IIMA Course Catalogue

Programme

PGPX

Term

Academic Year

2021-22

Course title

Seminar on Marketing Data Analytics

Area

Marketing

Credits

1.00

Instructor(s)

Prof. Arindam Banerjee

Course Description & Objectives

Objectives:
A view to the practicing world of Analytics – the challenges, the aspirations, facilitators and inputs into a strong Information driven organization. The Marketing domain will provide the context in which the Data Analytical Methods will be discussed. Several types of Marketing Analysis with large scaled data that are currently practiced in industry will be covered. The emphasis will be on highlighting data manipulation nuances to attain specific business objectives and hence the focus will be on the “SO WHAT”, rather than on the methodological constructs. The course is designed around the “Cycle of Analytics” and covers the a) Planning, b) Processing and c) Presentation stages of the Process.

The course requires some carry over learnings from conceptual courses such as ACCV, DMCV, Probability and Statistics and/or portions of Research Methodology, etc. Some tutorial classes may be designed to provide some hands on experience in some data techniques. Additionally, issues wrt the multi -faceted skill set required in business Analytics will be discussed. Apart from marketing problem solving orientation, participants will be exposed to some:

a) Programming Code
b) Statistical Analysis and Simple Data Handling
c) Interpretation and Skills related to Business Communication of Analysis

This module serves as an entry point to the Marketing / Customer Data Analytics domain.

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