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18    MDP@VGSOM     2019-2020                                                                                                                                                               MDP@VGSOM       2019-2020     19


         DIGITAL                                                                                                                 FOREIGN EXCHANGE RISK

         MARKETING                                                                                                               MANAGEMENT







                    OBJECTIVES                                 PROGRAMME DURATION,                                                         OBJECTIVES                                  PROGRAMME DURATION,
                                                               FEE AND VENUE                                                                                                           FEE AND VENUE


          This course welcomes you to the realm of digital. It is an                                                             All firms are exposed to foreign exchange risk. Increased
          opportunity  for  discourse,  deliberation,  debate  and                                                               volatility in foreign exchange rates is affecting companies’
          insights into how we can adopt digital marketing practices   Duration:                                                 profitability  significantly.  Measurement,  quantification   Duration:
          that can be transformational and disruptive at the same                                                                and  management  of  forex  risk  is  receiving  significant
          time.  This  course  will  attempt  to  give  you  unique   The programme is residential.                              attention within boarder risk management framework of   The programme is non-residential.
          perspectives, new possibilities, and skills that will leave   Dates : November 20 - 22, 2019 (3 days)                  companies.                                            Dates : November 22 - 24, 2019 (3 days)
          you sharp as a scalpel in the digital world. Come enjoy the
          ride and transform into a digital ninja!              Fee:                                                                                                                   Fee:

                                                                INR 10,000 per person per day  + GST                                                                                   INR 10,000 per person per day + GST

                                                                The fees include course materials and working lunch.                       TARGET PARTICIPANTS                         The fees include course materials and working lunch.
                   TOPICS TO BE COVERED
                                                                Kindly refer to the last page for application and payment                                                              Kindly refer to the last page for application and payment
                                                                details.                                                         Senior to middle level professionals involved in financial   details.
          Ÿ An Introduction to Digital Marketing                                                                                 decision making, exporters, importers, faculty members in
                                                                Venue:                                                           financial risk management                             Venue:
          Ÿ Google Analytics
                                                                VGSoM, IIT Kharagpur                                                                                                   IIT Kharagpur Extension Centre, Kolkata
          Ÿ Google tag manager Measuring campaign
             effectiveness
                                                                                                                                          TOPICS TO BE COVERED
          Ÿ Different channels of digital marketing –
                                                                  PROGRAMME                                                                                                              PROGRAMME
          Ÿ Web marketing, Paid marketing , Affiliate marketing
                                                                  COORDINATOR(S)                                                 Ÿ Measuring impact of foreign exchange volatility on    COORDINATOR(S)
          Ÿ App marketing                                                                                                           top-line and bottom-line

          Ÿ CRM - customer relationship management                Dr. Srabanti Mukherjee                                         Ÿ Foreign Exchange Exposures i.e., Transaction,         Dr. Parama Barai
                                                                  srabanti@vgsom.iitkgp.ac.in                                       Operating and Translation Exposure                   parama@vgsom.iitkgp.ac.in
          Ÿ Performance marketing Ecommerce marketing             Phone: 03222-283868 (O)                                        Ÿ Usage of Forex Forwards, Futures and options          Phone: (03222) 2831816 (O)
             Attribution models                                   Mobile: 09432298882                                               contracts                                            Mobile: 094764 36354

          Ÿ Offline marketing impact on online marketing                                                                         Ÿ Design of hedging strategy                            Prof. Prabina Rajib
                                                                  Dr. Saini Das                                                  Ÿ RBI and Forex hedging guidelines
          Ÿ Online marketing impact on offline marketing          saini@vgsom.iitkgp.ac.in                                       Ÿ Misspelling of  forex derivatives products and impact   prabina@vgsom.iitkgp.ac.in
                                                                  Phone: 03222-281996 (O)                                                                                                Phone: 03222-28388664 (O)
                                                                  Mobile: 09589314556                                               on hedging forex risk                                Mobile: 09434004940
                                                                                                                                 Ÿ Hedge Accounting
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