Post Graduate Certificate Program in Research and Analytics

The analytics industry in India is growing at a rapid pace. Industry segment that started as IT Enabled Service (ITES) in the late '90s now spans not only ITES but also Business Process Outsourcing, Knowledge Process Outsourcing, Business Intelligence, Knowledge Management and Market Research.

The present market environment is beset with complex problems, yet opportunities galore than ever before. Marketing managers need to make strategic decisions about various issues pertaining to the organization's marketing problems: segmentation, new product launch, pricing, competitor analysis, advertisement effectiveness, packaging options and so on. This program on Data Analysis in Marketing Research focuses on the objective ways of arriving at the accurate and useful information through the application of data analytical tools to assist strategic decision making.

The program leans on practical and non-technical approach and will be dealt through the sophisticated data analysis software SPSS/PASW and aims at providing good understanding and hands-on experience of the application of appropriate data analysis tools that are imperative in making effective decisions.

Program Objectives
The course aims at skill as well as perspective building for Junior and Middle level executive in the Data Analytics Industry. The program enables participants to foster objective data analysis strategies, apply critical thinking skills to data analysis, generate and validate solutions to a problem and communicate findings concisely.


Program Benefits:


-The program is structured to prepare students for a successful career in Research.
-It would enable participants to analyze multivariate data with appropriate method and interpret the results.
-Participants will learn to use SPSS/PASW software for analyzing data.
-Participants will be able to develop the strategies based on the findings of data for managing organization
-Students will gain a working knowledge of the research industry, the role of analytics and its relationship to strategy building.
-Placement Assistance will be provided by MICA.


Course Content:


1. Introduction to Research & Analytics
* Marketing Research
* Introduction to Data analytics and it's role in decision making
* Data collection- primary and secondary
* Data Management: coding, entry, validation and cleaning
* Data Summarization: Tabulation, Cross Tabulation, Frequency distribution
* Analysis of variance

2. Multivariate Data Analysis-I
* Regression Analysis; Simple and Multiple Regression Analysis
* Logistic regression
* Interaction detection methods
* Cluster analysis
* Factor analysis
* Discriminant Analysis

3. Multivariate Data Analysis-II
* Conjoint analysis
* Correspondence analysis
* Multidimensional scaling
* Structural equation models

4. Forecasting Methods
* Moving average and Exponential methods
* Decomposition method
* ARIMA models
* Presentation and report writing
* SPSS/PASW alternatives: PSPP, R, etc.

5. Data Analytics @ Work
*Users will be encouraged to download an open-source alternative to PASW for working on hands-on case studies for this component
* Practical Implementations
*Step-by-Step on Case Studies - Data Acquisition and Cleansing, Data Processing & Data Modeling, etc.
* Working with Clients
* Reporting
* Data Analytics for Management

6. Project - Practical Implementation



Campus component:


There will be five day campus workshop at MICA. This work shop will be residential in nature and will be charged on actuals. It includes board and lodging. During this workshop, all participants will have access to the facilities that MICA campus offers and benefit from them fully. They can also confer with the faculty members and seek clarifications of any doubts. bts and use SPSS software.


Program Methodology:


The sessions will be delivered on HughesNet Global Education Interactive learning platform. The platform has a robust user interface that enables a large number of geographically distributed students to have a highly interactive 'one to one' exchange with a central faculty. The system incorporates live broadcast video; two way audio and data interactivity to enable the students to watch and interact with the faculty live on their PC's. The Programme can be beamed at any of the HughesNet Global Education, HughesNet Fusion or HughesNet Direct to Corporate Classrooms.