• Essentials of Social Media Management: Amplify your Brand and Engage your Customers
  • Leading Effective Meetings: Optimizing your Time and Resources
  • Developing an Attitude of Professionalism: Values and Attitudes for Success
  • Effective Workload Management: Everyday Techniques to Get Things Done
  • LeaderShift Module 1: The Leader as a PEOPLE MANAGER: From Task to People Management
  • Multi-Generation Workforce Management: Bridging Work Styles across a Diverse Workforce
  • Project Management Skills for Everyday Tasks: Adopting the Mindset from Planning to Execution
  • LeaderShift Module 2: The Leader as a COMMUNICATOR: From Talking and Writing to Communicating
  • LeaderShift Module 3: The Leader as a PERFORMANCE COACH: From Performance Monitoring to Leading and Coaching
  • Handling Customer Complaints: Communicate and Connect with your Customers
  • Customer Service Recovery: Win Back Customers and Keep Them for Good!
  • Principles of Creative Video Production: How to Produce Interesting, Compelling, and Viral Videos
  • LeaderShift Module 4: The Leader as an INNOVATOR: From Typical to Critical Thinking
  • Critical Thinking and Decision Making in the Workplace: Analyze and Implement Effective Solutions
  • The R.O.I. on a Customer Service Mindset: Reaping the Benefits of a Customer Service Culture
  • Professional Image and Presence: Civility and Etiquette in the Modern Business Setting
  • Managing Employee Development: Creating Programs for Career Growth and Retention
  • Supervisory Essentials: From Task to People Management
  • Interactive & Engaging Presentation Skills: Applicable Tools & Techniques for your presentation
  • Sales Proficiency Training (SPRING): Methods and Techniques in Sales & Negotiation
  • Digital Marketing Toolbox: Using the Paid, Owned, and Earned Model
  • PHONETOGRAPHY: Explore, Create, & Inspire using your Smartphone
  • Supervisory Essentials Training: Leader as an Effective Communicator
  • MS EXCEL MADE SIMPLE: Beginners Guide to Basic Excel
  • CODING FOR KIDS (PART 1): Enhancing Creativity & Critical Thinking
  • ADVANCED MS EXCEL: Optimize its Functions to Ease and Simplify Data-Driven Tasks
  • CREATE A STRESS - FREE SPACE: Managing Stress for a Happier and Healthier you
  • Building and Condo Management: Property & Facility Management, Leasing and Preventive Maintenance
  • Marketing 101: How Marketing is at the core of every growth strategy
  • Practical Enterprise Architecture
  • DIGITAL MARKETING MANAGEMENT: Native Advertising: Aligning Creative Thought Process and Storytelling with your Business Strategies
  • Essentials of Business Communication: Written and Oral Communication for Everyday Use
  • Business Etiquette 101: Professional Guide to Projecting the Best Image of your Company
  • Basic Quality Toolkit: Apply the 8 tools used to improve Productivity, Efficiency and Effectiveness
  • Relationship Marketing: Cultivating Customer Relationship for Long-term Growth
  • Exploring MS Powerpoint and Beyond: Interactive and Engaging Presentation Tools
  • Supervisors as Coaches: Developing a Coaching Culture in your Organization
  • Basic Selling Program: Elevate your Sales Game with Tools and Techniques to close a sale


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    For those who are not in the profession, marketing seems exotic and expensive—filled with “creative types” whose purpose seems to be to spend and spend.

    But marketing is key to most strategic initiatives.

    Any growth goal, from market expansion, product line extension, diversification and so on, requires a good understanding of what marketing can achieve for your company.

    We asked Charmaine Bautista-Pamintuan, a multi-awarded professional with 20 years of experience in marketing for various brands in the FMCG, telecommunications and media industry, to give us some insights on the common misconceptions about marketing.

    “We don’t need a marketing plan; we need a TV Ad!”

    A marketing plan is not just TV advertising or just advertising. Marketing has many tactical applications, such as product launches or events, among many others. This would depend on the brand and the marketing objective. We need to understand the brand development phases and learn about the objectives per phase and see what appropriate marketing spending may be applicable.

    “We know our market: It’s all Filipinos!”

    Marketing to “everyone” will lead to spillovers and wastage. Focus on a target market that your brand can address. Learn about the different market life stages and see where your brand fits.

    “We need to cut budgets; cut from the marketing budget!”

    At times, cost cutting may be needed in a company. The usual go-to department is Marketing. But understand the implications of less engagement with your customers—which may lead to lower sales.

    “We are active on social media; we have a Facebook account!”

    If you are targeting millennials (and those who think like them), then there are many more touch points you could use to ensure you reach and interact with them.

    “We’re just a small business, no need for a marketing plan.”

    A marketing plan is the black book of your brand. It is like a profile of your brand— target audience, brand message, distribution channels, marketing strategies, objectives, action plans, budgets, timing and success criteria.

    Absence of this plan may lead to miscommunication, missed opportunities, and waste of investment. For any company of any size.

    The Inquirer Academy will hold a workshop entitled “Marketing 101: How Marketing is at the core of every growth strategy” on Aug. 11.