Business and Management

Programme on Marketing Analytics at IIT Kharagpur [Feb 3-7]: Register by Jan 26

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By: Rashmi | 14 Jan 2020 11:58 AM
About the Organiser

The Indian Institute of Technology Kharagpur is a public institution established by the government of India in 1951. It is the first of the IITs to be established and is recognised as an Institute of National Importance. In 2019 it was awarded the status of Institute of Eminence.

About the Programme

The Programme on Marketing Analytics is organised by IIT Kharagpur from February 3-7, 2020. The course would help the academicians as well as practising managers and professionals to learn marketing analytics tools and techniques and enhance their skills in creating, communicating and delivering value to the customers better.

It would also provide them with hands-on experience on how to solve marketing problems using MS Excel and R. More importantly, the course would help the participants to be proficient in data-driven marketing decision making.

The participants of this course should have already had a basic idea about Marketing Management and Introduction to Business Analytics. 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.

Topics Covered
  • Introduction to R Programing
  • What customers want?: Customer value, Conjoint Analysis
  • Analytics for customer segmentation and targeting
  • Demand Forecasting & Pricing
  • Pricing
  • Marketing Mix Models and Advertising Models
  • Recommender System
  • Market Basket Analysis and RFM Analysis
  • Customer Churn & Customer Lifetime Value
  • Text Mining and Sentiment Analytics

B.Tech / MBA graduate, or, analytics consultant, or, faculty with knowledge on business analytics and basic marketing management

How to Register?

Interested applicants can register for the programme through this link.

Registration Deadline

Jan 26, 2020


Dr. Swagato Chatterjee, Principal Co-ordinator
Vinode Gupta School of Management
Indian Institute of Technology Kharagpur
Phone: +91-9343931795
Email: swagato[at]

For more details, click here.

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