About the course

As a part of the Management Development Programme, Marketing Analytics offered by SIBM Pune is an online certificate programme. The course is designed to provide participants with the knowledge in marketing analytics, which can be used in strategic decision-making in turbulent business environment.

Data is critical for any organization and it also plays a vital role in helping managers take the right decision. Organizations have access to a variety of data related to their customers, channel partners, vendors, and others. After gathering and collecting data, converting the same into meaningful information and then deriving the correct interpretation is critical for organizations to grow and sustain in the present competitive environment.

Organizations today use analytics to generate actionable insights which are required for effective and impactful decision making.

This course will help participants to understand the essentials of marketing analytics and learn the techniques to address fundamental marketing challenges.

Course content

The detailed description of the course are as follows:

Week 1 Introduction to Marketing Analytics
1 Introduction to Week
2 Decision making
3 Business analytics - Descriptive - Predictive and Prescriptive Analytics
4 Introduction to Marketing and Marketing Analytics
5 Overview of using data and types of Data
6 Week Summary
Week 2 Fundamentals of Statistics
1 Intro to the week: Use of data in decision making
2 How to identify Statistical techniques? Population vs Sample, Variables/data
3 Different Visualization Techniques for data
4 Descriptive Measures Used (Central Tendency/Variability)
5 Distribution, Normal Distribution: its Significance
6 Exploring relation between variables
7 General Linear Regression Models
8 Application of Linear Regression: With Practical Example
Week 3 Revenue Management and Pricing
1 Intro to the week: Point-of-Sale Data
2 How to arrive at the right pricing approach
3 Managing Pricing to meet topline & bottom line goals
4 Pricing plans
5 Week Summary
Week 4 Consumer Decision Making and Analytics
1 Intro to the week: Market Segmentation using Analytics
2 Consumer Perception Mapping
3 Push v/s Pull strategies
4 Assortment and demand
5 Bundling of Products and Services
6 Week Summary
Week 5 Customer Lifetime Value (LTV)
1 Intro to the week: Loyalty - The concept
2 Customer Lifetime Concept
3 How to Calculate LTV
4 Net Promoter Score
5 About Sales - and Sales Analytics
6 Week Summary

Faculty members

Dr. Ramakrishnan Raman


Professor and Director, Symbiosis Institute
of Business Management - Pune & Dean -
Faculty of Management- SIU

Prospective Participants

Who should join?

    Anyone who wants to learn and get certified in marketing analytics can join this management development program in marketing analytics.

    This course will be helpful to students, academic or corporate professionals who would want to build their knowledge in marketing analytics.

Why should you join?

The 5-week online program is focused on building the knowledge in marketing analytics. This course would be helpful in addressing/reviewing marketing challenges, especially in the areas of Customer Loyalty & Lifetime Value, Market Segmentation, Product Assortment and Pricing, Customer Acquisition and Retention and others using analytics.

Course Pedagogy

    pointer-icon The course will be taught online
    pointer-icon Teaching methods shall include:
      pointer-icon Video based classes
      pointer-icon Pop up Q&As
      pointer-icon Study Material (Presentations, Industry articles, Caselets)
      pointer-icon Discussion forum
      pointer-icon Q&As


    pointer-icon Peer reviewed assignments
    pointer-icon Pop up quizzes
    pointer-icon Topic based quizzes


Eligibility Criteria:

    pointer-icon A participant must hold an under graduate degree (10+2+3/4) from a recognized university in any disciph6ne. Participant appearing for final year examinations can also apply.
    pointer-icon The final selection of participants will be based on performance of Class 10, 12 and graduation.

Application Process

Click on the Apply Now button at the top of the page.


After filling your name, email id and mobile number, you will receive an email with a link to the application form. The email will also have the USER ID and PASSWORD to login. Enter the form and duly fill the application form.


After you fill the application form and pay the application form fees (Rs. 118 all inclusive)for Marketing Analytics course the form is complete and submitted.


You will then receive a confirmation email stating "Your registration is complete and we will contact you if you are shortlisted"


Once the shortlisting process is done, all the shortlisted participants will receive an email stating "You are selected for this course", and will receive a URL with credentials where they can pay the course fee for the Online Marketing Analytics programme. (Rs. 4200 + 18% GST)


You can start the course from the starting date of the programme.


Course Fees And Dates

Fee Particulars Amount
Application Fee Rs.118 all inclusive
Course Fee * Rs.4200 + 18% GST

* Please note that Convenience Fee for payment gateway will be additionally charged

Important dates

Fourth Cohort:

Activity Date
Start date for Online Application 20th February, 2019
Last date for Online Application 10th March, 2019
Selected Participant names to be informed via email 12th March, 2019
Last date for payment of fees 17th March, 2019 (23:59hrs. IST)
Start date of the course 18th March, 2019
End date of the course 21st April, 2019

Participant reviews

The teaching methodology is incredible. I like how a topic is explained first and then its subsections are explained in details with examples for further clarifications and clarity. Small important points are mentioned on the screen after explaining them. It makes the video lectures very engaging and worth attending to.

Ruchi Kandpal

The course is overall good, I have learned new things in this marketing analytics. faculties are awesome & they have explained every concept very well. looking forward to more courses like this, please provide a course which is related to the HUMAN RESOURCE.

Dimple Mosalpuria


The overall program is a great initiative by SIBM Pune and I feel the institute should continue the momentum by designing such courses under Management Development Programs. As I am completely new to this field of study, I had a great time understanding the basics of marketing.The course also helped me pick my MAJORS during my MBA program, seeing the growing demand and unconventional possibilities Marketing Analysts experience in the industry. Looking forward to similar courses designed by the Marketers for the Marketers. Cheers !


Coming to Discussion Forum, I feel that we should know, what could be the most relevant answers to fetch a 2.5/2.5 in the discussion forum. We, as prospective candidates to implement the learning, should know the points that we are missing out on and adding which points would complement our answers. No doubt, we can get to view answers of fellow participants but, in that way we won't get to know the effectiveness of an answer as per the answer required. It would be great if the respective faculty post the appropriate explanation highlighting the keywords they seek for.


The content was no doubt good but I feel there is still room for some more illustrative examples when it comes to explaining Dendograms, Scree Plots etc. in the topic (Perception Mapping and Cluster Analysis). Thank You ! It was a great time learning from SIBM Marketing faculty.

Roumyodeep Dutta

Great lessons & quizzes. Discussion forum can be better handled

Pramod Chandra M V

Test Drive


Is this an MBA Program or a Diploma program?

No, this is not an MBA program or a Diploma Program. It is a certificate program which is a part of SIBM Pune's Management Development Programmes.

Is the program 100 % online?

This is an online program.

What is this program? What will be the certification given if one successfully completes the program?

It is a 5-week online certification program on Marketing Analytics offered by SIBM Pune. Upon successful completion of the course, you will be awarded an electronic certificate of completion by SIBM Pune.

Who will be teaching this course?
    Dr. R Raman - Director, SIBM Pune & Dean Faculty of Management SIU
    Dr. Preetha Menon - Assistant Professor, SIBM Pune
    Prof. Sandeep Bhattacharya - Head - Corp Relations & Adj Faculty, SIBM Pune

What is the validity of this course?

If you pay for this course, you will have access to all of the features and content which you need, to earn a Course Certificate. If you complete the course successfully, your electronic Certificate will be added to your accomplishments page after 15 days of course completion date - from there, you can print your Certificate or add it to your LinkedIn profile. This is a 5-week online certification program. Participants can complete the course before the end of 5 weeks subject to completion of assignments within each module.

In case you plan to pursue an MBA from SIU offered by SIBM Pune, then we would certainly value this certificate as a "certificate of achievement" when we look at your candidature in the final selection process.

How will this program be useful to me?

This will be accepted as one of your achievements if you apply for admission to any regular MBA program at SIBM Pune. Technical knowhow of this field will give you a professional edge as today, the corporates want fact based decision making and measurement, for instance, as also the overview of the effectiveness of the marketing campaigns in terms of whether they are working or not. This course will help you fine-tune your approach towards marketing analytics.

Will we be learning R or Python in this course?

This is a course focusing on the business aspects and the analytics will be explained using spread sheets.

There are other Institutes which offer the same program, why SIBM- Pune?

SIBM-Pune has a legacy of more than four decades in management education that is widely recognized by top organizations. It is specially known for the expertise in the domain of Marketing specialization and hence a certificate program from SIBM Pune can add immense value to your professional credentials.

How is a candidate selected for this program?

A candidate would be selected on the basis of his/her performance in class X, XII and graduation.

What is commencement program all about?

Commencement program will give you an overview of the content to be covered in the course. It will also give you clarity on what is expected from you and what the course will deliver. A recorded video of the commencement program is also shared on the portal.

What will I get if I pay for this course?

If you pay for this course, you will have access to all of the features and content you need to earn a Course Certificate. If you complete the course successfully, your electronic Certificate will be added to your Accomplishments page after 15 days of course completion date - from there, you can print your Certificate or add it to your LinkedIn profile.

When will I have access to the lectures and assignments?

Once you are selected for the course and have paid the fees, you will have access to all videos, quizzes, and assignments. Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you will not be able to access certain assignments.

Can I take Week-2 course without completing Week-1 content?

No. The week -2 module will be accessible only when you have completed the week-1 module. The completion of course for a particular week means going through all the videos and completing all the assignments for that week.

Can I take Week-2 course after completing Week-1 contents in the same week?

Yes, you can, provided you have gone through the entire content and have completed the evaluation for the week.

How long does it take to complete the specialization?

Yes, you can, provided you have gone through the entire content and have completed the evaluation for the week.

What does successful completion of the program mean?

Successful completion of the program means attending the video classes of all the weeks (in time) and scoring minimum 50 % in the evaluations contained therein.

What if I need additional time to complete the course?

Not a problem. Course fee payments provide 180 days (6 months) of access to the content (Video) but NO CERTIFICATE ELIGIBILITY if you miss the deadlines. Session-based courses may require you to meet deadlines to stay on track. If you fall behind, you can switch to a later session (if available) and any work you've completed will be transferred to that session.

Can I take this course for free?

No. This is a paid course.

What is the refund policy?

Once the content of the course is shared with you, no refunds will be possible.

Can I switch session?

Yes, you can switch but you will have to redo the programme. Switching can be allowed only if the programme is being offered within 6 month from the date of registration.


Ms. Saee Gokhale

Coordinator online course.



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