My Profile
Active Members
TodayLast 7 Days
more...
Awards & Gifts
Online Exams
Fresher Jobs
Our fresher job section is exclusively for fresh graduates! Find jobs for freshers in major Indian
cities including Bangalore, Chennai, Hyderabad, Pune or Kochi
Resources
Find educational articles, blogs, discussion threads and other resources.
Colleges
Find details about any college in India or search for courses.
|
Marketing Decision Models using Spreadsheets - Executive Education Programme
Posted Date: 04 Nov 2007 Resource Type: Articles/Knowledge Sharing Category: General
|
Posted By: Bala Member Level: Diamond
Rating:  Points: 5
|
|
|
Marketing Decision Models using Spreadsheets
Programme Director:
Prof. Ishwar Murthy
Prof. Rajluxmi V. Murthy
Venue: IIMB Campus
Dates: 18 – 20 Feb 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
18 – 20 Feb 2008
Non Residential
22,000/-
Residential
30,000/-
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 Programmes 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
|
Responses
|
| Author: Bala 04 Nov 2007 | Member Level: Diamond Points : 5 | Programme Directors
Ishwar Murthy is a Professor in the area of Quantitative Methods and Information Systems. His research interests are in Discrete and Stochastic Optimization and their applications in telecommunications and routing problems. He has numerous publications in leading journals such as Management Science, Operations Research, Naval Research Logistics, Networks and INFORMS Journal on Computing.
He holds a B. Tech in Mechanical Engineering from IIT Kanpur and a M.B.A. from Northeast Louisiana University. He obtained his PhD in Operations Research from Texas A&M University. Prior to joining IIM Bangalore, he was a tenured faculty member at Louisiana State University. He has also served as a visiting faculty at the Indian Institute of Management, Ahmedabad, Krannert Graduate School of Management at Purdue University, and The Chinese University of Hong Kong, Hong Kong.
Rajluxmi V. Murthy is an Associate Professor in the area of Quantitative Methods and Information Systems. Her research interests are in the field of Optimisation and Simulation, especially in their application in logistics management and the transportation and service industries.
She holds a M.Sc. from the University of Roorkee and an M.S. in Applied Mathematics from the Florida State University. Her doctorate in Operations Research is from the Southern Methodist University, Dallas, USA.
Dr. Rajluxmi has several publications to her credit. She worked as a Systems Analyst with MCI Telecommunications, Dallas, Texas, U.S.A., and helped build decision support systems for the management of the company’s telecommunication network. She was a consultant to GTE at Dallas and an Adjunct Faculty at the Southern Methodist University.
|
|
Watch TV Channels
|