K. J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH, MUMBAI Workshop

Transcription

1 K. J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH, MUMBAI Workshop 18th & 19th Sept, 2014 Venue New Seminar Hall 4 th Floor MDP Section K. J. Somaiya Institute of Management Studies & Research Vidyavihar, Mumbai / 3050 / 3182 Celebrating 10 th year of Global Marketing Conference

2 Workshop Facilitator Prof. Arvind Rangaswamy Anchel Professor of Marketing The Smeal College at Penn State Ph.D., Marketing, Northwestern University, 1985 PGDM (MBA), Business Administration, IIM Calcutta, 1979 B.Tech, IIT Madras, 1976 Dr. Rangaswamy is Anchel Professor of Marketing at The Smeal College at Penn State. From year 2009 to 2012, he was the Senior Associate Dean for Research and Faculty. He has previously been a faculty member at the Wharton School, University of Pennsylvania and at the J.L. Kellogg Graduate School of Management, Northwestern University. Dr. Rangaswamy is actively engaged in research to develop concepts, methods and models to improve the efficiency and effectiveness of marketing using information technologies, an area in which he is internationally recognized. His recent research covers such topics as marketing modeling, online customer behavior, and Internet business models. He has published numerous professional articles on marketing analytics and online marketing in leading academic journals, and has co-authored a widely used textbook titled Marketing Engineering. He has served on editorial boards of major marketing journals, including being an Area Editor for Marketing Science ( ). He has consulted for many companies, including Abbott Labs, AT&T Wireless, Bristol-Myers Squibb, Cigna (Intracorp), DuPont, IBM Global Services Division, J.D. Power Associates, SAP Americas, Syngenta, TVS (India), and Unisys. He is a Principal and co-founder of DecisionPro, Inc ( His academic honors include Government of India Scholar Award (1970), IC 2 Fellow at the University of Texas at Austin (since 2001), Robert B. Clarke Outstanding Educator Award (2013), Thinkers 50 India (2013), IBM Faculty Partner (awarded in ), and he is a two-time recipient of The Jan-Benedict E.M. Steenkamp Award for Long- Term Impact given by International Journal of Research in Marketing (2011, 2014). More detailed information about his background is available at

3 Workshop Objectives / Deliverables Most organizations increasingly operate in markets with varying potential returns, have finite resources, and face stiff competition. This puts a premium on effective marketing decision making that is supported by data and analytics. The primary objectives of this workshop are: Introduction to new concepts and analytical tools for teaching/training tomorrow s marketers. Provide some examples of successful use of these concepts and tools. Traditional areas of marketing analytics as well as emerging aspects of analytics for online, mobile, and social media Gain insights for managing and exceeding customers expectations. Traditional areas will include topics such as segmentation, targeting, positioning, and product design, and in the emerging areas we will cover search advertising and marketing via mobile media. The workshop will outline core concepts, examples, and the essential templates and tools needed to: Identify profitable and reachable groups of customers.. Focus marketing resources on those segments that are most worthwhile to pursue. Position organizational offerings to optimize business results. Design products that appeal to targeted segments. Reach and engage customers online via search and mobile advertising. Workshop Audience This workshop will be of keen interest to a wide variety of executives in service as well as manufacturing organizations, in both the public and private sectors. The workshop s content is also relevant to different functional areas such as marketing, human resources, operations, and information systems. The types of participants likely to benefit from this workshop include educators, corporate trainers, Senior Executives who wish to bring a stronger analytic orientation into their organizations.

4 WORKSHOP SCHEDULE DAY-1: 18 TH SEPTEMBER, 2014 (THURSDAY ) REGISTRATION: 8:30AM 9:30AM, SEMINAR HALL, 4 TH FLOOR, SIMSR BUILDING SESSION 1: 9:30AM TO 11:15AM Segmentation and Targeting The new world of data and analytics driven marketing Analytics for identifying profitable and reachable groups of customers Planning, developing, and implementing a segmentation strategy Illustration via Pacific Brands case with Marketing Engineering software SESSION 2: 11:30am to 1:30pm Tea Break: 11.15am-11.30am Positioning Basic concepts of positioning -- finding and occupying favourable positions in the minds of customers Analytics for developing and implementing positioning strategies Illustration via Heineken Beer case with Marketing Engineering software SESSION 3: 2:30pm to 4:00pm Lunch Break: 1.30pm-2.30pm Designing products that appeal to customers Role of product design in new product development Conjoint measurement for understanding customer preferences for product attributes Linking customer preferences to their market choices Designing products that will deliver superior market performance Illustration with Durr case with Marketing Engineering software SESSION 4: 4:15pm to 5:45pm Tea Break: 4:00pm-4.15pm Marketing analytics in the digital world The emerging digital, global, real-time markets (DGRTM) Overview of data and analytics for DGRTM Illustration of analytics and managerial decision making in the DGRTM attention economy - use of marketing analytics in the search, mobile, and social media areas

5 DAY-2: 19 TH SEPTEMBER, 2014 (FRIDAY) SESSION 1: 9.30am-11.00am Research trends and expectations in marketing departments in top schools SESSION 2: 11.30am-1.30pm Tea Break: 11.00am-11.30am What does it take to produce high-quality academic research Illustration through two working papers- Organizational Adoption and Diffusion of an Online Channel: Effects of Competition and Legitimation. The Structure and Evolution of Perceived Service Quality: An Analysis of Online User Reviews for Restaurants. Open discussion and Q&A on topics of interest to participants. Distribution of Certificates. For Information & Queries Regarding Workshop Contact Ms. Krupa Rai Organizing Committee Prof. (Dr) Monica Khanna Prof. Isaac Jacob Prof (Dr) Hema Santhanam Academic Partner Celebrating 10 th year of Global Marketing Conference

6 K. J. SOMAIYA INSTUITUTE OF MANAGEMENT STUDIES & RESEARCH REGISTRATION FORM WORKSHOP Sep 18 th & 19 th 2014 Prof. Arvind Rangaswamy Anchel Professor of Marketing The Smeal College of Business, Penn State University University Park, PA, USA DELEGATE 1: (M)/Tel. No.: Id.: DELEGATE 2: (M)/Tel. No.: Id.: DELEGATE 3: (M)/Tel. No.: Id.: NAME OF THE ORGANIZATION: ADDRESS: i. MODE OF PAYMENT ii. NAME OF THE BANK: a. Demand Draft b. Cheque DD/Cheque No: c. Online Payment details: Axis Bank Ltd., Branch- Ghatkopar, Sai Heritage, Tilak Road, Near Balaji Mandir, Ghatkopar(E), Mumbai Account No. : IFS Code: UTIB Amount in figure: /- Amount in words: Registration Fee for Academicians is Rs.3, % Service Tax Registration Fee for Industry Delegates is Rs. 7, % Service Tax Group Discount : 3 or more delegates: 10 % Cheque / DD in favor of K J Somaiya Institute of Management Studies & Research