In this program overview, Professor Pablo L. Espinosa Jr. shares how Brand recovery is the marching order of the day. In this uncertain time, a degree of predictability is needed. Our resources are limited, and companies are looking for ways to reorient their path to brand recovery towards growth. Being cognizant of how to navigate the growth journey entails knowledge of the actual behavior of customers and its implications to product categories, and brand performance.
Understanding evidence-based patterns in marketing is one of the most effective tools in formulating sound brand strategies. These patterns have been validated across categories (FMCG, financial services, pharmaceutical, among others), across markets, and across countries. Learn more about evidence-based marketing and gain a deeper perspective and confidence to pursue brand growth.
The course covers the new approaches in marketing such as evidence-based patterns in brand performance, buying behavior, category dynamics, the key factors brand growth, and digitalization among others.
An overview of the upcoming program starting on 18 April 2022 will also be discussed.