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Study Material / Marketing Analytics (April 2026)

Marketing Analytics

April 2026

3 credits

12 weeks

Prof. Swagato Chatterjee

IIT Kharagpur

Practice

Solutions

The students of this course should have already attended Marketing Management and Introduction to Business Analytics. Therefore we expect them to know basics of marketing and business analytics tools. In this course we will combine various concepts of marketing and business analytics in storytelling and problem solving. Real life marketing problems are often solved through a sequence of quantitative approaches. Identifying that sequence in the context of various marketing problems is important. This course will help the students in building the same.

Last updated in January 2026.

Week 1

Introduction to R programming
Introduction to R programming (Contd.)
Introduction to R programming (Contd.)
Introduction to R programming (Contd.)
Introduction to R programming (Contd.)
Introduction to R programming (Contd.)

Week 2

What Consumers Want
What Consumers Want (Contd.)
What Consumers Want (Contd.)
What Consumers Want (Contd.)
What Consumers Want (Contd.)
What Consumers Want (Contd.)

Week 3

Segmentation Targeting and Positioning
Segmentation Targeting and Positioning (Contd.)
Segmentation Targeting and Positioning (Contd.)
Segmentation Targeting and Positioning (Contd.)
Segmentation Targeting and Positioning (Contd.)

Week 4