Dr. Ramakrishnan Raman
PhD, MBA, M.Phil, PGDSM, BEProfessor and Director, Symbiosis Institute of Business Management - Pune & Dean - Faculty of Management- SIU
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Anim pariatur cliche...Marketing Analytics
About this course
As a part of the Management Development Program, Marketing Analytics offered by SIBM Pune is an online certificate program. 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 |
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
- The course will be taught online.
- Teaching methods shall include.
- Video based classes
- Pop up Q&As
- Study Material (Presentations, Industry articles, Caselets)
- Discussion forum
- Q&As
Evaluation
- Peer reviewed assignments
- Pop up quizzes
- Topic based quizzes
Faculty Members
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Prof. Sandeep BhattacharyaB.Sc, M.M.SHead of Corporate Relations and Full Time Adjunct Faculty, Symbiosis Institute of Business Management, Pune 
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Dr. Preetha MenonFaculty of Marketing -SIBM, PuneHead - Symbiosis Centre for Behavioural Studies (SIU) 
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Dr. Amresh KumarAssistant Professor, Marketing ResearchSymbiosis Institute of Business Management - Pune 
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Registration
Eligibility Criteria:
A participant must hold an under graduate degree (10+2+3/4) from a recognized university in any discipline. Participant appearing for final year examinations can also apply.
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. 100 + 18% GST)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 Fee and Dates
Course fee for the Online Certificate in Marketing Analytics are as follows:
| Fee Particulars | Amount |
|---|---|
| Application Fee | Rs.100 + 18% GST |
| Course Fee * | Rs.4200 + 18% GST |
Important Dates:
FIRST COHORT:
| Activity | Date |
|---|---|
| Start date for Online Application | 27th August, 2018 |
| Last date for Online Application | 16th September, 2018 |
| Selected Participant names to be published | 18th September, 2018 |
| Last date for payment of fees | 23rd September 2018 (23:59 hrs. IST) |
| Start date of the course | 24th September, 2018 |
| End date of the course | 28th October, 2018 |
SECOND COHORT:
| Activity | Date |
|---|---|
| Start date for Online Application | 25th September, 2018 |
| Last date for Online Application | 21st October, 2018 |
| Selected Participant names to be published | 23rd October, 2018 |
| Last date for payment of fees | 28th October 2018 (23:59 hrs. IST) |
| Start date of the course | 29th October, 2018 |
| End date of the course | 2nd December, 2018 |
FAQ
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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.
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This is an online program that combines online classes with ONE optional face to face session at SIBM Pune campus.
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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.
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- Dr. R Raman - Director, SIBM Pune & Dean Faculty of Management SIU
- Dr. Amresh Kumar - Assistant Professor, SIBM Pune
- Dr. Preetha Menon - Assistant Professor, SIBM Pune
- Prof. Sandeep Bhattacharya - Head - Corp Relations & Adj Faculty, SIBM Pune
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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.
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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.
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This is a course focusing on the business aspects and the analytics will be explained using spread sheets.
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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.
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A candidate would be selected on the basis of his/her performance in class X, XII and graduation.
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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.
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No, it is optional. If you wish, you can come to SIBM-Pune (Lavale campus) to attend the session. A recorded video of the commencement program would also be shared later.
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No. We do not provide travel and accommodation arrangements. However, following are the links of some hotels located near SIBM Pune.
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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.
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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.
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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.
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Yes, you can, provided you have gone through the entire content and have completed the evaluation for the week.
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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.
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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.
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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.
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No. This is a paid course.
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Once the content of the course is shared with you, no refunds will be possible.
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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.
Contact
Ms. Saee Gokhale
Coordinator online course.
Email: onlinecoordinator@sibmpune.edu.in
Phone : 020-28116064
Faculty Member
Dr. Ramakrishnan Raman
PhD, MBA, M.Phil, PGDSM, BEProfessor and Director, Symbiosis Institute of Business Management - Pune & Dean - Faculty of Management - SIU
Ramakrishnan Raman earned his Bachelor's Degree in Computer Science and Engineering from University of Madras, India. He continued with graduate studies to earn his M.B.A (Systems and Marketing) from the same University. Later he obtained a P.G.D.S.M. and M.Phil in Management from Pondicherry University and Alagappa University respectively and then completed his doctoral degree in management discipline from Pune University. He is also a Six Sigma Green Belt and Six Sigma Black Belt Certified. He completed his Green IT Consultant certification at Foundation Level by ISEB and BCS. His passion for adding value made him take up certifications from Universities Abroad
Raman has more than Seventeen years of total work experience, which is a blend of corporate, academic and research experience. His professional career in dealer chain management started with a large organization, Godrej and Boyce Manufacturing Co Ltd, in Chennai, India. He then moved into consulting domain by joining the Leading Edge consulting services. He returned to an academic life to satisfy his passion for teaching by joining Vellore Institute of Technology (VIT) as a lecturer in Department of Management Studies. After spending a couple of years with VIT, Prof. Raman joined Kohinoor Group in their Business School named Kohinoor Business School (KBS), located at Khandala. KBS was offering the business management program of Carleton University Sprott School of Business Ottawa Canada. During his long stint with Kohinoor Group he had strategized and headed ERP implementation for the group's education division named Joshi's Kohinoor Technical Institute (JKTI). After he spent eight years with the Kohinoor Group he joined SP Jain Institute of Management (SPJIMR), Mumbai campus. After a short stint at SJIMR he joined Symbiosis International University (SIU). He severed as Director - SCIT (A constituent of SIU under faculty of Computer Studies) for three and half years and then in July 2014 took charge as Director - SIBM (A constituent of SIU under faculty of Management). He is also the Dean - Faculty of Management at Symbiosis International University.
Raman has travelled across the globe and has been instrumental in initiating academic collaborations with universities in Japan, Canada, UAE and the United States. He has also presented several papers in international conferences across the globe and also has published papers in refereed Scopus listed journals. His main research interest is at the interface of Information Systems, Information Security, IT Strategy, Marketing and Business Analytics.
Expertise in the area of 'Analytics'
- Certified in "Marketing Analytics" from University of Virginia
- Certified in "Consumer Analytics" from Wharton - University of Pennsylvania
- Won the IBM Shared University Research Grant for USD 10,000 through joint proposal submitted in the area of predictive analytics in June 2015
Faculty Member
Prof. Sandeep Bhattacharya
B.Sc, M.M.SHead of Corporate Relations and Full Time Adjunct Faculty, Symbiosis Institute of Business Management, Pune
Sandeep Bhattacharya earned his Bachelor's Degree from the University of Bombay in 1984 and went on to do his graduate management studies from the same university. He completed his Masters in Management Studies (M.M.S) from Narsee Monjee Institute of Management Studies in 1986. He is currently pursuing his PhD with Symbiosis International (deemed University) with the Faculty of Computer Studies, in the area of HR Analytics. He is also I.E.L.T.S. certified from the British Council.
Sandeep has more than 32 years of experience (28 years in the industry and 4 years in the academic field). Sandeep's corporate experience has been on the business side of the IT industry. He has worked three years in India, 15 years in the Middle East (across Saudi Arabia and Dubai) and 10 years in Singapore where he handled regional P & L roles in the Asia Pacific Region. His last role was SVP, Asia Pacific for a technology services firm in Singapore. Sandeep has worked on both product and services stacks with brands such as Dell, Sun Microsystems, Oracle, IBM, HP, Veritas, Storagetek and Ramco (ERP & Cloud). In 1999, he helped to set up the Business Intelligence practice for his employer in Dubai based on a product stack of Business Objects and Datastage.
Sandeep has taught at institutions like SP Jain Center of Management, Singapore & Dubai, UniSIM Singapore and SHRI, Singapore. Sandeep works with SIBM Pune since November 2014 as Head of Corporate Relations and Full Time Adjunct Faculty. He is Faculty for a variety of subjects in General Management, Innovation & Entrepreneurship and HR, including HR Analytics. He works closely with Director-SIBM Dr R. Raman on strategic initiatives and curriculum design. On behalf of Symbiosis, he teaches in various corporates in India and in the Middle East. He manages Consulting, Training and Corporate Education programs for SIBM Pune's customers and is also faculty mentor for many student teams including Placement, Corporate Interface and Alumni.
Sandeep has travelled to more than 30 countries across the globe and has handled customers and principals across US, Europe, Middle East, India and Asia Pacific.
Expertise in the area of Analytics
- Faculty - HR Analytics, SIBM Pune (since 2015), UniSIM Singapore (2009-2014), Wipro, India
- Guest Faculty - HR Analytics, Cummins and Kirloskar Group
- Book Publication:Human Capital Metrics (full author) published by McGraw Hill, Singapore as the Study Guide for UniSIM Singapore (1st edition 2009, 2nd edition, 2014)
Faculty Member
Dr. Amresh Kumar
Assistant Professor, Marketing ResearchSymbiosis Institute of Business Management - Pune
Dr. Amresh Kumar is working as an Assistant Professor in the area of Marketing at Symbiosis Institute of Business Management, Pune (SIBM-Pune).
He got his PhD degree on Retail branding in the area of Marketing from Birla Institute of Technology, Mesra, Ranchi. The purpose of his research was to investigate retail branding and retail store image research to provide a better understanding of how retailers create their store (brand) images; to know about how customer satisfaction and customer loyalty are influenced by the retailers store image; and highlight some important areas that deserve further research. He developed and validated an integrated structural model of the above mentioned relationship using Structural Equation Modeling (SEM).
Currently he is teaching courses like Marketing Research, Research Methodology, Business Statistics/Quantitative techniques. He also had done consulting and performed data analysis for UGC major project and has conducted workshop on data analysis to be applied (Validity and Reliability, Multiple Regression, Exploratory Factor Analysis, Confirmatory Factor Analysis, Pathway Analysis and first order Structural Equation Modeling) through SPSS and AMOS software. His areas of research interests include retailing, e commerce, and social media marketing. Dr. Kumar has also contributed articles to repute national and international journals such as International Journal of Retail and Distribution Management. International Journal of Bank Marketing, International Journal of Business and Economics, Indian Journal of Marketing and AIMA Journal of Management Research.
Faculty Member
Dr. Preetha Menon
Faculty of Marketing - SIBM, PuneHead - Symbiosis Centre for Behavioural Studies (SIU)
Dr. Preetha Menon is part practitioner and part academician with about 15 years of experience in Marketing, Teaching and Research roles. Her Ph.D is from the Indian Institute of Technology Madras (IIT-M). She holds an MMS Post Graduate degree from Mumbai University and a Post Graduate Diploma in Advertising and Marketing from Xavier Institute of Communications, Mumbai.
As a practitioner, during her advertising agency stint, she has worked with clients like Taj Hotels, Madura Garments (Louis Phillipe, Van Heusen and Allen Solly) and 3M amongst others. As an academician, she has worked at Christ University and Great Lakes Institute of Management prior to joining SIBM, Pune. Dr. Menon has also been involved in mentoring start-ups for creating workable marketing solutions. She is CII's India Innovation Initiative 2017 Ambassador. At Symbiosis International University, she has worn several hats. Faculty at SIBM, Pune for the last 5 years, Head - Training and Consulting, Symbiosis Centre for Waste Resource Management 2015-2017, Head - Symbiosis Centre for Behavioural Studies 2017- till date.
She teaches Marketing Management, Marketing Research, Consumer Behaviour and Integrated Marketing Communication to MBA and MBA Executive students.
Her awards include a scholarship of Half Time Research Assistantship (HTRA) by the HRD Ministry of India for her Ph.D (2009-2015). She is also the Asia Pacific Social Media Marketing Finalist - Google Online Marketing Challenge 2014. Her dissertation proposal on 'The Construction and Efficacy of Exchange Offers: A focused study of corporate initiative and customer action' was awarded the best proposal at the Yale-Great Lakes Doctoral Symposium. She has also won the Emerald-Flame Best Emerging Markets Case Award 2017 and 2018. As a practitioner she has handled projects upwards of 50 lakhs. As an academician she has successfully completed projects worth 17 lakhs.
Dr. Menon has also presented several papers in international conferences across the globe and has published papers in refereed Scopus listed journals. Her main research interests are in the space of Consumer Behaviour, Price Effects, Digital Marketing and Marketing and Business Analytics.
Expertise in the area of 'Analytics'
- Certified in "Consumer Analytics" from Wharton - University of Pennsylvania
- Teaching courses in Marketing Research
- Published paper in Big Data Analytics
