Data-Driven Marketing Decision Making

By Dr. Amit Shankar | Indian Institute of Management Visakhapatnam

Learners enrolled: 2943

Data is new fuel for the business. In the current business scenario, information technology has changed the data collection, analysis and interpretation methods. Now, the organization can access qualitative and quantitative data about customers and the market. Hence, marketers are keen to know how to analyse the data to provide better services to consumers. They want to formulate marketing strategies based on historical data. This course is designed to train marketing students in the use of market intelligence, and analytic techniques and research practices for making day-to-day marketing decisions and developing and executing marketing strategies. Participants will also learn to effectively use market intelligence and analytics in the real-world context where corporations need to manage business portfolios, compete with other companies and build relationships with trade partners. Through this experiential learning programme, students acquire critical analysis and decision-making abilities to prepare them to tackle the marketing and business issues they are likely to confront in a career in marketing.

Summary

Course Status :	Ongoing
Course Type :	Core
Language for course content :	English
Duration :	8 weeks
Category :	Management Studies
Credit Points :	3
Level :	Postgraduate
Start Date :	26 Jul 2024
End Date :	31 Oct 2024
Enrollment Ends :	31 Aug 2024
Exam Date :	14 Dec 2024 IST
Shift :	2

Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: Exploring Customer Needs
Week 2: Segmentation, Targeting and Positioning
Week 3: Product Analytics
Week 4: Pricing Analytics
Week 5: Place Analytics
Week 6: Promotion Analytic-1
Week 7: New Age Marketing Analytics
Week 8: Measuring Customer Responses

Syllabus Page

Exam Schedule

Books and references

Marketing Analytics by Seema Gupta; ISBN-13 978-9354242625, Publisher: Wiley

Instructor bio

Dr. Amit Shankar

Indian Institute of Management Visakhapatnam

Dr Amit Shankar is Associate Professor in the area of marketing atIndian Institute of Management Visakhapatnam. He has obtained his Ph.D. in Marketing from Vinod Gupta School of Management, Indian Institute of Technology Kharagpur. He has academic experience of 7 years working with renowned Institutes. He has published in leading journals. He has conducted several workshops on Digital Marketing, Social Media Marketing, Marketing analytics, SPSS, Amos, SmartPLS, Advanced Excel, and Process Macro in premier institutes of India.

Course certificate

Enrolling and learning from the course is free. However, if you wish to obtain a certificate, you must register and take the proctored exam in person at one of the designated exam centre’s. The registration URL will be announced when the registration form is open. To obtain the certification, you need to fill out the online registration form and pay the exam fee. More details will be provided when the exam registration form is published, including any potential changes. For further information on the exam locations and the conditions associated with filling out the form, please refer to the form.

Grading Policy:

Assessment Type	Weightage
Weekend assessment	25%
Final Exam	75%

Certificate Eligibility:

40% marks and above in the weekend assessment
40% marks and above in the final proctored exam

Score	Type of Certificate
>=90	Gold
75 - 89	Silver
70 - 74	Bronze
40 - 70	Successfully Completed
<40	No Certificate

Sample Certificate:

Disclaimer: In order to be eligible for the certificate, you must register for enrolment and exams using the same email ID. If different email IDs are used, you will not be considered eligible for the certificate.

SWAYAM Helpline / Support