Globe, AIM initiate program to help hone managerial skills

CEBU, Philippines - As the year of water snake starts, a leading telecommunications company aimed to improve the leadership and management skills of its leaders and further expressed optimism with the mobile technology to revolutionize the advertising industry. 

In partnership with the Asian Institute of Management (AIM), Globe Telecom recently launched a new management program for its junior executives to be part of the employees’ training curriculum for its young managers.

The 17-day training program that is spread over 17 weeks covers a number of training modules designed to help middle managers assume leadership roles within the company and transition to broader roles within the organization.

It further intends to deepen the management abilities of the participation, develop their operation strategizing skills to deliver competitive advantage, to better understand the interrelationships of various business functions and to recognize how it shapes the corporate strategy and implementation.

The first batch of trainees already started last November 2012 and will graduate on March 2013. 

“These young middle managers have been very eager and curious in applying their learnings and developing their skills. The courses that we have collaborated with Globe for development continues to be an exciting experience as we see how Globe shapes a dynamic leadership profile it needs today and tomorrow,”  AIM Program Director and Faculty Professor Francisco Bernardo said in a press statement.

Meanwhile, Globe President and Chief Executive Officer Ernest Cu shared his bullish prospects about the growing ubiquity of mobile phones in the Philippines, projecting that mobile is set to change the landscape of traditional advertising in the country.

Cu served as a keynote speaker of the 2012 Mobile Marketing Conference of the Internet and Mobile Marketing Association of the Philippines (IMMAP).

With his speech dubbed “How Mobile is Changing the Advertising Industry”, Cu cited the strong potential of mobile as an effective medium for brands to reach target audiences.

In the Philippines, he revealed that 9 out of 10 people own mobile phones, putting mobile phone penetration at its highest peak compared to any other form of medium such as television.

“Indeed, mobile is the way to go to connect with and engage today’s consumers, as well as to create a rich consumer experience that goes beyond traditional marketing,” Cu stated.

He added that using mobile as a channel to communicate with a particular target market pushes brand activation to the limits of a consumer’s imagination.

He further pointed out that mobile advertising creatively paves the way for “dynamic and more compelling content”, capitalizing on strong visual stimulation to entice consumers further.

He also emphasized on the interactivity that mobile encourages, enabling consumers to instantly send feedback, thus making the retail experience more relevant and meaningful.

 â€œMobile technology has definitely changed the way brands talk to their consumers. Because it’s so personal and powerful, it enables the unique efficiency of reaching out to very precise target markets with mobile advertising-driven campaigns hinging on the capability to profile customers and touch them directly,” Cu added.

During the two-day congress, Cu spoke with other global thought leaders from different industries such as Huawei Global Head of Advertising Nick Wiggin, InMobi Southeast Asia General Manager Phalgun Raju, Madhouse China CEO Joshua Maa, and MCN CEO Mark Bookman. (FREEMAN)