Plug into your

consumer's mind

IIM Kozhikode
Professional Certificate Programme in
Advanced Marketing Strategy and Analytics
 "The aim of marketing is to know and
understand the customer so well, the product
or service fits him and sells itself."

- Peter Drucker

Index
3 Creating Marketing Value with Data
4 Marketing Analytics-led Strategies
5 Marketing Analytics Industry Trends
6 About the Programme
7-8 Programme Content
9 Pedagogy & Programme Schedule
10 Eligibility, Assessment & Evaluation
11 Programme Directors’ Profiles
12 Certification & Alumni Status
13 Programme Fees, Instalment Schedule & Important Dates
14 About IIM Kozhikode, TimesTSW & Times Group
Creating Marketing Value with Data 3

In the digital age, large amount of data is generated each day. IDC predicts that
the Global Datasphere (sum of all data), will increase from 33 Zettabytes in 2018
to 175 Zettabytes by 2025 (www.seagate.com). The abundance of data is shaping
businesses as intelligent data is being integrated into every aspect of business.
With the advent of digital technology, the marketing ecosystem has also evolved
into a complex network of channels for connecting with the consumers.

The Marketing Ecosystem

Search

TV

Phone

Email
Website
In-store

Sales
SMS

Consumer
Print

Radio
YouTube

Social Media

Mobile App

Word-of-Mouth

Postal Mail

Loyalty Programme

Marketers want to know the contribution of each of these channels to sales and
other key result areas, and also how the various digital marketing touch-points
influence consumers’ purchasing journey. Marketers need to take into account
the complete marketing picture to be able to anticipate and deliver against
rapidly evolving customer expectations.
 Marketing Analytics-led Strategies 4

Marketing analytics compiles data from various marketing channels into a

consolidated marketing view, based on which marketers can extract analytical
results to arrive at invaluable insights. Marketers can use data to their advantage
by assessing strategies, measuring their impact and optimising them for
maximising business performance. For example, blogging versus channel
communications versus social media.

Why Marketing Analytics Is Important?

What we see
Typically, we look at
a dashboard or just
a few key metrics.

What exists
However, analytics
can tell us so much
more about what
really drives people
to make decisions.
We just need to know
where to look.
Source: towardsdatascience.com

Source: towardsdatascience.com
Marketing Analytics Industry Trends 5

• US$ 2,703.6 Mn in 2019

Global Marketing
• 15.2% CAGR for the 2020-2022 forecast period
Analytics Market Size
• US$ 4,108.2 Mn by the end of 2022 (estimated)

Source: Transparency Market Research

Favorable Marketing Analytics Trends

Percentage of total marketing Report analytics as the

operations budgets allocated largest spend percentage
to ‘Marketing Analytics’ of 13 market areas

6 times more More than

16% 76%
profitable y-o-y 350 marketers

Companies that focus Percentage of marketing

on data-driven marketing leaders who use data
and analytics to drive
key decisions

Source: Gartner, business2community

Talent Requirement
With the evolution of marketing amidst digitisation, 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.

41% of survey respondents (CMOs) cited ‘data analysis’ as the most

desired skill among digital marketers in 2019-20 (Altimeter/Prophet State
Digital Marketing Report)
‘Marketing Data Analyst’ topped the list of most in-demand marketing
roles of 2019 (marketproinc)
About the Programme 6

Executive Management Development Programme (eMDP) in

Advanced Marketing Strategy and Analytics
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 Highlights

A decision-oriented programme Live classes by highly experienced

of marketing strategy and analytics faculties from IIM Kozhikode

Real-life case studies and Capstone project

simulation-based pedagogy

IIM Kozhikode Executive Certificate of completion

Alumni status from IIM Kozhikode
Programme Content 7

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
Programme Content
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
8
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
Pedagogy & Programme Schedule 9

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).

Class Schedue
Saturday 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 Duration 10 months

Eligibility, Assessment & Evaluation 10

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.

Assessment & Evaluation

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.
Programme Directors’ Profiles 11

Prof. Atanu Adhikari

Professor Atanu Adhikari earned his Bachelor’s degree in
Engineering, and MBA (Gold Medalist) and Ph.D. in Marketing
Management. Professor Adhikari 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 Royal Statistical Society London, UK. He has taught as adjunct
faculty in many business schools abroad and in several IIMs in India. Professor
Adhikari has taught as a co-instructor in post-graduate programmes for
executives with leading international faculties from Cornell University and Syracuse
University. Professor Adhikari 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 number of 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.

Professor Adhikari has received several awards and honors from national and
international bodies, which include Academy of Marketing Science USA, Marketing
Management Association USA, EFMD - Belgium, Oikos International - Switzerland,
Ivey Business School – Canada, in addition to several research grants from
international bodies.

Professor Adhikari has written several case studies which are available with Ivey
Publishing and Harvard Business Publishing and being used in national and
international business schools including Cornell University, INSEAD, Syracuse
University and IIMs among other business schools.

Prof. Shovan Chowdhury

Professor Shovan Chowdhury is a tenured Associate Professor in
the area of Quantitative Methods and Operations Management
at Indian Institute of Management Kozhikode, Kerala, India. He
earned Bachelor of Science, Master of Science, and PhD degrees
in Statistics from Calcutta University, Kolkata, India. Professor Shovan teaches
various courses at MBA and PhD level including Data Analytics, Predictive Analytics,
Stochastic Modelling, Multivariate Analysis, Probability and Statistics. He is the
coordinator and faculty of various executive programmes at IIM Kozhikode
including Business Analytics and Healthcare Management & Analytics. He is an
active researcher in the areas of Applied Statistics, Predictive Analytics, and
Business Forecasting. Professor Shovan, recipient of Emerald Literati Awards 2019,
has published several articles in leading international peer-reviewed journals,
including Statistics and Probability Letters, Operations Research Letters,
International Journal of Production Research, International Statistical Review, and
Quality and Reliability Engineering International. He is the co-author of the books
titled ‘Applied Statistics in Business and Economics’ and ‘Forecasting and
Predictive Analytics’ by a leading international publisher. He has presented
research papers in renowned international and national conferences. Professor
Shovan is a life member of International Indian Statistical Association and member
of American Statistical Association and INFORMS. He has administrative experience
as Chairperson of Placements, and Alumni Relations at IIM Kozhikode. He has
worked as consultant statistician with software firms, and healthcare organisations.
 Certification & Alumni Status 12
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.

Certificate of Completion

Certificate of Participation
Programme Fees, Instalment Schedule & 13
Important Dates
Particulars Amount
Programme Fees ₹1,47,500
Note:
• Taxes will be additional as applicable
• All fees will be collected by BCCL

Instalment Schedule
Particulars Registration Fee Inst 1 Inst 2 Inst 3 Inst 4
Date To be paid at time 17th Jan, 10th Mar, 10th May, 10th Aug,
of Registration 2021 2021 2021 2021
Amount* ₹15,000 ₹30,000 ₹40,000 ₹32,500 ₹30,000
*Taxes additional

Important Dates
Application closure date 20th December 2020
Academic orientation date 23rd January, 2021
Programme start date 30th January, 2021
Programme end date November 2021

Apply Now
About IIM Kozhikode 14
IIM Kozhikode aims to create a unique and futuristic space of global reckoning so as
to nurture the finest management thinkers in the pursuit of developing innovative,
socially responsible and environmentally friendly practitioners, leaders and
educators. Strategically moving towards a better future, the university strives to
provide holistic learning - giving equal weightage to academic solidarity and
practical application. IIM Kozhikode integrates concepts with applications and
values, thus transforming individuals into dependable, capable, caring and fair-minded
personalities who will contribute towards the development of communities.

About Times TSW

The Second Wind (TSW) is an initiative by Times Professional
Learning for working professionals who are keen to hone their skills
to add value to their work for a more rewarding career. TSW’s
passion for excellence and a brief that “Executive Education Empowers” works hand in hand with
the organisation’s aim to impart knowledge to business professionals nationwide.

About Times Group

The Times of India Group began its operations in the year 1838
and is India’s oldest and largest media house. The Times of India
is the world’s largest-selling English newspaper, with over 5
million copies sold daily.

The Economic Times is the world’s 2nd largest English business newspaper second only to The Wall
Street Journal, with over 800,000 copies sold daily. The Group is also amongst India’s most diverse
media houses with assets across Publishing, Radio, TV, Out of Home (OOH) and Online Media.
Times Professional Learning
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