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04    MDP@VGSOM     2019-2020                                                                                                                                                               MDP@VGSOM       2019-2020     05

         HR ANALYTICS: HANDS-ON                                                                                                 CONSUMER BEHAVIOR: ROLE OF

         TRAINING                                                                                                               MARKET RESEARCH

                    OBJECTIVES                                   PROGRAMME DURATION,                                                      OBJECTIVES                                   Ÿ Consumer decision making and customer
                                                                 FEE AND VENUE                                                                                                            satisfaction.

                                                                                                                                                                                       Part IV: Case Studies and Exercises
          In this era of ERP/HRMS-based system, employees and HR                                                                 Research in the area of Consumer Behavior necessitates a
          database  is  either  an  integral  part  or  remains  strongly                                                        blend  with  Market  Research.  With  this  premise  as  a
          coupled  with  the  main  data  warehouse.  In  such  an   Duration :                                                  foundation, the focus of the programme would be on the   PROGRAMME DURATION,
          environment, organizational goals and KPIs drive the HR   The programme is residential.                                application of research methods on the study of consumer   FEE AND VENUE
          performance  measures/metrics.  This  has  evolved  in                                                                 behavior,  in  the  Indian  marketing  environment.    The
          scorecard-based  performance  management  systems  –   Dates : May 26 - 30, 2019 (5 Days)                              objectives of the course are listed as follows:
          applied  for  individual  employees  as  well  as  for  overall                                                                                                              Duration:
          performance.                                           How to Apply:                                                   Ÿ To discuss the theoretical aspects of consumer

          The course has three central themes: (i) to expound HR   Fee:                                                            behavior.                                           The programme is residential.
          measurement and data analytics concepts, (ii) framework   INR 10,000 per person per day + GST.                         Ÿ To discuss the role of market research.             Dates : July 29 - August 2, 2019 (5 Days)
          for applying this concept in an end-to-end HR business                                                                 Ÿ To understand the role of market research on
          process  for  the  entire  life-cycle  of  employees,  and  (iii)   The fees include course materials and working        consumer behavior.                                  Fee:
          hands-on training with different Analytical tools.     lunch.                                                          Ÿ To enhance the knowledge of the participants on the   INR 10,000 + GST
                                                                                                                                   various qualitative and quantitative tools.
                                                                 Kindly refer to the last page for application and                                                                     The fees include course materials and working lunch.
                                                                 payment details.                                                Ÿ To facilitate the use of statistical packages for market
                    TARGET PARTICIPANTS                          Venue:                                                            research                                            Kindly refer to the last page for application and payment
                                                                 VGSOM, IIT Kharagpur
          Any professional who is interested in studying, diagnosing                                                                      TARGET PARTICIPANTS                          Venue:
          and recommending solutions to an HR-related problem in
          the  organization.  Participants  should  bring  their  own                                                            The programme is open to Junior and Middle Management   VGSOM, IIT Kharagpur
          laptop.                                                                                                                Officials and Academicians.

                    TOPICS TO BE COVERED                            Dr. Susmita Mukhopadhyay                                                                                             PROGRAMME

                                                                                                    TOPICS TO BE COVERED                          COORDINATOR(S)
          1. Descriptive HR Analytics                               Phone: 03222-283864(O)
                                                                    Mobile: 09831095089                                          Part I: Consumer Behaviour:
          2. Predictive HR Analytics                                                                                                                                                      Prof. Sangeeta Sahney
                                                                                                                                 Ÿ Introduction to the Study of Consumer Behavior
          3. Prescriptive HR Analytics                              Prof. Kunal Kanti Ghosh                                                                                               Phone: 03222-283866(O)
                                                                                               Ÿ Consumer Decision Making: Psychological and Social
          4. Use of Operational Excellence Models &                 Phone: 03222-283866 (O)                                        Influences on Consumer Decision Making                 Mobile: 09434704688
             Statistical Techniques.                                Mobile: 09830046114                                          Part II: Market Research:
          5. Hot Topics in the HR Industry & HR Analytics                                                                        Ÿ Introduction to Market Research                        Dr. Susmita Mukhopadhyay
          6. Tools of HR Analytics                                                                                               Ÿ Tools for Data Collection                              Phone: 03222-283864 (O)
                                                                                                                                 Ÿ Analyzing data: Univariate, Bivariate  and Multivariate   Mobile: 09831095089
                                                                                                                                 Part III: Consumer Behavior Analysis and Market
                                                                                                                                 Research: Use of Qualitative and Quantitative Tools
                                                                                                                                 Applications of Market Research on
                                                                                                                                 Ÿ Product segmentation, targeting and positioning
                                                                                                                                 Ÿ Product strategy, promotion strategy and pricing
                                                                                                                                   strategy and promotion strategy
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