This module is the introduction to the basics and dynamics of the new sales and marketing landscape. It also serves as the springboard and/or review on the basic marketing and selling concepts, specifically pertaining to the Marketing Mix, Product Life Cycle and the Consumer Adoption Process. This module also differentiates the levels of Marketing Strategy development. From the top, middle and frontline marketing and selling functions. It discusses the importance and distinction of Strategic Marketing and Tactical Marketing, and the plans and strategies connected to the sales function.
2020 - 1st Run
2020 - 2nd Run
1230 - 2030
4 hours synchronous | 4 hours asycnhronous
Synchronous Teaching Strategies:
Online Lecture and Discussion
Asynchronous Teaching Strategies:
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.
Increase and/or update his understanding of the Marketing Mix and the variations of it to both Product and Service business concerns by applying them to his own company and situation.
Learn about Marketing ROI and be able to apply the various financial tools used in analyzing Marketing plans and campaigns.
Demonstrate a clear understanding of the Product Life Cycle as it connects to the Consumer Adoption process and utilizing the knowledge gained to his/her own marketing ideas and plans.
Differentiate and appreciate the various levels of Marketing planning as well as connect the strategic and tactical perspective of marketing strategies to the goals of the company.
Strategy: The Outside-In Approach
Strategic Marketing and Tactical Marketing Management
Competitive Space Analysis
Marketing Strategies: Evolution and Trends
Strategic Positioning and Value Creation
Marketing in the Age of Empowered Customers
Marketing Value Proposition
Final Case Project Presentations
CEO, Mecka Business Dynamix Inc., Program Director, Benilde-SPaCE
REINVENT. Learn for Life.
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