The Technology for Commercialization (TECHNICOM) Program conducted a four-day training on strategic business planning and marketing strategies on 21-24 November 2017 at the Discovery Suites Manila, Ortigas Center, Pasig City.
The initiative is under the TECHNICOM program training series which aims to capacitate program stakeholders, beneficiaries, and team members with knowledge, skills, and tools necessary prior to technology adoption or transfer.
Organized and implemented by the Technology Application and Promotion Institute of the Department of Science and Technology (DOST-TAPI), TECHNICOM provides support to commercially-viable projects through financial and technical assistance as the program fast-tracks the transfer and commercialization of research-based, locally-developed technologies in a holistic approach.
The first two days of the training series focused on strategic business planning which helped program managers craft a formal statement of business goals, rationale for being attainable, and plans in attaining such.
Subsequently, the last two days of the training series focused on marketing strategies that basically cover segmenting and targeting the audience, positioning the product in audience’s minds, branding, market research, and message strategies as well as media relations.
“With the help of this training series, we hope that the audience can be guided on their organization’s priorities by converging resources and opportunities, strengthening the operations directed through specific and common goals, and assessing the directions of the organization amidst the everchanging and competitive environment,” said Nora P. Gumia, Division Manager of DOST-TAPI.
Mr. Reynaldo C. Lugtu, Jr. of Spartan Allied Services Management, Inc. and Mr. Gopal Jethmal of Trust Management Centre served as resource speakers for the Strategic Business Planning and Marketing Strategies Trainings, respectively.
The training was attended by 50 participants from DOST research and development institutes (RDI), state universities and colleges (SUC), private higher education institutes (HEI), sectoral councils (SC), and local RDI.