Postgraduate Certificate in Marketing Management

Program Days:

Live Online via Zoom

  • November 20, 23, 27, 2024

  • December 4, 7, 11, 14, 2024

  • January 6, 9, 13, 16, 20, 23, 27, 30, 2025

  • February 3, 6, 10, 13, 17, 20, 24, 27, 2025

  • 5:30 PM to 9:00 PM

Face to Face On-campus

  • March 3, 2025
  • 8:30 PM to 5:00 PM

(GMT+08) on all dates

PROGRAM FEE
PHP 85,990.00

* The prevailing exchange rate at the date of payment may apply.

Let us know if you are interested to avail of early bird/group discount or discuss payment terms.

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Program Overview

In the age of information overload and fleeting consumer attention, the marketing professional’s role has never been more critical and demanding. Marketers are now expected to be agile strategists, data-savvy analysts, and creative storytellers while trying to understand digital platforms, emerging technologies, and shifting consumer preferences. This change in the marketing playing field presents both challenges and opportunities for those who dare to lead the charge.

The Postgraduate Certificate in Marketing Management is a comprehensive 25-day program that provides current and aspiring marketing leaders with advanced knowledge and skills needed to address the unique challenges of modern marketing while capitalizing on the vast opportunities presented by digital transformation.

The program starts by mastering marketing fundamentals, understanding consumer behavior, and developing strategic marketing plans. It will then dive into the world of brand management, exploring market trends, brand strategies, and new product development. Participants can expect an in-depth look at customer relationship management (CRM) to focus on how to acquire, retain, and satisfy customers. It further goes into integrated digital marketing to tackle the customer journey and utilize channels like email, search, and social media. It culminates with marketing analytics to discuss how to collect, analyze, and interpret data to make informed decisions and optimize marketing efforts.

By the end of this program, participants will possess a deep understanding of modern marketing principles. They will also be equipped with the practical skills and strategic insights needed to drive growth, foster customer loyalty, and achieve measurable results in their organizations. They will be prepared to take on leadership roles and make a real impact in the marketplace.

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Program Objectives
  • Develop and Execute Strategic Marketing Plans: Craft comprehensive marketing plans that align with organizational goals, target specific audiences, and utilize the most effective channels and tactics.
  • Build and Manage Strong Brands: Understand the principles of brand equity, create compelling brand identities, and implement strategies to strengthen brand positioning and loyalty.
  • Cultivate Profitable Customer Relationships: Implement customer relationship management (CRM) systems and strategies to acquire, retain, and maximize the lifetime value of customers.
  • Lead Successful Digital Marketing Initiatives: Design and implement effective multi-channel digital marketing strategies and leverage the latest tools and techniques to drive engagement, conversions, and brand awareness.
  • Utilize Data Analytics to Optimize Marketing ROI: Measure and analyze marketing performance, utilize data-driven insights to improve campaign effectiveness, and make strategic decisions that maximize return on investment.
What You Will Learn
  • Marketing Landscape and Core Principles
  • Consumer Behavior and Market Segmentation
  • Marketing Strategy and Planning
  • Advertising Effectiveness
  • Brand Strategy and Positioning
  • New Product Development
  • Customer Relationship Management (CRM)
  • Customer Journey and Analytics
  • Digital Marketing Channels
  • Marketing Analytics and Data-Driven Decision Making

DAY 1: Overview of Marketing Management
DAY 2: Understanding Marketing
DAY 3: Distribution and Sales Force Strategy
DAY 4: Evaluating Advertising
DAY 5: Coming Together in a Marketing Plan
DAY 6: Market Trends
DAY 7: Brand and Category Management
DAY 8: Brand Fundamentals, Strategies, and Techniques
DAY 9: New Product Development
DAY 10: Consumer Insight and Marketing Research
DAY 11: Customer Journey
DAY 12: Customer Journey Analytics
DAY 13: Email Marketing
DAY 14: Search Marketing
DAY 15: Social Media Marketing
DAY 16: Introduction to Marketing Analytics
Introduction to Marketing Analytics
DAY 17: Data Collection and Analysis
DAY 18: Data Interpretation and Insights
DAY 19: Application of Analytics in Marketing
DAY 20: Advanced Analytical Tools and Techniques
DAY 21: CRM as a Strategy
DAY 22: Customer Acquisition and Retention
DAY 23: Relationship Marketing
DAY 24: Customer Loyalty
DAY 25: CRM Implementation

Key Benefits
  • Expert Faculty Guidance: Learn from seasoned marketing professionals and thought leaders who bring extensive experience in brand management, customer relationship management, digital marketing, and marketing analytics to the classroom.
  • Hands-On Learning Experience: Gain practical skills through case studies and simulations focused on real-world marketing scenarios, and apply theoretical knowledge to develop effective marketing plans, strategies, and campaigns.
  • Enhanced Career Opportunities in Marketing Management: Acquire the specialized knowledge and skills sought by top employers in the competitive field of marketing management to open doors to new career paths and advancement opportunities.
  • Industry Networking in the Marketing Field: Expand your professional network by connecting with peers, industry leaders, and potential mentors specifically within the marketing field.
Who Should Attend

The program is ideal for current and aspiring marketing professionals, business leaders, and entrepreneurs who want to develop a deep understanding of marketing principles and their application in the digital age. This includes individuals seeking to enhance their strategic thinking, data analysis skills, and creative problem-solving abilities in the context of modern marketing challenges.