Across sectors and geographies, the modern business landscape is fueled by data analytics that has emerged as a staple for business growth and profit maximisation. Data points such as age, gender, location, education, and employment have informed marketing decisions and amplified the impact of campaigns across the board. Marketing strategies powered by analytics provide concrete insights into how well or not marketing campaigns are performing, and how they can be optimised for better performance.

IIM Kozhikode's Professional Certificate Programme in Data Analytics for Marketing will enhance your decision-making skills following a data-driven analytical framework. It will explore various analytical applications in domains like marketing, product, retail & sales, customer research & insights, and digital marketing. You will gain expertise in analytical tools, and will be adept at identifying the most reliable ways to collect, analyse, visualise, and utilise data in decision-making. Towards the end of this programme, you will develop in-demand skills in marketing and analytics that will help you enhance and optimise your organisation's marketing strategies and benefit from one of the most sought-after professions today.


  • Learn predictive modelling for better customer insights
  • Understand how data-driven insights can be used for making effective marketing decisions
  • Identify the correct analytics tool for a specific need and find reliable ways to collect, analyse, visualise and utilise data for decision-making
  • Understand how analytics can help to generate new product ideas and to screen and evaluate alternatives
  • Understand market segmentation methods and best practices for identifying potential customer segments and focussed targeting
  • Learn how to compute Customer Lifetime Value for analysing customer loyalty, brand loyalty and forecasting revenue in the short and long run
  • Learn how to use data to analyse market trends to forecast and improve sales and minimise inefficiencies
  • Learn the concepts and metrics to evaluate and optimise digital marketing efforts


Professional Certificate Programme in Data Analytics for Marketing - Certificate Click to view certificate



      Coming Soon


      10 Months
      (Live Online Sessions
      Every Saturday: 9:00 AM to 12:00 PM)


      INR 1,65,000 + GST

    Who is this Programme For

    Whether you’re responsible for marketing and sales in your organisation or are an experienced marketing leader, this cutting-edge programme will help you acquire the relevant analytical mindset to disrupt, innovate and scale your organisation’s marketing strategies for an improved ROI.

    This programme is beneficial for:

    • Marketing, product and sales managers interested in learning about the application of analytics in marketing strategy, product development, digital marketing, retail management and consumer behaviour
    • Brand managers interested in gaining data analytics skills to conceptualise superior brand strategies
    • Early-stage professionals aspiring to strengthen their skills and establish a career in data analytics, product, sales, marketing, and branding domains
    • Senior managers and leaders who want to acquire a nuanced understanding of the application of analytics for effective sales, marketing, and product strategies
    • Consultants who want to acquire analytics skills to assist their clients in connecting the dots with the right mix of data, insight and strategy
    • Entrepreneurs and business owners keen on driving customer-centric decision-making in marketing for growth and competitive advantage
    • ELIGIBILITY - Graduates/ Diploma Holders (only 10+2+3) from a recognised university in any discipline with minimum one year of work experience (after graduation) as on Dec 30, 2020

    Programme Modules & Faculty


    • Data analytics for strategic decision-making
    • Data analytics to build a customer-centred strategy
    • Introduction to data-driven insights for marketing decisions
    • Important KPIs for data-driven insights in marketing
    • External environment analysis for marketing decision-making
    • Data science for marketers: introduction to data mining and predictive modelling
    • Analytics for marketing success
    • Resource allocation perspective of marketing actions
    • Marketing mix modelling
    • Analytics for product idea generation, screening & evaluating alternatives
    • Concept testing
    • Product potentiality analysis
    • Volume estimation
    • Competitor analysis
    • Data-driven insights based on the design of experiments
    • New product development based on conjoint analysis
    • Introduction to basic retail formulae & retail KPI
    • Forecasting for retail SKUs based on various retail parameters
    • Identifying and classifying valuable customers
    • Recommendation System based on prior purchases
    • Modelling conversions
    • Retail shelf planning
    • Response rates based upon postal codes
    • Shrinkage analysis site-related decisions
    • Pricing in retail context & evaluating pricing strategies
    • Sales forecasting modelling
    • Customer satisfaction measurement & analysis
    • Customer segmentation analysis
    • Predicting customer churn propensity and retention
    • Customer value and customer lifetime value
    • Searching solutions for unsatisfied customer needs
    • Predictive modelling for better customer insights
    • Measuring the effectiveness of advertising and promotions
    • Analytics in digital marketing
    • Search analytics
    • Audience analytics
    • Social media analytics
    • Text mining and web analytics
    • Google Analytics
    • Gain hands-on learning in the mandatory capstone project, which will advance your expertise in conducting data analysis scientifically. You will learn ways to make insightful connections between quantitative data analysis and real-world marketing challenges.


    Prof. Anandakuttan B Unnithan, PhD
    Prof. Anandakuttan B Unnithan, PhD

    Professor, Marketing Management,

    Dean (Academic Affairs & Development)

    Prof. Anandakuttan B Unnithan obtained his PhD degree in Marketing from Cochin University of Science and Technology, Kochi, Kerala. He has extensive experience of two decades as a business educator, researcher and administrator. His research interests include consumer behaviour, services marketing, and advertising. His publications have appeared in leading journals in marketing, advertising, and other business disciplines. He has consulted with major corporations and government agencies and is actively engaged in executive education and management development programmes.

    Prof. Sreejesh S.
    Prof. Sreejesh S.

    Assistant Professor,

    Marketing Management

    Prof. Sreejesh’s primary research interests include marketing analytics, brand management, services marketing, and online marketing & advertising. His publications have appeared in Journal of Brand Management, Industrial Marketing Management, European Journal of Marketing, Computers in Human Behaviour, Journal of Travel and Tourism Marketing, International Journal of Contemporary Hospitality Management, Internet Research, Journal of Product and Brand Management, Journal of Service Theory and Practice, International Journal of Bank Marketing, etc. He serves on the editorial board of the International Journal of Consumer Studies. He has also authored books of international repute with Pearson India and Springer International.

    Programme Fee

    Dates Length Location Tuition Fees
    Coming Soon 10 Months Live Online Sessions
    Every Saturday: 9:00 AM to 12:00 PM
    INR 1,65,000 + GST
    Deadline Application Fee
    Round 1 Nov 5, 2020 INR 1,500 + GST
    Round 2 Nov 30, 2020 INR 2,000 + GST
    Round 3 Dec 21, 2020 INR 2,500 + GST
    Remarks Instalment Amount
    Booking Amount Within 7 days post selection INR 30,000 + GST
    Instalment 1 Jan 6, 2021 INR 45,000 + GST
    Instalment 2 Apr 6, 2021 INR 45,000 + GST
    Instalment 3 Jul 6, 2021 INR 45,000 + GST

    Student Loan Details

    Loan Amount Available Tenure (months) EMI
    INR 1,84,965 48 INR 5,642


    • The above EMI’s are indicative. The EMI’s offered by each of the loan providers might vary from the above figures, depending upon tenure and loan amount to be disbursed.
    • Other EMI tenures available (Months):
      Propelld: 6/12/18/24/30/36/42/48
      Eduvanz: 12/24/36/48

    Please visit Students Loans and Financing for details on how to avail a student loan.


    This programme includes live online classes. To attend a live online class you will need to have a PC/Laptop/Mac with

    • Speakers and microphone: built-in or a USB plug-in or wireless Bluetooth
    • Webcam: built-in or USB plug-in
    • Processor: with Dual Core 2Ghz or higher (i3/i5/i7 or AMD equivalent)
    • RAM: 4 GB or higher
    • OS: Either MacOS 10.7 or higher OR Windows 8 or higher
    • An internet connection: Minimum bandwidth of 3.0 Mbps (up/down)
    • Browser: IE 11+, Edge 12+, Firefox 27+, Chrome 30+
    • Zoom software client installed on your PC/Laptop/Mac

    We use the Zoom software application to conduct live online classes. Zoom works on a variety of PCs/Laptops/Mac systems and also on phones and tablets. You can join your live online class from a phone or tablet if it supports the Zoom client. We recommend that you attend classes from a PC/Laptop/Mac.