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Marketing Analytics for Effecting Planning

A uniquely designed residential programme offered to the working executives across India.

Session starts from 20 Feb 2023

Session ends on 24 Feb 2023

About the Programme



    ABOUT THE PROGRAMME

    Marketing Analytics for Effecting Planning

    Quantifying the efficacy of marketing is an age old problem. As John Wanamaker said a century ago, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” However, increasingly Marketing Budgets are being challenged by CEOs and the CFOs as the value of these expenditure to the organization is less than clear. As such, there is an increasing realization that CMOs and senior marketing executives need to adopt a more quantitative methodology to the development and implementation of marketing plans and activities. They not only need to explain their plans but also justify the strategy, tactics, and outcomes with hard numbers. They must also realize that numbers and analytics increasingly represent the language of business that they must get attuned to. This course provides tools and approaches to measure the effectiveness of marketing expenditures that can help marketing managers make better investments to get more “bang” for the buck. The course provides frameworks to quantify the impact of various marketing efforts, with special attention to accessing both their short term and long-term implications. The course will also explore how traditional measures like awareness, loyalty, satisfaction, distribution levels, market share, are linked to the financial outcomes.

    COURSE DETAILS

    Get to know what the programme is all about

    METHODOLOGY

    The pedagogy will comprise lectures, case discussions, simulations, exercises and experience sharing by

    participants. There will be sessions by Industry experts in the field. Concepts will be explained using examples

    drawn from an industry and the participants would be encouraged to relate them to their respective industries.

    EXPECTED PARTICIPANT

    People from Marketing functions and other related functions

    PROGRAMME CONTENTS

    1. Understanding Data; Basics of Statistics and Data Interpretation on MS EXCEL/R
    2. Market Analysis; Sales Forecasting, Market Share Analysis; Other Market performance indicators like Penetration, Usage, Brand performance, Satisfaction.
    3. Customer Analysis: Customer Choice Analysis, Customer Profitability Analysis, Lifetime Value; Acquisition and Retention Costs and rates
    4. Product Analysis: Product Portfolio Analysis, New Product Sales Forecasting; Cannibalization Analysis
    5. Sales and Distribution: Sales force sizing, effort (Call Planning), territory planning, target setting, compensation planning; performance appraisal. Distributor, numbers, margin and profitability, performance appraisal
    6. Advertising and Sales Promotion: Performance of Ads, media planning, setting advertising and sales promotion budget
    7. Retail analysis, category analysis, retal lift and promotion analysis
    8. Social media analysis
    9. Marketing Analytics & Decision Making by Marketing Manager: Bringing it all together

    DURATION

    20th Feb 23 - 24th Feb 23

    PROGRAM CHARGES

    Get your total course expenditure

    PROGRAM FEES AND OTHER EXPENSES

    • The fee for the programme will be 45,000 plus GST
    • This will include tuition fees and other infrastructure necessitiies as required for an effective academic programee
    • Travel, Boarding and other expense in case of Residential nomination Charges for the single occupancy will be Rs.4000+GST / per day / per candidate
    • Twin sharing will be Rs. 2400/-+GST per day / per participant including all meals over and above the non residential program fee

    PROGRAMME DIRECTORS

    Before registering get to know a bit about your director

    Group 1

    N Raj Kumar

    BE, PGDM (XIMB), Ph.D.

    Marketing

    May 2007 to date Associate Professor XLRI, Jamshedpur. 2005- May 2007 Associate Professor, IBAT SOM, KIIT Deemed University, Bhubaneswar

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    Group 2

    Dr Sanjeev Varshney

    MBA, FPM (MDI, Gurgaon)

    Marketing

    Working as Professor of Marketing at XLRI Jamshedpur since February 2019. Worked as Associate Professor of Marketing at XLRI since January 2011

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    PROGRAM CONTACT DETAILS

    For program related queries, contact

    Management Development Programme