Practical Marketing

Program Introduction
This one-day course is designed to ground practitioners in useful applications of fundamental marketing concepts. It takes a holistic view of the marketing process, with key components broken down and discussed using a mix of hands-on and fieldwork exercises. Participants will emerge with practical knowledge that can be used to tackle marketing issues for businesses of any size.

Key Benefits to Participants and Companies
The company and each participant will learn:
  • A holistic view of marketing as a discipline
·         Hands-on learning in applying marketing fundamentals
·         Practical tips and action plans that can be immediately applied to your business
 
Program Overview
Module I: Overview of the Marketing Process
Module II: 7 Key Questions to Answer
Module III: Understanding consumer values & motivations
?     Practical approaches to scouting competition
?     Practical ways to getting under the skin of consumers
Module IV: Creating an Offering of Superior Value - Product and Price
Module V: Identifying Tactics to Deliver Offering to the Market - Place and Promotions
Module VI: Fieldwork: Observing the 4Ps in Action
?     Spotting insights & demand opportunities out in field
Module VII: Workshop: Optimising the 4Ps to Maximize Identified Demand Opportunity
Module VIII: Setting Marketing Objectives & Tracking its Attainment
?     Learning from common mistakes in the marketing process
Module IX: Homework: Optimising the 4Ps for your Business/Company
?     Creating action plans for prioritized Ps
 
Who Should Attend
?     Marketing practitioners who are looking for practical solutions to common marketing concerns
Business owners who are looking for a flexible framework with which to approach marketing

About the Speaker
 
Earl Javier is an IPA-Certified Planner and the current Effectiveness Director of Ogilvy & Mather Philippines. He is heading the Strategy practice for Unilever, watching over 17 brands, while also supervising Analytics. He also authored the agency’s Campaign Asia Digital AOY paper for 2017, winning Silver place.
 
Earl received his Bachelor’s Degree in Management from Ateneo de Manila University. Upon graduating, he started his career as a Marketing Trainee of Johnson & Johnson Philippines, handling the company’s biggest brand – Johnson’s Baby Powder. He then became the CRM Account Manager of BCD Pinpoint Inc., helping brands like BMW and Canon get closer to their audience.
 
He was also the Digital Account Manager of Media Contacts Philippines where he guided clients such as Knorr, Sunsilk, and Nescafé transition from traditional to digital marketing. He oversaw the end-to-end digital requirements of the clients from strategy, media, search, content development, and programming.
 
In 2012, Earl entered the McCann Worldgroup Philippines as a Planner. He lead multiple business-building strategies: from reversing decline and spiking unprecedented growth (Nestle Cream), slowing down decline from double- to single-digit (Coffee mate), and growing in a mature market (Maggi). His work has also won local effectiveness (Tambuli) and digital awards (Boomerangs), and has also helped clients win internal awards for marketing excellence. By 2015, Earl became the Associate Planning Director of the same company, McCann Worldgroup Philippines. He was the first Planner from the Philippine office to take part in the regional Talent Mobility program of the company. He served as the Lead Digital Strategist and Brand Planner of different brands such as Coffee mate, Kit-Kat, NIVEA, Möet & Hennessy, and Wyeth. He was also part of the team that won the 2017 Gold Cannes Lion (FullyBooked radio campaign) and the 2017 Bronze Effie (Mayhuliba.com).
 
On top of these professional achievements, Earl was also a member of the Board of Directors from 2009 to 2015 of the Markprof Foundation, a non-profit organization that provides marketing and sales training opportunities for 25 talented, underprivileged students every year. He is also a member of one of the country’s elite literary group, Poet-Volunteer at Linangan sa Imahen, Retorika at Anyo (LIRA), a nationally-recognized non-profit organization that seeks to promote literature, language and patriotism. He is also the Lead Curator of TEDxKatipunanAve, a non-profit event devoted to spreading ideas to communities through short, powerful talks.