| Programme Detail |
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FOR :
* Managers in charge of strategic marketing planning, product management, promotion and advertising, and marketing research in companies marketing consumer or industrial products or services
* Accounts executives in advertising agencies
* Professionals in marketing research and data analytics organizations.
OBJECTIVES :
* To expose participants to a selected set of multivariate statistical tools and data mining approaches that would aid in taking key marketing decisions: market segmentation, product positioning, offer design, and test marketing.
* To provide participants an opportunity to gain experience in using latest PC based statistical software in concrete marketing management situations.
* To introduce key concepts of data mining through workshop sessions and a lab to provide hands-on experience with most popular procedures for data mining in the familiar Excel environment.
CONTENTS :
* Marketing Decisions: Choice of Markets, Market Segmentation, Product Positioning, Product/Offer Design, and Test Marketing.
* Tools for Analyses: Forecasting Models, Multiple Regression, Discriminant Analysis and Logistic Regression, Factor Analysis, Cluster Analysis, Multidimensional Scaling, Conjoint Analysis, Models for Pre-test marketing, Classification and Partitioning, and Data Mining approaches.
PEDAGOGY :
A three fold methodology has been designed so that participants would acquire skills to define a marketing problem, to use software for statistical data analysis and data mining, and to use the results from the analysis for making marketing decisions. Firstly. the class sessions involving discussions of cases and sharing of experiences would help in defining problems, understanding data analysis and its use in decision making. Secondly, participants would work in the PC Lab on small data sets to get hands-on experience in learning the use of data analysis software of specific techniques. Lastly, working with fellow participants on a real life project would help participants in understanding and applying relevant data analysis techniques and using their output for improved decision making.
FEE :
To be announced
COORDINATOR :
A K Jain |
| About Organisation |
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Set up by the Government of India in collaboration with the Government of Gujarat and Indian industry as an autonomous institution in 1961. The Institute provides education, training, consulting, and research facilities in management. |
