KJ SOMAIYA INSTITUTE OF MANAGEMENT STUDIES

K. J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES
& RESEARCH, MUMBAI
Workshop
18th & 19th Sept, 2014
Venue
New Seminar Hall
4th Floor MDP Section
K. J. Somaiya Institute of Management Studies & Research
Vidyavihar, Mumbai 400 077
+91 22 6728 3000 / 3050 / 3182
Celebrating 10th year of Global Marketing Conference
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 (1997 - 2011). 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 (www.decisionpro.biz). His
academic honors include Government of India Scholar Award (1970), IC2 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 2000-2001),
and he is a two-time recipient of The Jan-Benedict E.M. Steenkamp Award for LongTerm Impact given by International Journal of Research in Marketing (2011, 2014).
More detailed information about his background is available at www.arvind.info.
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.
WORKSHOP SCHEDULE
DAY-1: 18TH SEPTEMBER, 2014 (THURSDAY )
REGISTRATION: 8:30AM – 9:30AM, SEMINAR HALL, 4TH 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
Tea Break: 11.15am-11.30am
SESSION 2: 11:30am to 1:30pm
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
Lunch Break: 1.30pm-2.30pm
SESSION 3: 2:30pm to 4:00pm
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
Tea Break: 4:00pm-4.15pm
SESSION 4: 4:15pm to 5:45pm
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
DAY-2: 19TH SEPTEMBER, 2014 (FRIDAY)
SESSION 1: 9.30am-11.00am
 Research trends and expectations in marketing departments in top schools
Tea Break: 11.00am-11.30am
SESSION 2: 11.30am-1.30pm
 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
krupa.r@somaiya.edu
simsrglobalmktg@somaiya.edu
Organizing Committee
Prof. (Dr) Monica Khanna
Prof. Isaac Jacob
Prof (Dr) Hema Santhanam
Academic Partner
Celebrating 10th year of Global Marketing Conference
K. J. SOMAIYA INSTUITUTE OF MANAGEMENT STUDIES & RESEARCH
REGISTRATION FORM
WORKSHOP
Sep 18th & 19th 2014
Prof. Arvind Rangaswamy
Anchel Professor of Marketing
The Smeal College of Business, Penn State University
University Park, PA, USA
www.arvind.info
DELEGATE 1: __________________ (M)/Tel. No.: _____________Email Id.:___________________
DELEGATE 2: __________________ (M)/Tel. No.: ______________Email Id.:___________________
DELEGATE 3: __________________ (M)/Tel. No.: ______________Email Id.:___________________
NAME OF THE ORGANIZATION: _______________________________________________________
ADDRESS: ___________________________________________________________________________
i. MODE OF PAYMENT
a. Demand Draft
ii. NAME OF THE BANK: ______________________
b. Cheque
DD/Cheque No: ________________________
c. Online Payment details:
Axis Bank Ltd., Branch- Ghatkopar,
Sai Heritage, Tilak Road, Near Balaji Mandir,
Ghatkopar(E), Mumbai- 400077
Account No. : 029010100386319
IFS Code: UTIB0000029
Amount in figure: _____________/- Amount in words: _______________________________________




Registration Fee for Academicians is Rs.3,500 + 12.36% Service Tax
Registration Fee for Industry Delegates is Rs. 7,000 + 12.36 % Service Tax
Group Discount : 3 or more delegates: 10 %
Cheque / DD in favor of K J Somaiya Institute of Management Studies & Research