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L.Srikumar Pai
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Career Guidance:  Market Research and Data Analytics

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Data Analytics is a separate area of specialisation in the corporate world today. There are subject matter experts (SME) who are focusing on the data and its management on a continuous basis. For the general readers, Analytics as a course of study is part of some of the good business schools, and it is being given importance by the academia. For the associates in the corporate world, or those who would like to make an entry into the field of Analytics, there are a few programmes that they can pursue which will ensure opportunities to join the corporate in the field specified.

Mudra Institute of Communications, Ahmedabad (MICA) ( (1991) has its flagship two-year Post-Graduate Diploma in Management (Communications) which is popular among those specialising in integrated marketing communications management. MICA conducts a one-year certificate programme in Market Research and Data Analytics, which is a one-year online course for students to foster objective data analysis strategies and to apply critical thinking skills to data analysis, besides helping to generate and validate solutions to a problem and communicate findings, which is critical to an organisation in the corporate or the public sector world.

The programme helps the student to build a foundation in Market Research and Data Analytics at entry and mid-levels. The focus in on application of data analytical tools which help in strategic decision making. The usage of information technology and software (SAS and SPSS) is key to the functioning, which helps the learner to understand the nuances in a better way. For more details you can contact Vina Vani (Email:, Programme Director, MICA, Ahmedabad-380058.

Another programme which you can compare on an equal footing is the Executive Programme in Business Analytics of the Indian Institute of Management, Kolkata (IIMC), which is a one-year programme offered on the online platform by Hughes Global Education ( Participants and learners are exposed to state-of-the art tools and techniques of analytics, besides the discussion on topics such as Data Mining, Artificial Intelligence, Soft Computing, Data Envelopment Analysis, Design of Experiments, Survey Sampling, Statistical Inference, Investment Management, Financial Modelling for Risk Management, and Advanced Marketing Research. The students get an opportunity to visit the IIMC and interact with professors besides attending on the online platform from centres across India on a real time mode.

While pursuing the programme, we would also suggest tha tyou join any of the market research firms that are also into data analytics and ensure qualitative learning which will keep you in good stead.

( Courtesy: The Hindu )


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