Data Analytics for Marketing Decisions


In this rapidly ever-changing market, consumers have become king with several choices available to them. Understanding consumers in this rapidly changing environment, with rapidly changing needs and wants of the customer, is a complex task. Further, ecommerce has made the market more competitive by providing deep discounts to customers. Consequently, it is becoming difficult to take marketing decision related to segmentation, new product launch, choice of channels, positioning, pricing, and promotions. This program has been designed to address these current uncertainties faced by middle and top-level marketing managers and business leaders. The course provides multivariate data analysis tools and techniques to take an informed decision with better predictability of the marketing environment and consumer responses.

Course Objectives

  • Empowering participants for better and informed marketing decision with the help of selected multivariate data analysis tools and techniques.
  • Providing participants with an opportunity to learn through real business case methods and gain experience using statistical tools (SPSS/ MS Excel) to reduce market uncertainties.


  • For Indian Participants - Graduates (10+2+3) or Diploma Holders (only 10+2+3) from a recognized university (UGC/AICTE/DEC/AIU/State Government) in any discipline.
  • For International Participants - Graduation or equivalent degree from any recognized University or Institution in their respective country.

Program Prerequisites

Prior exposure to Business Research/Data analysis is useful but not necessary.

Target Segment/ Who Should Attend

  • Middle and top-level managers taking strategic marketing decisions, product managers, brand managers taking decisions on promotions and advertising
  • Account executives in the advertising firms.
  • Marketing Research professionals and executives working in data analysis organization

Type of Certificate

Certificate of Completion for participants successfully passing the evaluation criteria. Certification of participation for the rest.

Total No. of Hours

30 hours


Registration Type Registration Fee Important Dates
Early Bird INR 50,000 incl. GST Until 07 July, 2024
Regular INR 59,000 incl. GST From 08 July, 2024 onwards


03rd Aug 2024 to 06th Oct 2024




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The course utilizes a combination of theoretical, experiential and hands on practical approach in delivering the content.

  • Case based method, case analysis and class discussion
  • Class sessions based on theory and experience
  • Practical sessions using data and data analysis tools to get first-hand experience

Course Content

Data and importance of data in key marketing decisions.

Data collection methodologies where business/ market/ customer data is not available.

Data mining and qualitative research

Quantifying market demand

Forecasting techniques, multiple regression models, discriminant analysis, cluster analysis, logistic regressions, factor analysis, conjoint analysis, multidimensional scaling, etc.

Key Programme Highlights/USP

  • Helpful to take decision by marketing managers especially based on data analysis

Program Directors

Programme Directors

Dr. Rashmi Ranjan Parida
Email: - rrparida[at]iimj[dot]ac[dot]in

Dr. Rajkumar V
Email: - raj[at]iimj[dot]ac[dot]in

Key Attractions for sessions

Hands on training and assignments