Marketing has become the core foundation of any organization, in the recent times. With a major share of business investment going in, a proper analysis of the marketing strategy becomes imperative. To measure, analyse and manage the marketing efforts, a professional analytical approach is a mandate.


An analytically planned marketing strategy will not only be enhancing marketer’s efficiency, but will also minimize the wastage of the budget. This fact alone raises the need for effective employment of analytical skills from a marketing professional. Expert skills here will leverage working professionals to make sense out of massive available marketing data and be able to apply in-demand analytical tools.


The Executive Program in Marketing Analytics from IIM Lucknow is drafted to meet the growing demand to compile and analyse data for profit generation.


Some of the key benefits which can be derived out this program are:

  1. Upon successful completion, participants will be awarded a certificate from IIM Lucknow
  2. Lectures imparted by eminent faculty from IIM Lucknow
  3. Program focuses on the most critical aspects of marketing decisions – product, price (including discount), positioning and promotion
  4. It offers hands-on exposure to popular tools like Excel, R and SPSS
  5. Learn to leverage ROI models by reaching out the most profitable marketing decisions leveraged by analytics
  6. Avail a faculty-guided assignment to co-create innovative business solutions with fell


Here is a comprehensive list of modules covered under the Executive Program in Marketing Analytics from IIM Lucknow


Module 1 – Introduction to Marketing Analytics

  • The Customer Journey
  • Marketing Data Landscape


Module 2 – Summarize Marketing Data (Using Excel and R Programming)

  • Using Pivot Tables
  • Summarizing Marketing Data Using Charts
  • Exploratory Data Analytics


Module 3 – Forecasting (Using Excel and R Programming)

  • Correlation, Simple Regression and Multiple Regression to forecast sales
  • Modelling Trend and Seasonality
  • Ratio to Moving Average Method
  • Winter’s Method


Module 4 – Pricing Analytics

  • Optimizing Pricing
  • Price Bundling
  • Non-Linear Pricing and Price Skimming
  • Revenue Management


Module 5 – Analyzing Consumer/Customer Preference (Using Excel and SPSS)

  • Factor Analysis
  • Multidimensional Scaling (MDS)
  • Analysis of Variance (ANOVA) (One-Way, Two-Way)
  • Conjoint analysis
  • Logistic regression
  • Cluster analysis


Module 6 – Analytics on Retailing

  • Market Basket Analysis and Lift
  • Recency-Frequency-Monetary Method and Associated Applications
  • Shelf Space Analysis


Module 7 – Analytics on Advertising and Promotion

  • Determining Advertising effectiveness
  • Media Mix Models


Module 8 – Customer Profitability

  • Customer Lifetime Value and Strategies
  • Customer Equity
  • Customer Acquisition, Retention and Development
  • Customer satisfaction
  • Customer Loyalty
  • Word of mouth


Module 9 – Web Analytics

  • Introduction to Web analytics
  • Understanding Google Analytics, Identifying key metrics
  • Building a web analytics strategy
  • Evaluating and Improving Performance


Module 10 – Social Listening and Analytics

  • Social listening
  • Web Scraping
  • Text Mining


So if you are responsible to make sense out of marketing data and justify the ROI analytically, then these skills become an imperative part of your CV. Enrol yourself for Executive Program in Marketing Analytics from IIM Lucknow.


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