Data-Driven Marketing Decision Making

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.

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