Marketing Analytics Workshop, December 2, 2011
An important goal for the Centre for Teaching, Learning, and Case Development at the Indian School of Business (ISB) is to extend its reach beyond the confines of ISB and to offer free or highly subsidized workshops that will help enhance the quality of management education in India.
Keeping in line with this goal, the Centre for Teaching, Learning, and Case Development at the Indian School of Business (ISB) held a one-day “Marketing Analytics Workshop” on December 2, 2011 for faculty of B-schools from all across India. The workshop was offered free of cost, and conducted by Professor Gary Lilien, Distinguished Research Professor of Management Science, Pennsylvania State University, USA.
Participation in this workshop was by invitation only and to that effect invites were sent to faculty from top 50 B-schools in India. These included schools like T A Pai Management Institute-Manipal, Indian Institute of Management- Bangalore, Shailesh J. Mehta School of Management- IIT Bombay, Institute of Management- Nirma University, Mudra Institute of Communications- Ahmedabad, Indian Institute of Management- Shillong, Xavier Institute of Management- Bhubhaneshwar, Indian Institute of Management- Lucknow, ICFAI Business School- Hyderabad, Management Development Institute- Gurgoan, Indian Institute of Foreign Trade- Delhi and L. N. Welingkar Institute of Management Development and Research-Mumbai.
Professor Gary Lilien, who led the workshop said, “I am delighted that the Centre for Teaching, Learning, and Case Development organized this workshop. It is almost unheard for most firms to even consider helping improve their rivals’ operations. I greatly admire ISB’s willingness to go counter to that view. I expect initiatives like this will pay great reputational dividends for ISB, and more importantly provide real, tangible benefits to many business educationists in India.”
The workshop was well received by the participating faculty, some of who had the following things to say after the workshop:
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“Great set of tools from the greatest in the field. Appreciate the service to the community.” “Marketing Analytics today is not a “good to have” but “necessary to have” for both students and managers, and workshops like this help equip faculty to make applicability of marketing concepts very clear and usable.” “An interesting, insightful, and motivating workshop to bring marketing analytics to classes.” “Great insight on how marketing could be a mix of art and science in delivering customer satisfaction and corporate bottom line.” |
Encouraged by the success of this workshop Professor Arun Pereira, Head of the Centre for Teaching, Learning, and Case Development at ISB, enthusiastically elucidated, “We hope to engage faculty from Indian business schools with training programmes and workshops on pedagogical methods and cutting-edge tools that enable excellence in the classroom. Our next workshops are planned for February and May 2012, and will focus on case teaching and case writing.”
