VIL Office
XLRI Xavier School
of Management
C.H. Area(EAST)
Jamshedpur - 831001
Long Term Programs
satellitecoord@xlri.ac.in
Short Term Programs
emdp@xlri.ac.in
Long Term: +0657 665 3185
3211 /12/13/68/72/73/74/75/76
Short Term : 3119/3276/3274
Fax : +91 657 2227814

EDP in Marketing Analytics Batch-1

EDP in Marketing Analytics Batch-1

Course Overview

Course Details

This course provides tools and approaches to measure the effectiveness of marketing expenditures that can help marketing managers make better investments to get more “bang” for the buck. The course provides frameworks to quantify the impact of various marketing efforts, with special attention to accessing both their short term and long-term implications. The course will also explore how traditional measures like awareness, loyalty, satisfaction, distribution levels, market share, are linked to the financial outcomes.

Course Content

Module 1

Understanding Data; Basics of Statistics and Data Interpretation on MS EXCEL

Module 2

Market Analysis; Sales Forecasting, Market Share Analysis; Other Market performance Indicators like Penetration, Usage, Brand Performance, Satisfaction

Module 3

Customer Analysis: Customer Choice Analysis, Customer Profitability Analysis, Lifetime Value; Acquisition and Retention Costs and Rates

Module 4

Product Analysis: Product Portfolio Analysis, New Product Sales Forecasting; Cannibalization Analysis

Module 5

Pricing Analysis: Understanding Price; Price Sensitivity; Price-Volume Equation; Price Promotion, Price-Value Equation /Analysis, How to Price

Module 6

Sales and Distribution: Sales Force Sizing, Effort (Call Planning), Territory Planning, Target Setting, Compensation Planning; Performance Appraisal. Distributor, Numbers, Margin and Profitability, Performance Appraisal.

Module 7

Advertising and Sales Promotion: Performance of Ads, Media Planning, Setting Advertising and Sales Promotion Budget. Measuring Retail Lift and Promotional Lift

Module 8

Social Media Analysis: Understanding the Metrics behind Social Media Spends.

Module 9

Bringing it all Together: Resource Allocation and Performance Appraisal

Who Should Attend

  • Working professionals with roles in Sales, Marketing, Business Development, Retailing, Branding, Advertising, Communications and Digital Marketing who have specific responsibilities to market their products and services worldwide.
  • Experienced Marketers and Product Managers seeking to use large databases of customer and competitor information to formulate and drive critical marketing strategies.
  • Analysts and Executives who wish to apply analytics to data rich environment to seek meaningful and relevant insights.
  • Senior Managers and Finance and Account Executives looking to support in key business decisions that influences the revenue prospects of the organization.

Course Pedagogy

The pedagogy will comprise lectures, case discussions, simulations, exercises and experience sharing by participants. Concepts will be explained using examples drawn from an industry and the participants would be encouraged to relate them to their respective industries. Across different modules, participants may be encouraged to apply or relate their in-class learning to live situations at work, whether current or past, and also share such experiences in class, so that it would facilitate development of deeper insights and greater clarity, as also reflect/debate the relevance of various concepts to work-environments that are in evolution. Peer learning therefore would be a key pillar of the process.
All enrolled students will also be provided access to our SLIQ Cloud Campus through which students may access other learning aids, reference materials, assessments, case studies, projects and assignments as appropriate. Throughout the duration of the course, students will have the flexibility to reach out to the professors, real time during the class or offline via our SLIQ Cloud Campus to raise questions and clear doubts.

Assessment

A minimum of 75% attendance is a prerequisite for the successful completion of this program. There are periodic evaluations built in throughout the duration of the course. These maybe in the form of a quiz, assignment, project, case studies or other objective/subjective assessments. The evaluations are designed ensure continuous student engagement with the course and encourage learning. Participants who successfully complete the same along with the requisite attendance criteria, an end course assessment and project work will be awarded a certificate of completion by XLRI.

Certification

Certificate of Completion for participants successfully passing the evaluation criteria. Certification of participation for the rest.

Certificate
This course does not have any sections.

This has been one of my best learning experiences. It has got me to appreciate business management in a better way.The teaching faculty have been brilliant, the TA’s have been approachable and helpful throughout the course and I would rate this course a 10 on 10 when its gauged against other similar courses offered.I have been interacting with the students who are from the other institutes at our Hughes center and I have learnt that none of those courses have the rigor that PGCBM demands. This is something I appreciate about the PGCBM course as this has forced us to study and work hard towards achieving a good grade albeit at a cost. The cost is the toll it has taken in managing the work and personal life as the course has been heavy and requires a focused study of a good 2-3 hours every day on an average. But I believe if it was not so then there would not have been any learning. With regards to the campus component I felt it was brilliantly organized and the effort put in by the VIL team is commendable. The faculty was superb, the accommodation was excellent and the food was an absolute treat.

I thank the entire XLRI team for this and hope to be associated with the XLRI family in the years to come.
Mr. Darshan Krishnamurthy – PGCBM 26

I would like to say a BIG THANK YOU…. for all that you all did when we were on campus.I wish we as HR, can be to our employees what you were to us in that week.It was one of the most hectic week but I loved every bit of it. If another week of campus stay is announced, I will register without a thought! Everything was almost perfect. Hearing, knowing of and admiring XLRI is different from experiencing it. In one word, I lived the most inspiring week of my life in Jamshedpur! Thanks again for everything.
Ms. Anindita Dey – PGCHRM 19

I am very proud to be an alumnus of the great institution ‘XLRI’ that has produced some of the greatest leaders in various fields. To have been taught by the professors at XLRI who are great academicians and who guide many global companies to drive their strategies was indeed a sought-after experience. I am very proud to have been a part of XLRI where students are not just students but managers, strategists and leaders in the making. Being an alumnus of XLRI where values and patriotism are omnipresent even today is one of my biggest achievements.
Ms. Rudrani Nalubolu – PGCHRM-14

I am proud to say that XLRI is my alma mater, and extremely happy to have done so well in the course. The best part about the VIL courses is the quality of teaching – we interact with the finest minds in the subject, and the intellectual stimulation that comes out of classroom discussions is simply mind blowing. I will always remember this one year as one of the most valuable years of my life.
Ms. Pushpa Jagadeesan – PGCHRM-13

I have had a wonderful experience as a student of the program and have learned a lot from my professors and fellow students. There are many options available in the education market to continue your education as a professional. However, the experience, exposure and access to years of research in the field of HR cannot even come close to what one can find at XLRI. Being a part of this institution makes me stand apart in the crowd and to believe in what I stand for as an HR professional. I am proud to call myself an XLRI alumnus and it is my honor to be one.
Godfrey Mitchell – PGCHRM-12

Its been an awesome ride at XLRI.I’ve meet some wonderful friends and meet some great leaders who have helped me take critical decisions of my life.I’ve already been recognized by top companies in my sector with offers from companies as renowned as pepper fry, which i had to let go cause i had a different vision.
Currently i have got an opportunity to lead the HR team of one the companies with not only the biggest vision’s in INDIA but in the world which has a vision to save millions of life’s on a click of a button and i would owe this to XLRI for giving me the XL tag, it certainly counts. i am working as a consultant though for 3 months but the opportunity is what I have always wanted lets just hope i make this count. Cheers!!!. Thanks a ton. Its just the beginning… 
Thanks a ton, Team XL.
Archie D souza – PGCHRM-20

With great pleasure and humility I would like to share this moment of happiness with my Respected Professors and Students.On 18th February 2017, I was honored  with prestigious ‘100 most Impactful CSR Leaders ( A Global Listing)’  by World CSR.The 100 Most Impactful CSR Leaders (Global Listing) is a tribute to those who are missionaries and passionate about CSR. Those Leaders who have believed that CSR Leadership must contribute to Social change are recognized. The World CSR Day pays a tribute to such leaders who are transformation agents. By recognizing Leaders who have contributed value & made a change. Such Leaders who are impactful & believe that there is a MAD (Making A Difference) approach to their workThe approach is driven by passion & commitment towards Social Change.I am really grateful towards  XLRI and  my Great Professors for the wonderful learning that helped me develop a new vision and  better approach to my work.I am a proud student of XLRI PGCHRM -20 Batch.
Kindly convey my gratitude to all the professors and batchmates who have contributed significantly for this achievement.
Vibha Natraj – PGCHRM-20

Wonder why something happens suddenly in our life? Explore not. It’s the lord who connects the dot. Such was the amazing experience when I first came to know about XLRI course. I had a quick glimpse of all the details, and thought why cannot I join this? After working for Indian Air force, for seventeen long years, I made up my mind to be an HR person, so that I can render my long term of experience so far to the organization, where I could get an opportunity to work.
The XLRI PGCHRM -21 courses gave me an extreme outlook, to enhance my HR skills to a large extent. The journey from day one was fantastic. It created a platform for getting to know each other, from different parts of the country. Each XLRI’an had many stories to share and learning experiences. In spite of all the hurdles faced by me professionally & personally during the course completion, I made it a point to succeed in all the areas of assessment. Now, a person with many master degrees in hand, feel proud and happy to say that XLRI has great impact on my career. Now after having so much of learning experience, I had been successful in dealing with many issues in my organization.
I should definitely quote here, an HR person deals with human resources, the most challenging task. It requires really great skill and learning. And I believe, XLRI has rendered me those skills. Now when I look back, I feel my quick judgement of enrolling myself in XLRI then was really a great decision.
Sreenivas.K RH-16142 – PGCHRM-21

I found the course extremely useful for working executives like me. The course coverage was exhaustive with all contemporary issues covered at length. The course pedagogy that included quizzes, assignments, mid-term and end-term exams, ensured that along with conceptual learning we also mastered the application of such concepts in real life situations. It was indeed a privilege to learn from the hugely experienced faculty, most of whom shared deep insights from the corporate world, which made our learning more practical and useful.In order to make the programme even more useful, I would like to suggest the following:
Presently, the immersion programme at XLRI campus is for a week during the entire duration of the programme. This needs to be conducted twice (a total of two weeks) during the programme. Such ‘face-to face’ interaction with the faculty is particularly helpful in having a better grasp of such courses/topics as Labour Laws, IR&PM, Collective Bargaining, Social Research Methods, etc.
On the whole, it was a great learning and enriching experience for me as a professional. I shall continue to have fond memories of the wonderful time spent in the classroom and campus with professors and co-students alike!
Arup Kumar – 26th March, 2017

Thank you all so so much for making our stay in the campus super comfortable and a memorable one. We are back at our work stations loaded with funtastic memories and friendships to be cherished forever.
Thank you all once again.
Ms. Srimoyee Basu – PGCBM 26

Campus Component was most wonderful event and it was an experience for lifetime.I never imagined myself as a student again attending classroom lectures. This was possible because of the Campus Component. Thanks for the wonderful hospitality during our stay.
Mr. Santosh Pawaskar – PGCBM 26

Though it was a VIL platform, but I didn’t observe any lack of quality in the teaching pedagogy. Faculty was always approachable. Studying through this platform was the same as studying at college.
                                           Bhim Sain Mirg – PGCBM-19

Visiting the XLRI campus is one of the most memorable experiences of my life. I appreciate the effort you and the team invested in the 1 year VIL program and CC. Hats off to the team. 
                                       Sonia Singh – PGCHRM 18