Marketing Metrics & Analytics Course | IIT Guwahati | Prof. Kuldeep Baishya
Course Details
| Exam Registration | 347 |
|---|---|
| Course Status | Ongoing |
| Course Type | Elective |
| Language | English |
| Duration | 12 weeks |
| Categories | 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 |
From Data to Decisions: Mastering Marketing Metrics and Analytics
In today's hyper-competitive digital landscape, intuition is no longer enough. Successful marketing demands precision, measurement, and a deep understanding of what drives performance. The ability to translate raw data into actionable insights is the superpower that separates leading brands from the rest. If you're an MBA student, marketing manager, or aspiring leader looking to build this critical skill set, a groundbreaking course from the Indian Institute of Technology Guwahati offers the perfect roadmap.
Course Overview: Your Toolkit for Data-Driven Marketing
The "Metrics and Analytics of Marketing" course is a comprehensive 12-week postgraduate program designed to equip you with a powerful toolkit of frameworks and models. The primary objective is clear: to enable managers and students to apply the right metrics at the right time for effective decision-making.
Moving beyond theory, the course focuses on applied methods and techniques used in real-world organizations. You'll learn a systematic process to analyze performance, predict customer behavior, and ultimately, link marketing activities directly to financial outcomes.
Learn from an Expert: Instructor Profile
The course is led by Prof. (Dr.) Kuldeep Baishya of IIT Guwahati, whose unique blend of academic rigor and practical experience brings the subject to life.
- Academic Credentials: Holds a Ph.D. from the prestigious Indian Institute of Management (IIM) Shillong.
- Industry Foundation: Earned a B.Tech in IT and worked as a software engineer for 2.5 years, giving him a strong technical foundation for analytics.
- Teaching Expertise: Previously served as an Assistant Professor at IIM Rohtak. His teaching interests include Marketing Management, Research, Consumer Behavior, and Capstone Simulation.
- Research Pedigree: Has published research papers in reputed journals, ensuring the course content is cutting-edge.
Who Should Enroll?
This course is meticulously designed for specific audiences who stand to gain the most:
- Intended Audience: MBA students and current Marketing Managers.
- Prerequisites: A foundational knowledge of Marketing Management is required to fully engage with the advanced concepts.
- Industry Support: The curriculum is highly relevant for Marketing Managers across all industries, providing directly applicable skills.
Your 12-Week Learning Journey: Course Layout
The course is structured to build your knowledge from the ground up, covering every critical aspect of marketing measurement.
| Week | Core Topics Covered |
|---|---|
| Week 1-3 | Introduction, Conceptual Frameworks, Strategic Goals, Margins & Profits, Traditional Metrics (Market Share). |
| Week 4-6 | Customer Segmentation, Customer Profitability, Lifetime Value (CLV), Predicting & Combating Customer Churn. |
| Week 7-9 | Product/Portfolio Management, Pricing Strategy & Optimization, Promotion Management & Effectiveness. |
| Week 10-12 | Sales Force & Channel Metrics, Sales Forecasting, Web & Social Media Analytics, Linking Metrics to Financial Performance. |
Essential Reading Materials
To complement the lectures, the course references two authoritative texts that will serve as valuable resources during and after the program:
- Marketing Metrics: The Definitive Guide to Measuring Marketing Performance by Paul Farris et al. (2nd Ed., Pearson).
- Marketing Analytics: Data-Driven Techniques with Microsoft Excel by Wayne L. Winston (1st Ed., Wiley).
Why This Course is Essential for Modern Marketers
This course addresses the core challenge of modern marketing: proving ROI and making strategic decisions based on evidence. By the end of the 12 weeks, you will not just understand metrics like Customer Lifetime Value or churn prediction models—you will be able to apply them to real-world cases. You'll learn to move from tracking basic clicks and likes to building a holistic "System of Marketing Metrics" that aligns with overarching business goals.
Whether you aim to optimize a pricing strategy, measure the true impact of a campaign, or forecast sales with greater accuracy, this course from IIT Guwahati provides the analytical framework and practical knowledge to do so with confidence. Enroll and transform your approach from guesswork to data-driven governance.
Enroll Now →