JGSOM holds first Marketing Summit

December 02, 2021
Maria Victoria Tenido

On 20 November, the John Gokongwei School of Management (JGSOM) held its first-ever Marketing Summit via Zoom.

The event, spearheaded by the Department of Marketing and Law, aimed to open a discussion on the diversity of Marketing, and its many roles in today's fast-paced market with talks from experts from various disciplines.

Screenshots from the virtual marketing summit

Facebook’s Country Lead for Commerce Solutions, Will Tan (BS CTM ‘11), started the talks by discussing the Digital Marketplace. Tan emphasized the importance of digital marketing, especially in the advent of the evolving online landscape.

“Digital [marketing] is no longer a nice-to-have. It is a necessity,” he said. He added that these days, instead of people finding the products they wish to purchase, they now find people through targeted and data-driven marketing.

NBA Philippines’ Senior Director of Global Marketing Partnerships Mae Dichupa (AB COM ‘98) followed with a talk on Sports Marketing. She covered the many processes involved, including seeking out budding athletes with great potential to break out and launching advertising campaigns alongside significant sports events.

Dichupa also told students aspiring to pursue a career in marketing to sharpen their skills as much as possible, regardless of what field they prefer.

Next, former ABS-CBN news anchor and now CEO for Ronin Consultancy Ricky Carandang (BS MEC ‘89) talked about his experiences in Political Marketing.

Carandang shared some anecdotes from his term as the Communications Secretary for the Presidential Communications Development and Strategic Planning Office under President Benigno Aquino III’s term. He also discussed how political marketing will play a significant role in the upcoming 2022 elections.

Finally, Asia’s Vice President for Business Development for Sony Music Entertainment, Roslyn Pineda (BS LM 2000), completed the summit with a presentation on Music Marketing.

Pineda shared that marketing still plays an integral part in the music industry. For artists, it is vital to establish their identity and branding to reach more people and better connect with their fans.

Over 600 participants from the Loyola Schools and from various high schools and colleges around the country attended the conference.