Make Data Driven Marketing Investment Decisions
Quantifying the efficacy of marketing is an age old problem. As John Wanamaker said a century ago, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Marketing Budgets are increasingly being challenged by CEOs and the CFOs as the value of these expenditures is less than clear to the organization. As such, there is an increasing realization that CMOs and senior marketing executives need to adopt a more quantitative methodology for the development and implementation of marketing plans and activities. They not only need to explain their plans but also justify the strategy, tactics, and outcomes with hard numbers. They must also realize that numbers and analytics increasingly represent the language of business that they must get attuned to.
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 their 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 etc. are linked to the financial outcomes.
Certificate of Completion from XLRI
Upon completing the course, earn a certificate of completion from XLRI
Course content & structure by XLRI
Structure & content of this course has been entirely designed by XLRI
Lectures imparted by eminent faculty from XLRI
Experienced faculty from XLRI and industry experts provide practical insights into everyday issues
Hands on learning with practical examples & exercises
Learn through case discussions, simulations, exercises and experience of other participants that keep the course relevant to the current business environment and related challenges
Data driven course curriculum
An entirely data driven course geared to provide hands on exposure to practical scenarios
Who should attend
- For Indian Participants – Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a recognized university (UGC/AICTE/DEC/AIU/State Government) in any discipline
- For International Participants – Graduation or equivalent degree from any recognized University or Institution in their respective country
- Proficiency in English, spoken & written is mandatory
- Minimum of 4 years of work experience in a managerial role
Prof. N. Rajkumar
Prof. Rajkumar has been with XLRI for over 10 years and is engaged in the field of training, consulting, teaching and research in Marketing with an emphasis on Services Marketing Management, Pricing Management and Marketing Analytics. He started his career with GE Capital in the field of Cars and Commercial Vehicle finance, Short term Plant and Machinery financing, Micro Financing and Asset Backed Securitization. After 8 years of industry experience, he moved into teaching and research. Prof. Rajkumar is a consultant to Paradeep Phosphates Ltd. and helped them set up their marketing department post privatization. He has conducted several training programs for various companies, including Tata Facilities Managers, Tata Shared Services; Airtel Ltd., Axis Bank, ICICI Bank, Laxmi Bank, Kathmandu, Mashreq Bank (Dubai), Indian Railways, India Post, Canara Bank, UCO Bank, ABG Group (Retail Division), Ashok Leyland (Services Personnel), Tech-Mahindra, Tata Chemicals Ltd (Pricing Management), Britannia Industries (Communication Resource Allocation), Tata Steel, Tata Motors, JUSCO, Aircel, Dalmia Cement, Ultratech, L&T and IFFCO (Dubai).
On the payment of all due fees and the successful completion of the Executive Development Program in Marketing Analytics, participants will be awarded a Certificate of Completion issued by XLRI.
Live & Interactive Classes
Live tutored classes not recorded sessions
Be a part of rich Alumni Network
Scheduled classes at convenient timings for working professionals
Live tech support
In session tech support on chat and call for immediate support
Interactive live sessions with Industry stalwarts
Dedicated Student Support
Student relationship managers for dedicated support for all requirements of the students
Dedicated Career Advancement Services Team
Leverage innovative strategies for high career growth from Right Management (a ManpowerGroup company)
The pedagogy will comprise lectures, case discussions, simulations, exercises and experience sharing by participants. Concepts will be explained using examples drawn from 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 Talentedge’s proprietary SLIQ 2.0 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 in real time during the class or offline via our SLIQ 2.0 Cloud Campus to raise questions and clear doubts.
A minimum of 75% attendance is mandatory for the successful completion of this course. 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 to 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.
XLRI is one of India’s leading management school based in Jamshedpur, Jharkhand, India. Established in 1949 as the Xavier Labor Relations Institute, by Fr. Quinn Enright, XLRI is acknowledged as India’s oldest business management school.
XLRI with its single vision of Magis, i.e., pursuit of excellence, focuses on three areas: academic excellence, personal values and social concern. XLRI spares no effort to make its curriculum world-class and deliver it in the most effective manner. It constantly scans the developments in business and in society and tries to pro-act to meet the challenges. Its world-class faculty with its commitment and deep sense of service delivers the curriculum very effectively.
Consistently being acknowledged as the Best “HR Course” in Asia–Pacific, it has also been recognized for its research acumen by the London Business School and is ranked among top 5 research schools in India cutting across management and technical institutes. For more details, visit www.xlri.ac.in
XLRI features consistently among the top 5 business schools of the country. In 2012 XLRI was ranked No. 4 among top 75 B-schools in India across Private and Government sector by Outlook India. Among other rankings, it was ranked #5 by the 2012 edition of CNBC-TV18′ s Top B-Schools in India, #4 by the Business Today 50 best business schools of 2012, #3 by Business World B Schools Unplugged.
Basics of Statistics and Data Interpretation on MS EXCEL
Sales Forecasting, Market Share Analysis; Other Market performance Indicators like Penetration, Usage, Brand Performance, Satisfaction
Customer Choice Analysis, Customer Profitability Analysis, Lifetime Value; Acquisition and Retention Costs and Rates
Product Portfolio Analysis, New Product Sales Forecasting; Cannibalization Analysis
Understanding Price; Price Sensitivity; Price-Volume Equation; Price Promotion, Price-Value Equation /Analysis, How to Price
Sales Force Sizing, Effort (Call Planning), Territory Planning, Target Setting, Compensation Planning; Performance Appraisal. Distributor, Numbers, Margin and Profitability, Performance Appraisal
Performance of Ads, Media Planning, Setting Advertising and Sales Promotion Budget. Measuring Retail Lift and Promotional Lift
Understanding the Metrics behind Social Media Spends
Resource Allocation and Performance Appraisal
|For Indian Residents||
Rs. 70,000 + GST
Payment Deadline: 09/05/2019
|For International Students||
Payment Deadline: 09/05/2019
|1st Instalment||2nd Instalment||3rd Instalment|
Rs. 30,000 + GST
Payment Deadline: 09/05/2019
Rs. 15,000 + GST
Payment Deadline: 16/08/2019
Rs. 25,000 + GST
Payment Deadline: 05/11/2019
All applications for this course must be made through an Online Application Form.
In case payment is being made online through Credit Card/Debit Card, please ensure that you have the Credit Card/Debit Card with you at the time of filling out the Application Form. If you have opted to pay the Application Fee/Instalments of the Fee through Demand Draft/Pay Orders, then please ensure that the Demand Draft/Pay Orders for the applicable amount is made favoring “XLRI Jamshedpur” payable at Jamshedpur and is sent to the address provided below along with the downloaded copy of your Application Form. Please ensure that you write your Name, REGID, Course Name and Contact number at the back of your Demand Draft/Pay Order.
All Demand Draft/Pay Orders along with a downloaded copy of your Application Form must be sent to.
Student Relations Manager,
21, Institutional Area,
Sector 32, Gurgaon 122001, Haryana, INDIA.
The course fee is payable in instalments as per the instalment schedule provided. In the event of late payment of Instalment 1 or any other subsequent Instalments, a Late Fee is leviable as follows.
- A Late fee of INR 1000 + GST will be charged to the Participant, if the instalment is paid within 7 days from the due date published on the instalment schedule.
- A Late fee of INR 2500 + GST will be charged to the Participant, if the instalment is paid between 8 days from the due date to within 14 days from due date as published on the instalment schedule.
- If the Fee Instalment is not received within 14 days from the due date, then the Participant shall be considered a dropout and a Rejoining Fee of INR 5000 + GST will be charged to the Participant if the Participant wishes to continue with and complete the program and rejoining can be accommodated as per program guidelines.
Cancellation by the Participant
- Requests for refund of fees on account of cancellation of enrolment shall be considered only if such requests are received prior to the closure of registration or 21 days before the date of course commencement, whichever is earlier.
- In the event that such valid requests for refund of fees are received, the application money shall be refunded after deducting a penalty of INR 5,000 + applicable GST for instalment(s) paid for Indian participants & USD 125 for foreign participants.
- In all other cases, no refund shall be made.
- A participant may opt for rescheduling to a later batch of the same course / another course prior to commencement of the course. However, such intimation must be made by the participant at least fifteen days prior to the commencement of the course. The amounts paid by the participant shall be considered as advance payment towards the next batch / alternative course. Further, the participant shall have to pay an administrative charge of INR 5000 plus applicable GST (Indian participants) or USD 125 (foreign participants) for facilitating such rescheduling.
Cancellation by Talentedge & Institute
Talentedge & the Institute reserve the right to cancel courses at any time owing to reasons like insufficient enrolments, trainer indisposition or force majeure events. In the event that Talentedge or the Institute cancels a scheduled course, the student will receive full fee refund for the same. All refunds will be processed within 30 days of receipt of a valid refund request.
This course is designed with an aim to provide students with a 360 degree view of various practical and applicable aspects of marketing and brand management that includes understanding different types of markets, competition, buyer behaviour and...