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IIM Kozhikode | Advanced Marketing Strategy & Analytics (Dual Certification)

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

Course Snapshot
  • FeeINR 1,74,000 + GST
  • Work Experience8 - 30 Years
  • Duration10 months
  • Delivery MethodOnline
  • Reg. End Date21 Jul 2021
  • Course Starts On03 Oct 2021
Course Detail

Programme Overview
With the help of advanced marketing strategy and effective marketing analytics, oragnisations get easy access to forecast and influence major business decisions. Garnering significant factors and understanding the details of the targeted audience can play a vital role in boosting the overall revenue and profit of the organisation. The Dual Certificate Programme in Advanced Marketing Strategy and Advanced Marketing Analytics (AMSA) from IIM Kozhikode is designed to give you a holistic orientation of concepts of marketing strategy as well as fundamentals of marketing analytics.

Programme Highlights
● Two decision-oriented programmes of Marketing Strategy and Marketing Analytics
● Curriculum covers concepts like Porter's Competitive Strategy
● Concepts in Predictive and Prescriptive Analytics
● Real-life case studies and simulation-based pedagogy
● Two capstone projects in Marketing Strategy and Marketing Analytics
● Live classes by highly experienced faculties from premier institution

Course Schedule

Class Timings : Sunday – 9:00 A.M to 12 :00 P.M

Desired Candidate Profile

Diploma (10+2+3)/Graduation in any discipline and relevant work experience of 5 years after qualifying degree.

Course Modules

PROGRAMME ON ADVANCED MARKETING STRATEGY (AMS)
● Introduction to strategic marketing, creating and communicating value
● Strategic and Tactical marketing, Porter's competitive strategy
● Company orientations, market orientation
● Marketing in BOP, effect of BOP innovation
● Targeting and positioning strategy
● Product strategy
● Pricing strategy
● Integrated Marketing Communication Strategy
● Customer focused marketing mix planning
● Marketing strategy of national and multinational companies in emerging economies
● Consumer behaviour and marketing strategy
● Marketing Strategy Simulation
● Capstone Project

PROGRAMME ON ADVANCED MARKETING ANALYTICS (AMA)
● Concepts, process, and relevance of marketing analytics in marketing decisions
● Qualitative investigation for marketing decisions
● Exploratory Data Analysis and statistical inference
● Predictive analytics in marketing – estimating the effects of marketing actions on consumer decision – correlation, simple regression and multiple regression
● Finding consumers' perceptual dimensions and its effect on consumers' purchase decisions - Factor Analysis
● Market segmentation, estimating market size, market profiling - Cluster Analysis
● Consumers' discrete choice behaviour - Logistic Regression
● Product distribution and Supply Chain Analytics
● Classification and Regression Tree (CART) in marketing
● Consumers' utility of product features, product modification - Traditional Conjoint Analysis
● New product development, pricing decision, market share calculation - Choice based Conjoint Analysis
● Time Series Analytics in marketing (Demand Forecasting)
● Study of cause and effect of consumer behaviour - Experimental Analytics
● Social Media Analytics and Text Mining for decision-making
● Customer Lifetime Value Analysis
● Market Basket Analysis
● Capstone Project