Marketing Analytics Workshop

Overview

In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.

Participants study the art and science of brand management and category management. They learn to use consumer analytics to effectively market consumer (FMCG/CPG) products. They learn the use of retail analytics to refine the retailing mix. They gain expertise in the use of marketing/business analytics, market research, and financial statements for taking analytics-driven business decisions. They acquire an appreciation of supplier-retailer relationships in the development of marketplace equity. And they hone negotiation skills as they chalk out contractual agreements with trade partners in a simulated setting.

Participants learn how to apply a wide range analytical techniques for applications such as developing and launching new products, evaluating price, promotion and advertising, tracking brand image, monitoring brand health, and optimizing sales and distribution. They learn about the platforms that form the foundation of marketing analytics, including disciplines like consumer analytics, quantitative and qualitative research, media analytics, retail analytics, web analytics and social media. And they learn advanced analytics techniques for measuring brand equity, emotional and behavioural loyalty, for examining brand buying and switching behaviours, and for validating new product launches.

The scope, summarized in the content outline, comprehensively covers an assortment of topics which may be customized to meet participants’ specific needs.

Experiential Learning: 

The course combines theory with practice, linking the classroom with the consumer marketplace. It employs Destiny, an analytics-rich business simulator that mirrors the buying behaviour of consumers, to give participants the unique experience of applying analytics to effectively run a virtual business.

Coaching: 

Participants go through rigorous coaching sessions with the instructor, to attain a deeper understanding of the use of marketing analytics for taking business decisions.

Remote and In-Person Instruction: 

The course strikes an ideal balance between in-person and remote learning so that participants have the space and time to assimilate advance concepts without exiting their work environment for more than a few days.