This document contains summaries of key marketing concepts from a course taught by Prof. Bong De Ungria. It includes definitions and objectives for concepts like the importance of marketing for all (#MarketingisaMustforALL), being driven by market needs rather than personal interests (#Marketsnotme), using research to inform decisions (#ResearchorDie), focusing on target customers' needs (#BullsEyenotBS), and applying the 4Ps and 3Cs frameworks strategically (#Strategic4Ps3Cs). The role of marketing in supporting an organization's vision, mission, and objectives (#MarketingOrchestra) and the importance of an effective marketing plan (#MyPlantoSucceed) are also summarized.

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Translating
Course and Session
Objectives
#WeMust
Prof. Bong De Ungria
BSChE, BSME, MBA, CDM, Diploma in MarkCom

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Consider the evolution and
translation of the Holy Bible
1. Old Testament
2. New Testament
3. 10 Commandments
4. Suggestions?
5. Love God above all things and love thy
neighbor as oneself.

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#MarketingisamustforAll
Marketing is a core competence I
must learn and apply.
Marketing is mandatory and has a
huge impact in my career, in my
company and society.
Marketing is for everyone and not just
those in the marketing department.
Appreciate the important role of Marketing as a core
function in an organization, medical or otherwise, in
both profit and non-profit, government and private
enterprises, understanding its contribution and impact
to the economy and society

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#Marketsnotme
My strategies shall be market-driven
and market-driving. My strategies
shall not be limited by what I am
good at. (Analogy: searching in lighted area)
Identify potential marketing opportunities,
including regional and global developments, as
basis for strategy formulation
(Discuss Uber vs Taxi, Facebook vs Twitter)

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#Researchordie
My decisions shall consider research-
based understanding of my markets
and my customers.
Understand the importance of market research in
decision making and the process of gathering
primary and secondary data

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#BullsEyenotBS
I cannot please and serve everybody.
But I must satisfy the needs, wants
and expectations of my target
customers. Beyond these, everything is
just BS (B u l l _ _ I t)
Understand market segmentation, the needs and
wants of the targeted customers , their
behavior and their decision making process

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#Strategic4Ps3Cs
My strategies shall be fundamentally
correct and based on the 4Ps and 3Cs
of Marketing.
Formulate strategies as they apply to brand
equity (customer & company), products and
services, pricing, distribution (place),
promotion, and competition;

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#Marketingorchestra
My marketing shall support the VMO
(vision, mission, objectives) of my
career and my organization.
Marketing is a key but aligned core
(HR, Finance, Operations)
Apply the concepts in planning, leading,
implementation and control (PLOC) of
marketing activities aligning these with the
other functions in the organization in pursuit of
its vision and mission;

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#MyPlantoSucceed
My marketing plan for my career and
my company ensures its success, come
what may.
Design a marketing plan

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#Marketspiderman
Marketing provides me with great
power (Spiderman). I shall market
with great responsibility.
Understand ethical and social dimensions in
implementing and managing marketing
activities

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By the end of this course, you
shall competently remember:
1. #MarketingisaMustforALL
2. #Marketsnotme
3. #ResearchorDie
4. #BullsEyenotBS
5. #Strategic4Ps3Cs
6. #MarketingOrchestra
7. #MyPlantoSucceed
8. #MarketSpiderman

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Session 1 Objectives
#Marketing2016
Prof. Bong De Ungria
BSChE, BSME, MBA, CDM, Diploma in MarkCom

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#Marketing2016
1. #Marketordie
2. #SameDifference
3. #WinWars
4. #SWOT

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#MarketorDie
Marketing is to the organization as
food, water and air is to an
individual.
Survival, growth, persistence,
sustainability of the enterprise is
possible only if marketing is done
correctly.
Understand Marketing, its scope, its importance
to development, how it provides customer
value, and its contribution to the growth of an
enterprise

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#SameDifference
Today, marketing has the same basics
Y and Z. Only the X (how) has
changed.
Discuss the functions of marketing management
and marketing information system in the new
economy

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#WinWars
There have been 2 world wars but
thousands of battles. Strategic
marketing wins wars and tactical
marketing wins selected battles.
Discuss the strategic planning process of a firm
and the role of marketing in this process

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#SWOT
Strenghts, weaknesses, opportunities
and threats are critical inputs in
marketing strategies and tactics.
Conduct an assessment of relevant factors in the
external and internal environment that can
provide the input in the formulation of a firm’s
strategies.