How to use the power of the spreadsheet to perform their day-to-day analysis effectively and efficiently

How to use basic modelling tools such as optimization and what-if analysis to make better informed decisions

Introduce tools that model and capture factors that effect demand such as price, location, promotions and other important demographic profile

Introduce the participant to some contemporary topics such as revenue management and diffusion models and show how to implement them on the spreadsheet

For: This programme is designed to benefit people who actually take decisions and those who provide analytical support to the decision maker. The former comprises all mid to senior level executives, while the latter includes consultants and market analysts.

Contents:

The first part of the course will introduce some of the most useful EXCEL functions that help handle and manipulate transactional data efficiently. Here, functions such as COUNTIF, SUMIF, VLOOKUP, GOAL SEEK, DATA TABLES and PIVOT TABLES will be introduced in the context of specific business problems.

In the second part, multiple linear regression and logit regression will be introduced as a tool to capture relationships among market related factors. Further, Monte-Carlo simulation will be introduced as a tool to model uncertainty. Some typical applications covered will be: -
      * Given a certain market environment, what is the chance that a consumer with a given demographic profile will buy the product?
      * Given uncertainty in the demand, product development cost and variable costs, is it worthwhile introducing a given new product into the market?

In the third part, how to identify the 'best' decision using optimisation modelling and sensitivity analysis will be covered. Some typical questions that optimisation modeling seeks to answer are: -
      * How to optimally allocate a company’s advertising budget so as to maximize its impact on sales revenue?
      * Given that cannibalization can occur among products, while certain other combinations are complementary in a given product mix, which product lines to extend which ones to phase out?

In the last part, contemporary topics such as tie-in pricing, price bundling, optimal timing of discounts and revenue management will be covered.

Fees:
Residential: Rs. 30,000/-
Non-Residential: Rs. 22,000/-

Chief Programmes Officer,
Indian Institute of Management Bangalore,
Bannerghatta Road,
Bangalore - 560076.
Phone: 080-26993742 / 3264 / 3475
Fax: 080-26584004 / 26584050
E-mail: edp@iimb.ernet.in
Website: http://www.iimb.ernet.in/
Refer: CoolAvenues' MDP Alert

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