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Fundamentals of Marketing Management FREE Program Overview (June 02)
In this program overview, Rico L. Camus will share how social media and digital marketing are hot topics today, however, a solid grounding in the fundamental principles of marketing management is even more critical for modern marketers to be successful in a rapidly changing world.

While the methods and tools of marketing may change, understanding the underlying consumer behavior that drives the purchase decisions remains to be the key to success. A clear and a good understanding of the customer journey mapping process, which is a visual story of your customers' interactions with your brand, is a critical skill for any marketer to be successful in a highly competitive digital world. This exercise will help businesses to step into their customer's shoes and see their company and brand image from the customer's perspective and develop the appropriate strategies based on those insights.

The course will provide the participants with an understanding of various marketing principles, concepts, tools, and their application in concrete business situations. It will create an appreciation of the value of marketing in the competitive marketplace and provide participants a framework for management decision making and strategy development.

The focus of the course will be the timeless 4Ps of marketing, which provides the fundamentals needed to tackle current marketing issues, regardless of what technological breakthroughs may happen in the future.

An overview of the upcoming program starting on 20 June 2022 will also be discussed.


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Rafael L. Camus
Clinical Professor, Strategy @Asian Institute of Management
Rico has 14 years of management experience in Sales and Marketing, covering various products and industries, including consumer pharmaceuticals and mobile telecommunications. He moved over to the media industry in 2003, with ABS CBN Corp., as convergence became a buzzword and retired there after 17 years in different divisions and responsibilities. His most recent responsibility as Innovation Officer involves consulting with the operating business units and build a culture of innovation across the company. He holds an MBA, with a concentration in Marketing and a minor in Decision Sciences, from the Wharton School of the University of Pennsylvania.