Programme Type

Direct To Device


10 Months

Application Closure Date

26th Sep, 2021

Course Fee

₹ 1,74,000 + taxes

Class Timings

Sunday – 9:00 a.m. to 12:00 p.m.

Programme Overview

Advanced Marketing Strategy and Analytics (Dual Certificate Programme)

Programme Content

This programme comprises the following two sub-programmes:

  • 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

  • Concepts, process, and relevance of marketing analytics in marketing decisions
  • Qualitative investigation for marketing decisions
  • Exploratory Data Analysis and statistical inference
  • Predictive analytics in marketing – estimating the effects of marketing actions on consumer decision – correlation, simple regression and multiple regression
  • Finding consumers’ perceptual dimensions and its effect on consumers’ purchase decisions – Factor Analysis
  • Market segmentation, estimating market size, market profiling – Cluster Analysis
  • Consumers’ discrete choice behaviour – Logistic Regression
  • Product distribution and Supply Chain Analytics
  • Classification and Regression Tree (CART) in marketing
  • Consumers' utility of product features, product modification – Traditional Conjoint Analysis
  • New product development, pricing decision, market share calculation – Choicebased Conjoint Analysis
  • Time Series Analytics in marketing (Demand Forecasting)
  • Study of cause and effect of consumer behaviour – Experimental Analytics
  • Social Media Analytics and Text Mining for decision-making
  • Customer Lifetime Value Analysis
  • Market Basket Analysis
  • Capstone Project

  • Non-classroom project of 20 hours mentored by the Faculty Coordinator.
  • The candidates will have to present the project and it will be evaluated.
  • Capstone Project
  • In this programme participants will be required to do a Capstone Project. The project will run throughout the period of the programme in which students need to identify a real business issue related to product strategy of an organisation/industry, collect primary/secondary data, and apply concepts discussed in the course to find a probable solution. Finally, participants have to submit reports of the project, which will be evaluated by the project directors. The project is meant to provide a deep understanding of the subject matter.

  • Marketing Simulation
  • Participants will learn how to continuously innovate and implement a marketing strategy in a mature market that will help them establish and maintain competitive differentiation.

Programme Highlights

Course Detail

Key Learning Outcomes
Programme Delivery
Who Should Attend
Eligibility Criteria
Admission Criteria

Programme Directors’ Profiles

Prof. Atanu Adhikari

Prof. Atanu Adhikari

Professor Adhikari earned his bachelor’s degree in Engineering, MBA (Gold Medalist) and PhD in Marketing Management. He was a visiting researcher to Whitman School of Management, Syracuse University, USA and Commonwealth Academic Fellow to London Business School, UK. He was a doctoral Fellow of the Royal Statistical Society London, UK. He has taught as adjunct faculty in many business schools abroad and several IIMs in India. He has taught as a co-instructor in post-graduate programmes for executives with leading international faculties from Cornell University and Syracuse University. He has designed and conducted several executive education and management development programmes for middle and senior management executives working in Fortune 500 companies, large Indian companies, and public sector organisations. Professor Adhikari has co-authored several books and has published his work in many national and international peer-reviewed academic journals and books published by leading publishers namely Springer, Sage, John Wiley, Cambridge Scholar Press, Gower Publication and Cengage Learning. His research work has been selected and presented in several top-level international conferences organised by Marketing Science, American Marketing Association, 7th World Congress in Probability and Statistics, Royal Statistical Society and similar academic forums in the USA, UK, France, Germany, Italy, China, Australia and Singapore....

Assessment and Certification

Evaluation Methodology
Attendance Criteria
Certification & Alumni Status
Certificate of Completion

Date and Fees