SBM-NMIMS: COURSE TEACHING PLAN

Assurance of Learning AOL Specific

Course Code
Course Title Marketing Analytics
Course
Dr. Preeti Nayal
Instructor(s)
Credit Value 3 Credits (100 Marks)
Program &
FTMBA II, Trimester: VI
Trimester
Pre-requisite
Mapped
CLOs
PLOs
Get knowledge of recurrent problems in Marketing and the
Learning CLO 1) PLO 2b
appropriate analytical tools to address those problems
Objectives To appreciate the usage of less well-known features in standard
CLO 2) PLO 4a
analytical tools for solutions of business problems
CLO 3) To apply analytical techniques in different aspects of marketing PLO 4d

Connected
CLOs
Learning Getting the expertise to intelligently act on the extensive
Outcomes 1) information that is collected by the organization in the course CLO 1
(Must be of their doing business
connected to Identify and understand conditions of applicability of the
Learning 2) methods and validity of the results, and their impact on the CLO 2
Objectives) conclusions of the analysis
Appreciation of the scientific approach to different aspects of
3) CLO 3
marketing to analyze available information
The purpose of this course is to gain a thorough understanding of instruments that can
be implemented and applied to a diversity of marketing settings.

Marketing is evolving from an art to a science. Many firms have extensive information
about consumers' choices and how they react to marketing campaigns, but few firms
have the expertise to intelligently act on such information.

This course will motivate and encourage students to practice these concepts in practical
exercises, to develop a spirit of problem solving, and to enhance the ability to think in
Course
business terms. The course presents very important marketing research methods with
Description
practical exercises to familiarize students both with the theoretical and practical aspects
of marketing methods.

The approach adopted in the course encourages students to evaluate given marketing
situations and methods, to discuss their applicability, as well as to solve given marketing
decision problems. While students will employ quantitative methods in the course, the
goal is not to produce experts in statistics; rather, students will gain the competency to
interact with and manage a marketing analytics team. In this course, students will learn
the scientific approach to marketing with hands-on use of technologies such as statistical

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 software, analytics and computing systems to collect, analyze, and act on marketing
information.

Students are advised to equip themselves with basic knowledge of R, SPSS and Python
(Jupyter Notebook) to maximize their learning in this course.

Specific 3 1.5 AOL CLO CLO CLO

assessment Credit Credit Instruments 1 2 3
methods (*)
Class
Participation/Case 30
discussion
Group Project 20 Rubrics 5 15
Assignment 10 Rubrics 10
Final (End-term) Embedded
Evaluation 40 20 20
examination Questions
Pattern
Total 100 50

*AOL Assessment Instruments:

 Embedded Questions: Quiz, Class Test, Midterm Examination, Final Examination
 Rubrics: Case & Article Discussion, Individual Assignment
Group Projects & Viva’s, Case Problem analysis, Oral and written
communication presentations, Role Play,
Group Presentation, Group Project etc.

Topics / Sub -topics Chapter detail/ Article Details of pedagogy adopted

Sessions Learning Outcome if provided
session wise
Types of marketing problems
and analytics tools
 Nature of Marketing
1 Problems
 Types and tools for analytics
 Taking marketing decisions
using analytics tools
Challenges with data
 To understand the value of
customer data
2 overview of privacy-related
 To understand the issues in
internet and mobile data
collection
Reference / Case Studies for class engagement - Class
Exercises etc.
Discussion with examples
and Q&A
People Keep Marketing
Analytics Real, Forbes, 2021 LO: Students will get a broad
overview of the key aspects
of analytics in Marketing
Amazon Shopper Panel:
Students will get a broad
Paying Customers for their
data
issues in collecting data
Harvard Case Study, 2022

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 Topics / Sub -topics
Sessions Learning Outcome if provided Reference / Case Studies for class engagement - Class
session wise
Text Analytics
 Text Data Preprocessing
3  TF-IDF
 Word Cloud
 Sentiment Analysis
Customer Lifetime Value
(CLV) and Customer Lifetime
Social Value (CLSV)
 Components of Customer
Lifetime Value
4  Components of Customer
Lifetimes Social Value
 Understanding what
consumers want
 Measuring Customer
Lifetime Value
Measuring Customer Lifetime
Value & ROI
 Measuring Customer
5 Lifetime Value for various
types of customers
 Applications of CLV
Social Network Analysis
 Network Graph
 Node
6 European
 Edge
 Bridges
Marketing Analytics
sustainable products
 Big data
7  Sustainable products
Chapter detail/ Article Details of pedagogy adopted
Exercises etc.
Data Sets to be shared to
Designing Better Online
perform text analytics
review systems (Donaker et
al., HBR, 2019) LO: Students will be
acquainted with digging out
meaningful inferences from
unstructured data
Problems/caselets to be
shared for solving a few CLV
Customer Lifetime Social
and CLSV related problems
Value (CLSV)
LO: Students will learn to
Harvard Industry and
calculate CLV and also will
Background Note, 2021
learn to solve marketing
problems using CLSV.
Caselet: Data will be shared
LO: Students will learn how
for the situation to calculate
to identify the customers with
CLV
highest CLV
Data Sets to be shared to
“Marketing and social perform network analysis
networks: a criterion for
detecting opinion leaders” LO: Students will be
Journal of acquainted with importance
Management of social network analysis for
and Business Economics various marketing
(2017) applications
for Case Discussion
The use of analytics to
market the sustainability of LO: Students will be
‘‘Unique’’Products acquainted with how
companies are making
Journal of marketing successful sustainable
analytics (2018) products with big data
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 Topics / Sub -topics Chapter detail/ Article Details of pedagogy adopted
Sessions Learning Outcome if provided Reference / Case Studies for class engagement - Class
session wise Exercises etc.
Advertising effectiveness

 Designing an effective
Cracking The Code: Data Sets to be shared for
digital media campaign
Unveiling Agency analyzing advertising
 Right-sizing control and test effectiveness
Effectiveness in Ads
group, incremental lift, LO: Students will learn ideas
8 Campaigns, Forbes, Oct
statistical verification of and quantitative metrices to
2023
significance of lift understand and maximize
 ROI, optimizing digital media effectiveness
impressions, customization
to improve ROI

RFM Analysis
Data Sets to be shared for
Is Customer Loyalty Dead? calculating RFM scores.
 Calculating Recency,
By Paul Talbot, Forbes,
9 Frequency & Monetary
2020 LO: Students will learn how
Value scores
to calculate RFM scores &
 Creating bins
their applications.
 Preparing RFM scores
Product design analytics
Discussion with examples
 Measuring willingness to Thirty years of conjoint and Q&A
pay analysis: Reflections and
10  Calculating attribute Prospects. Interfaces, LO: Students will be
importance Green, Krieger, & Wind. familiarized with the
 Attribute preferences Ch 5 [VFW]: Page 55-65 theoretical aspects of
 Designing attribute levels Conjoint analysis

Product design analytics:

Conjoint analysis
Data Sets to be shared for
 Conjoint analysis solving a few problems
 Full Profile Conjoint  Marketing Analytics – associated with the session
Analysis Wayne L. Winston topic
11
 Generating Product Profiles  Chapter 16: Pages 263 –
 Other marketing 278 LO: Students will make out
applications of Conjoint how to solve the Conjoint
Analysis Analysis problem using a tool
 Group project guidelines

12 MIDTERM ASSIGNMENT

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 Topics / Sub -topics Chapter detail/ Article Details of pedagogy adopted
Sessions Learning Outcome if provided Reference / Case Studies for class engagement - Class
session wise Exercises etc.
RFM, and Text Analytics
 Trends, Seasonality,
LO: Students will be able to
Stationarity of Series
understand the live problem
13  Identifying most Live industry examples
of the industry
profitable customers
 Text analysis usage to
forecast trends
Lead Scoring
 Analysis of factors
impacting outcome of a How To Create a Simple
lead Lead Scoring System to LO: Hand-on problem
14  Prioritize best leads for Prioritize Prospects, Forbes, solving using code snippets
the sales team 2020 about lead scoring
 Creating Models to score
a lead

Data Sets to be shared for

Customer Journey Analytics Pointillist: Building A solving a few problems
 Tracking customer Business in Customer associated with the session
journey via AI Journey Analytics topic
15  Improving customer
experience journey LO: Students will learn how
Harvard Case Study, 2022 to improve customer journey
experience
Retails Analytics: Market Marketing Analytics –
Basket Analysis
Wayne L. Winston Data Sets to be shared for
 Implementing Market solving a few problems
Basket Analysis associated with the session
Chapter 29: Pages 445 – 456
 Store layouts with high topic
16
lift products
LO: Students will be
 Identification of
proficient in different aspects
products purchased
of market Basket analysis
together

Data Sets related to the case

Customer Analytics – 1 What Netflix’s study to be shared
Recommendation Systems
 Developing the
Can Teach Us About the LO: Students will be
17 recommendation system
proficient in different aspects
 Learning various Computing Challenges of of developing
recommendation modelling The Near Future, Forbes, recommendation systems for
techniques 2021
customers

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 Topics / Sub -topics Chapter detail/ Article Details of pedagogy adopted
Sessions Learning Outcome if provided Reference / Case Studies for class engagement - Class
session wise Exercises etc.
Customer Analytics – 2
Data Sets related to the case
study to be shared
 Customer churn rate Churn Matters: How To
18  Learning Markov Chain Better Manage Yours,
LO: Students will learn the
 Measuring steady-state Forbes, 2023 churn behavior for the
market share customers.
 Predicting customer choice
19- 20 Group assignment: discussion, analyses
Reading Reference Books:
List and  Consumer Centricity – Peter Fader (Wharton – 2012)
References  Business Analytics Application to Consumer Marketing – Kuruganti & Basu (McGraw
Hill – 2017)
(along with  Marketing Analytics – Wayne L. Winston (Wiley – 2018)
details of  Cutting Edge Marketing Analytics – Venkatesan et al. (Pearson – 2015)
year of Other reading material:
Publication)  https://marketingtechblog.com/analytics/
 http://bx.businessweek.com/marketing-analytics/blogs/
 http://blog.hubspot.com/marketing/marketing-analytics-resources
 https://analytics.googleblog.com/
 http://in.teradata.com/Resources/Marketing-Analytics/

Project For a product of choice, undertake the following activities:

Guidelines  Prepare the product/service attributes & level for each attribute (Min. 5 attributes)
 Randomly select designs using Orthogonal Design to capture consumer responses
 Prepare an Experimental stimuli which will be used to capture consumer responses
 Conduct the experiment with minimum 100 respondents
 Develop a mechanism to produce rank/scores for each product profile
 Run Conjoint Analysis and prepare the utility table
 Calculate the importance of each attribute
 Conduct trade off analysis among attributes for any two product profiles (how much more
price one has to pay in order to add a particular level for the attribute)
 Prepare 5 random product profiles with different attributes and find their utility
 Find the market share of a random two product profiles. Assume 5 products created above
already exists in the market.

Instruction for Use of Intellectual Property of NMIMS SBM (By Order, NMIMS SBM)

Course Outlines are strictly for private and restricted circulation among the concerned Faculty Members
and the Students of this Programme. They are permitted to use the contents for study and research
purpose only. No part of this Course outline can be copied, reproduced, shared and/or circulated in any
manner, through any mode, for any purpose and under any circumstances whatsoever; which is contrary
to the stated restricted uses and purposes. The person responsible for violating this Instruction shall be
liable for appropriate disciplinary action initiated by SBM.

Disclaimer

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 While care has been taken in compiling this Course outline, The School of Business Management of
SVKM’s NMIMS University shall not be held liable in any manner to any person for any mistake and / or
omission in the contents of the Course outline.

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