#markprof

JUMPSTART. Marketing Workshop.

Marlo Carrasco and Chris Manguera graced our classes last August 10 to discuss their MarkProf experience. As alumni of the program, they shared to us their remarkable experience. The MarkProf programs aims to train college students in marketing and sales. After their rigorous training, opportunities for work opened up. They encouraged us to join the program so as to experience the same rewards they received. 

They also taught us the 5 basic steps in creating a marketing plan.

PROBLEM - What is the current situation? What is causing the problem?

TARGET MARKET - Demographics, Psychographics, Technographics.

CONSUMER INSIGHT - Fill up "I .. Because .. But .."

BIG IDEA - Theme that guides you through the execution

EXECUTION - Strategies and tactics

It is important to know that each step leads to the next one. Consider the information gathered for each step before proceeding. As most of our professors says, our marketing plans ALWAYS have to be "tuhog." In doing so, we would be creating effective and successful campaigns.

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We didn’t have classes last July 27th but we did attend a seminar by MarkProf entitled MarkUp 2013: MarkProf Roadshow. It was held at the UP Film Institute in the University of the Philippines Diliman. We listened to three speakers who shared about their experiences in the corporate world and useful information about digital marketing and consumer and shopping marketing.

Mr. Albet Buddahim was the first speaker during the seminar. He was from MarkProf Batch 2. He previously worked for Yehey and Proctor & Gamble. He is currently the digital director for Performics | Zenith Optimedia. He shared to us his secret to being able to rise above the rest even though he was a lot younger than his colleagues. He gave us tips on how to be a successful leader in the marketing industry which he based on his own personal experiences. His tips were:

 Leadership is about teamwork.

Create and shape the future.

Have a passion for excellence.

Always do the right thing no matter how hard it is.

 Build a legacy.

The second speaker was Mr. Emmanuel Cruz, who is part of the Unilever Customer Development Team since 2009. He discussed what customer marketing is, and some useful information about it that we need to keep in mind. According to Mr. Cruz, customer marketing is the link and heart between brands and customers. It is category and brand development in the customers, channels, and areas through the point of purchase. Here are some other important points he discussed:

Point of purchase is any place where the shopper makes a decision to purchase. It should have the right product in the right packaging, in the right position, in the right place, with the right price.

  Shopper vs Consumer: The shopper does the actual buying and purchasing decision. The consumer is the one using the product.

Category Growth Drives aim to grow the business through segmentation and focus (shopper and brand based strategies).

Brand Marketing: product, price, place, promotion; Customer Marketing: assortment, price, merch, promotion 

The third speaker was Mr. Paulo Campos, co-founder and managing director of Zalora Philippines. He explained the power of the Internet and the unique and innovative concept behind Zalora Philippines.

The Rise of Analytics. Marketing used to be based on gut-feeling but is now based on analytics (quantitative).

Three trends in e-commerce: 1) strong uptake of Internet users, 2) increase disposable income, and 3) rising trust in online transactions.

Zalora Philippines is an online fashion retailer. It is like a mall but online.

Different marketing strageties using the Internet include display advertising, search engine marketing, search engine optimization, and link building.

We also received certificates for attending the seminar. :)

MarkUP. Go Beyond Knowledge. Get the MarkProf Experience. UP Film Institute. 1-4 PM. July 27, 2013.

To jumpstart their key program, the MarkProf Foundation has toured the top universities of the country to inspire and push students with a passion for marketing. Our class (OC 152 SEG) was assigned to attend the UPD leg of their campus tour. Organized by UPD's ABAM, MarkUP gathered students from the Metro to listen to the successful stories of professional marketers.

Albet Buddahim Mr. Albet started the program with his inspiring story. A former employee of P&G and then transferring to Performics, he has implemented several hit campaigns. He teaches us that Filipinos can make it anywhere as long as they have the knowledge, skills, and wit to shape things up.

He also shares to us these key lessons:

Leadership is about teamwork. Learn to take turns and give opportunities.

Create and shape the future.

One should have the passion for excellence.

Always do the right thing, no matter how hard it is.

Build a legacy and start it now.

Today, marketing is all about leadership. To market something, one must learn how to lead.

Emmanuel Cruz Instead of continually promoting your product through the traditional means (i.e. through TV, radio and print), why not market your products in the perspective of your customers? That is the question Mr. Emmanuel Cruz poses to us. It is highly important to take into consideration the opinions, choices, and demographics of your customers. After all, your profits would come from them so why not shift your focus to them?

Paulo Campos Mr. Paulo Campos has the perfect credentials attached to his name. A graduate of Harvard business school and one of the founders of ZALORA Philippines, his talk focused on 'Online Marketing.' The Internet has fundamentally changed marketing. With the use of the Internet as the primary tool to promote, sell and process their orders, they have no limits. It has become a two-way conversation between the company and its clients. There is a certain transparency they implement to let their consumers be aware of how they handle things.

After listening to his talk, I am now more assured of my thesis topic. My thesis would be focusing on social media policies and its benefits. I am determined to finish my study as I know it would have a lot of benefits both to the company and myself. Opening myself to the online world, much like what I'm doing right now, helps me to become more knowledgeable about certain matters on the world wide web. The Internet continues to expand, and we, its users, are expected to keep up.

Hello!

Another tiring day. We started our discussion for Business Policy today. It was really good. Our professor was good. She taught the first chapter in different viewpoints. Even though she asked me to prepare the class' seat plan, I still manage to understand the topic. She left us assignment to passed on Thursday.

For the third time, we don't have our last class for Monday which is 'Franchising for Marketers'. Even though we don't have class, I didn't go home early. I helped my good friend, Ghen Estomo, to edit her entry for MarkProf. Although the outcome is fair, I'm happy that she appreciated my effort. She asked me to help her because she trusted me. That makes mt day aside from the favorited tweet of mine from my love Glaiza de Castro.