Post Graduate Diploma in Management

Course Curriculum
PGDM 2022-2024
Course Name: Marketing Analytics
(Elective)

Faculty: - Dr. Biranchi Narayan Swar and Dr. Suddhachit Mitra

Term: - 4
Area: - Marketing Credit: - 3

Introduction: - Evaluation of marketing activity is need of the hour, fueled with in-depth measurement of
marketing performance. Market related data is abundant and the same needs to be analyzed using suitable
analytical tools. Measurement of such marketing data will enhance knowledge in connection to consumer actions,
efficiency of marketing campaigns, and optimize return on investments. Identification of system level impediments
and resolving the constraints by prioritization.

Marketing management is a novel academic stream wherein quality analysis, optimized recommendations,
customer understanding and the likes are imperative to collaborate with stake holders. However, these activities can
be enhanced effectively by rational usage of marketing data in tandem with analytical tools.

Learning Objectives: -

1. Using data for marketing decisions

2. To analyze, calculate, and manage the performance of marketing activities that assist in describing the
customer’s knowledge and tendencies
3. To determine what can be done differently to get better results across functions of marketing eco-system
Session Plan: -

SL. Cases/Readings
Topic Session’s Facilitators
No

Introduction to Dr. Biranchi

1 1
Marketing Analytics Narayan Swar

Types of marketing
Dr. Biranchi
2 analytics and its 2
Narayan Swar
applications

Linear regression Dr Suddhachit

3 3
and R programming Mitra

Understanding Dr Suddhachit
4 4-5
consumer behavior Mitra

Discriminant Dr. Biranchi

5 6-7
analysis-determining Narayan Swar
 the differentiating
characteristics of
users and non-users

Dr Suddhachit
6 Pricing analysis 8
Mitra

Analyzing market Dr. Biranchi

7 9-10
segmentation Narayan Swar

Examinat
Mid Term Term
ion

Understanding Dr. Biranchi

8 11
consumer perception Narayan Swar

Consumer
Dr. Biranchi
9 evaluations of 12
Narayan Swar
Brands

Retail Marketing
Dr Suddhachit
10 Analytics and 13-14
Mitra
Innovations

Customer Retention Dr Sahil Singh

11 15-16
Analysis Jasrotia

Marketing model Dr. Suddhachit

12 17-18
building Mitra

Dr. Biranchi
13 Team Presentations 19-20 Narayan Swar
and Dr.Mitra

Pedagogy: -

The course will be conducted using lectures-cum-discussions, case studies and a group project. Learning by
discussion is both effective and exciting pedagogical experience. This process requires the active involvement of all
participants, in this case students and instructor. It is therefore essential that everyone participate as fully as
possible. The framework for this participation will include case analysis assignments and presentations,
supplemental readings and assignments. There will be surprise quizzes to enforce class preparation and
participation.

Course Reading (Prescribed Book/ Reference Books/ Additional Readings): -

Text Book

1. Applied Marketing Analytics Using SPSS: Modeler, Statistics And AMOS Graphics By Giri,
Arunangshu, Paul, Pradip, PHI Learning

Reference Books
1. Marketing Analytics, by Seema Gupta, Wiley Publication
2. Marketing Research : An Applied Orientation, Seventh Edition, Pearson Publications, by Naresh
K. Malhotra and Satyabhusan Dash, Pearson
 3. Marketing Analytics Data-Driven Techniques with Microsoft Excel By Wayne L. Winston ·
Latest Edition, Wiley
4. Data-Driven Marketing The 15 Metrics Everyone in Marketing Should Know By Mark Jeffery ·
Latest Edition. Wiley
5. Marketing Data Science By Thomas Miller · Latest Edition Pearson

Evaluation with Weightage: -

Components Weightage
Case Analysis/Presentation 10%
Surprise Quizzes 20%
Mid Term Examination 30 %
End Term Examination 30 %
Group Project 10 %

Exam Pattern (Open Book/Closed Book)

 Closed Book

Duration of Exam (Mid Term & End Term)

Special Instruction if any