Udruga MBA Hrvatska poziva sve zainteresirane na besplatno predavanje koje će 5. srpnja 2012. od 18 do 19 sati u OffSpaceu (VMD centar, Zagreb) održati MBA predavač iz Amerike Carlos M. Rodriguez o alatima za mjerenje marketinške učinkovitosti. Za sudjelovanje se potrebno prijaviti a više informacija saznajte u pozivnici:

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half” is a classic statement on advertising, credited to both John Wanamaker (1838-1922) and Lord Leverhulme (1851-1925). The saying is recorded in print from at least 1919.

Dear Sir or Madam,
We invite You to the lecture by Carlos M. Rodriguez Ph.D. on the topic

How effective your marketing is? Do you know?

organized by the MBA Croatia Association. The lecture will be held on Thursday, 05.07.2012 at 18:00 in the premises of offSpace (Uredi.hr Ltd, Business Centre VMD, 269D Vukovarska Street, Zagreb)

Applications

Admission to the lecture is free to all who register. Number of seats is limited and seats will be filled in order of registration with advantage to members of the MBA Croatia Association.
Register your attendance at the lecture here.

Overview

Today, firms face a very competitive environment characterized by changes in lifestyles and demographics, shorter product life cycles, development of new technology based products, and a growing diversity of consumption behavior in world markets. Simultaneously, the wealth of information about consumers and markets available to decision makers has grown exponentially from megabytes to gigabytes to terabytes; still some firms are approaching one petabyte. Today, marketing decision makers have access to new data sources, new tools, new methods, and new models. Unfortunately, rarely managers know what to do with this wealth of information. As such, given the intensity and speed of response of the competition, managers and marketing professionals must develop new skills and competencies to build new mental models that makes good use of market data and provide insights into the effects of marketing target variables and their impact on the firm’s performance. In building these competitive analytical capabilities, model building in marketing represents the scientific approach to the study of marketing phenomena with a special focus on clear representation of reality, ease of use, completeness on important characteristics, feasibility of implementation, and adaptation.
We will discuss the necessary steps that successful organizations such as Google, Marriot, Procter & Gamble, Amazon, Mars, Netflix, and John Deere among others follow when conceptualizing, designing, and implementing marketing models as a critical component of their business intelligence architecture.

Presentation Topics

Analytical Approaches to Decision Making in Marketing
Market Response Models: Tools for Model Building.
Consumer Behavior Models: Analysis and Purchase Behavior Assessment.
Segmentation Models and Targeting.
Positioning Models and Strategies
New Product Development Models.
Optimization Models for Advertising Investment.

Who should attend?

Product and Brand Managers.
Marketing Directors, Marketing Managers.
Product/Service Design Managers.
Advertising Account Executives.
Marketing Research Managers.
Marketing and Strategy Consultants.

Presenter

Carlos M. Rodriguez Ph.D., College of Business, Delaware State University, USA and lecturer at Zagreb School of Economics and Management at Graduate MBA Marketing Program

Dr. Rodriguez is Associate Professor of Marketing and Director of the Center for the Study of Innovation Management, CSIM, College of Business, Delaware State University, USA. Previously, he held positions as Assistant Professor of Marketing at Clark University, Assistant Professor of Marketing and Director of the Master of Science Program in Marketing, Division of Business and Management at Johns Hopkins University, Professor of Marketing and International Business and Research Director of the International Business and Global Trade Research Institute at Governors State University, Lecturer in Global Marketing and International Business Operations at the Pennsylvania State University, and Assistant Professor in the areas of Marketing, International Business, and Management Science at the School of Business Administration, ESAN, Peru. Professor Rodriguez holds a Doctorate Ph.D. in Marketing and Master of Science, M.Sc. in Marketing and Quantitative Analysis, Pennsylvania State University; Master of Business Administration, MBA, ESAN, Peru; Postgraduate in International Business CICOM/OEA/FUNDACION GETULIO VARGAS, Brazil; Postgraduate in International Business Management, ESAN/OEA, Postgraduate degree in Marketing and Finance, ESAN; Bachelor in Science, B.Sc.; Industrial Engineering degree, I.E., Universidad Nacional de Ingenieria, UNI, Peru.

His research interests are in the areas of product design and development, strategic alliances and international joint ventures, internationalization process and market entry strategies, new product development, cross-cultural and strategic marketing management, relationship marketing, market research, and business-to-business operations. Professor Rodriguez has published in the Journal of Business to Business Marketing, Journal of International Marketing, International Journal of Electronic Business, International Marketing Review, Journal of Business and Leadership, Decision Sciences Journal of Innovation Education, Journal of Higher Education & Research, and several conference proceedings.

Udruga MBA Croatia
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www.mba-croatia.com
[email protected]