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Feature Articles |
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Dr. Ned Roberto’s
Needs Assessment and Social Marketing
for Development Organizations
February 12-13, 2009
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A social and development organization has services programs to help its intended beneficiaries and stakeholders. The program objective is to help the ultimate beneficiaries better manage their daily lives and cope with recurring difficulties. The vision of the process is to eventually empower ultimate beneficiaries in solving their immediate and longer-term economic and social problems.
All these social and development programs start from a reading of the current and/or priority needs of the intended beneficiaries. Such a reading of needs may be by assumption or from factual sources. It can also be a broad or specific reading. In either broad or specific reading, the understanding of needs may cover one, two, or all stages of the service process: before, during and after services processing.
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Day 1 (February 12, 2008)
This first part of this Day One lecture presents the case that services programs will have a much better chance of having an impact and making a real difference if their needs assessment is this: It’s from current factual sources, and is specific with respect to the needs of intended beneficiaries before, during and after services processing. Day one of this 2-day lecture will tackle this topic. To get participants to experience what this practical method of step-by-step needs assessment is like for their respective organization and its intended ultimate beneficiaries, an application workshop is provided in the second half of this first day.
Day 2 (February 13, 2008)
The second day follows through the discussion and results of the first day. It’s about the process of crafting, and then delivering the services offer for meeting and fully satisfying the identified beneficiary needs and priorities. It’s also about the issue of sustaining beneficiary satisfaction, and evolving the services offer in support of this sustainability goal.
Crafting the services offer essentially means translating the beneficiary requirements drawn from their identified needs into the technical and sensory requirements that the services offer must embody. Delivering the crafted services offer means undertaking at least four activities: (1) communicating the services offer for beneficiary awareness and trial experiencing; (2) promoting and motivating the intended beneficiaries to experience the services offer, and to so experience without delaying; (3) making available at the right place and time, for its performance and beneficiary experiencing, the services offer; and (4) pricing monetarily and non-monetarily the services offer based first on the intended beneficiaries pricing sensitivity and responsiveness, and only secondarily on costs considerations.
To also allow participants to experience this Day Two topic coverage, an application workshop is provided in the second half of this second day. Each workshop also provides for sufficient time for reflections and for ideas about the participants’ work and organizational re-entry after these two work days.
The Lecturer: Dr. Eduardo L. Roberto
Dr. Ned Roberto is recognized as one of Asia’s foremost authorities on marketing. He is a much sought after marketing consultant, speaker, international author, and educator. For the last 50 years, Dr. Ned has been teaching thousands of executives the secrets of successfully using marketing research to make profitable decisions. He has taught for De La Salle University in Manila, Kellog Business School, Northwestern University in Chicago and for INSEAD in France. In 1985, he was named the Agora Awardee for achievement in marketing education.
As President of his own market consultancy firm, Roberto & Associates, Dr. Ned has consulted and conducted in-house seminars for Fortune 500 companies in the US, Europe and Asia. He is also the founder and Chairman of Market Research Solutions, Inc., a new generation market research company. Dr. Ned has written a number of books, notably, Social Marketing co-authored with Philip Kotler. His other books, all trade best-sellers included Strategic Market Segmentation, Marketer’s Guide to Socio-Economic Classification of Consumers and How to Make Local Governance Work.
Dr. Roberto holds an MBA and PhD in Marketing at Northwestern University’s Kellog School of Business.
Register now! Call us at 9203025 or email bayanacademy@gmail.com |
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