Page 6 - VGSoM MDP Brochure

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
details.
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.
PROGRAMME
COORDINATOR(S)

TOPICS TO BE COVERED Dr. Susmita Mukhopadhyay PROGRAMME

susmita@vgsom.iitkgp.ernet.in 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 sahney@vgsom.iitkgp.ac.in
3. Prescriptive HR Analytics Prof. Kunal Kanti Ghosh Phone: 03222-283866(O)
kunal@vgsom.iitkgp.ac.in 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
susmita@vgsom.iitkgp.ac.in
6. Tools of HR Analytics Ÿ Tools for Data Collection Phone: 03222-283864 (O)
Ÿ Analyzing data: Univariate, Bivariate and Multivariate Mobile: 09831095089
Analysis
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