Marketing Analytics

By Prof. Swagato Chatterjee   |   IIT Kharagpur
Learners enrolled: 2275
The students of this course should have already attended Marketing Management and Introduction to Business Analytics. Therefore we expect them to know basics of marketing and business analytics tools. 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.

Learning Objectives: 
We expect that the students of the course will be able to do the following at the end of the course:
• Identify a marketing problem as a sequence of small questions
• Identify the appropriate tools and datasets required to solve each small research question
• Properly apply the various available tools and choose the best one
• Create a marketing story out of the statistical and machine learning tools applied
• Solve a marketing analytics project end to end

The pedagogy will be based on the 30 hrs video of multiple modules. Students are expected to read the material provided, and actively take part in the discussion forums. We will have hands on training in the class. 

PREREQUISITES : Marketing Management and Basic Knowledge of R Programing
INDUSTRY SUPPORT : All analytics companies
Course Status : Completed
Course Type : Elective
Duration : 12 weeks
Category :
  • Management Studies
Credit Points : 3
Level : Postgraduate
Start Date : 24 Jan 2022
End Date : 15 Apr 2022
Enrollment Ends : 07 Feb 2022
Exam Date : 24 Apr 2022 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1 : Introduction to R Programing
Week 2 : What customers want?: Customer value, Conjoint Analysis
Week 3 : Analytics for customer segmentation and targeting
Week 4 : Demand Forecasting & Pricing
Week 5 : Pricing
Week 6 : Marketing Mix Models and Advertising Models
Week 7 : Recommender System
Week 8 : Market Basket Analysis and RFM Analysis
Week 9 : Customer Churn & Customer Lifetime Value
Week 10 : Text Mining and Sentiment Analytics
Week 11 : Text Mining and Product Innovation Management
Week 12 : Social Network Analysis for Marketing

Books and references

Not applicable, materials will be provided

Instructor bio

Prof. Swagato Chatterjee

IIT Kharagpur
Dr. Swagato Chatterjee is a researcher, consultant, teacher and academician. He has over 7 years of experience in marketing, operations and analytics. He has worked with companies like Coca Cola, Times of India, Technosoft, Mitsubishi, Nomura, Yes Bank, CSC, Ernst and Young, Genpact, NTPC, Indian Oil in various consultancy and training assignments related to analytics. He has also taught in institutes like IIT Khagarpur, Narsee Monjee Institute of Management, SPJain etc. He has published in reputed international journals including Decision Support Systems, Journal of Strategic Marketing etc. He is a BTech from IIT Kharagpur and a PhD in marketing from IIM Bangalore. Currently he is an Assistant Professor in Vinod Gupta School of Management, IIT Kharagpur in the area of marketing and analytics.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 24 April 2022 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.


Average assignment score = 25% of average of best 8 assignments out of the total 12 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Kharagpur .It will be e-verifiable at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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