Marketing marketing.  That’s right! There is no typo error in the title. I would like to discuss how marketing (the degree) should be marketed (the strategy) in many universities in the Philippines. If schools were to produce competent and capable graduates in marketing, they must consider what is truly relevant for industry (the demand side) versus what they are offering […]

Schools can benefit from changing their perspective with regards to how they operate. The following cases will show that even schools have something to learn. The Zero Moment-of-Truth Over a decade ago, I volunteered to help my eldest son look for a computer school and was told by one popular school that while they offered computer courses and was definitely […]

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We ran a quick survey with some of the marketing management winners of Mansmith Young Market Masters Awards (YMMA) on the ‘hirability’ of fresh graduates in their respective companies. We thank the ff. for answering our questions — 1) Lester Estrada, country marketing manager for total hair care of P&G (fresh from his stint in P&G Japan), 2) Candice Iyog, […]

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In 2004, Ding Salvador (then newly–retired ASEAN president of Johnson and Johnson’s) and I put up MarkProf Foundation Inc. to help develop future leaders of the Philippines.  We saw some biases happening in the corporate world where hiring of important entry-level positions, including management trainees, was usually limited to three schools, namely: Ateneo, De La Salle, and University of the Philippines (not necessarily in […]

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The year was 1990. I was a rookie director of the Philippine Marketing Association and was in charge of the youth and academe sector.   This position connected me with many marketing professors, one of whom was Prof. Emmanuel Fernandez, then Chairman of the Management Department of the Ateneo de Manila University. He heard me give a short talk in marketing and invited […]

Josiah Go features the movers and shakers of the business world and writes about marketing, strategy, innovation, execution and entrepreneurship

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