INDIAN INSTITUTE OF TECHNOLOGY KHARAGPUR

PROPOSAL FOR INTRODUCING A NEW SUBJECT (PGPEC)

1.

Name of the subject

: Marketing Analytics

Detailed Lecture-wise Breakup of the Subject

1. Slicing, dicing and summarizing Marketing
Data
2. Estimating Demand Curves and Using Solver
to Optimize Price
3. Price Bundling
4. Nonlinear Pricing
5. Price Skimming and Sales
6. Revenue Management
7. Simple Linear Regression and Correlation in
Marketing
8. Using Multiple Regression to Forecast Sales
9. Forecasting in the Presence of Special Events
10. Modeling Trend and Seasonality
11. Ratio to Moving Average Forecasting Method
12. Winters Method
13. Using Neural Networks to Forecast Sales
14. Conjoint Analysis
15. Logistic Regression
16. Discrete Choice Analysis
17. Calculating Lifetime Customer Value
18. Using Customer Value to Value a Business
19. Customer Value, Monte Carlo Simulation and
Marketing Decision Making
20. Allocating Marketing Resources between
Customer Acquisition and Retention
21. Cluster Analysis

22. Collaborative Filtering

23. Using Classification Trees for Segmentation
24. Using S Curves to Forecast Sales of a New
Product
25. The Bass Diffusion Model
26. Using the Copernican Principle to Predict
Duration of Future Sales
27. Market Basket Analysis and Lift
28. RFM Analysis and Optimizing Direct Mail
Campaigns
29. Using the SCAN*PRO Model and Its Variants
30. Allocating Retail Space and Sales resources
31. Forecasting Sales from Few Data Points
32. Measuring the Effectiveness of Advertising
33. Media Selection Models
34. Pay per Click (PPC) Online Advertising
35. Principal Components Analysis (PCA)
36. Multidimensional Scaling (MDS)
37. Classification Algorithms: Naive Bayes
Classifier and Discriminant Analysis
38. Analysis of Variance: One-way ANOVA and
Two-way ANOVA
39. Networks
40. The Mathematics Behind the Tipping Point
41. Viral Marketing
42. Text Mining