Consumer Insight: The Why, What & How: A Programme For Ace Marketeers

Programme Overview

There has been a recent recognition that too much marketing thinking is incremental. Marketers need to engage with the consumer in deeper, and more ongoing ways. The creation of consumer insights requires an understanding of emerging approaches, the practice of these approaches by the marketers themselves, and the creation of organisational mechanisms to sustain these approaches consistently. Further, the aspect of 'insighting through social media’ and its integration with offline processes needs special attention.

Programme Objectives

By the end of this programme, participants will:

  • Understand the new language and approach of consumer insights, and how it differs from more conventional approaches.
  • Understand the emerging technologies which drive insighting, including neuroscience driven approaches and sentiment analysis.
  • Be able to tailor an approach to insighting that is relevant to their specific organisation.
  • Enhance their own abilities to derive insights through ‘deep conversation’

Programme Pedagogy

The programme is highly interactive, with a stress on learning through doing. Participants will practise techniques in the field. Industry experts will be brought in for specialised sessions. Case studies, video based classes, co-created insight sessions, combine to make a highly energetic and enriching workshop.

Programme Benefits

The programme will build a comprehensive understanding of an emerging area in marketing. It  will enable marketers to enhance their own abilities to create insights, and adapt new approaches suitable to their organisation. Promising projects will be identified in the workshop itself, and marketers could a) build a roadmap to create an insighting practice within the organisation b) refine the practice if it already exists.

Who Should Attend

This programme is intended for middle and senior managers in the marketing function of large companies. People charged with building a culture of insighting, in charge of research and innovation functions, or marketers interested in insighting, but unsure of the ideal roadmap wlll also benefit from this workshop.  

Programme Content

  • What is an insight and why do we need it
  • Why conventional research often does not throw up insight
  • Sources of insight
  • The one on one interview revisited
  • Insights and neuroscience
  • Insights and social media
  • Extreme users
  • Recording insights- A point of view

 

Programme Directors

Dr. Ranjan Banerjee

PhD. (University of Minnesota), MBA (IIM Calcutta), B.Tech (IIT Mumbai)

Dean, S P Jain Institute of Management & Research

Dr. Banerjee joined as the Dean of SPJIMR Mumbai in June, 2015. His research has been presented at the University of Michigan, Harvard Business School, London Business School, University of Texas at Dallas, Indiana University etc. His doctoral thesis won a global award for the best dissertation in b2b Marketing from the Institute for the Study of Business Markets, Penn State University, USA.  

Dr Banerjee has worked for leading FMCG companies like Asian Paints, Vadilal and Hindustan Unilever. He was Group COO of Insta Worldwide. Dr. Banerjee has also consulted for leading Indian and multinational companies like BASF, Legrand, Vodafone, AXA, Philips, Madura Garments, etc. His last assignment was as Founder & CEO of Renaissance Strategic Consultants.

Prior to joining SPJIMR, Dr Banerjee has also taught at leading B-schools like the Carlson School, University of Minnesota, SMU Singapore, IIM Calcutta and Great Lakes. He has published articles in Harvard Business Review online (www.hbr.org).

In the last year, he has been invited to lead a workshop for international deans at the GMAC conference in Miami, USA.  He has been an invited speaker at the GBSN conference in Manila, and the EFMD conference in Phuket. He was recently one of two invited panelists at a Korn Ferry thought leadership series in Mumbai which was attended by over 80 CEOs (along with Dr Nirmalya Kumar).

He has contributed invited articles on the future of management education for Business World, Business India and Forbes.

 

Dr. Ashita Aggarwal

Ph.D (Marketing), M.M.M, PGDM- Mktg (Gold Medalist), Executive Management Program on Branding - Kellogg School of Management

Head - Marketing Department

Professor - S P Jain Institute of Management & Research

Work Experience

Dr. Ashita has around 16 years of Corporate and Academic experience. She has worked in the area of Business & Marketing Strategy at Reliance Communications and Branding and Communications of education services. She has conducted consumer research for organisations for developing brand strategy and consulted for education institutions (schools and higher education institutions) in developing academic curriculum and marketing communication strategy. Dr. Ashita has 5.5 years of industry experience and over 10 years of teaching experience. She has also held administrative positions at business schools in the area of international relations and public relations. Dr. Ashita has conducted several training programs for government and non-governmental organisations in Communications and Soft skills.

 

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SPJIMR
Bhavan's Campus
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