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SGS Philippines, Inc. hosted its first Digital Marketing Workshop on February 26, 2016 through its in-house training arm, SGS Academy, in Makati City. It kicked off the complimentary learning session series that SGS will conduct on a monthly basis with the aim of helping specific industries address macro-environmental challenges through strategic solutions and business performance management.

During SGS’ First Hospitality Industry Forum on November 2015, attended by more than 60 leaders and practitioners in the hospitality industry, SGS conducted a survey to find out the current challenges that the industry is experiencing. Among the top ten issues that surfaced is “up-to-date marketing competency.” To address this common challenge in a rapidly evolving digital landscape, the Digital Marketing Workshop was organized.

The three-hour workshop, attended by nearly 30 representatives mostly from the hotel sector, was divided into three parts.

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In the first part of the workshop, John Baluyot, Product Head of SGS Performance Assessment Services, Certification and Business Enhancement division, discussed current opportunities as well as burgeoning threats that the industry is facing due to projected growth of the hospitality and tourism sector and increasing competition from new entrants and substitutes.

This was followed by a talk from Carlo Flores, Head of the Internet Marketing of SGS Gulf Limited – ROHQ, about the overview of digital marketing, key factors to a successful campaign, and online tools that the industry could use to help them compete in the globalized and digital market.

In the final part of the workshop, participants were divided into three teams and were asked to evaluate the key drivers of their respective organization’s maturity in terms of digital marketing and to create action plans for improvement. Each team also discussed and presented three sub-topics including:

  • management support
  • strategy
  • internal alignment

At the end of the workshop, participants realized the gaps in their organization’s digital marketing initiatives that they should work on in order to maximize presence in the digital space.


John expressed SGS’ keenness to help strengthen the hospitality and travel industry in the country, "SGS Philippines aims to work with the hospitality and travel industry to further contribute in making tourism as the country’s competitive advantage. The next battleground is found online and we need to equip and educate establishments to enhance their competencies in digital marketing so they won’t be left behind. As we help these organizations improve their processes, systems, strategies and their general business performance, we get to show the world why it really is more fun in the Philippines."

Digital Marketing Courses in SGS

SGS will launch the following digital marketing foundation courses in April to facilitate in-depth learning and practical application of relevant theories and tools:

  • Digital Marketing Foundation Course
  • Search Engine Optimization Foundation Training Course
  • Social Media Marketing Foundation Course
  • Pay Per Click Foundation Course

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For enquiries, please contact:

Grace Bailon or Jean “Mykee” Baluyut
Certification and Business Enhancement
t: +63 2 784 9400 local 230/612/851


SGS is the world’s leading inspection, verification, testing and certification company. SGS is recognized as the global benchmark for quality and integrity. With more than 85,000 employees, SGS operates a network of over 1,800 offices and laboratories around the world.