ManageMent DevelopMent InstItute MurshIDabaD

onlIne ManageMent DevelopMent prograM

Data analytIcs for effectIve MarketIng DecIsIons 15th -17th March, 2021 11.00 aM to 1.00 pM & 3.00 pM to 5.00 pM

Objectives Of the wOrkshOp

This course is designed to equip participants with

cutting edge analytical tools, which may facilitate solving

a marketing decision-making situation. Towards this, key

learning objectives are:

1. Understanding the implications of advanced

analytical tools in marketing decision-making

situation

2. Helping participants learn hands-on application of

tools such as SPSS and other visualization tools.

the target participants

Marketing professionals who wants to upgrade their

career, and working professional with keen interest in

marketing analytics.

Learning OutcOmes

After undergoing the course, participants will be able to

apply scientific approach in solving marketing decision-

making problems using state of the art data analytics

and logical interpretations.

prOgram cOntents

1. Introduction to marketing decision-making and

marketing Analytics

2. Forecasting techniques

3. Segmenting and targeting strategies

4. Performing Pricing analytics and optimising price

5. Retail location analytics

6. Determining customer lifetime value

resOurce persOns

Dr. Biranchi Narayan Swar, Professor (Marketing), MDI

Murshidabad.

Dr. Yukti Sharma, Assistant Professor (Marketing), MDI

Murshidabad.

venue and duratiOns

The program will be held online. 12 hours course held

over 3 days.

registratiOn and fees:

INR 5000 +GST

impOrtant dates and time:

15th-17th March 2021 (11 A.M-1 P.M and 3 P.M-5 P.M)

abOut mdi murshidabad

Management Development Institute (MDI) was set up as an autonomous body in 1973 in collaboration with KFW, West Germany, and with the active support of the Industrial Finance Corporation of India (IFCI). With an intention to impart management education, nurture local talent, and groom them to become global leaders, Management development Institute (MDI), launched its Murshidabad campus in 2014. MDIM launched its PGPM program in the presence of the then Honorable President of India Shri Pranab Mukherjee, and Shri Arun Jaitley, who was the Hon’ble Minister of Finance, Defence & Corporate Affairs, Govt. of India. PGPM offered by MDIM is recognized and accredited by the All India Council for Technical Education (AICTE), New Delhi. MDI Murshidabad has hence risen to align aspirations with available state-of-the-art facilities.

prOgramme directOrs

dr. biranchi narayan swar Professor-Marketing

Dr. Biranchi Narayan Swar is M.A. (Economics), MBA

(Marketing) and Ph.D (Marketing of Services). He was ranked

3rd in order of merit in B.A (Economics) and M.A. (Economics)

in the University Examination. Dr. Swar has been awarded the

National Scholarship from Ministry of HRD, Government of

India. He has more than 17 years of rich teaching, research

and industry experience in reputed organizations. His areas

of expertise in teaching are Marketing of Services, Sales

and Distribution Management, Customer Relationship

Management, Product and Brand Management, and

Marketing Analytics and Intelligence etc.

His research interests include shoppers’ buying behavior,

online retailing, service quality and branding. He has

published more than 30 research papers in various Scopus

and ABDC listed Journals. He has guided Ph.D Scholars and

presented research papers in more than 50 scholarly and

professional conferences organized within (Only in IIMs or at

par) and outside India. He has got the best paper awards for

his contribution to the research in various conferences. He

is the reviewer and in the editorial board of the various peer

reviewed Journals. Globally, his total research interest score is

higher than 69% of the researchers in the area of Marketing as

per ResearchGate, Germany.

He has academically associated with the association like

AIMS International (Association of Indian Management

Scholars), and Academy of Marketing (U.S.A) etc. Dr. Swar

conducted various MDP/EDPs in the area of marketing like

(how to create a service excellence organization, advanced

data analysis for effective marketing decisions, managing

products and brand building strategies for organizational

growth etc.) for the corporates like IOCL, HUL, Sony, Voltas,

Bosch, OYO, Birla Tyres, NALCO, RINL, BEML Ltd., and many

more. Has undertaken various Consultancy and Project works

of reputed Companies as well. Currently, he is serving as a

Dean-Continuing Education at MDI, Murshidabad.

Dr. Yukti Sharma is an Assistant Professor in the area of

marketing at MDI Murshidabad. She recently completed

CE Office:

Management Development Institute MurshidabadEmail:- ce@mdim.ac.in

Campus Phone Nos. +91-9674727164, +91-9674757164

contact InforMatIon

Samar MahapatraMDP Coordinator

Email id: samar.mahapatra@mdim.ac.in

Phone No: +91 84482 77427

Des

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Certificate of Participation shall be provided after the completion of the Course.

her Post-Doctoral Research Fellowship in Marketing from

Indian Institute of Management (IIM) Calcutta. She did her

doctoral studies in ‘Marketing at subsistence marketplace’

from Department of Management Studies, Jamia Hamdard

(Institute of Eminence). Her research interest lies at the nexus

of Marketing, Developmental research and Information system.

Specifically, her research interests include Subsistence

Marketplace, Critical Marketing, Luxury Brand Marketing,

Digital Marketing, and Information and Communication

Technology for Development (ICT4D). She has contributed

several research articles in journals of international repute

listed in ABDC, ABS, Scopus, and ESCI. Her recent works are

forthcoming in Journal of Retailing and Consumer Services

(ABDC- A), Journal of Marketing Theory and Practice (ABDC-

B), and Health Marketing Quarterly (ABDC- B).

Prior to joining MDIM, Dr. Sharma has also worked as an

Assistant Professor for more than six years at University

of Delhi. Her teaching interests center around Marketing

management, Consumer behavior, Marketing research, and

Brand management. She has also developed and conducted

a method course on ‘Experimental research design’ for

doctoral candidates at S.P. Jain Institute of management

research (SPJIMR).