Understanding Marketing & Promotions
Course Description
This course enables participants to understand the dynamics of classic marketing as a basic function of management. Participants will learn the principles of marketing, its process and its function in the organization. The module takes an integrated view of the process of formulating and implementing a coherent and competitive “marketing mix” starting with the most basic 4 P’s of marketing
Learning Outcomes
At the end of the course, participants should:
At the end of the course, participants should:
- Acquire a conceptual understanding of the marketing process;
- Acquire knowledge of the fundamentals of marketing as a managerial function;
- Have a deeper understanding of the different promotion tools available to a marketer
Course Coverage
- Marketing and the Marketing Process
- Managing profitable customer relationships
- Partnering to build customer relationships
- The market place: the marketing environment
- Markets and buying behavior
- Strategic Marketing
- The S-T-P process
- Creating competitive advantage
- The Marketing Mix
- Product: goods, services, and branding
- Product life cycle
- Price: considerations, approaches, and strategies
- Place: marketing channels and supply chain
- Wholesaling and retailing
- Trade marketing
- Promotion: useful tools for marketing in contemporary times
Resource Person: Mr. Nathaniel Lim
NATHANIEL “NANI” L. LIM has extensive experiences in marketing, sales, productivity improvement, and strategic planning from various industries such as packaged food, household care, personal care, fabric care, music & entertainment, media, agricultural machinery, telecommunications, consumer banking, and management consulting.
He is a Lecturer in strategic management at the John Gokongwei School of Management, Ateneo de Manila University, and a Lecturer in marketing and new business development at the University of Asia & the Pacific’s School of Management.
He is a Consultant on strategic management, marketing, and sales at both the Business Resource Center and the Family Business Development Center of the Ateneo, and does new business coaching for aspiring entrepreneurs with the Entrepreneurial Management Program of UA&P.
He holds an MBA in Marketing from Fordham University in New York, USA. He finished two degrees: BS Business Management and AB Interdisciplinary Studies, from the Ateneo de Manila University.
NATHANIEL “NANI” L. LIM has extensive experiences in marketing, sales, productivity improvement, and strategic planning from various industries such as packaged food, household care, personal care, fabric care, music & entertainment, media, agricultural machinery, telecommunications, consumer banking, and management consulting.
He is a Lecturer in strategic management at the John Gokongwei School of Management, Ateneo de Manila University, and a Lecturer in marketing and new business development at the University of Asia & the Pacific’s School of Management.
He is a Consultant on strategic management, marketing, and sales at both the Business Resource Center and the Family Business Development Center of the Ateneo, and does new business coaching for aspiring entrepreneurs with the Entrepreneurial Management Program of UA&P.
He holds an MBA in Marketing from Fordham University in New York, USA. He finished two degrees: BS Business Management and AB Interdisciplinary Studies, from the Ateneo de Manila University.