Fundamentals of Marketing 2.0
for New Marketing and Non-Marketing Professionals
By Chiqui Escareal-Go
THIS COURSE GOES BEYOND YOUR TEXTBOOK DEFINITIONS AND CLASSROOM DISCUSSIONS.
Learn applicable frameworks and tools in analyzing your customer, your company and your
competitor to come up with a sound marketing mix. This course gives you both classic and
updated case examples that are drawn from various industries to ensure that participants are
able to relate principles and frameworks to existing challenges they face.
APPLICABLE FOR NEW MARKETING AND EVEN NON-MARKETING PROFESSIONALS
“But I am not from the Marketing Department!”
While most companies have their formal marketing teams, the discipline is not the
department’s monopoly. For the company to truly have an edge in the seamless execution of
plans, all functional departments must also wear an informal “marketing hat” so everyone is on
the same page especially when it comes to strategy execution, using the same language that
strengthens the team culture.
This understanding of the integral frameworks of the marketing discipline maps out the 3
cardinal rules of the practice that will help determine the nature of the marketing mix. It will
also give an in-depth understanding of the famed P’s of Marketing and what makes a good
marketing program.
KEY BENEFITS TO PARTICIPANTS
Each participant will learn:
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The integral frameworks of marketing
Tools in understanding your company as well as your customer/consumer
Tools in understanding competitor’s strategy and how to anticipate what they might do
next
• Appreciation of the different parts of the marketing mix and what contributes to the
success of the mix
KEY BENEFITS TO COMPANIES
The company will gain:
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Marketing oriented non-marketers who understand that they too have a part in
designing the marketing mix
Ease in synchronizing inter-departmental efforts in planning and executing marketing
plans/programs via a common marketing language
WHO SHOULD ATTEND
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This program is meant for non-marketing executives as well as new practitioners with
less than 2 years of experience.
It is also useful for marketing support teams or partners / allied agencies.
PROGRAM OVERVIEW
Module 1: Understanding the Strategic Marketing Framework
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The fundamental what’s and how’s of marketing
The different concepts of marketing and how they define your company’s moves and
thinking
Module 2: The Groundwork: 3 Cardinal Rules of Marketing
Know thy customer and consumers
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How different market segments behave
What attributes customers look for
Know thy company
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Vision-Mission
Key Factors for Success
Know thy competitors
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Who determines competition
Studying competitive moves
Strategic focus and assumptions
Module 3: Appreciating the Parts of the Marketing Mix
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The four P’s of marketing and factors affecting each
Different strategic options for each of the P’s
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New product concept and product positioning
How consumers make decisions and evaluate alternatives
How to stimulate the buying behavior
The concept of product life cycle in the context of creating your mix
Module 4: Assembling your Marketing Program : The 4 Tasks of Marketing
Be inspired with case examples from the following products/industries:
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Airline
Appliances
Automobile Industry
Banking Industry
Beverages/Beer
Bottled water
Clothing Industry
Coffee shop
Consumer Durables
Credit Card
Electronics
Food/Fast Food
Ice Cream
Insurance
Non-profit
OTC Pharma
Skincare
Telcos
Toothpaste
Tourism
ABOUT THE INDUSTRY EXPERT
CHIQUI ESCAREAL-GO
CEO and Chief Behavioral Strategist
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Co-author/editor of 8 marketing and entrepreneurship books
Chair of the Women’s Business Council PH
has finished the 1-year Advanced Management Program (IESE Business School New
York and Barcelona)
Executive Scholar in Marketing and Sales (Kellogg Business School)
took advanced marketing programs at Columbia Business School (Ceibs campus),
Harvard Business School, University of California-Berkeley, IESE (New York)
Certified Master Coach (by the Behavioral Coaching Institute) and Certified A.I.
Training Facilitator (by Company of Experts USA)
one of the Top Filipina Entrepreneurs 2011 (Trailblazer category)
Go Negosyo Enabler Awardee 2014; ASEAN Women Network Awardee 2015
has an M.A. in Anthropology, University of the Philippines (thesis pending)