Marketing Analytics

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Duration: 2 days
Timings: 1000hrs – 1730hrs
Dates: 3- 4 March, 2022
Programme Director: Prof. Nirmalya Bandyopadhyay and Prof. Shilpi Jain
Mode: Offline
Fees: (Classroom): Rs 16000 Plus GST@18%
(Residential): Rs 24000 Plus GST@18%

Programme objectives:

Sensitizing the participants about the importance of marketing analytics for developing effective marketing strategy.

Facilitating the participants to learn how to use computing language Python, one of the most widely used language for data analytics and the associated tools for analyzing and evaluating performance of marketing initiatives.

Facilitating the participants to learn various data analytics techniques such as predictive modelling, cluster analysis, sentiment analysis etc. widely used in the industry to maximize the effectiveness of the marketing performance

Programme Contents:

• Metrics for Marketing Management and the Role of Analytics
• Preparing for Data Analysis: Introduction to Python
• Predictive analytics using Python
• Factor analysis using Python
• Cluster Analysis for market segmentation
• Market Basket Analysis using Python
• Sentiment Analysis using Python
• Industry trends in Marketing Analytics

Programme Methodology:

This program is intended to offer insight into using state of the art analytical methods for marketing management. The program will follow a highly practical and intuitive approach about marketing analytics framework and will be using Python for that. Each of the concept will be intuitively explained and will be applied to variety of data in python framework and analyzed and key insight brought out in this process will be discussed. Each of the codes used to analyze the data will be commented for easy explanation. The code and analytical tools framework will be shared with participants for their future use.

Target Organizations:

This program is ideally suited for product and services companies. It is also useful for executives of marketing and market research companies.

Target Audiences:

This program is ideally suited for mid-level executives, practicing marketing managers, faculty members of different business schools and graduate students.

Programme Director

Prof. Nirmalya Bandyopadhyay

Prof. Nirmalya Bandyopadhyay is an experience academician and researcher with more than 18 years of experience in industry and academics. His teaching interest is Marketing (general), Marketing Research and Sales Management. He taught in premier business schools like IIM Rohtak, IIM Raipur and Goa Institute of Management to name a few. In 2012 he was awarded a scholarship by HEC Paris to pursue International Teacher’s Program in France. He presented his research in reputed national and international conferences like AMA Summer Educators (Boston, USA), Harvard Business School (Boston, USA), ANZAM (Melbourne, Australia) to name a few.

Prof. Shilpi Jain

FPM, MDI-Gurgaon; M.Tech (Information Systems), NSIT, Dwarka; MBA (Marketing) Institute of Management Science & Productivity Research, Delhi.

Prof. Shilpi Jain is a Professor of Business Administration in the Information Technology Department at FORE School of Management, and the faculty chair of Purchase Committee. She also serves on the institutions’ Faculty Committee & Research Committee. Her current research is in applied and empirical user behavior on social media & e-commerce, digital inclusion at grassroots level, and adoption of disruptive technologies which includes digital currency, gamification, and enterprise systems on cloud. At present, she is a co-chair of a funded longitudinal policy research project which aims to evaluate the impact of internet connectivity in rural India and its’ influence on the regularization of Rural Telecom ISPs.

She has held research positions in a variety of functional areas. During her stint at Infosys Research Labs, she has designed prototypes for virtual team training platform enabling paired programming, country risk analysis framework, and dynamic resource sharing across geographies.

She chairs several executive education programs on e-commerce strategies, managing business on cloud, data summarization, and business storytelling with data. A regular author in National Newspaper, she has coauthored numerous business case studies and research articles in journals including Ivey Publishing, ACRC, ACRJ, and Team Performance Management. She has been presenting her research in conferences of repute like ICSE, PACIS, AMCIS, and ANZAM.

Corporate Group Discount:

One complimentary nomination for every group of three nominations from the same organization, i.e., 3+1 participants for the fee of 3 participants

For registration/enquiries , please mail to exed@fsm.ac.in or call at 011-26856301

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