate of new business failure is quite high, and research has proven that it is not due to the lack of energy and efforts exerted by the entrepreneurs. It was more due to a lack of marketing insight, planning and proper execution.

This program is intended for:

  • Entrepreneurs with potential start-up or existing business ventures
  • Business owners that want to expand into new market opportunities
  • Marketing professionals managing the programs and campaigns of new businesses
  • Individuals who want to explore the prospects of entrepreneurial marketing as a business

Upon completion of the Diploma in Entrepreneurial Marketing, the participants are expected to:

  • Gain a general mastery of the key elements of Marketing for entrepreneurial ventures.
  • Apply marketing creativity, innovation and value to their business concepts and operations.
  • Be able to compete effectively through differentiated and customer-centered marketing programs.
  • Use the marketing theories and skills they have learned to stimulate their venture’s success.

Launching Soon!

Time: 32 Total Hours

Module Fee: P19,895

Entrepreneurship and Marketing are two fields that have been considered very important. However, they have not been considered in an integrated way. Experts say the entrepreneurs must have a “marketing first” mindset. Whether you have a start-up or a young company, knowing your market should be the primary focus. For without a specific market to sell to, your business will have zero market value.

The key concepts to be discussed in this module will revolve around the analyzing how entrepreneurial and marketing concepts converge; analyzing your market and business environment as an entrepreneur; evaluating and selecting the most viable markets and opportunities for you; and designing and executing a marketing system that fits your business.

The goal is to develop market-driven and customer-centered marketing game plan that deliver distinctive value to customers. These are intended to position your entrepreneurial venture to gain awareness and acceptance in your chosen market/s.

Module Objectives

At the end of the module, the participant will be able to:

  • Distinguish the marketing function as it applies to an entrepreneurial venture and an existing business.
  • Examine the various steps in analyzing the entrepreneurial marketing process which are vital in achieving the desired goals and objectives of the company.
  • Analyze the entrepreneurial marketing environment factors as they apply to a company’s specific situation, industry, and target market.
  • Recognize and select the most viable market opportunity and target market that is best aligned to his/her business concept or business venture.

Module Outline

Session 1: The Importance of Entrepreneurship and Marketing Convergence

  • The Entrepreneurial Marketing Framework
  • Marketing for New Ventures
  • Entrepreneurial Market Analysis

Session 2: Marketing Opportunity Evaluation

  • Marketing Opportunities
  • Evaluating Marketing Opportunities

Session 3: Entrepreneurial Marketing Game Plan

  • Designing an Entrepreneurial Marketing Game Plan
  • Marketing Mix Variations
  • Aligning the Marketing Mix to the STP

Session 4: Carving your Differentiating Factor

  • The Differentiation Strategy
  • Differentiation Strategies

Lecturer: Cecille Ayllon

Launching Soon!

Time: 32 Total Hours, 1230-2030H (4 sessions with 4 hours synchronous, 4 hours asynchronous) 

Module Fee: P19,895

Hundreds of start-ups and new businesses are launched practically every week or month. The question is, how does an entrepreneurial venture distinguish itself from being considered a “me-too” enterprise to a “unique-me” company?

The answer is branding. But branding means more than just having a logo or creating a brand image. In the entrepreneurial context, it is the process of creating, communicating, and delivering value that reflects the entrepreneur’s personal values and vision.

Kotler once said, “If you are not a brand, then you are a commodity.” The dilemma with commodities is they compete primarily on price. So, when competitors lower their prices even more, how else can they compete? This is where brands create an advantage. Having a good brand identify, brand promise, and branding plan will surely differentiate an entrepreneur’s business and, in the process, may be able to demand higher prices.

The core of this module is to explore the various branding concepts and strategies of successful entrepreneurial branding to analyze what will work and what will not, based on each entrepreneur’s specific situation and business environment. The goal is to effectively launch the brand to boost the start-up’s success.  

Module Objectives

At the end of the module the participant will be able to:

  • Recognize the role of effective branding in the success of new business ventures
  • Consider the various steps involved in designing, building, launching, and sustaining an entrepreneurial brand
  • Map out the branding processes involved in creating a competitive differentiation for the new enterprise
  • Distinguish and select the most viable branding strategies and to achieve the business’ goals and its target customers’ acceptance and loyalty

Module Outline

Session 1: The Idea Behind Entrepreneurial Branding

  • Branding from an Entrepreneurial Standpoint
  • Entrepreneurial Branding Concepts
  • Building your Brand's Equity

Session 2: Core Branding Elements

  • Brand Positioning
  • Brand Persona
  • Brand Communications

Session 3: Branding Elements and Brand Strategy Alignment

  • Elements of a Brand Strategy
  • Branding Strategy Element 1: Brand Core
  • Branding Strategy Element 2: Brand Positioning
  • Branding Strategy Element 3: Brand Persona
  • Branding Strategy Element 4: Brand Messaging

Session 4: Customer-Centric Branding Strategies

  • Customer-centric Branding Defined
  • Brand Strategy Alignment Factors

Lecturer: Nyreen D. Roa, MBA

Launching Soon!

Time: 32 Total Hours, 1230-2030H (4 sessions with 4 hours synchronous, 4 hours asynchronous) 

Module Fee: P19,895

Strategic Marketing has usually been considered as primarily appropriate for big businesses. The fact is, start-ups and young companies should make marketing strategy development a key focus area.

This module will start with an exploration of marketing strategy frameworks then move on towards entrepreneurial marketing strategies. For the entrepreneur to formulate the most appropriate marketing strategy, he or she must know the most significant strategy models. These, in turn, will be aligned to the entrepreneurial venture and business situation. Finally, cost-effective entrepreneurial marketing strategies will be presented for evaluation and selection to find the best “fit” to achieve the goals of the business.  

The expected end-result is the development of a clear strategic marketing direction for the enterprise that will build its unique or distinct position in the marketplace and boost its long-term viability.

Module Objectives

At the end of the module the participant will be able to:

  • Distinguish how marketing strategy is applied to corporate and entrepreneurial business settings
  • Evaluate the key marketing strategy models and assess their usefulness through the lens of an entrepreneurial venture
  • Analyze the entrepreneurial marketing strategy to a company’s competencies, limitations, opportunities, and challenges
  • Identify and choose the most viable marketing strategy that will help in gaining target market acceptance and create a distinct competitive advantage for the company

Module Outline

Session 1: The Value of Marketing Strategy to Entrepreneurs

  • The Purpose of Marketing Strategy
  • Marketing Research and Competitive Strategy
  • Defining your Business Venture's Strategic Direction

Session 2: Marketing Strategy Formulation

  • Mintzberg's Strategy Model
  • Marketing Strategy Models

Session 3: Entrepreneurial Marketing Strategies

  • Guerilla Marketing
  • Cost-effective Marketing Strategies
  • Value-Fighter Strategies

Session 4: Entrepreneurial Marketing Strategy Game Plan

  • State your Marketing Mission
  • Marketing Strategies

Lecturer: Cecille Ayllon and Rina Rodriguez

Launching Soon!

Time: 32 Total Hours, 1230-2030H (4 sessions with 4 hours synchronous, 4 hours asynchronous) 

Module Fee: P19,895

Strategic Digital Marketing is now key to the model entrepreneurial model especially when the digital and social media platforms allow unprecedented global market reach to relevant stakeholders.

This module discusses how digital technologies within the Paid, Earned, Shared and Owned Media Model (PESO) can be used in relation to growth potential, revenue model and funding strategies for successful entrepreneurial ventures.

The expected end-result is the development of a clear strategic marketing direction for the enterprise that will build its unique or distinct position in the marketplace and boost its long-term viability online.

Module Objectives

At the end of the module the participant will be able to:

  • Distinguish how marketing strategy is applied to corporate and entrepreneurial business settings
  • Evaluate the key marketing strategy models and assess their usefulness through the lens of an entrepreneurial venture
  • Analyze the entrepreneurial marketing strategy to a company’s competencies, limitations, opportunities, and challenges
  • Identify and choose the most viable marketing strategy that will help in gaining target market acceptance and create a distinct competitive advantage for the company

Module Outline

Session 1: The Value of Digital Marketing for Entrepreneurs

  • The need for Digital Marketing for SMEs
  • Identifying your bulls-eye target market
  • Paid, Earned, Shared and Owned Model
  • Digital Transformation and Your Online Platform

Session 2: Owned and Shared Media

  • Owned Media
  • Shared Media
  • Creating Social Media Content for your audience

Session 3: Earned and Paid Media

  • Earned Media
  • Paid Media

Session 4: Measuring Success

  • Why digital works: Measurable and scalable success
  • Digital Framework Summary

Lecturer: Mark Christopher Cham

2024 1st Run: May 18, 25 & June 1 & 8, 2024

Time: 32 Total Hours, 1230-2030H (4 sessions with 4 hours synchronous, 4 hours asynchronous) 

Module Fee: P13,200

Entrepreneurship and Marketing are two fields that have been considered very important. However, they have not been considered in an integrated way. Experts say the entrepreneurs must have a “marketing first” mindset. Whether you have a start-up or a young company, knowing your market should be the primary focus. For without a specific market to sell to, your business will have zero market value.

The key concepts to be discussed in this module will revolve around the analyzing how entrepreneurial and marketing concepts converge; analyzing your market and business environment as an entrepreneur; evaluating and selecting the most viable markets and opportunities for you; and designing and executing a marketing system that fits your business. The goal is to develop market-driven and customer-centered marketing game plan that deliver distinctive value to customers. These are intended to position your entrepreneurial venture to gain awareness and acceptance in your chosen market/s.

Module Objectives

At the end of the module, the participant will be able to:

  • Distinguish the marketing function as it applies to an entrepreneurial venture and an existing business.
  • Examine the various steps in analyzing the entrepreneurial marketing process which are vital in achieving the desired goals and objectives of the company.
  • Analyze the entrepreneurial marketing environment factors as they apply to a company’s specific situation, industry, and target market.
  • Recognize and select the most viable market opportunity and target market that is best aligned to his/her business concept or business venture.

Module Outline

Session 1: The Convergence of Entrepreneurship and Marketing

  • The Entrepreneurial Planning Framework
  • The Entrepreneurial Marketing Framework
  • Consumer Trend Canvas Analysis
  • Entrepreneurial Market Analysis

Session 2: Marketing Opportunity Evaluation

  • Analyzing Marketing Opportunities
  • Evaluating Marketing Opportunities
  • Customer Development Process

Session 3: Entrepreneurial Marketing Game Plan

  • The Marketing Process
  • Designing an Entrepreneurial Marketing Game Plan
  • Marketing Simulation
  • Aligning the Marketing Mix to the STP

Session 4: Carving your Differentiating Factor

  • How Entrepreneurs Craft a Strategy
  • The Differentiation Strategy
  • Best Practices of Entrepreneurial Leaders
  • Differentiation Strategies
  • Entrepreneurial Marketing Plan

Lecturer: Cecille Ayllon, MBA

Cecille L. Ayllon is the president and CEO of Mecka Business Dynamix Inc. and McLay Management Consultancy. She has honed her expertise from working as a business coach, workshop facilitator and corporate executive for various organizations in the Philippines. She was formerly the Executive Vice President of LEADS Environmental Health Products Corporation and a Management and Marketing Consultant of LEADS Agricultural Products Corporation. She received her Master in Business Administration degree from the Graduate School of Business of De La Salle University, Manila as a full scholar of the Management Association of the Philippines. She also recently achieved the international Level 2 qualification and certification (with distinction) from Pearson-London Chamber of Commerce and Industry.

She is a lecturer and Program Director of Strategic Marketing Management in the School of Professional and Continuing Education (SPaCE) of De La Salle-College of Saint Benilde. In SPaCE. She is also currently teaching in the undergraduate program of the School of Management and Information Technology (SMIT) under the Career Development Program (CDP). She has also taught in the Graduate School of De La Salle Lipa’s Master in Management Technology Program and in the undergraduate level of St. Paul Manila’s Business Department.

She has been a business columnist and have authored and published six (6) books, one on Entrepreneurship and the other five are on motivation and personal development. She has also worked in ArkAsia Management Consulting as Vice President for Marketing and lead consultant where she handled projects with the Overseas Economic Cooperation Fund of Japan (OECF), The United Nations Development Program (UNDP) for Environmental Planning and Management for Lipa City, Batangas, the World Bank-funded Micro-Enterprise project for the Technical Education and Skills Development Authority (Region IV - Southern Tagalog) and the TESDA Region IV social marketing effort.

Cecille is a manager by education; a marketer and consultant by creation, and a teacher by passion. Combining her corporate experience with being in the academe for more than a decade, Cecille’s focus has been to help provide individuals and organizations with insightful ideas and tools to improve over-all business and marketing performance. Her ideology is based on the principle that learning is a continuous process and whatever is learned should be shared with others and must be applied well to be able to succeed in this competitive world.

Known for her dynamic and engaging style, she effectively connects with her participants to make the learning experience more insightful, relevant and beneficial.

2024 1st Run: TBA

Time: 32 Total Hours, 1230-2030H (4 sessions with 4 hours synchronous, 4 hours asynchronous) 

Module Fee: P13,200

Hundreds of start-ups and new businesses are launched practically every week or month. The question is, how does an entrepreneurial venture distinguish itself from being considered a “me-too” enterprise to a “unique-me” company?

The answer is branding. But branding means more than just having a logo or creating a brand image. In the entrepreneurial context, it is the process of creating, communicating, and delivering value that reflects the entrepreneur’s personal values and vision.

Kotler once said, “If you are not a brand, then you are a commodity.” The dilemma with commodities is they compete primarily on price. So, when competitors lower their prices even more, how else can they compete? This is where brands create an advantage. Having a good brand identify, brand promise, and branding plan will surely differentiate an entrepreneur’s business and, in the process, may be able to demand higher prices.

The core of this module is to explore the various branding concepts and strategies of successful entrepreneurial branding to analyze what will work and what will not, based on each entrepreneur’s specific situation and business environment. The goal is to effectively launch the brand to boost the start-up’s success.  

Module Objectives

At the end of the module the participant will be able to:

  • Recognize the role of effective branding in the success of new business ventures
  • Consider the various steps involved in designing, building, launching, and sustaining an entrepreneurial brand
  • Map out the branding processes involved in creating a competitive differentiation for the new enterprise
  • Distinguish and select the most viable branding strategies and to achieve the business’ goals and its target customers’ acceptance and loyalty

Module Outline

Session 1: The Idea Behind Entrepreneurial Branding

  • Branding from an Entrepreneurial Standpoint
  • Entrepreneurial Branding Concepts
  • Building your Brand's Equity

Session 2: Core Branding Elements

  • Brand Positioning
  • Brand Persona
  • Brand Communications

Session 3: Branding Elements and Brand Strategy Alignment

  • Elements of a Brand Strategy
  • Branding Strategy Element 1: Brand Core
  • Branding Strategy Element 2: Brand Positioning
  • Branding Strategy Element 3: Brand Persona
  • Branding Strategy Element 4: Brand Messaging

Session 4: Customer-centric Branding Strategies

  • Customer-centric Branding Defined
  • Brand Strategy Alignment Factors

Lecturer: Nyreen Roa, MBA

2024 1st Run: TBA

Time: 32 Total Hours, 1230-2030H (4 sessions with 4 hours synchronous, 4 hours asynchronous) 

Module Fee: P13,200

The application of effective selling strategies to entrepreneurial ventures is now becoming a key area of focus. Recent research showed that entrepreneurs face the challenge of generating and sustaining their revenues. This module will focus on helping entrepreneurs gain ideas on how to develop their sales models and strategies.

Entrepreneurial selling activities must be given ample emphasis because low sales performance indicates a lack of customers that would support the growth of the business.  Aside from evaluating and selecting the most viable markets and sales opportunities; the entrepreneurial sales process, the development of a relevant sales model, and implementing a selling system are imperative. The goal is to develop a customer-focused sales plan that will tap the right market and deliver the desired level of revenue.  

Module Objectives

At the end of the module, the participant will be able to:

  • Distinguish entrepreneurial selling from professional selling to derive key ideas in selling effectively
  • Analyze the various stages of the Sales Funnel as they relate to entrepreneurial selling
  • Probe the entrepreneurial selling strategies as they apply to the specific situation, resources, goals and target market of MSMEs
  • Develop a viable and practical Sales Plan and model that fits his/her business concept or business venture

Module Outline

Session 1: Entrepreneurial Selling Explored

  • The Entrepreneurial Selling vs. Professional Selling
  • The Entrepreneurial Sales Plan Framework
  • Creating a Basic Sales Plan

Session 2: Elements of the Sales Funnel or Pipeline

  • Understanding the Sales Funnel or Pipeline
  • Top of the Funnel Stages 
  • Middle of the Funnel Stages
  • Bottom of the Funnel Stages

Session 3: Entrepreneurial Selling Model

  • The Sales Impact Ladder
  • The 3 Ways to Increase Sales
  • Entrepreneurial Selling Approaches
  • The Sales Strategy Pyramid Model

Session 4: Entrepreneurial Selling Strategies and Tactics

  • Entrepreneurial Selling Strategies
  • Entrepreneurial Selling Tactics
  • Entrepreneurial Selling Targets
  • Sales Performance Metrics
  • Entrepreneurial Marketing Plan

Lecturer: Cecille Ayllon, MBA

Cecille L. Ayllon is the president and CEO of Mecka Business Dynamix Inc. and McLay Management Consultancy. She has honed her expertise from working as a business coach, workshop facilitator and corporate executive for various organizations in the Philippines. She was formerly the Executive Vice President of LEADS Environmental Health Products Corporation and a Management and Marketing Consultant of LEADS Agricultural Products Corporation. She received her Master in Business Administration degree from the Graduate School of Business of De La Salle University, Manila as a full scholar of the Management Association of the Philippines. She also recently achieved the international Level 2 qualification and certification (with distinction) from Pearson-London Chamber of Commerce and Industry.

She is a lecturer and Program Director of Strategic Marketing Management in the School of Professional and Continuing Education (SPaCE) of De La Salle-College of Saint Benilde. In SPaCE. She is also currently teaching in the undergraduate program of the School of Management and Information Technology (SMIT) under the Career Development Program (CDP). She has also taught in the Graduate School of De La Salle Lipa’s Master in Management Technology Program and in the undergraduate level of St. Paul Manila’s Business Department.

She has been a business columnist and have authored and published six (6) books, one on Entrepreneurship and the other five are on motivation and personal development. She has also worked in ArkAsia Management Consulting as Vice President for Marketing and lead consultant where she handled projects with the Overseas Economic Cooperation Fund of Japan (OECF), The United Nations Development Program (UNDP) for Environmental Planning and Management for Lipa City, Batangas, the World Bank-funded Micro-Enterprise project for the Technical Education and Skills Development Authority (Region IV - Southern Tagalog) and the TESDA Region IV social marketing effort.

Cecille is a manager by education; a marketer and consultant by creation, and a teacher by passion. Combining her corporate experience with being in the academe for more than a decade, Cecille’s focus has been to help provide individuals and organizations with insightful ideas and tools to improve over-all business and marketing performance. Her ideology is based on the principle that learning is a continuous process and whatever is learned should be shared with others and must be applied well to be able to succeed in this competitive world.

Known for her dynamic and engaging style, she effectively connects with her participants to make the learning experience more insightful, relevant and beneficial.

2024 1st Run: TBA

Time: 32 Total Hours, 1230-2030H (4 sessions with 4 hours synchronous, 4 hours asynchronous) 

Module Fee: P13,200

Strategic Digital Marketing is now key to the model entrepreneurial model especially when the digital and social media platforms allow unprecedented global market reach to relevant stakeholders.

This module discusses how digital technologies within the Paid, Earned, Shared and Owned Media Model (PESO) can be used in relation to growth potential, revenue model and funding strategies for successful entrepreneurial ventures.

The expected end-result is the development of a clear strategic marketing direction for the enterprise that will build its unique or distinct position in the marketplace and boost its long-term viability online.

Module Objectives

At the end of the module the participant will be able to:

  • Distinguish how marketing strategy is applied to corporate and entrepreneurial business settings
  • Evaluate the key marketing strategy models and assess their usefulness through the lens of an entrepreneurial venture
  • Analyze the entrepreneurial marketing strategy to a company’s competencies, limitations, opportunities, and challenges
  • Identify and choose the most viable marketing strategy that will help in gaining target market acceptance and create a distinct competitive advantage for the company

Module Outline

Session 1: The Value of Digital Marketing for Entrepreneurs

  • The need for Digital Marketing for SMEs
  • Identifying your bulls-eye target market
  • Paid, Earned, Shared and Owned Model
  • Digital Transformation and Your Online Platform

Session 2: Owned and Shared Media

  • Owned Media
  • Shared Media
  • Creating Social Media Content for your audience

Session 3: Earned and Paid Media

  • Earned Media
  • Paid Media

Session 4: Measuring Success

  • Why digital works: Measurable and scalable success
  • Digital Framework Summary

Launching Soon!

This module provides an overview of event concepts, principles, and best practices.  It also covers the key elements in planning, creating, executing, and evaluating unique event concepts.  Participants shall likewise learn how to develop marketing and sponsorship strategies.  Furthermore, the topic on risk management will provide the participants insights on how the risk management process minimizes risks and increases the success in producing events.

Module Objectives

At the end of the module, the participant will be able to:

  • Master the theories needed in conceptualizing, planning, organizing, promoting, executing, and evaluating events.
  • Apply and improve specialized knowledge, skills and abilities needed to effectively perform the various job-related tasks in event management.
  • Demonstrate competence and apply ethical practices that are expected of a professional event organizer.
  • Inculcate values such as the importance of proper utilization of resources; the importance of teamwork, collaboration & maximizing productivity; the value of systematization and orderliness; and the value of safety & security for organizers and guests.

Module Outline

Session 1: Principles and Best Practices in the Global Events Industry​

  • Introduction to Events: Principles and Best Practices in the Global Events Industry
  • The Modern Event Management Process  

Session 2 & 3: Event Planning and Coordination

  • The Event Concept: Planning Memorable Experiences
  • Building the Event Team
  • Coordinating the Event Requirements
  • Managing the Project Plan
  • The Ingress
  • On-Site Management
  • Implementing the Show
  • The Egress

Session 4: Event Marketing, Fundraising and Sponsorship

  • Dynamics of Event Marketing
  • Fundraising and Sponsorship
  • The Modern Event Management Process

Session 5: Event Risk Management

  • Legal, Ethical, and Risk Management for Events

Session 6: Post-Event Evaluation and Documentation

  • Event Evaluation
  • Post-Event Reports and Documentation
  • Tying It All Together

Launching Soon!

The Masterclass in Events Specialization will cover the industry of events in a holistic perspective. This advanced course will let you through the dynamics and drills of mounting a successful event. It will talk about the various types of events in detail.

At the end of the program, participants must be able to identify the field they want to specialize in and explore further. It will also provide basic information about the different event fields and disciplines. Each topic will uncover the specifics, nuances and different protocols depending on the kind of event. An important aspect on financial and profitability of events will also be discussed.

Module Objectives

At the end of the module, the participant will be able to:

  • Acquainting the participants with the different types of events; learn the processes and techniques on how to successfully plan and execute every detail of the event; and gain knowledge through case studies and best practices.
  • Have a strong grasp of the role of event styling in the events industry; understand the importance of rules and elements of styling in events; obtain strong grasp of core concepts and basic principles involved in event styling; create and deliver a professional presentation of an event styling mood board; apply the concepts and principles learned in event styling by expressing these in the actual execution of tablescapes and bridal bouquets.
  • Know the economic impact of MICE in the tourism industry and economic growth of the country; create an Event Marketing Plan; create an Organizational Structure that matches the need of specific events; create a new conference or exhibition concept that will cater a new set of market or target audience.
  • Get to know the press – Who they are? How are they different as guests? What they like? What are they looking for? When should they be invited? What to give as tokens?; know who are the appropriate media to be invited based on the type of event, product or message; Be acquainted with the different checklists and templates for media invitation and reporting.

Module Outline

Session 1 & 2: Teena Barretto

  • Wedding Planning
  • Social Events and Event Process
  • Wedding 101, Ceremony and Etiquette

Session 3: Jo Claraval

  • Event Styling

Session 4: Orly Ballesteros

  • Meetings, Incentives, Convention and Exhibitions (MICE)

Session 5: Olive Valera | Raymund Toledo

  • PR and Media Events | Government and Diplomatic Events Protocol

Lecturers

Teena Barretto

Teena is one of the formidable forces that continuously raises the bar in planning thematic and awe-inspiring celebrations in the country. Her projects include celebrity weddings and celebrations. Teena used to be part of the heady advertising world before deciding to pursue her love for events planning. As a Certified Wedding Specialist Worldwide, she ensures no stones are left unturned as she brings to the table fresh and innovative ideas to stamp celebrations with her own brand of quality and total uniqueness. Her creative and dynamic take on events planning earned her the respect of others esteemed in the industry.

Robert Blancaflor

Robert Blancaflor is the Managing Director of Robert Blancaflor Group, a trusted name in the events industry and has done exceptional events here in the country and overseas – Malaysia, Hongkong, Singapore, Macau, India and Mainland China. He specializes in one-of-a-kind event conceptualization and styling, and our clients include the most respected personalities and corporations in the Philippines and all over Asia.

Jo Claravall

With seventeen years of experience in event, set and interior styling, Jo Claravall is one of the most experienced pioneers in the industry, quietly sought out by an exclusive clientele that consists of high-profile celebrities, socialites and big corporations to style weddings, engagement, birthday and dinner parties. Her basic styling foundation can always be described in two magic words: tasteful and polished. But her whimsical eye has led her to transform any setting into flawless elegance with a touch of her fantastic and boundless imagination.

Orly Ballesteros

Orlando Arroza Ballesteros is the Chief Operations Officer of Ex-link Management and Marketing Services Corp. (Exlinkevents). He is the current VP for Convention of the Philippine Association of Convention and Exhibition Organizers and Suppliers (PACEOS). He is also the Board Secretary of the Tourism Congress of the Philippines. He took his MICE Masterclass in Singapore, and Program and Project Management in Tokyo, Japan. He is a Certified Professional Marketer in Asia (CPM-Asia) graduating Valedictorian under Asian Marketing Federation (2017), and Cum Laude graduate Bachelor of Arts Mass Communication at Pamantasan ng Lungsod ng Maynila.

Raymund Toledo

Raymund G. Toledo is the Director for Socials for the Intelligence and Security Unit, Department of Foreign Affairs.

Olive Joy Valera

Olive is the Principal Consultant and Chief Strategist of Valera Marketing and Creatives Consultancy Inc. She has been in the field of Marketing handling global clients for the past 18 years. She is an expert in Integrated Marketing and Corporate Communications with special focus on media planning, digital media management and public relations. Olive is also a professional writer and events host.

Launching Soon!

This module discusses the business and organization process of doing events. This is a comprehensive learning of the planning, organization, budgeting and ethics.

Module Objectives

At the end of the module the participant will be able to:

  • Can make event budget with different types of event.
  • Learn the ethics in handling client and manpower.
  • Learn operation management skills to have a successful event.
  • Learn strategic planning & organization of an event.

Module Outline

Session 1:

  • Types of Events
  • Event Organisation, Duties and Responsibilities
  • Event Planning Process
  • Client and Supplier Types
  • Event Requirement Selection
  • Pre-Production Stage

Session 2:

  • Scheduling, Budgeting and Proposal
  • Production 
  • Contracts and Logistics
  • Production Stage

Session 3:

  • Management Ethics
  • Service Management
  • Post Production Stage
  • Revenue and Breakdown

certified events specialist diploma

The Certified Event Specialist Diploma program is for professionals who want to be globally competitive in the dynamic and challenging field of events.  It is structured to provide both practical knowledge and a comprehensive understanding of the modern events industry.  At the end of the program, participants are expected to: (1) have a comprehensive understanding and appreciation of the global events industry; (2) be able to plan, organize, promote, execute and evaluate an actual event; and (3) enhance leadership qualities needed to organize, manage and stage specialized events.

The CESD program is composed of three independent modules.  Students may select and earn one certificate course or complete the entire three courses to receive the Certified Events Specialist Diploma.

short courses

REGISTER HERE

2022 1st Run: TBA

2022 2nd Run: TBA

Time: TBA

Module Fee: TBA

Doing business has always been seen as a game with winners and losers. No matter how you look at it, winning is a primary objective of all businesses, whether big or small. It may be that “winning” has a different meaning for every business, but, in one way or another, we all want to win.

Whether you are a market leader, challenger or follower, the critical point to remember is that playing the game does not equate to winning the game. The game is all about changing how the game is played. Competing based on products, prices and customer service is no longer enough. We need to continuously look for areas that we can innovate to produce dramatic positive results.

This seminar focuses on how to inject game-change ideas into your strategic planning and review. The intensity and gravity of how you change the game can range from a simple fine-tuning to a complete overhaul. However, the key is to know where to start and how to apply the game-change strategies to your advantage.

Masterclass Objectives

At the end of masterclass, the participant will be able to:

  • Clarifying the basics and advantages of Game-Change strategies.
  • Learning how to unleash their Game-Change mindset to benefit their company and team.
  • Analyzing their strategic challenges and where they can apply game-changes.
  • Identifying where to focus their energies and resources as leaders that will maximize their ability to  achieve their company’s strategic objectives.
  • Highlighting the importance of innovation and fresh perspectives as they chart their company’s strategic direction.

Masterclass Outline

Strategy and Game-Change​

  • Clarifying your Strategic Intent
  • Sales and Marketing Game-Change Strategy

Talent Strategy Game-Change​

  • What is Talent Magnetism
  • Why should you be "Magnetic"
  • Attracting Strategies
  • Retaining and Developing Strategies

Digital Marketing Strategy Game-Change ​

  • Marketing in a Digital World
  • The Power of Digital Tools

Lecturer: Cecille Ayllon

Cecille L. Ayllon is the president and CEO of Mecka Business Dynamix Inc. and McLay Management Consultancy. She has honed her expertise from working as a business coach, workshop facilitator and corporate executive for various organizations in the Philippines. She was formerly the Executive Vice President of LEADS Environmental Health Products Corporation and a Management and Marketing Consultant of LEADS Agricultural Products Corporation. She received her Master in Business Administration degree from the Graduate School of Business of De La Salle University, Manila as a full scholar of the Management Association of the Philippines. She also recently achieved the international Level 2 qualification and certification (with distinction) from Pearson-London Chamber of Commerce and Industry.

She is a lecturer and Program Director of Strategic Marketing Management in the School of Professional and Continuing Education (SPaCE) of De La Salle-College of Saint Benilde. In SPaCE. She is also currently teaching in the undergraduate program of the School of Management and Information Technology (SMIT) under the Career Development Program (CDP). She has also taught in the Graduate School of De La Salle Lipa’s Master in Management Technology Program and in the undergraduate level of St. Paul Manila’s Business Department.

She has been a business columnist and have authored and published six (6) books, one on Entrepreneurship and the other five are on motivation and personal development. She has also worked in ArkAsia Management Consulting as Vice President for Marketing and lead consultant where she handled projects with the Overseas Economic Cooperation Fund of Japan (OECF), The United Nations Development Program (UNDP) for Environmental Planning and Management for Lipa City, Batangas, the World Bank-funded Micro-Enterprise project for the Technical Education and Skills Development Authority (Region IV - Southern Tagalog) and the TESDA Region IV social marketing effort.

Cecille is a manager by education; a marketer and consultant by creation, and a teacher by passion. Combining her corporate experience with being in the academe for more than a decade, Cecille’s focus has been to help provide individuals and organizations with insightful ideas and tools to improve over-all business and marketing performance. Her ideology is based on the principle that learning is a continuous process and whatever is learned should be shared with others and must be applied well to be able to succeed in this competitive world.

Known for her dynamic and engaging style, she effectively connects with her participants to make the learning experience more insightful, relevant and beneficial.

Lecturer: Bryan Danta

Bryan is a Marketing and Client Services professional with over 16 years of experience handling business operations, marketing communications, key account management, and strategy. His background enables him to specialize in business and human capital synergy - engaging talent to deliver remarkable customer experiences.

Currently, Bryan heads the Client Services Management unit of Q2 HR Solutions Group. He is also teaching professionals under the continuing education program of De La Salle-College of Saint Benilde.

Bryan is a proud product of DLS-CSB SPaCE, where he completed with an Excellence Award his Post Baccalaureate Diploma in Marketing Management in 2015.

Lecturer: Olive Joy Valera Principal Consultant and Chief Strategist, Valera Marketing and Creatives Consultancy Inc.

Olive is an expert in Integrated Marketing and Corporate Communications with special focus on media planning, digital media management and public relations.

REGISTER HERE

2022 1st Run: TBA

2022 2nd Run: TBA

Time: TBA

Module Fee: TBA

Success in any field requires a blueprint or a roadmap. This one-day master class is focused on developing and enhancing your skills as a Sales Professional in today’s competitive business environment.

This program presents the vital elements of excelling in sales, both strategically and tactically. It allows you to have a comprehensive perspective on the key skills and mindset that successful sales professionals must possess. Filled with practical tools and valuable insights from practicing subject-matter experts in the field of Sales and Marketing, you are assured of take-home deliverables that would help boost your sales career.

Masterclass Objectives

At the end of masterclass, the participant will be able to:

  • Enhance your skills in managing your sales challenges, customer and competitor engagements, as well as other issues affecting your sales performance.
  • Analyze the Sales Funnel by breaking it down from targeting the “best” clients and prospects to closing deals.
  • Apply updated tools that will help you cope with changes in the “new” sales environment to align and/or re-design your sales activities properly.
  • Evaluate the outcomes of your sales activities and develop the necessary corrective actions to consistently achieve sales targets.

Masterclass Outline

  • Changing the World of Selling
  • Selling Business in the New Business Landscape
  • Top of Sales Funnel
  • Middle of Sales Funnel
  • Bottom of Sales Funnel
  • Sales Application of Digital Marketing
  • Digital Marketing Tools for Salespeople
  • Sales Challenges and Recommendations

Lecturer: Cecille Ayllon

Cecille L. Ayllon is the president and CEO of Mecka Business Dynamix Inc. and McLay Management Consultancy. She has honed her expertise from working as a business coach, workshop facilitator and corporate executive for various organizations in the Philippines. She was formerly the Executive Vice President of LEADS Environmental Health Products Corporation and a Management and Marketing Consultant of LEADS Agricultural Products Corporation. She received her Master in Business Administration degree from the Graduate School of Business of De La Salle University, Manila as a full scholar of the Management Association of the Philippines. She also recently achieved the international Level 2 qualification and certification (with distinction) from Pearson-London Chamber of Commerce and Industry.

She is a lecturer and Program Director of Strategic Marketing Management in the School of Professional and Continuing Education (SPaCE) of De La Salle-College of Saint Benilde. In SPaCE. She is also currently teaching in the undergraduate program of the School of Management and Information Technology (SMIT) under the Career Development Program (CDP). She has also taught in the Graduate School of De La Salle Lipa’s Master in Management Technology Program and in the undergraduate level of St. Paul Manila’s Business Department.

She has been a business columnist and have authored and published six (6) books, one on Entrepreneurship and the other five are on motivation and personal development. She has also worked in ArkAsia Management Consulting as Vice President for Marketing and lead consultant where she handled projects with the Overseas Economic Cooperation Fund of Japan (OECF), The United Nations Development Program (UNDP) for Environmental Planning and Management for Lipa City, Batangas, the World Bank-funded Micro-Enterprise project for the Technical Education and Skills Development Authority (Region IV - Southern Tagalog) and the TESDA Region IV social marketing effort.

Cecille is a manager by education; a marketer and consultant by creation, and a teacher by passion. Combining her corporate experience with being in the academe for more than a decade, Cecille’s focus has been to help provide individuals and organizations with insightful ideas and tools to improve over-all business and marketing performance. Her ideology is based on the principle that learning is a continuous process and whatever is learned should be shared with others and must be applied well to be able to succeed in this competitive world.

Known for her dynamic and engaging style, she effectively connects with her participants to make the learning experience more insightful, relevant and beneficial.

Lecturer: Bryan Danta

Bryan is a Marketing and Client Services professional with over 16 years of experience handling business operations, marketing communications, key account management, and strategy. His background enables him to specialize in business and human capital synergy - engaging talent to deliver remarkable customer experiences.

Currently, Bryan heads the Client Services Management unit of Q2 HR Solutions Group. He is also teaching professionals under the continuing education program of De La Salle-College of Saint Benilde.

Bryan is a proud product of DLS-CSB SPaCE, where he completed with an Excellence Award his Post Baccalaureate Diploma in Marketing Management in 2015.

for inquiries

Look for: Clarke Olarte – clarke.olarte@benilde.edu.ph

4/F Design + Arts Campus
950 Pablo Ocampo Street, Malate, Manila, Philippines
✆ (+63) 8230-5100 local 3801 & 3802
✉  space@benilde.edu.ph

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