Executive Education
Marketing Analytics Workshop
Jio Institute in collaboration with Reliance Trends and Ajio conducted a training programme for consumer analysts and marketing Professionals. The programme saw 16 participants from various divisions of Trends and Ajio, delivered by Professor Ashok Charan of NUS Business School, National University of Singapore. The programme focuses on the art and science behind brand management, category management and enhanced customer experience. The participants learnt to use consumer analytics to effectively market consumer products and services.
Last Conducted On: 04 Oct 2023 - 09 Oct 2023
Mode: Offline
Upcoming Sessions
To be announced
About Ajio & Trends
AJIO, a fashion and lifestyle brand, is Reliance Retail’s digital commerce initiative. It has over 1.3M+ styles and 5000+ brands. Reliance had started Ajio in 2017. Ajio is posting annual sales of $2 billion in terms of gross merchandise value, with 51% of the business coming from the Reliance Retail portfolio and the balance 49% from its own and exclusive brands. It competes with Myntra, Amazon and Flipkart in the online fashion space.
Trends is an Indian retail company and a subsidiary of Reliance Industries Limited. Founded in 2006, it is the largest retailer in India in terms of revenue. Its retail outlets of apparel, footwear, toys, and home improvement products. Trends accounts for a major share of Reliance Retail's garment sales. It operates more than 4,000 fashion and apparel stores, housing brands such as Trends, Centro, Azorte and Fashion Factory. Over the years, Trends has developed a strong portfolio of own brands that include: Rio, Fig, Avaasa, Fusion, Hushh, Frendz, Pureza, Network, Netplay, The DNMX, Performax, Graviti and Point Cove.
Programme Overview
This course was designed to train the participants in the application of analytical techniques and research methods that lead to consumer marketing companies' use and making day-to-day decisions. The programme was attended by marketing professionals from Reliance Ajio & Trends.
The programme focused on core concepts such as analytics-centred consumer marketing, marketing and retailing mix, understanding marketing intelligence by using marketing and business analytics and market research for decision-making, and marketing and business strategy among other related concepts.
Professor Ashok Charan, NUS Business School, National University of Singapore, is a distinguished expert in the field, boasting 25 years of invaluable professional experience in marketing and marketing analytics. He taught a wide range of analytical techniques while developing and launching new products, evaluating price, promotion and advertising, tracking brand image, monitoring brand health, and optimising sales and distribution.
The programme was conducted as a 3-day session divided into 8 modules, between 4th -6th October 2023, in offline mode at the Jio Institute Ulwe Campus.
Learning Outcomes
The Executive Education programme conducted for Reliance Trends & Ajio marketing professionals has yielded significant learning outcomes for the participants.
- Understanding Branding Management: The participants will be able to understand the art and science behind Brand Management. They will learn about the essence of a brand, the techniques to assess and track imagery, and the application of these techniques for the development of a brand.
- Learn Analytics-centred Consumer Marketing: The participants will be able to grasp the realm of consumer analytics powered by the insights derived from consumer panels. They will get to explore the toolkit of analytical instruments designed to unearth valuable knowledge from consumer transactions.
- Gain Market Intelligence: The participants will use marketing and business analytics and market research to gain market insights that help in decision-making.
- Offer insights into the dynamics of advertising: The participants will learn the mechanisms and fundamental principles of advertising that underscore its effectiveness. The programme aims to impart an appreciation for the elements that render advertising potent and influential, within the context of diverse communication objectives.
- Imbibe new-age digital marketing techniques: These sessions will serve as a guide through the dynamic digital landscape, delving into a myriad of contemporary concepts and developments. The programme will also place a special emphasis on the creation of content that fully harnesses the internet’s vast potential, employing techniques like personalization and the strategic utilization of influencers and buzz marketing. The Participants will learn the tools and functions of analytics platforms such as Google Search Console and Google Analytics, to monitor and improve site search performance.
Participants will learn how to apply a wide range of analytical techniques while developing and launching new products, evaluating price, promotion and advertising, tracking brand image, monitoring brand health, and optimizing sales and distribution.
Programme Synopsis
Day 1
- Course Overview and Introduction to Marketing Analytics
- Brand Sensing
Day 2
- How Advertising works
- Advertising Analytics
- Consumer Analytics and Consumer Loyalty Panels
- Pricing Analytics & Promotion Evaluation
Day 3
- New Media and Digital Marketing
- Search Engine Optimisation & Search Analytics
- Search Advertising and Google Ads.
Speakers
Ashok Charan
Consultant, NUS Business School, Singapore