Welcome Remarks by Representatives of:

Asian Institute of Management (AIM):
Prof. Victor E. Tan
Associate Dean
Center for Development Management, AIM

Association of Development Financing Institutions
in Asia and the Pacific (ADFIAP):
Mr. Orlando Peņa
Secretary General

World Bank Institute (WBI)/The World Bank:
Dr. Ronny Adhikarya
Senior Training Officer, and KULT Program Manager
Knowledge Products & Outreach Division (WBIKP)

Facilitator: Dr. Ronny Adhikarya

Methods: PowerPoint Presentations & Plenary Discussion

This session will discuss the workshop rationale and overall objectives. It will provide an overview of the workshop structure, including its specific learning objectives & activities. This session will also highlight the important features, purpose and working procedures of the workshop sessions. Finally, this session will discuss the agenda and schedule for the learning activities of the Workshop.

Facilitators: Mr. Manuel S. Lizardo, Jr. and Ms. Sandra I. Lim

Methods: Briefing and Plenary Discussion

This session will provide participants an overview of AIM, orient participants on AIM facilities available for use, discuss logistical arrangements for the workshop, and administrative matters related to the workshop. Places of importance will be described and personnel who can answer participant questions and assist with problems throughout the workshop will be identified.

Facilitator: Dr. Ronny Adhikarya

Methods: Peer Learning Circles--Checking-In and Journaling

This session involves an analysis of the training needs of workshop participants. It provides an opportunity for participants to summarize their priority training/learning problems and needs, and share their main ideas and relevant actual experiences in planning and implementing their institution's marketing efforts. Each participant will reflect on their current problems, critical issues and needs for changing or improving the institution's marketing strategies, methods and programs.

In small groups (6-8 participants per group), participants will be asked to do "reflective thinking" based on the above analysis, and then share their personal vision with their "learning circle" group as to their institution's marketing problems, constraints, and weaknesses, and suggest ideas for priority strategic actions which should be considered in improving the quality and effectiveness of their marketing activities.

Facilitators: Prof. Tomas B. Lopez

Methods: Presentation and Plenary Discussion

The session will allow Workshop participants to take a good, hard look at the various forces at work in the larger environment in which training institutions have to operate. Participants will be introduced to various realities of the changing environment, which will affect the sustainability of training institutions.

This session will include a discussion on training needs assessment results conducted at 24 well-established public & private sector training institutions in six countries. This training needs assessment was specifically conducted as part of the process in designing the curriculum of this workshop. The session will enable participants to objectively review their own training institutions' performance, priority needs and problem areas, including its management and marketing practices, using institutional sustainability as the ultimate criterion.

The session will provide an opportunity for workshop participants to examine the implications of the changing environment on their respective institutions and leave them to consider various options or strategies on how to mitigate the "problems" or "threats" faced by training programs and institutions.

Facilitator: Prof. Tomas B. Lopez

Methods: Case Analysis and Peer Learning

In small groups (6-8 participants per group), participants will systematically study and analyze a specific case which illustrates issues that may allow for the application of concepts/tools discussed during the previous session. Based on their experiences, participants will need to assess and discuss practical applications and adaptation requirements for incorporating generic principles and concepts learned for improving the management and marketing of their respective training institutions and programs. Participants will be asked to discuss the case with their CAN Group to prepare them for a more in-depth discussion of the case with their fellow participants during the plenary session. (Assignment CAN/1).

Facilitator: Prof. Tomas B. Lopez

Method: Case/Plenary Discussion and Journaling

Participants will discuss a particular case that will allow them to apply the concepts and tools they encountered in the previous sessions. They are encouraged to use their own expertise and experience and engage each other in a productive discussion of how to best deal with the issues presented in the case. Based on the comments and suggestions from their peers during the previous two sessions, and through a "reflective thinking" method, participants will then write up the summary of their specific ideas or plans into their daily "Workshop Journal" (Assignment J/2).

Facilitator: Prof. Tomas B. Lopez

Methods: Presentation and Plenary Discussion

This session will kick-off the strategic marketing part of the Workshop. Participants will focus on identifying and developing a training institution's existing and potential strengths and capabilities based on the environmental and internal analyses from the previous sessions. Developing these strengths and capabilities will allow a training institution to take advantage of the opportunities and face the challenges that the environment provides.

The session will also delve into defining the customers and competitors of the respective training institutions that the participants represent. A clear definition of who their customers & competitors are and an understanding of their competitors' and customers' behavior will allow these institutions to identify what products and services they are most capable of producing and offering the market/clients. The identification of specific product(s) and/or service(s) that the institution can most effectively and efficiently offer will greatly determine its long run sustainability.

Facilitator: Prof. Tomas B. Lopez

Methods: Case Analysis and Peer Learning

In small groups (6-8 participants per group), participants systematically study and analyze a specific case which illustrates issues that may allow for the application of concepts and tools discussed during the previous session. Based on their experiences, participants will need to assess and discuss the practical applications and adaptation requirements for incorporating generic principles and concepts learned for improving the management and marketing of their respective training institutions and programs. Participants will be asked to discuss the case with their CAN Group to prepare them for a more in-depth discussion of the case with their fellow participants during the plenary session. (Assignment CAN/2).

Facilitator: Prof. Tomas B. Lopez

Method: Case/Plenary Discussion and Journaling

Participants will discuss a particular case that will allow them to apply relevant concepts/tools they encountered in the previous sessions. They are encouraged to use their own expertise and experience and engage each other in a productive discussion of how to best deal with the issues presented in the case. Based on the comments and suggestions from their peers during the previous two sessions, and through a "reflective thinking" method, participants will then write up the summary of their specific ideas or plans into their daily "Workshop Journal" (Assignment J/3).

Facilitator: Prof. Tomas B. Lopez

Methods: Presentations and Plenary Discussion

Facilitator: Prof. Tomas B. Lopez

Methods: Case Analysis and Peer Learning

In small groups (6-8 participants per group), participants will systematically study and analyze a specific case which illustrates issues that may allow for the application of concepts/tools discussed during the previous session. Based on their experiences, participants will need to assess and discuss the practical applications and adaptation requirements for incorporating generic principles and concepts learned for improving the management and marketing of their respective training institutions and programs. The participants will be asked to discuss the case with their CAN Group to prepare them for a more in-depth discussion of the case with their fellow participants during the plenary session. (Assignment CAN/3).

Facilitator: Prof. Tomas B. Lopez

Method: Case/Plenary Discussion and Journaling

In this session, workshop participants are encouraged to present their comments, arguments, analyses, and ideas on the case as part of the "large conversation" with the rest of the participants. Based on the comments and suggestions from their peers during the previous two sessions, and through a "reflective thinking" method, each participant will then write up the summary of their specific ideas or plans into their daily "Workshop Journal" (Assignment J/4).

Facilitators: Dr. Ronny Adhikarya

Methods: Reflective Thinking, Peer Learning, and Group Reporting

The Workshop is intended to have immediate and practical applications of the concepts and management & marketing tools. This session will involve an analytical exercise that will allow participants to select relevant marketing principles & methods that can help in developing "demand-driven" and "niche" training products or services, and matching product design with market needs in the context of the larger objective of developing innovative marketing strategies for training product & services.

In small groups (6-8 participants per group), participants will assess and discuss the practical applications for incorporating relevant marketing principles and tools presented in the previous sessions. Each group will later report to the Plenary session (in 7-8 minutes) the most practical and useful possible applications of such concepts for specific activities, as well as the "questionable" principles and methods which may need to be reconsidered (Assignment GR/1).

Facilitators: Prof. Mario Antonio G. Lopez

Methods: Plenary Reporting and Large Group Conversation

This session is the continuation of the previous session, and each Group will present its report (in 7-8 minutes maximum) to the Plenary, and based on the Group Reports, workshop participants are encouraged to present any additional comments and ideas as part of the "large group conversation" with the rest of the participants, which may take place during this Plenary session.

Facilitator: Prof. Danila-Regina Fojas

Methods: Presentations and Plenary Discussions

This session will discuss promotional or communication activities, a critical element of the marketing mix that is often neglected or done unsystematically by educational or training institutions. Carried out properly, effective marketing communications with promotional activities could dramatically increase demand or support for the institution's products over short periods of time. This session provides participants with practical methods & tools on what makes for a potent communications program anchored on its core task of powerfully and effectively conveying training products or services as designed for its markets.

Facilitator: Prof. Danila-Regina Fojas

Methods: Case Analysis and Peer Learning

In small groups (6-8 participants per group), participants systematically study and analyze a specific case which illustrates issues that may allow for the application of concepts and tools discussed during the previous session. Based on their experiences, participants will need to assess and discuss the practical applications and adaptation requirements for incorporating generic principles and concepts learned for improving the management and marketing of their respective training institutions and programs. Participants will discuss the case with their CAN Group to prepare them for a more in-depth discussion of the case with their fellow participants during the plenary session. (Assignment CAN/4).

Facilitator: Prof. Danila-Regina Fojas

Method: Case/Plenary Discussion and Journaling

In this session, participants are encouraged to present their analyses, comments, arguments, and ideas regarding the case as part of the "large group conversation" with the rest of the participants. Based on the comments and suggestions from their peers during the previous two sessions, and through a "reflective thinking" method, each participant will then write up the summary of their specific ideas or plans into their daily "Workshop Journal" (Assignment J/5).

Facilitator: Prof. Francis Howard L. Huang

Methods: Presentations and Plenary Discussion

This session will introduce participants to the latest trends in the use of information technology, including the Internet and World-Wide-Web (WWW) for marketing training programs. An increasing number of training institutions are now taking advantage of information technology in marketing training programs, and the session will show and discuss how it is done and what its benefits are. At the same time, the session will cite the challenges associated with the use of technology as it also demands a different way of approaching training. It will show how to use interactive technology to reach out to customers and to get to know them better.

Facilitators: Dr. Ronny Adhikarya, Prof. Mario Antonio G. Lopez
Mr. Manuel S. Lizardo, Jr. and Ms. Sandy Lim

Methods: Presentations and Plenary Discussion

In this session, participants are invited to provide specific comments and suggestions on the workshop process, methods, contents relevance, logistical arrangements, etc. with a view of improving further the effectiveness and efficiency in conducting the learning activities during the remainder period of this workshop.

Dinner and Entertainment

Facilitator: Dr. Ronny Adhikarya

Methods: Presentation and Plenary Discussion

The concepts of cost-recovery or fee-based training as well as "creative" financing and sponsorships will be elaborated as critical factors which call for a new and innovative approach to marketing of training.

This session will discuss new and innovative methods of marketing by using new communication technologies such as the Internet and the World-Wide-Web which have now increasingly been used for e-commerce. Several Web-based marketing materials or learning products such as the Pre- and Post-Workshop Websites, and an electronic, online Global Training Resource Directory will be demonstrated, and their innovative features will be discussed.

Using illustrative examples based on lessons learned and best practices in marketing of World Bank's KULT (Knowledge Utilization through Learning Technologies) sponsored training programs, the applications of creative marketing methods such as precision marketing, direct-mailing, "piggy-backing", reciprocal publicity, "Amway-type" networking, etc. will be discussed.

• Gap Analysis (from Service Management and Marketing by Gronroos and MacMillan)
• Building the House of Quality (by Kirk Morton and Robert Landel of the Darden Graduate School of Business Administration, University of Virginia)

Facilitator: Prof. Antonio Perez

Methods: Presentation and Plenary Discussion

This session will deal with the ultimate task of planning and designing the systems that help in delivering a quality product/service. Product/service delivery is a marketing and operations management task. As a marketing task, it is concerned with maintaining competitive edge as promised by the marketing communications and as defined by the products'/service's positioning.

The session will introduce the concepts of the Gap Analysis and Quality Function Deployment (QFD). Gap Analysis aids in identifying sources of quality problems thus helping in identifying what and how service can be improved. QFD is a customer-driven approach to quality improvement. It helps plan and design the system to meet customer requirements. QFD serves as complimentary tool to fill-in the service requirements identified through Gap Analysis.

Facilitator: Prof. Antonio Perez

Methods: Writeshop Activity and Peer Learning

In small groups (6-8 participants per group), participants will systematically discuss and apply Gap Analysis and Quality Function Deployment (QFD) vis-a-vis their institutions. Based on their experiences, participants will assess and discuss the practical applications and adaptation requirements for incorporating generic principles and concepts learned for improving the management and marketing of their respective training institutions and programs. Participants will discuss with their CAN Groups to prepare them for a more in-depth discussion and sharing with their fellow participants during the plenary session. Each group is asked to discuss and share the applicability of the concepts and tools they encountered in their respective institutions.

Facilitator: Prof. Antonio Perez

Method: Presentations / Plenary Discussion

The participants will be asked to briefly share with the whole group the how the concepts of Gap analysis and quality function deployment (QFD) may be applied to their respective institutions. Based on their CAN Group discussions, participants are encouraged to share their analyses, comments, and ideas as part of the "larger group discussion" with the rest of the participants. Based on comments and suggestions from their peers during the previous two sessions, and through a "reflective thinking" method, each participant will then write up the summary of their specific ideas into their daily "Workshop Journal" (Assignment J/6).

Facilitators: Dr. Ronny Adhikarya and Prof. Jacinto C. Gavino, Jr

Method: Peer Learning Circles--Checking In & Learning Assessment

In small groups (6-8 participants per group), based on their experiences, participants will assess the relevance of, and discuss the practical application and adaptation requirements for incorporating, the principles and concepts presented thus far during this workshop for their respective training institutions or programs. Each group will later be asked to report to the Plenary session (in 7-8 minutes) the FIVE most practical and useful possible applications of such concepts for improving training management and marketing, as well as the "questionable" training principles and methods which need to be reconsidered (Assignment J/7).

Facilitator: Prof. Jacinto C. Gavino, Jr.

Methods: Plenary Reporting, Large Group Conversation, and Journaling

This session is the continuation of the previous session, and each Group will present its report (in 7-8 minutes maximum) to the Plenary, and based on the Group Reports, workshop participants are encouraged to present any additional comments and ideas as part of the "large group conversation" with the rest of the participants, which may take place during this Plenary session. Each participant will then write up the summary of their personal ideas or plans into their daily "Workshop Journal" (Assignment J/8).

Facilitator: Prof. Maya Baltazar-Herrera

Methods: Presentation and Plenary Discussion

This session will enable workshop participants to explore several possible avenues for achieving institutional growth and sustainability. The session will concentrate on two major aspects of institutional viability: marketing and management of financial resources. The session will present various marketing considerations as they are related to financial management of training institutions to help ensure the long-term viability of their institutions.

Facilitator: Prof. Maya Baltazar-Herrera

Methods: Case Analysis and Peer Learning

In small groups (6-8 participants per group), participants will systematically study and analyze a specific case which illustrates issues that may allow for the application of concepts/tools discussed during the previous session. Based on their experiences, participants will need to assess and discuss the practical applications and adaptation requirements for incorporating generic principles and concepts learned for improving the management and marketing of their respective training institutions and programs. Participants will discuss the case with their CAN Group to prepare them for a more in-depth case discussion with their fellow participants during the plenary session. Each group is asked to discuss the case among its members keeping in mind the most practical and useful possible applications of such concepts for specific learning activities, as well as the "questionable" principles and methods which may need to be reconsidered in order to help them prepare for the plenary discussion. (Assignment CAN/6).

Briefing by:
Dr. Ronny Adhikarya
Program Manager
Knowedge Utilization through
Learning Technologies (KULT) Program
World Bank Institute (WBI)/the World Bank

Facilitator: Prof. Maya Baltazar-Herrera

Method: Case/Plenary Discussion and Journaling

This session will build on the previous session. Based on the CAN Group Discussions, workshop participants are encouraged to share their analyses, comments, and ideas as part of the "large group conversation" with the rest of the participants during this Plenary session. Based on the comments and suggestions from their peers during the previous two sessions, and through a "reflective thinking" method, each participant will then write up the summary of their specific ideas or plans into their daily "Workshop Journal" (Assignment J/9).

Learning Case 7:
Marketing Social Investments:
Creative-Fund Raising Methods of AIM Scientific Research Foundation

Facilitator: Prof. Felipe B. Alfonso

Methods: Case Analysis and Peer Learning

In small groups (6-8 participants per group), participants will systematically study and analyze a specific case which illustrates issues that may allow for the application of concepts/tools discussed during the previous session. Based on their experiences, participants will need to assess and discuss the practical applications and adaptation requirements for incorporating generic principles and concepts learned for improving the management and marketing of their respective training institutions and programs. Participants will discuss the case with their CAN Group to prepare them for a more in-depth case discussion with their fellow participants during the plenary session. Each group is asked to discuss the case among its members keeping in mind the most practical and useful possible applications of such concepts for their institutions, and the "questionable" principles and methods which may need to be reconsidered in order to help them prepare for the plenary discussion. (Assignment CAN/7).

Facilitator: Prof. Felipe B. Alfonso

Methods: Presentations and Plenary Discussions

This session will discuss training institutions' sources of funding other than from direct training activities. It will tackle tips and innovative institutional marketing activities to generate and obtain financial resources for training institutions.

In an ever changing environment where new products and services arise, competitors become stronger, and traditional funding sources dry up, the financial viability of training institutions become threatened. Such institutions need to find alternative ways of financing to keep itself sustainable. Aside from its direct training activities, which in the past had often been subsidized, or contracted by donor agencies, training institutions will need to raise additional funds from unconventional sources. Attracting financial resources requires a whole set of fund raising activities anchored on marketing and leveraging the institution's assets or resources, e.g., its name, facilities, faculty, etc.

Based on their CAN Group Discussions during the previous session, participants are encouraged to share their analyses, comments, and ideas as part of the "large conversation" with their peers during this Plenary session. Based on the comments and suggestions from their peers during the previous two sessions, and through a "reflective thinking" method, participants will then write up the summary of their specific ideas or plans into their daily "Workshop Journal" (Assignment J/10).

Facilitator: Prof. Felipe B. Alfonso

Method: Case/Plenary Discussion, Experience Sharing, and Clinic

Facilitator:
Mr. Luigi Canali di Rossi
Director
IKONOS NewMedia
Rome, Italy

Methods: Presentation, Case Demonstration and Plenary Discussion

This session will introduce the various applications of interactive communication technologies for marketing of services and products, including training/educational programs and materials, to a wider and yet more customized target groups/clientele. Another feature of new communication technologies which will be discussed is the "interactivity" concept which allows clients/customers to select and control the information exposure and contents according to their own interests, wants and needs. The implications and strategies for providing cost-effective marketing information through such interactive communication media will be discussed. Specific examples of CyberMarketing approaches, strategies, and materials will be illustrated or demonstrated.

Coffee/Tea Break

Facilitator: Dr. Ronny Adhikarya

Methods: Clinic, Discovery Learning, Anticipatory Planning, and Forecasting

This session is a continuation of the previous sessions related to CyberMarketing issues and ideas. During this "open clinic" session, trends in Internet/Web-based knowledge management technologies will be indentified, and tools/techniques used in electronic intellegent datebase marketing as well as online relationship marketing will be debated. The move from the present mass-audience or "broad-casting" approach in marketing products & services to segmented "group" to a future personalized and "narrow-casting" approach in marketing to a target segment of ONE (i.e., one single individual) will be discussed.

Using discovery learning methods and anticipatory planning/forecasting scenarios, participants will be asked to predict and discuss possible CyberMarketing strategies, models and tools which might be used by electronic entrepreneurs who will be transforming "brick & mortar" business operations into "click & brick" activities, or even a purely "double-click" virtual marketplace, including virtual education products and distance learning services.

Facilitator: Prof. Jacinto C. Gavino, Jr.

Methods: Case Analysis and Peer Learning

In small groups (6-8 participants per group), participants will systematically study and analyze a specific case which illustrates issues that may allow for the application of concepts/tools discussed during the previous session. Based on their experiences, participants will need to assess and discuss the practical applications and adaptation requirements for incorporating generic principles and concepts learned for improving the management and marketing of their respective training institutions and programs. Participants will discuss the case with their CAN Group to prepare them for a more in-depth case discussion with their fellow participants during the plenary session. Each group is asked to discuss the case among its members keeping in mind the most practical and useful possible applications of such concepts for specific learning activities, as well as the "questionable" principles and methods which may need to be reconsidered in order to help them prepare for the plenary discussion. (Assignment CAN/8).

Facilitator: Prof. Jacinto C. Gavino, Jr.

Methods: Case/Plenary Discussion and Journaling

Facilitator: Prof. Jacinto C. Gavino, Jr.

Methods: Presentations and Plenary Discussions

Meeting the challenges posed by the changing environment requires a plan. Training institutions need to market and operate itself better if it is to remain viable. Doing that, however, will require planning specifically, marketing planning and strategy formulation. This session will take off from the marketing foundations laid from the previous sessions to formulate a plan and strategy to help training institutions become sustainable through marketing.

The session will discuss the rationale for marketing planning and the steps in formulating such a plan. The concepts and tools from the previous days' discussions will be integrated to form the basis for marketing the institution and its products or services.

Facilitators: Prof. Jacinto C. Gavino, Jr. and Prof. Tomas B. Lopez

Methods: Briefing, Individual Work, Consultations, Peer Learning

All Workshop participants are expected to bring home concrete plans on how to address their present problems. This session will focus on getting participants to individually work on, complete and submit a Marketing Plan which will reflect a sound application of the principles and processes of strategic management and marketing. The Marketing Plan will show evidence of participants' understanding of strategic management and marketing as a means of ensuring sustainability and viability of training institutions (Assignment MP/1)

Facilitators: Prof. Jacinto C. Gavino, Jr. and Prof. Tomas B. Lopez

Methods: Briefing, Individual Work, Consultations, Peer Learning

All Workshop participants are expected to bring home concrete plans on how to address their present problems. This session will focus on getting participants to individually work on, complete and submit a Marketing Plan which will reflect a sound application of the principles and processes of strategic management and marketing. The Marketing Plan will show evidence of participants' understanding of strategic management and marketing as a means of ensuring sustainability and viability of training institutions (Assignment MP/1)

Facilitators:Prof. Tomas B. Lopez, Prof. Jacinto C. Gavino, Jr. and Prof. Mario Antonio G. Lopez

Method: Individual presentations to their respective groups

This session will give each participants the opportunity to present their marketing plans before their peers and AIM faculty. The presentations are designed to let the participants apply the concepts and tools they learned from the Workshop. Their presentations are also aimed at eliciting constructive comments from their fellow participants and AIM faculty who will give suggestions on how to further improve each participant's work. The presentations will be made before each participant's group or to two or more groups to allow each individual to be heard.

Facilitators: Prof. Tomas B. Lopez and Prof. Jacinto C. Gavino, Jr.

Method: Group presentations

This session will give each group the opportunity to present the summary of their important features of their marketing plans to their peers and AIM faculty. The presentations are designed to let participants apply the concepts and tools they learned from the Workshop. Their presentations are also aimed at eliciting constructive comments from their fellow participants and resource persons to further improve each participant's work.

Facilitators: Dr. Ronny Adhikarya, Tomas B. Lopez and Prof. Jacinto C. Gavino, Jr.

Method: Plenary Discussion

This session will serve to evaluate the workshop content, conduct, and relevance. The participants will be asked how the Workshop has helped them and how it can be improved to benefit participants in the future. Aside from written evaluation of the substantive contents and administrative aspects of the Workshop, participants will be asked to openly discuss on the level of effectiveness of the workshop and aspects of it that need improvement.