Program Overview
Today, firms face a very competitive environment characterized by changes in lifestyles and demographics, shorter product life cycles, development of new technology based products, and a growing diversity of consumption behavior in world markets. Simultaneously, the wealth of information about consumers and markets available to decision makers has grown exponentially from megabytes to gigabytes to terabytes; still some firms are approaching one petabyte. Today, marketing decision makers have access to new data sources, new tools, new methods, and new models. Unfortunately, rarely managers know what to do with this wealth of information. As such, given the intensity and speed of response of the competition, managers and marketing professionals must develop new skills and competencies to build new mental models that makes good use of market data and provide insights into the effects of marketing target variables and their impact on the firm’s performance. In building these competitive analytical capabilities, model building in marketing represents the scientific approach to the study of marketing phenomena with a special focus on clear representation of reality, ease of use, completeness on important characteristics, feasibility of implementation, and adaptation. Modeling in marketing makes extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact based management to drive marketing decisions.
In this course, we will discuss the necessary steps that successful organizations such as Google, Marriot, Procter & Gamble, Amazon, Mars, Netflix, and John Deere among others follow when conceptualizing, designing, and implementing marketing models as a critical component of their business intelligence architecture. We will examine the benefits of models as they provide decision support for marketing management in areas such as: segmentation, targeting, positioning, product design, advertising, sales force, price, and promotion decisions. The course emphasizes marketing solutions that minimize decision making risks and estimate with reasonable certainty the expected results and consequences of the optimization of critical variables in the application of models.
Benefits to Participants
Upon completion of the seminar, participants will be able to:
- Conceptualize marketing models sustained in a deep understanding of the theoretical framework that determines behavior of the different marketing entities.
- Understand concepts, tools, and techniques necessary to develop decision making models in marketing.
- Develop basic models that allow for visualization of behavior patterns and correspondence structure among decision variables in marketing.
- Analyze the impact of marketing variables (independent) on dependent variables in order to establish analytical relationships and assess validation.
- Incorporate criteria for calibration and model fit.
- Interpret and evaluate the results of the application of marketing models and translate findings into relevant actionable strategies.
Who should attend?
- Product and Brand Managers
- Marketing Directors,
- Marketing Managers
- Product/Service Design Managers
- Advertising Account Executives
- Marketing Research Managers
- Marketing and Strategy Consultants
Seminar Leader
Carlos M. Rodriguez Ph.D., College of Business, Delaware State University, USA.
Dr. Rodriguez is Associate Professor of Marketing, College of Business, Delaware State University. Previously, he held positions as Assistant Professor of Marketing at Clark University: Assistant Professor of Marketing and Director of the Master of Science Program in Marketing, Division of Business and Management at Johns Hopkins University; Professor of Marketing and International Business, Research Director of the International Business and Global Trade Research Institute at Governors State University; Lecturer in Global Marketing and International Business Operations at the Pennsylvania State University; Assistant Professor in the areas of Marketing, International Business, and Management Science at the School of Business Administration, ESAN, Peru.
Professor Rodriguez holds a Doctorate Ph.D. in Marketing and Master of Science, M.Sc. in Marketing and Quantitative Analysis, Pennsylvania State University; Master of Business Administration, MBA, ESAN, Peru; Postgraduate in International Business CICOM/OEA/FUNDACION GETULIO VARGAS, Brazil; Postgraduate in International Business Management, ESAN/OEA, Postgraduate degree in Marketing and Finance, ESAN; Bachelor in Science, B.Sc.; Industrial Engineering degree, I.E., Universidad Nacional de Ingenieria, UNI, Peru.
Dr. Rodriguez has international exposure through executive seminars and as permanent lecturer in several universities worldwide. He has professional experience as Brand Manager, Product Manager, and Advertising Director for consumer and industrial products and as a Consultant in Marketing and New Product Development and Strategy.
His research interests are in the areas of design and implementation of strategic alliances and international joint ventures, internationalization process and market entry strategies, new product development, cross-cultural and strategic marketing management, relationship marketing, market research, and business-to-business operations. Professor Rodriguez has published in the Journal of Business to Business Marketing, Journal of International Marketing, Journal of Electronic Business, International Marketing Review, Journal of Business and Leadership, and several conference proceedings. He is the Reviews Editor for the International Marketing Review based in the U.K. and member of the Editorial Board for the Journal of Business to Business Marketing, Revista Espanola de Investigación.
Location:
Zagreb School of Economics and Management, Zagreb, Croatia, Jordanovac 110.
Registration Information:
The program fee is 275 euros. The fee includes tuition, instructional materials, literature, lunches and reception. Applications must be received by November 20, 2007.