Marketing Analytics Course | IIT Kharagpur | Prof. Swagato Chatterjee
Course Details
| Exam Registration | 3805 |
|---|---|
| Course Status | Ongoing |
| Course Type | Elective |
| Language | English |
| Duration | 12 weeks |
| Categories | Management Studies |
| 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 | 25 Apr 2026 IST |
| NCrF Level | 4.5 — 8.0 |
Unlock the Power of Data-Driven Marketing: A Comprehensive Guide to Marketing Analytics
In today's hyper-competitive business landscape, intuition alone is no longer enough. Success belongs to those who can translate customer data into actionable insights. Welcome to the definitive field of Marketing Analytics—the strategic fusion of marketing principles with quantitative analysis to drive growth, optimize spending, and deeply understand customer behavior.
This detailed guide explores a premier 12-week postgraduate course designed and taught by Prof. Swagato Chatterjee of IIT Kharagpur, crafted to transform you into a proficient marketing analytics professional.
Why Marketing Analytics is Your Career Superpower
Marketing Analytics moves beyond basic reporting. It involves identifying core business problems, deconstructing them into researchable questions, applying sophisticated statistical and machine learning tools, and weaving the results into a compelling narrative for decision-makers. Professionals skilled in this domain are in high demand across industries, from FMCG giants to tech startups, as they directly contribute to ROI and strategic advantage.
Meet Your Instructor: Learn from an Industry Veteran
This course is led by Prof. Swagato Chatterjee, a distinguished academician and consultant with over seven years of hands-on experience. His rich background includes:
- Industry Expertise: Consultancy and training for global leaders like Coca-Cola, Mitsubishi, Ernst & Young, Indian Oil, and Nomura.
- Academic Pedigree: B.Tech from IIT Kharagpur and a PhD in Marketing from IIM Bangalore.
- Teaching Excellence: Faculty at Vinod Gupta School of Management, IIT Kharagpur, and former stints at NMIMS and SP Jain.
- Published Authority: Research published in top-tier journals like Decision Support Systems and the Journal of Strategic Marketing.
Learning from an instructor who bridges the gap between rigorous academia and real-world business challenges provides an unparalleled educational experience.
Course Overview: Structure and Learning Objectives
This is a 12-week, postgraduate-level program designed for management students and professionals. It assumes prior knowledge of Marketing Management and basic Business Analytics tools.
By the end of this course, you will be able to:
- Deconstruct a complex marketing problem into a sequence of analytical questions.
- Identify and procure the appropriate datasets and tools for each stage of analysis.
- Correctly apply a suite of analytical tools (from statistics to ML) and select the best fit.
- Synthesize analytical outputs into a coherent, actionable “marketing story.”
- Execute an end-to-end marketing analytics project with confidence.
Pedagogy: How You Will Learn
The course employs a robust, multi-faceted learning approach:
- Video Lectures: Over 30 hours of detailed instructional content across modules.
- Hands-On Training: Practical, in-class exercises to apply tools in real-time.
- Discussion Forums: Active peer and instructor interaction to deepen understanding.
- Provided Materials: All necessary reading and case materials are supplied, with no mandatory textbooks required.
Weekly Course Curriculum: Your 12-Week Journey
| Week | Core Topic | Key Learning Outcomes |
|---|---|---|
| 1 | Introduction to R Programming | Build foundation in the primary tool for statistical analysis. |
| 2 | What Customers Want?: Conjoint Analysis | Measure customer preferences and perceived value for product features. |
| 3 | Customer Segmentation & Targeting | Identify distinct customer groups for tailored marketing strategies. |
| 4 & 5 | Demand Forecasting & Pricing | Model future demand and develop data-driven pricing strategies. |
| 6 | Marketing Mix & Advertising Models | Quantify the impact of different marketing channels on sales. |
| 7 | Recommender Systems | Build algorithms to drive personalized product recommendations. |
| 8 | Market Basket & RFM Analysis | Understand product purchase patterns and customer value tiers. |
| 9 | Customer Churn & Lifetime Value (CLV) | Predict customer attrition and calculate long-term customer profitability. |
| 10 & 11 | Text Mining & Sentiment Analytics | Extract insights from customer reviews and social media for product innovation. |
| 12 | Social Network Analysis for Marketing | Map influence and information flow within customer networks. |
Who Should Enroll and Industry Relevance
Intended Audience: This course is ideal for Management students, MBAs, marketing professionals, business analysts, and anyone aiming to build a career in data-driven marketing.
Prerequisites: A foundational course in Marketing Management and a basic knowledge of R programming are required to fully benefit from the curriculum.
Industry Support: The skills taught are directly applicable and in high demand across all analytics companies, consulting firms, consumer goods corporations, financial institutions, and tech enterprises. The toolset is universal for any organization looking to leverage its data.
Conclusion: Transform Your Analytical Capabilities
This Marketing Analytics course offers more than just technical knowledge; it provides a structured framework for problem-solving. Under the guidance of Prof. Swagato Chatterjee, you will learn to think like a marketing scientist—turning raw data into the stories that shape business strategy. In a world driven by data, this is not just a course; it's an investment in your most valuable asset: your ability to make informed, impactful decisions.
Embark on this 12-week journey to master the tools, techniques, and storytelling prowess that define the next generation of marketing leaders.
Enroll Now →