There were 40 participants from different service industries in the country. Its lecturer, Mr. Tim Capellan is the President and CEO of In-Asia, Inc. His class enjoyed his experiences and insights with his bubbly lectures and entertaining powerpoint and video presentation. At the end of the session, workshop was conducted were the grouped participants presented a mini-service marketing plan. The winning group mini-service marketing plan is the “Hilot Spa”. The group was awarded with a certificate, books sponsored by Anvil Publishing and Faber Castle.

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There were 40 participants in the 2 half-day course from the different business and industry in Metro Manila. The marketing certificate program provided lectures and workshop for participants to understand what innovative marketing is all about. At the end of the course, the participants conducted a workshop and presentation based on their comprehension significant to innovative marketing as a key differentiator in the competitive marketplace.

The speakers are Mr. Benjie Encarnacion, Associate Knowledge Management, DentsINDIO and Dr. Karen V. de Asis, Chief Brand Strategist, MKS Marketing Consultancy.

Hot Topic Events to keep you ahead. This seminar series puts a sharp focus on today’s developments and tomorrow’s trends
The PMA’s educational arm the “Marketing Institute of the Philippines” conducted its first “2008 Do-It-Yourself Marketing Seminar Series”. The half-day seminar held April 23, 2008 at the AIM Conference Center was participated by 21 participants from
to provide the theoretical and analytical foundations of marketing research to This seminar will be most useful for neophytes in a marketing job or product and brand managers who need a refresher or a more extensive orientation on the 4Ps

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SEPTEMBER 24 & 25, 2009 (Thurs. & Fri.), 1:00PM – 6:00PM AIM Conference Center

SEMINAR PROGRAM

Registration – 12:30 – 1:00AM
Introductory Session – 1:00 – 1:30 PM

SPEAKER: MR. BENJIE C. ENCARNACION
Associate Knowledge Management
DentsuINDIO/ Faculty, De La Salle
University

MARKETING FUNDAMENTALS
Day 1
1:30 – 3:00 PM
THE MACRO AND MICRO OF MARKETING

• Demographics, Vital Economic Indicators, Dealing with Competition, Using Social and Cultural Forces, Using Technology in Marketing

3:00 – 3:30 PM – MERIENDA

3:30 -5:00 PM
• Consumer Behavior: Model of Buyer Behavior, The Buying Decision Process, Buying Patterns and Trends and Consumer Issues & Concerns.
• Segmentation, Targeting and Positioning and S.W.O.T Analysis

5:00 to 6:00 PM – GROUPINGS

DAY 2
SPEAKER: DR. KAREN V. DE ASIS
Chief Brand Strategist
MKS Marketing Consultancy

1:00 – 3::00 PM
CRUCIAL AREAS IN MARKETING

3:00 – 5:00
THE MARKETING MIX IN TODAY’S BUSINESS ENVIRONMENT

• Product, Price, Place, Distribution and Promotions
• New Ideas For the New Millennium – New Market Research, The 4P’s in 21st Century Marketing, IMC as the New Corporate Strategy

5:00PM – 6:00PM – W O R K S H O P

____________________________________________________________________________________________________________

This seminar offers a review of marketing fundamentals, using them as a springboard for lively and engaging discussions on what theories work and how to apply them in one’s own workplace. The speakers are industry experts who will share a wealth of insight on effective and successful marketing strategies. At the end of the program, each participant must be able to design exceptional marketing programs which they  can effectively implement in their own organization or enterprise.

TARGET PARTICIPANTS
This seminar is specifically designed for those who are already in marketing management functions but whose academic preparation is not marketing.  They can be entrepreneurs, front line, mid-and upper-level managers in brand management, sales, customer relations, advertising, promotions, media and public relations.

SEMINAR OBJECTIVES
At the end of this seminar on Marketing Works! participants will learn key concepts in macro-and micro-marketing, the 4P’s (product, place, price and promotion), integrated marketing PLUS they will be guided in the preparation of their own marketing plans..

METHODOLOGY
Participants will be treated to lectures, exercises, case presentations and in-class discussions which participants can immediately apply in their workplace.
____________________________________________________________________________________________________________

CANCELLATION POLICY:
Cancellations received prior to September 15 will receive a full refund.  After the above date, refund will be granted minus a 50% of the registration fee.  There will be no refunds after the above date.  ALL REQUESTS FOR REFUNDS MUST BE SUBMITTED IN WRITING.

Certificate of Participation will be given to those who will attend at least 75% of the session.
Please make cheque payable to the PHILIPPINE MARKETING ASSOCIATION, INC.

For details, pls call PMA Secretariat at tel. nos. 634-4890; 638-7700; 634-5722 Fax: 636-1451 and look for Ms. Lira Ligero or email: lirapma@yahoo.com

To Download Forms, please click the link below:

Registration-form1

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August 06 & 07, 2009 (Thursday & Friday), 1:00PM – 6:00PM
AIM Conference Center, Makati City

How will you differentiate your service  business from your competitors who offer the same machines, the same facilities?  What are the elements of OUTSTANDING SERVICE? What will make your DIFFERENT from the others?

*Seminar Description

The SERVICES MARKETING seminar is specially designed for managers and  executives of firms engaged in the fast growing service industries.  It aims to give the participants  deeper insights into the critical  areas of service.  The  carefully selected topics will provide  participants with knowledge on marketing tools  that are essential to  service companies.  The speakers are all seasoned professionals in marketing and services who will present practical applications of these marketing mix.

Morever, the problem resolution techniques given at the end of the seminar will enable participants to cope with the demanding job of creating life-long loyal customers in their service businesses.

Who Should Attend

This seminar is highly recommended for  senior/middle management executives, as well as frontline and outlet operations  personnel who lack sufficient background in service marketing.  Participants from a variety of service industries from– airlines, ad agencies, banking, business process outsourcing centers, call centers, entertainment, restaurants, fast foods, hospitals, health spas, IT  solutions providers, insurance, leisure, media, medical centers, public relations, research firms, sales promotions, service stations,  telecommunications, travel agencies and zoos – will find this seminar a very profitable and engaging learning experience.

SPEAKER: MR. TIM CAPELLAN, Managing Director,
InAsia Communications Ltd.

Introductory Session – 1:15PM – 1:30PM

Session 1 –  1:30PM – 3:00PM
THE CHANGING DYNAMICS OF SERVICES MARKETING I
(The Evolution of Service Marketing, The great divide between Products and Services, Innovations in Service Marketing Through the Years,  Regional Trends – Winning Solutions to Service Dilemnas)

Session 2 – 3:15 – 4:45PM
RESPONSIVE CUSTOMER RESEARCH PROGRAM: THE LIFEBLOOD ON CUTTING-EDGE SERVICES MARKETING
(Research as key to segmentation, targeting and positioning, Research as a mechanism for uncovering dimensions of customer expectations, Gathering  feedback from customers and turning them into solutions, monitoring and tracking customer satisfaction, Research as a source of  marketing innovations)

Session 3 – 4:45 – 6:15PM
THE CHANGING MARKETING MIX FOR THE  SERVICE INDUSTRY – (SERVICES THAT  BUILD  LASTING RELATIONSHIPS)
(The  Service Industry Marketing Mix, The difference between  customer servicing and customer relations)

Session 1 – 1:00PM – 2:30PM
CUSTOMER INTIMACY EQUALS  CUSTOMER LOYALTY: WHAT  IS IT – WHAT IT IS NOT?
(Managing your customer expectations, Building relationships that transcend time and generation, The meaning of relationship experience)

Session 5 – 3:30PM – 5:00PM
BUILDING YOUR SERVICE BRAND TO SUCCEED
(Turning  Services into  strong brands, Aligning your staff  with the brand image, Sustaining the quality of  service)

5:00PM – 5:30PM    –     W    O    R    K      S    H    O    P
5:30 PM – 6:00PM    -    PRESENTATION OF CASES/SUMMATION
AWARDING OF CERTIFICATES

For inquiries, please call the PMA Secretariat at tel. no/s: 634-4890/5722; 638-7700
634-5664;  636-1451; 687-2534 look for  Ms. Lira C. Ligero or email: lirapma@yahoo.com

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REGISTRATION FORM
Telefax: 636-1451; 634-5722; 638-7700
Tel. Nos.: 634-4890; 634-5722; 636-1451; 638-7700

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The Education Committee offered PMA-MIP’s first learning program to the public entitled, “Marketing Works!” – A two-half day seminar whose primary objective is to review marketing fundamentals and best practiced marketing programs with the participants.

“Marketing Works!” was especially designed for marketing practitioners whose academic preparation is not marketing.  Participated in by sixteen (16) marketing professionals coming from various industries – the program has successfully bridged participants expectations from learning the basics of marketing, refresh the concepts to knowing the trends and updates and growing their respective businesses.  And why not, most sought after speakers and industry experts shared their valuable time and expertise to the participants where two (2) even came all the way from the Bicol region.

Resource speakers Dr. Karen V. De Asis, “Color Folders of the Mind” author & Chief Brand Strategist of MKS Marketing Consultancy; and, Mr. Enrique Soriano, multi-awarded business strategist & Consultant to Forever Flawless provided interactive presentations and engaging discussions with the group.

Marketing Works! – concluded with group presentations from the three (3) sub-groups, awarding of the best group and, the graduation graced in by PMA President, Mylene Abiva; Education Committee Chair, Hildebrand Barcase, and; NMM Director and Seminar Director Maeyeth Cayabyab-Cadungog.  Lira Ligero was Secretariat in-charge.

Watch out for the succeeding PMA-MIP Learning Programs scheduled below:
•    BRAND: TRANSFORMING YOUR BUSINESS INTO BRAND IN CRITICAL TIMES, 1-6pm,      March 26 & 27, 2009 at AIM Conference Center, Makati City
•    DIRECT MARKETING, 1-6pm, April 16 & 17, 2009 at AIM Conference Center, Makati City
•    SALESMANSHIP, 1-6pm, April 23 & 24, 2009, AIM Conference Center, Makati City
•    SALES MANAGEMENT, 1-6pm, June 18 & 19, 2009, AIM Conference Center, Makati City
•    SERVICES MARKETING, 1-6pm, June 25 & 26, 2009, AIM Conference Center, Makati City
•    CORPORATE COMMUNICATION, 1-6pm, July 30 & 31, 2009, AIM Conference Center, Makati City

Please get in touch with PMA (look for Lira) for your registration now!

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Innovation  and soundness  are   the yin and yang  of brand management. Product  managers   are always balancing  a  tightrope between   ideas that fly   and   strategies that are grounded in the marketplace   because ultimately,  their brand’s success is judged not  only  by its creativity  but also by its  profitability.

TARGET PARTICIPANTS
This seminar will  be most useful  for neophytes  in a  marketing job or product and   brand managers who need a refresher or a  more    extensive  orientation on the 4Ps.  Managers in brand-related field i.e. sales, advertising, promotions, media and public relations as well as students and faculty of a brand management or  marketing courses will likewise benefit from the lectures and        insights of  the  speakers.

SEMINAR GOAL
At the end of this seminar on Brand Management, participants will learn the essentials of the branding and  brand equity.  The goal of this course is to prepare managers to build brand winners that meet their company’s financial goals and  will  endure  in the marketplace.

METHODOLOGY
Lectures, exercises, plus the preparation of a  brand marketing plan.  The lecturers are all  seasoned marketing  practitioners who will  share workable  insights on Branding.

==========================================================

CANCELLATION POLICY:
Cancellations received prior to March  18 will receive a full refund.  After the above date, refund will be granted minus a 50% of the registration fee.  There will be no refunds after the above date.  ALL REQUESTS FOR REFUNDS MUST BE SUBMITTED IN WRITING.

Certificate of Participation will be given to those who will attend at least 75% of the session.
Please make cheque payable to the PHILIPPINE MARKETING ASSOCIATION, INC.

For details, pls call PMA Secretariat at tel. nos. (02) 634-4890; 638-7700; 636-1451; 634-5722 / 5664
and look for Ms. Lira C. Ligero or email:  lirapma@yahoo.com,  liracligero@yahoo.com.ph

==========================================================

SEMINAR PROGRAM

Registration – 12:00PM – 1:00PM

DAY 1
Introductory Session – 1:00PM – 1:30PM

1:30AM – 3:30PM
Speaker:  MR. RAYMUNDO C. DE VERA
Senior Consultant/Trainor & Facilitator
PIN-POINT DIRECT CONSULTANCY CTR.

BUILDING BRAND EQUITY: Brand Positioning and Designing Marketing Programs to Build Brand Equity,
Brands and Brand Management and Customer-Based Brand Equity

3:30PM -4:00PM – MERIENDA

4:00PM –6:00PM

MEASURING BRAND EQUITY: Developing Brand Equity Measurement and Management System,

6:00PM – 6:15PM -    GROUPINGS

DAY 2

1:30PM-3:30PM

MANAGING BRAND EQUITY: Design and Implementing Branding Strategies, MANAGING BRAND EQUITY: Managing Brands Over Geographical Boundaries and Market Segments

Speaker:  MR. JUN ALCANTARA
Vice President for Marketing
Asia Brewery, Inc.

4:00PM – 4:30PM -  W  O  R  K  S  H  O  P

4::30pm – 6:00pm -  PRESENTATION OF CASES/SUMMATION

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