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Marketing Analytics
Marketing Analytics
Marketing Analytics
Course Curriculum
PGDM 2022-2024
Course Name: Marketing Analytics
(Elective)
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: -
SL. Cases/Readings
Topic Session’s Facilitators
No
Types of marketing
Dr. Biranchi
2 analytics and its 2
Narayan Swar
applications
Understanding Dr Suddhachit
4 4-5
consumer behavior Mitra
Dr Suddhachit
6 Pricing analysis 8
Mitra
Examinat
Mid Term Term
ion
Consumer
Dr. Biranchi
9 evaluations of 12
Narayan Swar
Brands
Retail Marketing
Dr Suddhachit
10 Analytics and 13-14
Mitra
Innovations
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.
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
Components Weightage
Case Analysis/Presentation 10%
Surprise Quizzes 20%
Mid Term Examination 30 %
End Term Examination 30 %
Group Project 10 %
Closed Book