Prof. Arvind Rangaswamy hosts workshop in Mumbai

22 Sep,2014

By A Correspondent


Prof. Arvind Rangaswamy

K. J. Somaiya Institute of Management Studies & Research (SIMSR) had organised a workshop on 18 &19thSeptember, 2014 on topic – ‘Marketing Analytics for Developing Effective Marketing Strategies’ as a part of the celebrations for the 10th Global Marketing Conference. The workshop was conducted by Prof Arvind Rangaswamy, Anchel Prof of Marketing, The Smeal College of Business, Penn State of Marketing, USA.


A pioneer of the subject ‘Marketing Engineering’- Prof Arvind Rangaswamy focused on traditional areas of marketing analytics as well as emerging aspects for online, mobile and social media further gaining insights for managing and exceeding customers’ expectations. Tapping in different functional areas of Marketing, Human Resources, operations and information system, the current business environment demands more analysis and rigour in marketing decision making.


In 21st century, increasingly, marketing decision making resembles design engineering-putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems).


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