Learning Lab on Market Validation and Research


Marketing means different things to different people. It can be a way of life or just a part of business. For this course, marketing is an exchange process between two or more parties, where both parties benefit.

Aside from the simple exchange, the process of marketing includes a wide range of peripheral concepts and activities, which surround these exchanges to increase the chances of repetition. Repetition of what? The EXCHANGE! To the marketer, this is a repeat purchase. To many business people, this is the “suki”. When the customer continues to exchange his/her money for the same brand of product each time s/he buys, this is called customer loyalty. This course will help validate your business model and what activities can be done to increase the chances of developing your suki customer base.

At the end of this course, you should be able to:

  •  assess different sources of relevant information available to the small business;
  •  understand basic principles in the conduct of a market research study;
  •  undertake research activities that relate the pain points of your start-up technology;and
  • validate your business model.

About the speaker 

Sylvia B. Concepcion, Ph.D., gained more than two decades of experience in research specifically in the fields of agribusiness supply chains, market and consumer research, and small-holder farming studies. She has led and conducted various research mostly on the relational aspects of these areas. These researches were funded by international funding agencies like the Australian Centre for International Agricultural Research (ACIAR) and the International Institute for Environment and Development (IIED). Over 60 of her research works were published and cited at least 300 times in many international and local journals. Aside from her research expertise, Dr. Concepcion has also 40 years of teaching experience at the University of the Philippines, on the campuses of Cebu, Diliman, and Mindanao. She is now focused on the commercialization of patentable technologies developed in UP Mindanao.

How to Register?

This module will run for 3 sessions with a combination approach of lecture, workshop, assignment, and pitching.

UPGRADE your marketing knowledge by registering at https://forms.gle/HKaVuMrdJjaqpVFK7 to confirm your participation in this learning lab. Access to the online workshop will be sent to those registered.

Please find Zoom details below:

Topic: Learning Lab on Market Validation and Research

Time: May 4, 2022 01:00 PM Asia/Manila

Join Zoom Meeting Link: https://up-edu.zoom.us/j/7345953869

Meeting ID: 734 595 3869

Passcode: WHWISE4Wom