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Overview & Pedagogy

This programme focuses on building a strong foundation in market research & data analytics for entry-level to mid-level professionals. It will also cover the application of data analytical tools to assist strategic decision-making. The programme leans on practical and conceptual approaches that will be addressed through the sophisticated data analytic software.

It aims at providing a good understanding and a hands-on experience of the application of appropriate data analytic tools that are imperative in making effective decisions.

The programme will give an overview to develop strategies based on the findings from the data, to manage the organization. It will create a working knowledge of the research industry, the role of analytics and its relationship to strategy-building.

Programme objectives

The programme has been designed in close consultation with the industry, to prepare entry-level and experienced professionals for a career in market research & data analytics. It is set to provide the right base for working in analytical teams, in large corporations and outsourcing companies.

Programme benefits

  • The programme will help in developing skills for working in the market research & data analytics industry

  • Participants will learn to use SAS and SPSS – two of the most popular tools used in this area

  • It will develop a sound theoretical framework with insight into practical implementations

  • Participants will get an opportunity to learn major aspects of working in the industry

  • Placement assistance will be provided by Ivory Education for non-sponsored candidates


The classes will be conducted from MICA's studio. Select faculty from MICA will conduct the classes. Each topic will be taught with the help of case studies, live corporate examples and general discussions. In order to provide greater industry insights, business leaders from different industries, subject to availability, may be invited to share their experiences.

Within India

The classes will be made available across the country through e-learning. The participants can also be given an option to connect from home.

Outside India

The programme is also available outside India with a differential amount in fee.


The entire approach of this programme is to impart domain expertise in market research & data analytics. It will follow a step-by-step approach, in which theoretical concepts will be followed by case studies and practical implementations. Sessions are designed to be interactive and participative.

Programme Participants will be encouraged to use statistical packages for working on hands-on case studies. The programme also covers usage of SPSS and SAS, including writing SAS codes and deriving output.


Two classes per week on Saturdays & Sundays between 12:00pm-1:30pm.


One Year - 9 months of teaching, followed by project work.

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