15 July 2020, 5:00 PM - 6:30 PM (GMT+08)

In this masterclass, the School of Executive Education and Lifelong Learning features Professor Pablo “Ricky” Espinosa, Jr., Adjunct Faculty, Asian Institute of Management, as he provides us a short preview of The Science behind Marketing Online Program. His marketing experience as a senior executive covers over 20 years of managing market leader brands and portfolios in both multinational and local companies, among them, Colgate- Palmolive, Wyeth Nutritionals, Royal Friesland Campina, SMART Telecommunications and Personal Collection Direct Selling, Inc.

Topics:

The new paradigm in brand growth
Why the science in marketing?
What is Double Jeopardy Law vis-à-vis brand growth?
Which customers to target? The role of the Negative Binomial Distribution (NBD).
Teasers: Is differentiation a precursor to purchase or is there something else? Are buyers different by category? Is there loyalty? What kind? How does it come about?
Towards a new view of Brand Performance
Towards a new view of Marketing

Preregistration is required. Sign-up now at: go.aim.edu/sbminfosession

A special Info Session Enrollment Rate to the upcoming online program will be offered during the session. For more information about The Science Behind Marketing Program, inquire now at https://go.aim.edu/seellinquiries or e-mail us at SEELL@aim.edu