Written by Junamil Zamora (SIT, COE Coordinator)
BAGUIO CITY — True to its mission of fostering sustainable community development and empowering local initiatives, the University of Baguio (UB) Graduate School successfully conducted a comprehensive training workshop and outreach program titled “Branding and Promotion of Products” on July 12, 2026, at Pinsao Proper Barangay Hall.
Anchored on the theme “Empowering Ideas. Building Brands. Creating Impact,” the morning seminar-workshop brought together local micro-entrepreneurs, community leaders, and academic professionals. Organized by the UB Graduate School GSFTRP1 class under the supervision of Subject Facilitator Dr. Alvin T. Morales and Class Overall Chair Ms. Junamil C. Zamora, the initiative aimed to equip the community with the vital digital and strategic tools needed to thrive in today’s competitive market.
Driving Local Economic Growth Through Expert Insights
The event featured a powerful lineup of three powerhouse resource speakers who shared practical strategies on financial visibility, legal market identity, and government-backed marketing frameworks.
- Maximizing Digital Reach: Mr. Franklin Jan Wayang, CPA, a faculty member from the UB School of Business Administration and Accountancy (SBAA), kicked off the first session by tackling Social Media Promotion. Mr. Wayang provided the participants with actionable insights into navigating online platforms to amplify their products, manage digital engagement, and scale up their market reach from a financial and business standpoint.
- Securing a Market Identity: Atty. Edward Danielle Cruz, a practicing lawyer and fellow SBAA faculty member, led the second session on Branding. Atty. Cruz emphasized the critical importance of trademarking and creating a unique, legally sound, and memorable corporate identity that allows local goods to stand out proudly amidst market competition.
- Strategic Marketing and Government Alignment: The final session on Promotion and Marketing was delivered by Mr. Jessie Cris Lahboy, the Officer-in-Charge of the Industry Development Division of the Department of Trade and Industry (DTI) Baguio-Benguet. Mr. Lahboy connected the participants with essential marketing strategies and shed light on government resources available to help local Micro, Small, and Medium Enterprises (MSMEs) scale up sustainably.
Impact Beyond the Classroom
Following the lectures, an interactive hands-on workshop and an open forum gave the Pinsao Proper residents the opportunity to directly consult the experts regarding their specific business challenges.
Barangay representatives expressed deep gratitude to the University of Baguio for extending its academic expertise directly to the grassroots level. By bridging the gap between classroom knowledge and community application, UB continues to champion its core advocacy: Empower Ideas, Support Local, Build Together, and Grow Sustainably.
This program supports UB’s initiatives towards the Sustainable Development Goals, particularly SDG 8: Decent Work and Economic Growth, as it promotes upskilling and career growth leading towards steady employment and movement of products from local business owners, and SDG 10: Reduced Inequalities, since it targets professional empowerment within local communities and allows individuals at all levels to pursue the same opportunities for development, growth, and livelihood.
