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Swayam Central

Marketing Analytics

By Prof. Swagato Chatterjee   |   IIT Kharagpur
The students of this course should have already attended Marketing Management and Introduction to Business Analytics. Therefore we expect them to know basics of marketing and business analytics tools. In this course we will combine various concepts of marketing and business analytics in storytelling and problem solving. Real life marketing problems are often solved through a sequence of quantitative approaches. Identifying that sequence in the context of various marketing problems is important. This course will help the students in building the same.

Learning Objectives: 
We expect that the students of the course will be able to do the following at the end of the course:
• Identify a marketing problem as a sequence of small questions
• Identify the appropriate tools and datasets required to solve each small research question
• Properly apply the various available tools and choose the best one
• Create a marketing story out of the statistical and machine learning tools applied
• Solve a marketing analytics project end to end

Pedagogy: 
The pedagogy will be based on the 30 hrs video of multiple modules. Students are expected to read the material provided, and actively take part in the discussion forums. We will have hands on training in the class. 



INTENDED AUDIENCE : Management 
PREREQUISITES : Marketing Management and Basic Knowledge of R Programing
INDUSTRY SUPPORT : All analytics companies

Learners enrolled: 911

SUMMARY

Course Status : Upcoming
Course Type : Elective
Duration : 12 weeks
Start Date : 27 Jan 2020
End Date : 17 Apr 2020
Exam Date : 26 Apr 2020
Enrollment Ends : 03 Feb 2020
Category :
  • Management Studies
  • Level : Postgraduate
    This is an AICTE approved FDP course

    COURSE LAYOUT

    Week 1 : Introduction to R Programing
    Week 2 : What customers want?: Customer value, Conjoint Analysis
    Week 3 : Analytics for customer segmentation and targeting
    Week 4 : Demand Forecasting & Pricing
    Week 5 : Pricing
    Week 6 : Marketing Mix Models and Advertising Models
    Week 7 : Recommender System
    Week 8 : Market Basket Analysis and RFM Analysis
    Week 9 : Customer Churn & Customer Lifetime Value
    Week 10 : Text Mining and Sentiment Analytics
    Week 11 : Text Mining and Product Innovation Management
    Week 12 : Social Network Analysis for Marketing

    BOOKS AND REFERENCES

    Not applicable, materials will be provided

    INSTRUCTOR BIO

    Prof. Swagato Chatterjee

    IIT Kharagpur
    Dr. Swagato Chatterjee is a researcher, consultant, teacher and academician. He has over 7 years of experience in marketing, operations and analytics. He has worked with companies like Coca Cola, Times of India, Technosoft, Mitsubishi, Nomura, Yes Bank, CSC, Ernst and Young, Genpact, NTPC, Indian Oil in various consultancy and training assignments related to analytics. He has also taught in institutes like IIT Khagarpur, Narsee Monjee Institute of Management, SPJain etc. He has published in reputed international journals including Decision Support Systems, Journal of Strategic Marketing etc. He is a BTech from IIT Kharagpur and a PhD in marketing from IIM Bangalore. Currently he is an Assistant Professor in Vinod Gupta School of Management, IIT Kharagpur in the area of marketing and analytics.

    COURSE CERTIFICATE

    • The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
    • The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
    Date and Time of Exams: 26th April 2020, Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
    • Registration url: Announcements will be made when the registration form is open for registrations.
    • The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
    • Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.

    CRITERIA TO GET A CERTIFICATE:
    • Average assignment score = 25% of average of best 8 assignments out of the total 12 assignments given in the course. 
    • Exam score = 75% of the proctored certification exam score out of 100
    • Final score = Average assignment score + Exam score

    YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. 
    • If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.
    • Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Kharagpur. It will be e-verifiable at nptel.ac.in/noc.
    • Only the e-certificate will be made available. Hard copies will not be dispatched.

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