Date of Publication

2015

Document Type

Integrated Marketing Communications Campaign

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Ireene Leoncio

Defense Panel Chair

Jose Luis Liongson

Defense Panel Member

Shane Bellare
Cecil Carloncito

Abstract/Summary

“Train and Tour”, a service provided by Aquagem Environment Pty. Ltd., offers professionals trainings to become a certified consultant for ISO 14001: Environment Management System, OHSAS 18001: Occupational Health & Safety Management System, and ISO 9001: Quality Management System. At present, Aquagem Environment Pty. Ltd. has started its operations in the Philippines in 2015 as a consultancy agency with offices in Manila and Bohol, with main office in Australia. Currently, the consultation industry is experiencing growth as more companies are in need of agencies that would help them structure with the regulations imposed by the government. Architectural and engineering activities and related technical consultancy ranked second in the industry with the largest income with 16.7%, and management consultancy with 13.6%, respectively. Some of the major factors that add to the activities are the improvisation of trainings for professionals. Education sector is expected to grow the fastest in the coming years as more young professionals are seeking pathways to progress their career. Moreover, the growing number of young population affects the demand of trainings. Other training providers capitalize marketing and advertising activities on companies as their access to training materials are limited. Aside from variants of courses offered by training providers, there is an emergence of short courses/ trainings provided by education sector personalizing to the young professional’s availability and accessibility. Given this, Aquagem Environment Pty. Ltd.’ “Train and Tour” is facing the challenge of differentiating its services amongst competitors. Thus, this marketing campaign is presented to create awareness to the training, encourage trial and create a demand to become a certified consultant in the ISO-Certification industry. Work-life balance and career growth are the significant factors the young professionals consider for attending trainings. Aquagem Environment Pty. Ltd.’s vision is in line with the target market’s mindset on becoming a professional in their respective field. The use of tri-media, digital media and events will be implemented with the allotted budget of 5.75 million for the whole marketing campaign to be executed for a whole year.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05897; CDTG005897

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Keywords

Consulting firms—Marketing; Professional employees—Training of—Marketing

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