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Marketing Decision Models using Spreadsheets
Posted Date: 12 Apr 2008 Resource Type: News/Announcements Category: Short term courses
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Posted By: Bala Member Level: Diamond
Rating:  Points: 3
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Indian Institute of Management Bangalore
Executive Education Programme
Marketing Decision Models using Spreadsheets
Programme Directors: Ishwar Murthy and Rajluxmi V. Murthy
Venue: IIMB Campus
Dates: 3 – 6 Nov 2008
Objectives
This course is primarily designed for marketing analysts, consultants and for those who need to take marketing related decisions such as pricing, promotions, advertising etc. The purpose of this course is to expose the participant to the power and versatility of the spreadsheet in implementing popular marketing decision models. The objective of this course is to impart the following important skills to potential “analysts”:
How to use the power of the spreadsheet to perform their day-to-day analysis effectively and efficiently.
How to use basic modelling tools such as optimization and what-if analysis to make better informed decisions.
Introduce tools that model and capture factors that effect demand such as price, location, promotions and other important demographic profile.
Introduce the participant to some contemporary topics such as revenue management and diffusion models and show how to implement them on the spreadsheet
Contents
The first part of the course will introduce some of the most useful EXCEL functions that help handle and manipulate transactional data efficiently. Here, functions such as COUNTIF, SUMIF, VLOOKUP, GOAL SEEK, DATA TABLES and PIVOT TABLES will be introduced in the context of specific business problems.
In the second part, multiple linear regression and logit regression will be introduced as a tool to capture relationships among market related factors. Further, Monte-Carlo simulation will be introduced as a tool to model uncertainty. Some typical applications covered will be:
Given a certain market environment, what is the chance that a consumer with a given demographic profile will buy the product?
Given uncertainty in the demand, product development cost and variable costs, is it worthwhile introducing a given new product into the market?
In the third part, how to identify the “best” decision using optimisation modelling and sensitivity analysis will be covered. Some typical questions that optimisation modeling seeks to answer are:
How to optimally allocate a company’s advertising budget so as to maximize its impact on sales revenue?
Given that cannibalization can occur among products, while certain other combinations are complementary in a given product mix, which product lines to extend which ones to phase out?
In the last part, contemporary topics such as tie-in pricing, price bundling, optimal timing of discounts and revenue management will be covered.
Participant Profile:
This programme is designed to benefit people who actually take decisions and those who provide analytical support to the decision maker. The former comprises all mid to senior level executives, while the latter includes consultants and market analysts.
CERTIFICATE OF PARTICIPATION
A certificate of participation will be awarded to the participants by IIMB
Programme Details
Programme Dates
3 - 6 Nov 2008
Non Residential fees
41,000/-
Residential fees
53,000/-
Registration
Duly completed nominations in the enclosed form along with a crossed demand draft drawn in favour of the "Indian Institute of Management Bangalore", may please be sent to:
The Chief Programme Officer
Indian Institute of Management Bangalore
Bannerghatta Road, Bangalore 560 076
Phone : 080 – 26993742/3264/3475
Fax : 080 - 26584004/26584050
E-mail : edp@iimb.ernet.in
Website : http://www.iimb.ernet.in
For more details, visit http://www.iimb.ernet.in
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