• Contemporary Marketing for Brand Managers, Sales Executives and Entrepreneurs
  • Marketing Psychology: Cognitive Strategies and Techniques in Pricing, Advertising and Selling
  • Introductory Social Media Marketing: How to Use Facebook, Twitter and Instagram for your business
  • Advance Digital Marketing: Display Advertising, Search Engine Administration and Online Brand Management
  • When Things Get Viral: Social Media Crisis and Online Reputation Management
  • Talent Recruitment & Employer Branding: A Digital Marketing Workshop for HR Professionals, Recruiters and Headhunters
  • Introductory Course on E-Commerce: How to Build, Launch, and Grow an Online Story *New for 2016*

 

Contemporary Marketing for Brand Managers, Sales Executives and Entrepreneurs

Key Topics: Marketing, Brand Management, Brand Launch, Portfolio Management
Talk Duration: 1-3 hours / Half-day course / 1-day course / 2-day course

A brand is any abstract promise transformed into a sensory experience that provokes a consumer to initiate an engagement—perhaps a tweet or a YouTube view, or ideally a purchase. What makes a brand successfully stick into the minds of its consumers? What makes an effective marketing campaign that delivers sales? How do you achieve or defend market leadership in a competitive landscape? These are just a few questions that this course will answer.

The latest and most up-to-date marketing tools, business cases, and brand campaigns will be shared in this session by sharing examples from various integrated media: outdoor and indoor events, billboards, viral videos, TV commercials, and digital campaigns. The key objective is for the audience to understand what processes are involved in building a marketing campaign. There will be intense focus on case studies involving market share grab, market share leadership, and market share downfall.

This is a bespoke session that can cover the most basic principles of marketing for newbies, management trainees or budding entrepreneurs. The session can also be adjusted for more advanced audiences (e.g. seasoned practitioners with more than 3 years of experience) which will involve long-term case studies of global and local brands, and will also touch on future trends in marketing and PR.

Marketing Psychology: Cognitive Strategies & Techniques in Pricing, Advertising and Selling

Key Topics: Marketing, Brand Management, Pricing, Psychology, Purchasing Science, Decision-making, Perception, Consumer Behavior
Talk Duration: 1-3 hours / Half-day course / 1-day course / 2-day course

At the heart of marketing and selling is the key understanding of the consumer’s wants and needs and translating those into brand messages that influence purchase decisions. But what exactly drives consumers’ decisions? What makes them prefer a brand to another based on packaging, color, and name? Why do buyers respond with respond positively to irrational pricing schemes?

This session will reveal human behaviors, proven by science and research, which affect how we make decisions in the supermarket or any store. Key principles in the field of psychology such as cognition, perception, happiness, fear, and anxiety will be examined to analyze the effectivity of popular TV advertisements, billboards, posters and social media placements which will be presented during dedicated hands-on exercises. At the end of the session, participants are expected to have a more deliberate and strategic appreciation on what kind of marketing tactics work for a specific buyer and his context.

The session will also answer the following curiosities that most marketers and sales executives have been traditionally doing or following but miss the scientific reason behind it:

  • Why do prices of products always end with a 9 (ex. PHP 299?)
  • Why does Uber enable credit card payments only when it was first launched?
  • Is a buy-one-take-one scheme better than a discount offer?
  • The Paradox of Choice: Why is offering too many flavors to your customer bad for business?
  • How does Volvo’s focus on “safety” make it one of the best brands in the competitive car market?
  • Why do some restaurants deliberately offer an item in their menu so cheap that they lose money selling it?
  • Why do we associate brands with black color as expensive and yellow ones as affordable?

Introductory Social Media Marketing: How to Use Facebook, Twitter and Instagram for Your Business

Key Topics: Marketing, Brand Management, Digital Marketing, Social Media,
Talk Duration: 1-3 hours / Half-day course / 1-day course / 2-day course

While there is no such thing as free lunch, the social media has empowered various businesses to achieve brand awareness, acquisition, and loyalty practically for free. More than understanding the concepts of FB posts, tweets and Instagram photos, this session demonstrates the key metrics of digital marketing and how to use those tools in acquiring profitable customers (and minimizing the free riders).

We will understand the human behaviour on use of social media (ex. the ideal times of posting content online, and what not to post online). We will analyse which digital channels yield the best ROI for your promotional budget. Finally, we will differentiate traditional media vs. digital media, as well as brand managers vs. social media experts. At the end of the session, you should be able to understand the importance of digital media to your business, and its importance in your company’s headcount. This session is best for brand managers working with popular brands, or budding entrepreneurs who would like to take opportunity of marketing their products or services using a minimal budget. It is a session that can be customized for those starting out with digital marketing, or for more advanced practitioners looking for the next big thing.

*Note: As this session will involve walkthrough and hands-on exercises of online tools, participants are required to bring their own laptop and smartphones in order to fully maximize the agenda of the session

Advanced Digital Marketing: Display Advertising, Search Engine Management, and Online Brand Management

Talk Duration: 1-3 hours / Half-day course / 1-day course / 2-day course
Key Topics: Brand Management, Digital Marketing, SEO, SEM, Remarketing, Display Advertising, Click-Through-Marketing,Crisis Management

This is an advanced hands-on topic aimed at understanding more complex and analytic-driven exercises such as display advertising, SEO/SEM (with focus on Google Adwords), digital reputation management, YouTube marketing, and EDM Marketing.

We will discuss the classic jargons of CPM, CPE, CPI, CPA, etc. and compare the advantages and disadvantages in managing your websites and brands. The session will also study the science of data analytics remarketing, together with global best practices done by brands who have effectively utilized these tools to propel brand growth.

We will study the art of acquiring and managing digital ambassadors such as bloggers and Instagram influencers, and understand techniques in preventing and managing digital crises through effective SEO/SEM techniques. At the end of the session, you are expected to achieve 360-degree knowledge of digital marketing.

*Note: As this session will involve walkthrough and hands-on exercises of online tools, participants are required to bring their own laptop and smartphones in order to fully maximize the agenda of the session

When Things Get ‘Viral’: Defending and Sustaining your brand in times of Social Media Crisis

Talk Duration: 1-3 hours / Half-day course / 1-day course
Key Topics: Brand Management, Digital Marketing, Social Media, Communication, PR, Crisis Management

Gone are the days when it takes “time” before news on TV or radio becomes accessible to everyone. In today’s age of social media, a simple tweet or post on Facebook can reach millions of people in minutes. In the same light that brands have enjoyed significant savings in their marketing campaigns, the risk of getting the brand’s reputation to go up, and down, has also gone up in lighting speed. This session is best for marketers, sales executives, and entrepreneurs who depend on digital marketing. We will tackle the lifecycle of social media events and campaigns that can affect your brand whether for bad or good. We will answer the following questions that can help you defend and sustain your product’s reputation in times of crises:

  • The vulnerability of audit: Assessing your readiness through crisis SOPs, stakeholder management, and brand team engagement
  • Who does what: Defining the thin line between marketing and communication roles during crisis management
  • Managing the politics: The brand, the spokesperson, and the internet trolls
  • Case studies and worldwide best practices (F&B, retail, pharma, government, aviation)
  • Brand health and reputation recovery during post-crisis phase

*Note: As this session will involve walkthrough and hands-on exercises of online tools, participants are required to bring their own laptop and smartphones in order to fully maximize the agenda of the session

Talent Recruitment & Employer Branding: A Digital Marketing Workshop for HR Professionals, Recruiters & Headhunters

Talk Duration: 1-3 hours / Half-day course / 1-day course / 2-day course
Key Topics: Brand Management, Digital Marketing, Linked In Marketing, Talent Recruitment, Talent Management, Talent Development

Talent recruitment is rapidly shifting from traditional e-mail and career websites (Monster, Jobstreet, etc) to social media and mobile. HR professionals are now thriving on channels such as Linked In to scout for applicants, check on their competencies, and vouch on their online references. Similarly, jobseekers now find it necessary to stamp their presence online to gain advantage versus other applicants. In today’s competitive war for the best talent, are you and your company abreast with the trends and practices of digital recruitment?

This session will involve intense hands-on exercises and walk through of social media platforms (with heavy focus on Linked In), desktop programs, and smartphone applications (with emphasis on mobile marketing for recruitment) that are used today by leading HR recruiters. At the end of the session, you are expected to learn new techniques and tactics that save time, cost, and effort in recruiting, as well as retaining, grade A talent.

Introductory Course on E-Commerce: How to Build, Launch, and Grow an Online Store

Talk Duration: 1-3 hours / Half-day course / 1-day course / 2-day course
Key Topics: e-Commerce, B2B, B2C, Digital Marketing, SEO, SEM, Sales Management, Online Selling, Online Inventory Management, Growth Hacking, Payment Gateway Management

E-Commerce today has enabled businesses to reach a wider market and enjoy the benefits of lowered costs thanks to technology. For this reason, it is essential for retailers and wholesalers to establish online presence for their B2B (business to business) and B2C (business to customer) strategies.

This session is suited for “brick-and-mortar” businesses (i.e. those selling goods and services in physical stores) that are pursuing an E-Commerce strategy to widen market reach. The session is also perfect for business owners, entrepreneurs, and sales managers who are looking for a refresher course that will deepen and update their knowledge about the emerging trends in digital selling. The following topics will be touched in this session:

  • Establishing your site’s domain and host
  • Integrating shopping platforms for your e-commerce site
  • Inventory of traditional selling channels (Amazon, E-bay, OLX, and Craiglist)
  • Walkthrough of Shopify, the leading ready-to-plug shopping platforms for websites
  • Establishing Online Payment Platforms for your business
  • Shipping and Fullfillment
  • Introduction to Social Media Marketing
  • Introduction to SEO/SEM & Display Marketing

*Note: As this session will involve walkthrough and hands-on exercises of online tools, participants are required to bring their own laptop and smartphones in order to fully maximize the agenda of the session