Marketing- Strama Linkage awareness has been spearheaded by Prof. Frank Roa of the AGSB Marketing Cluster for many years. Choosing the right company and creating a marketing plan should start in Marketing Management classes!

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MARKMA – STRAMA LINKAGE
As shared by Prof. Frank Roa
During Prof. De Ungria’s
Marketing Management classes

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This is a compilation of ideas shared by Prof.
Frank Roa in 1 of Prof. De Ungria’s marketing
management classes (2011).
Prof. Roa’s views on the Strama are based on
his decades -long experience as a Strama
professor.
His views may be different from other Strama
Professors.
Also, Strama policies and views may change
over time.
Professor’s Note

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1. In practice, company strategies are generally
marketing oriented.
2. Author Fred R. David’s general strategic concept is
marketing oriented.
3. Majority of 13 suggested strategies in his book are
marketing actions
4. Both STRAMA and MARKMA are within same year
5. Historically (since 1998), majority of strama paper
have been written with marketing objectives
Marketing-STRAMA linkage

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1. Local, stand alone business organization
2. Two or more years in business operation (live and
legitimate)
3. Business worth at least P5 million (total resources or
volume)
4. Operates with at least 5 employees (not
outsourced)
5. Not a government agency (eg BIR) or international
institution (ADB, WHO)
6. Not the Ateneo university
Selecting a subject company

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Be aware of timelines!
DAY 1 = 1st calendar day after the end of class
Deadline for submitting draft:
DAY 30 (professor to consultant)
DAY 31 to 60 -BUT, penalty = -0.5 to paper grade not transcript grade
DAY 61 – see you next term; re-enroll
Deadline for presentation/ defense:
90 days -defense
DAY 121- Re-enroll in strama class
Re-oral is not covered by 120 days
Must submit financial statements, with 3 year
forecast

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Where to Research?
1. SEC
2. NEDA
3. BSP
4. DTI
5. BOI
6. NSO
7. DOLE DOH DOT

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FAQ 1: Permit needed?
Do you need to get written permission
from the company you are writing
about (Some companies don’t want
to give this. Some company officers
are hesitant to sign the
authorization)? –
Not necessary
You can ask your professor to note
request letter for information (for
academic purposes)

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FAQ 2: Data confidentiality
Some companies allow their companies
to be the topic but don’t allow actual
data to be used (for confidentiality
reasons). Can we mask data/ company
name and just reveal the actual
numbers and name to the strama
adviser and the strama panel?
Must be revealed to the professor
Your strama report is a clean copy that
will go into the archives for 5 years (not
open for public research)

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FAQ 3: Same company?
Over the years, many students have
written strama papers for may
companies. Can we write a new strama
paper for the same company. What
should we avoid?
Not for the same company within 1 year
since you might be charged with
plaigiarism. Let the professor handle
this if students from same company.
(same info about company is ok)

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FAQ 4: Company or brand?
Jollibee has many products and many
formats. What’s the difference in
writing a strama paper for Jollibee, for
Jollibee Chicken joy or a Jollibee outlet
(EDSA cor. Roosevelt Ave.)?
Strama is for companies/ SBUs not for
products. Discuss with professor as
they may find some leeway. You can
talk to company about their strategy
but not be limited to the strategy.

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FAQ 5: Various concerns…
Get data vs 3 competitors
Shared service ok?
Extrapolate local data
If limitations on data (say only
available is 2009, no data on trends),
then extrapolate
Strategy is directional and forward
looking.
Govt corporations is ok (tourist hotels)