BRAND ACTIVATION COURSE

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BRAND ACTIVATION COURSE

• Course runs every Tuesday Thursday (600 to
  900 P.M.) from October 21 to December 4, 2008 at
  the RCBC Plaza in Ayala Avenue,
• Makati City
• This module is part of the Marketing
  Communications Management Program, a
  Post-Graduate Diploma Course being offered by the
  De La Salle Graduate School of Business in
  partnership with the Philippine Association of
  National Advertisers Foundation (PANAF)

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Introduction

• Marketing communications does not end with
  traditional advertising. At the most, traditional
  advertising will help induce brand awareness and
  trial purchase.
• In order to effectively achieve repeat purchase
  and loyalty, the brand has to establish a strong
  emotional connection with its intended consumers.
  This involves making maximum use of brand
  activation tools that will have strong impact on
  their emotions, touch them, and stir their buying
  decisions, at the right time, in the right place
  and in the way that best suits their lifestyle.
• The intended long-term result is to build
  meaningful relationships between the brand and
  its target consumer.

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Course Benefits

• As a result of attending this course, the
  participants will
• Learn the dynamic application of brand activation
  techniques within the context of integrated
  marketing communications management
• Acquire and develop innovative marketing tools to
  support their company's future marketing
  initiatives
• Learn about current and future trends in Brand
  Activation strategies from leading professionals
  and practitioners in the field
• Establish a network of marketing peers in other
  companies who can be excellent support resources
  in the future

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Who Should Attend?

• The course is designed for managers who are
  responsible for product and services marketing,
  above and below-the-line communications, business
  development, or sales channel management.
• A special session on Social Marketing will be
  most helpful to those involved in this line of
  marketing or are looking at new career options.

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Course Description

• This module will give the participants full
  appreciation on the use of various brand
  activation tools in planning and implementing an
  integrated marketing communications program.
• The module is designed to provide well balanced
  learning by combining theories with actual case
  studies that best illustrate brand activation
  strategies and techniques with immediate
  practical application back on the job.
• All of the sessions are designed to be highly
  interactive, allowing for the substantial
  experience of the group to emerge and be shared.
• The course consists of 14 x 3-hour sessions,
  organized as lectures, interspersed with guest
  speakers and group exercises.
• Best practices on Brand Activation will be
  tackled by discussants and resource speakers
  tapped from companies and organizations with
  extensive experience in these fields.

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Course Content

• This course will cover the following sub-topics
• Events Marketing
• Sports Marketing
• Music Marketing
• Web Marketing
• Viral Marketing
• Mobile SMS Marketing
• Direct Consumer Marketing
• Social Marketing
• Capping this course will be group project
  presentations that will showcase the
  participants mastery of the various brand
  activation tools in an actual marketing case.

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Course Outline

• Session 1 - INTRODUCTORY LECTURE
• From Marketing Brands to Brand Activation.
  Demystifying the Brand. Four Cornerstones of
  Brand Activation. Products Services. Employees.
  Identity. Communication. What to Activate. Where
  to Start. Profitable Brand Activation. Successful
  Brand Activation Cases
• Session 2 - EVENTS MARKETING MANAGEMENT
• Understanding the Key Elements of Events
  Marketing . The 5 Cs of Events Marketing. Brand
  Building Through Events Marketing. Integrating
  Events in the 4 Ps of Marketing . Planning,
  Implementing and Evaluating Events . Audience
  Quality Measurements. Best Practices in Events
  Marketing . Future Trends in Events Marketing
• Session 3 - SPORTS MARKETING
• The Business of Sports . Key Components of Sports
  Marketing . Opportunities in Sports Marketing .
  Planning, Implementing and Evaluating Sports
  Events . The Value of Having a Sports Property .
  Integrating Sports Marketing Into the Marketing
  Plan . Best Practices in Sports Marketing ?

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Course Outline

• Session 4 - MUSIC MARKETING
• Uses of Music in Brand Marketing. Finding Your
  Brand Voice through Soundbites, Soundmarks, and
  Musical Jingles. Various Music Marketing Formats
  . Measuring Music Marketing Effectiveness?.
  Actual Music Marketing Cases . Future Trends in
  Music Marketing
• Session 5 - WEB MARKETING
• Understanding Internet Consumers . Implementing
  Innovative Uses of the Internet . Creating a
  Website. Launching Your Business Online. Online
  Promotions. Measuring Results. Intranets.
  Workshop. Web 2.0. Making the Most Profit From
  Internet Marketing
• Session 6 - VIRAL MARKETING
• What Viral Marketing is. Its Advantages and
  Limitations. Types of Viral Messages. Methods of
  Transmission. Barriers to Viral Marketing.
  Integrating Viral Marketing Into the Brands
  Activation Program. Notable Examples
• Session 7 - MOBILE SMS MARKETING?
• Emerging Trends in Mobile Marketing. Best Uses on
  SMS Technology. Barriers to Effective
  Implementation. Integrating SMS Marketing into
  the Brands Activation Program. Actual Case
  Studies of Successful SMS Programs. Future Trends

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Course Outline

• Session 8 - DIRECT RESPONSE MARKETING
• Benefits, Major Channels, Stages and Principal
  Functions of Direct Response Marketing . 25 Ways
  to Use Direct Marketing . Developing DRM Tools.
  Best Practices in Direct Response Marketing.
  Actual Case Discussions
• Session 9 - SOCIAL MARKETING
• Commercial vs. NonCommercial Marketing.
  Marketings Role in NGOs. Guiding Principles in
  Social Marketing . The Social Marketing Model .
  Social Marketing Plan
• Session 10 - COURSE RECAP
• Sessions 11 12 - WORK ON FINAL PROJECT
• Sessions 13 14 - FINAL PROJECT PRESENTATION
• TOTAL 42 HOURS

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Jun G. AlcantaraCourse Facilitator

• Jun is a Magna Cum Laude Graduate in Bachelor of
  Arts in Economics at the UST and was conferred
  the Rectors Award for Academic Excellence by the
  same school.
• He took his MBA at De La Salle University,
  Manila.
• His marketing career started with Unilever where
  he acquired his expertise in the areas of
  Marketing Research, Brand Management, Sales
  Promotions and Events Management.
• While in Unilever, he was cross-posted to
  Unilever Indonesia for 2 years and trained in
  International Marketing and Advertising at the
  Unilever Head Office in Blackfriars, London.
• Jun had a 2-year stint with JWT Philippines where
  he managed mainly multinational accounts.
• He set up the marketing department of his current
  company - Asia Brewery, Inc. and launched most of
  its current brands in the market.
• Jun has extensive experience in the academe as
  professorial lecturer of top local universities
  for more than 15 years.
• He is a most sought after marketing trainer,
  handling in-house and public marketing seminars
  in and outside the country.
• He is actively involved in professional marketing
  and advertising organizations such as the PANA
  (President for 2 years), Advertising Foundation
  of the Philippines (Founding Pillar Director),
  and AdBoard (Former Member of the Board and
  currently active in the Advertising Standards
  Council).