IIM Kozhikode Professional certificate Programme in Advanced Marketing Strategy and Analytics

Course Starts: 30th January, 2021


Admission: Open

Delivery Type

Classroom to your Device

Course Duration

10 Months

Deadline to Apply

1st November, 2020

Course Fee

₹ 1,47,500 + GST

Class Timings

Saturday: 12:15 P.M. to 3:15 P.M.

Course Overview

With the advent of digital technology, the marketing ecosystem has evolved into a complex network of channels for connecting with the consumers. Marketers need to take into account the complete marketing picture to be able to anticipate and deliver against rapidly evolving customer expectations. Marketers are required to be skilled at Mar-Tech and should be aware of latest marketing analytics trends. Marketing strategy and analytics are thus sought-after skills in marketers. A professional certification in Advanced Marketing and Analytics prepares you to handle contemporary profiles in marketing.

Programme Overview

The Marketing Strategy & Analytics programme is designed to give participants a holistic orientation of concepts of marketing strategy as well as fundamentals of marketing analytics with the practical skills to analyse consumer data to make successful marketing decisions. Through live class lectures, real-life case studies, marketing strategy simulation, hands-on data analysis and capstone projects, participants will learn the fundamentals of marketing strategy and analytics. They will also know how to forecast and influence business decisions using insights provided by analytical techniques and consumer information.

The programme provides valuable theoretical understanding of marketing strategy concepts and explains techniques used to identify, collect, manage, and understand marketing data for profitable use as well as how to turn that information into relevant and effective marketing tactics. The programme will allow participants to utilise their marketing expertise learned from this programme in a field of their choice including marketing strategy, product & brand management, and marketing analytics.

Programme Content

The programme comprises the following two modules.

Strategic Marketing Module

  • 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

Marketing Analytics Module

  • Concepts, Process and Relevance of Marketing Analytics in Marketing Decision
  • Qualitative Investigation for Marketing Decisions
  • Exploratory Data Analysis and Statistical Inference
  • Predictive Analytics in Marketing - Estimating Effect of Marketing Actions on Consumer Decision - Correlation, Simple Regression & Multiple Regression
  • Finding Consumers’ Perceptual Dimensions and its Effect on Consumers’ Purchase Decision - Factor Analysis
  • Market Segmentation, Estimating Market Size, Market Profiling - Cluster Analysis
  • Consumers’ Discrete Choice Behaviour - Logistics Regression
  • Product Distribution & Supply Chain Analytics
  • Decision Tree Analysis 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
  • Decision Tree Analysis in Marketing
  • Study of Cause and Effect of Consumer Behaviour – Experimental Analytics
  • Social Media Analytics Text Mining for Decision Making
  • Customer Basket Analysis

Programme Highlights

  • A decision-oriented programme of marketing strategy and analytics
  • Live classes by highly experienced faculties from IIM Kozhikode
  • Real-life case studies and simulation-based pedagogy
  • Capstone project
  • IIM Kozhikode Executive Alumni status
  • Certificate of completion from IIM Kozhikode

Course Detail


The teaching approach will be highly interactive taking advantage of the technological benefits. The pedagogy followed for the programme will be a judicious blend of lectures, case studies and participants’ experience sharing.

Programme Delivery
  • Sessions will be delivered from IIM Kozhikode studio or BCCL’s studio in other cities/desktop, depending upon the location of the instructor.
  • Sessions will be delivered on BCCL technology platform to participants who would be attending from their respective places via their devices (Laptop/Tablet) in a two-way video/audio interactive mode (Direct-to-Device, D2D).
Who Should Attend

Mid to Senior Managers working in the marketing/sales/marketing analytics domain.

Eligibility Criteria

Graduation in any discipline and relevant work experience of minimum 5 years after graduation.

Class Schedule

Saturdays: 12:15 p.m. – 3:15 p.m.

Campus Immersion
  • Campus immersion will be held for 2 days during middle of the programme.
  • It will be mandatory for participants to attend the campus module.

Programme Directors’ Profiles

Assessment and Certification

  • Evaluation methodology is the discretion of the faculty. The methodology includes online exams, case analysis, class contribution and any other component as decided by the faculty.
  • A minimum of 75% attendance is a prerequisite for the successful completion of this programme. The programme may require participants to work on individual/group assignments and/or projects. The main objective of such assignments/projects will be to help the participants apply their conceptual learning in the programme to actual organisational decision scenarios. The participants will have to secure the minimum pass marks in the respective evaluation components.
  • Participants who successfully meet the evaluation criteria and satisfy the requisite attendance criteria, will be awarded a certificate of completion.
  • Participants who are unable to clear the evaluation criteria but have the requisite attendance will be awarded a participation certificate.
  • Successful participants will also be accorded IIM Kozhikode Executive Alumni status.

Date and Fees

Programme Fees, Instalment Schedule & Important Dates
ParticularsAmount (in ₹)

Programme Fees*₹ 1,47,500/-
* Taxes will be additional as applicable
* All fees will be collected by BCCL
Instalment Schedule
1st Instalment2nd Instalment3rd Instalment
DateAt the time of Registration10th March, 202110th May, 202110th August, 2021
Amount (in ₹)*42,500/-40,000/-35,000/-30,000/-
* Taxes additional
Important Dates
Application Closure Date01st November, 2020
Academic Orientation Date23rd January, 2021
Programme Start Date30th January, 2021
Programme End DateJune 2021