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Manila Bulletin devider Lifestyle devider Youth devider PANA, AIM launch enhanced Brand Academy for future marketing and brand leaders

PANA, AIM launch enhanced Brand Academy for future marketing and brand leaders

Published May 19, 2024 03:37 pm
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Jay Clement Coson, Bernie Jiao, Chrissy Roa, Bea Atienza, and Bobby Simborio

The Philippine Association of National Advertisers (PANA) and the Asian Institute of Management (AIM) launched the Brand Academy, a four-Friday seminar series crafted for junior marketers and brand architects, on May 2, 2024, at the institute's grounds in Makati. The program aims to redefine industry standards and provide opportunities to nurture the next generation.

The roundtable discussion was led by esteemed panelists, including Jay Clement Coson, senior business development manager of AIM’s School of Executive Education and Lifelong Learning (SEELL); Bernie Jiao, executive managing director of AIM’s alumni relations office; Chrissy Roa, PANA vice president and Brand Academy committee chair; Bea Atienza, PANA director; and Bobby Simborio, PANA executive director.

“We are very grateful for this partnership with AIM because it's a celebration of our 10th anniversary. More importantly, we want this to be an inclusive program that caters to more members of the marketing industry. The curriculum for this year is enhanced and it's also going to be more accessible,” said Roa.

AIM executives also echoed the same sentiments, with Coson saying, “We are truly grateful to the PANA team for reaching out and collaborating with AIM. Through our brainstorming sessions, we were able to develop a robust program that we are now offering to both PANA members and non-members.”

Aside from the four-day learning curriculum, Brand Academy also offers young marketers to continue their learning journey with AIM. “You can actually have the opportunity to continue and take a course with AIM, which will bring you a diploma or graduate status and earn units from the course,” Roa continued.

“It’s important to note: This is part of a ladderized program, which means you can take additional courses with AIM. Upon completing a specific number of units, you earn a postgraduate certificate. Because of the partnership, it allows participants to enroll in the program at a much lower cost,” Jiao mentioned.

For Atienza, the program is an important step into improving the pathways between industry and education. "We want to be at the forefront of allowing our young brand marketers to continue upskilling, while also ensuring they have a pathway into higher education if they choose. Because we're in a rapidly changing world, we all need access to keep gaining new skills and perspectives,” said Atienza.

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Brand Academy programs

For 2024, there will be two programs to choose from: the PANA Brand Academy (₱25,000 for PANA members and ₱30,000 for non-members) and the PANA Brand Academy x AIM (₱65,000 for PANA members and ₱70,000 for non-members).

The PANA Brand Academy consists of four sessions, held on all Fridays in June. The program includes 15 topics plus two essential modules from AIM. These sessions are designed for face-to-face interaction, each lasting eight hours from 9 a.m. to 5 p.m.

The course curriculum includes comprehensive modules covering brand building fundamentals, brand development, social media, and responsible communications. Featured speakers include Vivien Demerre of Kantar, Third Domingo of IXM Machina, Prof. Rebecca Ricalde of AIM, Prof. Marju Geslani of AIM, Jako de Leon of CICP, Anj Mendoza of TikTok Philippines, Monique Buensalido of Buensalido and Associates PR, Rondell Torres of Unilever, and Adi Timbol-Hernandez of McDonald’s Philippines, among others.

Upon completion, you will receive a PANA BA Certification. If you choose to further advance your learning with AIM’s SEELL, two units will be credited toward your professional development.

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The PANA Brand Academy x AIM program includes the same features but adds eight and a half full-day sessions through the AIM Post Graduate Certificate Program. These sessions will follow a hybrid format, featuring both face-to-face and live online interactions via Zoom. Upon completion, you’ll receive a postgraduate certificate and AIM Alumni status, including an AIM Alumni ID with associated perks and lifestyle benefits. Participants will also attain the PANA BA x AIM certification.

To signup, visit this link: https://bit.ly/BrandAcademy2024

Related Tags

Asian Institute of Management Chrissy Roa Bernie Palencia Bea Atienza Jay Clement Coson Bobby Simborio Philippine Association of National Advertisers Brand Academy
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