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



 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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