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College of Business and Accountancy JUNIOR MARKETING ASSOCIATION  Business Opportunities for Marketers Ron Batisan, MBA Se...
Marketing Basics <ul><li>Intermediary function between product development and sales </li></ul><ul><li>The core function i...
Market Research <ul><li>Involves researching the intended target </li></ul><ul><li>Philippine Company: Kantar Media - form...
Brand Management <ul><li>Distills the brand’s essence, maps out competitors in the brand category, identifies marketing op...
Advertising <ul><li>Works with all aspects of marketing from strategy to concept to the execution of the strategy </li></u...
Promotions <ul><li>Works on creating programs that unite advertising to purchase incentives such as special discounts, cou...
Public Relations <ul><li>Manages the communication with the media, consumers, employees, investors and the general public ...
Is a career in marketing for you? <ul><li>Marketing is not only for creative thinkers but also numbers-minded statistician...
Good luck future marketers! Thank you!
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Business Opportunities for Marketers

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Wesleyan University-Philippines
College of Business and Accountancy
JUNIOR MARKETING ASSOCIATION
Presentation Materials
August 12, 2011
Ron Batisan

Published in: Business, Career
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Transcript of "Business Opportunities for Marketers"

  1. 1. College of Business and Accountancy JUNIOR MARKETING ASSOCIATION Business Opportunities for Marketers Ron Batisan, MBA Senior Manager UnionBank, Global Filipino Center
  2. 2. Marketing Basics <ul><li>Intermediary function between product development and sales </li></ul><ul><li>The core function is to take a “generic” product and/or service and associate that product or service with a brand name </li></ul><ul><li>A function that is needed in every company in any industry, therefore, career potential is UNLIMITED </li></ul><ul><li>Choose a career among the following marketing categories: (1) Market Research (2) Brand Management (3) Advertising (4) Promotions (5) Public Relations </li></ul>
  3. 3. Market Research <ul><li>Involves researching the intended target </li></ul><ul><li>Philippine Company: Kantar Media - formerly TNS (Taylor Nelson Sofres) </li></ul><ul><li>Careers include: (1) Market Research Director (2) Market Research Manager (3) Market Research Supervisor (4) Market Analyst </li></ul>
  4. 4. Brand Management <ul><li>Distills the brand’s essence, maps out competitors in the brand category, identifies marketing opportunities and communicates unique benefits of the product or service </li></ul><ul><li>Philippine Company: SM Malls </li></ul><ul><li>Careers include: (1) Brand Manager (2) Product Development Manager (3) Product Manager </li></ul>
  5. 5. Advertising <ul><li>Works with all aspects of marketing from strategy to concept to the execution of the strategy </li></ul><ul><li>Philippine Company: McCann Erickson Philippines </li></ul><ul><li>Careers include: (1) Advertising Managers (2) Advertising Sales Director (3) Account Executives (4) Account Planners (5) Media Director (6) Media Coordinator (7) Media Buyers </li></ul>
  6. 6. Promotions <ul><li>Works on creating programs that unite advertising to purchase incentives such as special discounts, coupons, samples, gifts with purchase, rebates and sweepstakes </li></ul><ul><li>Philippine Company: Ensogo Philippines </li></ul><ul><li>Careers include: (1) Promotions Director (2) Promotions Assistant (3) Public Relations </li></ul>
  7. 7. Public Relations <ul><li>Manages the communication with the media, consumers, employees, investors and the general public – spokespeople for the company </li></ul><ul><li>Careers include: (1) Account Coordinator or Public Relations Coordinator (2) Account Executive (3) Media Relations (4) Director, Vice President (5) Government PR Departments (6) PR Consultant </li></ul>
  8. 8. Is a career in marketing for you? <ul><li>Marketing is not only for creative thinkers but also numbers-minded statisticians </li></ul><ul><li>Marketing is so appealing, however, marketers should ready themselves for long work hours and working on evenings and even weekends and holidays </li></ul><ul><li>Marketers should also be ready to work under pressure and thrive off meeting deadlines and goals that are set </li></ul><ul><li>In some positions, substantial travel is not uncommon </li></ul><ul><li>Marketing is a vital necessity not only for business firms, but is also performed by governments, educational, religious, social service, and nonprofit organizations or institutions </li></ul><ul><li>Marketing provides a great number and variety of job opportunities no matter which career track one decides to follow </li></ul>
  9. 9. Good luck future marketers! Thank you!
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