Indian Institute of Management Kozhikode

Globalizing Indian Thought

PROFESSIONAL CERTIFICATE PROGRAMME IN

DATA ANALYTICS FOR MARKETING
Starts December 27, 2020 | 10 Months Modular | Live Online Sessions
Executive Alumni Status
Overview
Across sectors and geographies, the modern business
landscape is fueled by data analytics that has emerged as
Starts On
a staple for business growth and profit maximisation. Data December 27, 2020
points such as age, gender, location, education, and
employment have informed marketing decisions and
amplified the impact of campaigns across the board.
Marketing strategies powered by analytics provide
Duration
concrete insights into how well or not marketing 10 Months
campaigns are performing, and how they can be
optimised for better performance.

IIM Kozhikode's Professional Certificate Programme in

Format
Data Analytics for Marketing will enhance your Live Online Sessions
decision-making skills following a data-driven analytical
framework. It will explore various analytical applications in
domains like marketing, product, retail & sales, customer
research & insights, and digital marketing. You will gain
Programme
expertise in analytical tools, and will be adept at identifying
the most reliable ways to collect, analyse, visualise, and
Fee
utilise data in decision-making. Towards the end of this INR 1,65,000 + GST
programme, you will develop in-demand skills in
marketing and analytics that will help you enhance and
optimise your organisation's marketing strategies and
benefit from one of the most sought-after professions
today.

Benefits of Data-driven Marketing

Personalised Targeted Multi-channel Improved Better

marketing communication reach products/ services consumer
experience
Who is this programme for?
Whether you’re responsible for marketing and sales in your
organisation or are an experienced marketing leader, this
cutting-edge programme will help you acquire the
relevant analytical mindset to disrupt, innovate and scale
your organisation’s marketing strategies for an improved
ROI.
Real-time
This programme is beneficial for: marketing
Marketing, product and sales managers interested in means
learning about the application of analytics in marketing
strategy, product development, digital marketing, retail moving at
management and consumer behaviour
the speed of
Brand managers interested in gaining data analytics the customer,
skills to conceptualise superior brand strategies
understanding
Early-stage professionals aspiring to strengthen their
skills and establish a career in data analytics, product, their pain
sales, marketing, and branding domains
points or
Senior managers and leaders who want to acquire a
nuanced understanding of the application of analytics
interests,
for effective sales, marketing, and product strategies and serving
Consultants who want to acquire analytics skills to assist up the right
their clients in connecting the dots with the right mix of
data, insight and strategy information
Entrepreneurs and business owners keen on driving at the right
customer-centric decision-making in marketing for
growth and competitive advantage
time.
– Karen Quintos,
Chief Customer
Officer, DELL
Programme Highlights
With data being ubiquitous across businesses, professionals
with an industry-recognised certificate, hands-on exposure
to analytical tools and knowledge of best practices in
data-driven marketing have a significant edge over their
peers.
87% of those who
invested in MarTech
find a definite positive
impact, over a 3 year
period.

Receive a Certificate of Interact with eminent IIM Source: India Martech

Completion from one of Kozhikode faculty, Eruditus Survey, 2020
India’s leading global faculty & renowned
B-Schools (NIRF, 2020) industry experts

Experience high-impact Be eligible for lifelong

learning with industry Executive Alumni Status
case studies and gain and expand your
actionable insights professional network

Become skilled at Explore data analytics

data-driven practices, tools and
decision-making in applications to optimise
marketing to enhance digital marketing efforts
ROI and business
growth

Tools/ Softwares Covered

01
Programme Directors
Programme
Prof. Anandakuttan B Unnithan, PhD Directors’
Professor, Marketing Management,
Dean (Academic Affairs & Message
Development)
This programme will bring
you up-to-speed with the
Prof. Anandakuttan B Unnithan obtained his PhD degree in
latest data analytics
Marketing from Cochin University of Science and Technology,
practices, tools, and
Kochi, Kerala. He has extensive experience of two decades as a
applications utilised in the
business educator, researcher and administrator. His research
business world. It will
interests include consumer behaviour, services marketing,
provide you with
and advertising. His publications have appeared in leading
fundamental data
journals in marketing, advertising, and other business
analytics knowledge and
disciplines. He has consulted with major corporations and
help you solve day-to-day
government agencies and is actively engaged in executive
real-world business
education and management development programmes.
problems. The
programme’s experiential
learning journey,
comprehensive modules,
Prof. Sreejesh S. and global exposure will
Assistant Professor, help you create superior
Marketing Management marketing plans that
utilise the right mix of
data, insights and
strategy.
Prof. Sreejesh's primary research interests include marketing
analytics, brand management, services marketing, and
online marketing & advertising. His publications have
appeared in Journal of Brand Management, Industrial
Marketing Management, European Journal of Marketing,
Computers in Human Behaviour, Journal of Travel and
Tourism Marketing, International Journal of Contemporary
Hospitality Management, Internet Research, Journal of
Product and Brand Management, Journal of Service Theory
and Practice, International Journal of Bank Marketing, etc.
He serves on the editorial board of the International Journal
of Consumer Studies. He has also authored books of
international repute with Pearson India and Springer
International.
Programme Modules
This programme is for those who want to stand out with a Most useful
marketing specialisation and harness the power of data
analytics for revenue-generating insights and decisions. contact data
fields
MODULE 1: INTRODUCTORY MARKETING CONCEPTS collected in
Data analytics for strategic decision-making online
Data analytics to build a customer-centred strategy
forms
MODULE 2: ROLE OF DATA-DRIVEN INSIGHTS IN
MARKETING
First/ Last Name
Introduction to data-driven insights for marketing
decisions
Important KPIs for data-driven insights in marketing Role/ Title
External environment analysis for marketing
decision-making
Data science for marketers: introduction to data mining
Company Name
and predictive modelling
Analytics for marketing success
Resource allocation perspective of marketing actions
Marketing mix modelling Phone Number

MODULE 3: DATA-DRIVEN INSIGHTS FOR PRODUCT

DEVELOPMENT AND SUCCESS Email ID

Analytics for product idea generation, screening &

evaluating alternatives
Industry Vertical
Concept testing
Product potentiality analysis
Volume estimation
Competitor analysis Website URL
Data-driven insights based on the design of
experiments.
New product development based on conjoint analysis Company Size

Location/ Address
Programme Modules

MODULE 4: RETAIL & SALES ANALYTICS

The Four
Stages of
Introduction to basic retail formulae & retail KPI
Forecasting for retail SKUs based on various retail Data-driven
parameters
Identifying and classifying valuable customers
Marketing
Recommendation System based on prior purchases
Modelling conversions
Retail shelf planning
Response rates based upon postal codes
Shrinkage analysis site-related decisions
STAGE 1
Pricing in retail context & evaluating pricing Marketing Data
strategies Marketing driven
Sales forecasting modelling
by marketing data
alone.
MODULE 5: GENERATING CUSTOMER INSIGHTS
AND CREATING CUSTOMER VALUE

Customer satisfaction measurement & analysis STAGE 2

Customer segmentation analysis Sales Data
Predicting customer churn propensity and retention
Customer value and customer lifetime value Marketing driven by
Searching solutions for unsatisfied customer needs sales pipeline
Predictive modelling for better customer insights performance.

MODULE 6: MANAGING MEDIA EFFECTIVENESS &

DIGITAL MARKETING STRATEGY STAGE 3
Finance Data
Measuring the effectiveness of advertising and
promotions Marketing driven by
Analytics in digital marketing strategic business
Search analytics objectives.
Audience analytics
Social media analytics
Text mining and web analytics STAGE 4
Google Analytics CLV Data
Marketing value
MODULE 7: CAPSTONE PROJECT driven by Customer
Lifetime Value (CLV)
Gain hands-on learning in the mandatory capstone
project, which will advance your expertise in conducting
Source: MediaOne, 2020
data analysis scientifically. You will learn ways to make
insightful connections between quantitative data
analysis and real-world marketing challenges.
Real-world Case Studies
Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak
Sponsored Search by Mark Jeffery, Lisa Egli, Andy Gieraltowski, Jessica Lambert, Jason
Miller, Liz Neely & Rakesh Sharma (Kellogg School of Management, Product
#KEL319-PDF-ENG)

The case is based on Air France's and Media Contacts' efforts to find the ideal SEM
campaign to provide an optimal amount of ticket sales in response to advertising dollars
spent. In determining the optimal strategy, the case presents background information
on the airline industry as well as the Internet search options available at the time,
including Google, Microsoft MSN, Yahoo!, and Kayak. The case illustrates how one must
first determine the key performance indicators for the project to guide analysis and
enable comparison of various SEM campaigns.

BBVA Compass: Marketing Resource Allocation by Sunil Gupta & Joseph Davies-Gavin
(Harvard Business School, Product #511096-PDF-ENG)

This case explores BBVA Compass, the 15th largest commercial bank in the United States.
In December 2010, Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was
reviewing the marketing performance of the company and deciding how to allocate next
year's marketing budget across various offline and online channels. This case highlights
the challenges involved in allocating marketing resources between (a) offline and online
advertising, (b) display and search advertising, and (c) various display ad networks.

Predicting Customer Churn at QWE Inc. by Anton Ovchinnikov (Darden School of

Business, Product #2474-7890)

This case helps participants to understand predictive analytics as applied to discrete

events with logistic regression. The VP of customer services for a successful start-up
wanted to proactively identify customers most likely to cancel services or “churn.” He
assigned the task to one of his associates and provided him with data on customer
behaviour and his intuition about what drives churn. This case explores how the associate
generated a list of the customers most likely to churn and the top three reasons for that
likelihood.
Learning Outcomes

Learn predictive modelling for better

customer insights
There is
nothing such
Understand how data-driven insights can be as data
used for making effective marketing
decisions analytics or
business
Identify the correct analytics tool for a specific analytics and
need and find reliable ways to collect, analyse,
visualise and utilise data for decision-making
it’s all about
human
Understand how analytics can help to
analytics.
generate new product ideas and to Therefore, how
screen and evaluate alternatives
we draw
'insights about
Understand market segmentation methods
and best practices for identifying potential human
customer segments and focussed targeting
behaviour'
from the data
Learn how to compute Customer
Lifetime Value for analysing customer is the most
loyalty, brand loyalty and forecasting
revenue in the short and long run
critical part of
the analytics
Learn how to use data to analyse market process.
trends to forecast and improve sales and
– Pops KV Sridhar,
minimise inefficiencies
Global Chief Creative
Officer, Nihilent
Hypercollective

Learn the concepts and metrics to evaluate

and optimise digital marketing efforts
Certificate
Participants will be awarded a completion certificate from
IIM Kozhikode on successfully completing all evaluation Eligibility
components and maintaining a minimum attendance of
75%. Participants who are unable to clear all evaluation Graduates/ Diploma
components, but have a minimum attendance of 75% shall Holders (only 10+2+3) from
be awarded a participation certificate. a recognised university in
any discipline with
minimum one year of
work experience (after
graduation) as on Dec 30,
2020

eMDP
Professional Certificate Programme
Evaluation
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This is to Fertify that

IM

Name
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participated and successfully completedWKHSURJUDPPH
methodology is at the
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(January 2021-October 2021)

discretion of the faculty and

SP

Chairperson - MDP Director

includes online exams, case
Programme FacilitatorV

analysis, class contribution,

assignments and any other
components. A minimum of
75% attendance is a
Note: All certificate images are for illustrative purposes prerequisite for the
only and may be subject to change at the discretion of successful completion of this
IIM Kozhikode. programme. Participants
will have to secure the

IIM Kozhikode minimum pass marks in the

respective evaluation
Executive Alumni Status components.

On successful completion of the programme, participants

will be eligible for the prestigious IIM Kozhikode Executive
Alumni Status. These participants will subsequently receive
the alumni registration details from IIM Kozhikode.
Programme Details
Programme Fee INR 1,65,000 + GST Programme
Instalment Schedule Schedule
Remarks Amount
Academic Orientation
Booking Within 7 days INR 30,000 + GST
Amount January 9, 2021
of selection

Instalment I Jan 6, 2021 INR 45,000 + GST Live Online Sessions

Instalment II Apr 6, 2021 INR 45,000 + GST 3 Hours/ week

Saturday 9:00 AM to 12:00 PM
Instalment III Jul 6, 2021 INR 45,000 + GST
Programme Application
Link
Round-wise Application Dates
Click here to apply to
Application Fee Dates the programme.
Round 1 INR 1,500 + GST Nov 5, 2020
Finance options available.
Round 2 INR 2,000 + GST Nov 30, 2020
Click here to learn more.
Round 3 INR 2,500 + GST Dec 21, 2020

Note: Admissions are on a first-come, first-serve basis. There might For more information,
not be subsequent rounds if seats are filled in the initial rounds. please email us at:
iimk@eruditus.com

Application Requirements
Experience Documents
For Previous Organisation(s): Relieving letters
For Current Organisation: Current Salary Slip or Bonafide
Certificate from the HR department on company
letterhead

Graduation and Post-Graduation Education

Marksheet – Individual or consolidated (all semesters)

Passing Certificate – If Any
Diploma/ Degree/ Doctorate Certificate

ID Proof

Any Government issued photo ID like

PAN Card/ AADHAAR Card, Driving License/ Passport, etc.
System Requirements
This programme includes live online classes. To attend a
live online class you will need to have a PC/Laptop/Mac
with

Speakers and microphone: built-in or a USB plug-in or

wireless Bluetooth

Webcam: built-in or USB plug-in

Processor: with Dual Core 2Ghz or higher (i3/ i5/ i7 or

AMD equivalent)

RAM: 4 GB or higher

OS: Either MacOS 10.7 or higher OR Windows 8 or

higher

An internet connection: Minimum bandwidth of 3.0

Mbps (up/ down)

Browser: IE 11+, Edge 12+, Firefox 27+, Chrome 30+

Zoom software client installed on your PC/ Laptop/ Mac

We use the Zoom software application to conduct

live online classes. Zoom works on a variety of PCs/
Laptops/ Mac systems and also on phones and tablets.

You can join your live online class from a phone or tablet if
it supports the Zoom client.

We recommend that you attend classes from a PCs/

Laptops/ Mac.
About IIM Kozhikode
IIM Kozhikode ranks 15th in Asia Pacific and #101+ globally
in the QS World University Global Executive MBA
Rankings 2020. Since its inception, IIM Kozhikode has
successfully carved its niche in the area of management
education, through a judicious blend of academics and
real-world practice. The Institute continually adapts to the
rapid influx of changes in the Indian business landscape
by providing cutting-edge Management Development
Programmes with innovative pedagogy and content to
impart industry-relevant knowledge and skills to its
executive education participants. Last year, IIM Kozhikode
trained more than 3,400 executives through a wide
gamut of programmes uniquely crafted for agile minds
interested in thought-provoking questions and learning
centred on business transformation and growth.

About Eruditus
Eruditus Executive Education offers customised and open
programmes in India, Singapore, Dubai and other global
locations in collaboration with MIT Sloan, Columbia
Business School, INSEAD, Harvard Business School (HBS),
Kellogg Executive Education, Berkeley Executive
Education, Wharton Executive Education, IIM Lucknow
Executive Education, IIM Calcutta Executive Education
and Emeritus. Our world-class executive education
programmes, supported by eminent programme experts,
provide an immersive learning experience integrated
with actionable insights and practical business
applications. The meticulously curated programmes are
delivered in a different range of formats; in-class, online, as
well as blended programmes. Our extensive portfolio also
includes short 2-4 day in-class workshops, online courses
of 2-3 months duration as well as comprehensive learning
journeys that run over 6-9 months, customised to an
organisation’s requirement.
Apply for the programme here

APPLY NOW

For registration and any other information,

please get in touch with us at iimk@eruditus.com

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