Metrics and Analytics of Marketing

By Prof. Kuldeep Baishya | IIT Guwahati

Learners enrolled: 1052 | Exam registration: 347

ABOUT THE COURSE:

The primary objective of the course titled “Metrics and Analytics of Marketing” is to develop a toolkit of marketing metrics that will enable managers to apply the right metrics at the right time. The course has been designed with specific focus on the applied methods and techniques used in marketing decision making in various organizations. The frameworks, models, and analytical approaches will equip the participants to take decisions using a systematic process. The participants of this course would be able to apply and understand the relevance of marketing metrics in the context of real-world cases.

INTENDED AUDIENCE: MBA students/ Marketing Managers

PREREQUISITES: Marketing Management

INDUSTRY SUPPORT: Marketing Managers of all companies

Summary

Course Status :	Ongoing
Course Type :	Elective
Language for course content :	English
Duration :	12 weeks
Category :	Management Studies Marketing
Credit Points :	3
Level :	Postgraduate
Start Date :	19 Jan 2026
End Date :	10 Apr 2026
Enrollment Ends :	02 Feb 2026
Exam Registration Ends :	20 Feb 2026
Exam Date :	17 Apr 2026 IST
NCrF Level	4.5 — 8.0

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

Page Visits

Course layout

Week 1: Introduction to Marketing Metrics, Conceptual Framework for Marketing Metrics

Week 2: Measuring Strategic Goals – Metrics of Interest, Margins and Profits

Week 3: Traditional Metrics: Share of Hearts, Minds and Markets

Week 4: Customer Segmentation

Week 5: Customer Profitability, Customer Lifetime Value

Week 6: Predicting & Combating Customer Churn

Week 7: Product and Portfolio Management

Week 8: Metrics for Pricing Strategy, Optimizing Price

Week 9: Metrics for Promotion Management, Measuring Effectiveness of Promotion

Week 10: Metrics for Sales Force and Channel Management

Week 11: Forecasting Sales (Modeling trends and seasonality), Web Metrics and Social Media Analytics

Week 12: Linking Marketing Metrics to Financial Performance, System of Marketing Metrics

Books and references

Paul Farris, Neil Bendle, Phillip Pfeifer and David Reibstein ; Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2^nd edition, Pearson

Wayne L. Winston , Marketing Analytics: Data-Driven Techniques with Microsoft Excel, 1^st edition, Wiley

Instructor bio

Prof. Kuldeep Baishya

IIT Guwahati

Dr. Kuldeep Baishya holds a Ph.D from Indian Institute of Management Shillong. He earned a B.Tech in Information Technology from North-Eastern Hill University in 2010 and had been working as a software engineer for 2.5 years before joining the doctoral programme at IIM Shillong in 2013. Dr. Kuldeep has published some of his research papers in reputed journals. He worked as an Assistant Professor (Grade 1) at Indian Institute of Management Rohtak before joining Indian Institute of Technology Guwahati. His teaching interests include Marketing Management, Marketing Research, Consumer Behavior, Capstone Simulation and Marketing Metrics 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: April 17, 2026 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.

CRITERIA TO GET A CERTIFICATE

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

Please note that assignments encompass all types (including quizzes, programming tasks, and essay submissions) available in the specific week.

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 Guwahati .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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