STARTS ON TBD
DURATION 4 Months Two days in a week
PROGRAMME FEE TBD
HOW TO ENROL Fill out the 'Get Programme Info' and download the brochure.

Program Overview

Marketing and Retail analytics involves the assessment, supervision, and examination of marketing performance to enhance effectiveness and optimize returns on investment. This practice aids businesses in enhancing their operations and enhancing the customer experience by providing a comprehensive understanding of customer requirements. The marketing and retail analytics course will equip you with the skills needed to forecast demand and identify crucial trends that can boost a company's revenue. Within this course, you will become familiar with fundamental marketing terms and explore the practical application of analytics in the retail sector. Additionally, you will delve into RFM, a data modeling technique that analyzes customer value, including factors such as the recency of purchases, purchase frequency, and the amount spent per purchase. By undertaking this marketing and retail analytics course, you can gain deeper insights into business operations and customer demands. Discover the latest trends in consumer behaviour by enrolling in this program at your appropriate level. The International School of Business and Media also provides career mentoring services alongside the course to help you advance your professional journey.

Who should Attend?

The Marketing and Retail Analytics course is ideal for marketing professionals, retail managers, business owners, students, job seekers, and existing employees looking to enhance their analytical skills and gain a deeper understanding of marketing and retail data analysis. Whether you're seeking career advancement, aiming to optimize marketing strategies, or simply interested in acquiring valuable skills in this field, this course is designed to cater to a diverse audience and empower individuals with the knowledge and tools to excel in the dynamic worlds of marketing and retail.

Key Takeaways

Existing employees looking to demonstrate the value of their skills to their employers and advance into more prominent roles should consider enrolling in this course. Additionally, job seekers aiming to secure positions in retail, whether in stores, inventory management, or retail management within diverse retail organizations, as well as students seeking to enhance their skill set and bolster their CV, can benefit significantly from this certification.

The broad benefits are:

  • Ensures a harmonious balance between customer traffic and business operations.
  • Offers customers accurate and relevant information.
  • Fine-tunes pricing strategies for optimal results.
  • Delivers tailored communication to target audiences.
  • Predicts demand and efficiently manages inventory.
  • Elevates the overall customer experience.
  • Pioneers innovative customer engagement methods.
  • Establishes a trustworthy and dependable platform.

Program Content

Overview of Retailing

  • Understand and interpret major retailing concepts
  • Identify and analyze top retailing trends and practices

  • Understand important terms and concepts of in marketing.
  • Interpret meaning of important concepts and terms in retailing.
  • Case Study Discussions

  • Market Basket Analysis: Introduction and Application
  • Market Basket Analysis Calculations

  • RFM analysis overview
  • The key metrics: Recency, Frequency and Monetary Value
  • Correctly apply RFM as a segmentation technique for marketing campaigns.

  • CLV Definition, Concept & Usage
  • Stages of Customer Lifecycle
  • Calculate Customer Lifetime Value

  • Understand churn rate and its concepts
  • Calculate churn rate

  • Price measuring methods
  • Calculate prices for products in retail industry
  • Understand how to set pricing for products in retail industry
  • Conceptual Exercise: Role play on pricing negotiations and tactics

  • Understand market entry decision and strategies of market entry for retailers
  • Analyze the modes of market entry for international retailers

  • Promotional Analysis: Types of Promotion
  • Understand promotional metrics and analysis
  • Analyze retailers’ promotional strategies

  • Understand concept and application of targeting in marketing for retailers
  • Analyze different targeting strategies for retailers
  • Understand customer data profile
  • Create customer databases
  • Perform customer data analysis
  • Case Study Discussion

  • Perform basic functions of analytics in excel
  • Excel Formulas
  • Excel Functions
  • PivotTables and Pivot Charts

  • Statistical Notation
  • Measures of Location
  • Measures of Dispersion
  • Measures of Shape
  • Measures of Association
  • Frequency Distributions
  • Excel Descriptive Statistics Tool

  • Statistics Basics
  • Data Basics
  • Measurement Systems
  • Some Basic Terms
  • Types of Sample Designs
  • Bases of stratification
  • Characteristics of a Good Sample Design
  • Determining the Sample Size

  • Demo of SPSS
  • Demo of Tableau

  • Customer Satisfaction Measurement Model
  • Customer Satisfaction Index
  • Customer Satisfaction Measurement Tools

  • Understand the concept of AI and ML
  • Understand the applications of AI in retailing

Learning Experience

  • Break down marketing and retail challenges into a series of smaller, manageable questions.
  • Determine the relevant tools and datasets necessary to address each of these research questions effectively.
  • Skillfully apply a diverse range of available analytical tools, selecting the most suitable ones for each marketing and retail analytics task.
  • Craft a compelling narrative that weaves together insights from statistical tools, shaping a cohesive marketing and retail story.
  • Successfully execute end-to-end marketing and retail analytics projects, showcasing the ability to tackle complex challenges across the marketing and retail domains using data-driven methodologies.
  • Live Project

Projects and Assignments

LIVE PROJECT

  • The project topics could emerge from
    • Any Retail Marketing -related work that the students could be involved with in their work place.
    • Or they could be projects from local companies involving assessment of their Retail Marketing strategies and implementation.
    • Or it could be a firm that you select to examine how Retail Marketing could help their case. Analyze the following components: -
      • Background and Context: type of industry, products/services, existing channels, competition – what are the changes in technological, competitive and environmental dimensions that call for a Retail Marketing strategy.
      • How the firm approached (or should approach) Retail Marketing, the specific Retail Marketing strategy and how it dovetails with the business model,
      • Why they turned (or should turn) to that specific Retail Marketing strategy, how appropriate it is, and how if differs from that of a competitor, for example (you could compare and contrast if needed).
      • Final recommendations and/or what the desired and actual outcomes were (will be). This could also touch upon implementation, measurement issues and ROI. Data Sources can be primary or secondary. Project should be limited to 10 pages and will also present the findings and analysis from their study in class towards the end of the course.

Our Faculty

Dr. Priyanka Tripathy
PhD (Social Media Marketing), UGC NET (Management); Masters in Management Studies (Marketing)
Subject - Marketing
Dr. Priyanka Tripathy is presently working as an Assistant Professor in International School of Business and Media. She has an outstanding career all throughout. She has completed MBA from Utkal University and was the topper of the batch. Along With MBA she has completed P.G. Diploma in Banking and Relationship Management from Kotak Manipal School of Banking
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Dr. Shubham Saxena
PhD, NET, MMS
Functional Area- Marketing
Dr. Shubham Saxena is an expert faculty in marketing, specialized in digital marketing and analytics. He has wide experience in training proffessionals, executives and enterpruners across India. He is currently serving as digital marketing consultant to companies in media sector and his research interests are in the area of marketing applications of AI, Virtual reality, data analytics and IOT.
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Dr. Priyanka Tripathy is presently working as an Assistant Professor in International School of Business and Media. She has an outstanding career all throughout. She has completed MBA from Utkal University and was the topper of the batch. Along With MBA she has completed P.G. Diploma in Banking and Relationship Management from Kotak Manipal School of Banking, Manipal University, M.Phil from Sambalpur University and Ph.D from Ravenshaw University. Her specializations lie in Marketing, Research Methodology and HR.

She has participated in research workshops of IIM Ahmedabad, IIM Kolkata and IIT Bhubaneswar. She has presented papers in IIM Indore, IIM Lucknow (Noida Campus), IIT Kharagpur, IMT Nagpur, NIT Rourkela and many organizations of repute. To her credit she has published 3 books and research papers in Scopus and International Journals of repute. She has taught and nurtured more than 400 pupils of different backgrounds from across the country, successfully preparing them for UGC NET-JRF exams. She has eight years of teaching and 2 years of corporate experience.

Dr. Shubham Saxena is an expert faculty in marketing, specialized in digital marketing and analytics. He has wide experience in training proffessionals, executives and enterpruners across India. He is currently serving as digital marketing consultant to companies in media sector and his research interests are in the area of marketing applications of AI, Virtual reality, data analytics and IOT.

He has total 13 years of experience in training professionals, including 2 Years Corporate Training Experience.

Certificate

Upon successful completion of the program, you will earn a certificate of completion from the International School of Business & Media.

In Collaboration with
Black Orange Talent Executive is a global EdTech mentoring, career counselling services company helping Individuals, Corporate Executives & Universities/Institutions to stay relevant in the ever-changing world. It functions under the corporate identity 'Black Orange Talent Executive,' a subsidiary of Black Orange Talent Pvt. Ltd., a company duly registered in India.