In this program overview, Prof. Rafael L. Camus shares how Social Media and Digital Marketing are hot topics today, but a solid grounding in the fundamental principles of Marketing Management is even more critical for modern marketers to be successful in a rapidly changing world.

While the methods and tools of marketing may change, understanding the underlying consumer behavior that drives the purchase decisions remains to be the key to success. A clear and a good understanding of the customer journey mapping process, which is a visual story of your customers’ interactions with your brand, is a critical skill for any marketer to be successful in a highly competitive digital world. This exercise helps businesses step into their customer’s shoes and see their company and brand image from the customer’s perspective and develop the appropriate strategies based on those insights.

The course will provide the participants with an understanding of various Marketing principles, concepts, tools, and their application in concrete business situations. It will create an appreciation of the value of Marketing in the competitive marketplace and provide participants a framework for management decision making and strategy development. The focus of the course will be the timeless 4 Ps of Marketing, which
provides the fundamentals needed to tackle current marketing issues, regardless of what technological breakthroughs may happen in the future.

An overview of the upcoming program starting on 20 June 2022 will also be discussed.