POST GRADUATE DIPLOMA IN MANAGEMENT

Class of: 2021 (Batch -XXVII) Term: V

Course Code & Title Marketing Analytics

Credits 3

Prerequisites Statistics, R Programming and Basic Analytical

Techniques

Faculty Dr. Rajesh Prabhakar

E-mail ID rajesh.prabhakar@gmail.com

Extension 9000961141

I. Course Overview
The objective of the course will be to show you the benefits of using a systematic and
analytical approach to marketing decision-making. An analytical approach will enable
you to: Use and execute data analytic techniques, and case studies to understand how to
solve marketing analytics problems in a scientific and process-driven manner.
The course makes use of some important mathematical models which will be discussed
and implemented in R using different datasets. This course seeks to present with a wide
range of data analytic techniques and is structured around the broad contours of the
different types of data analytics.
II. Objectives of the course

 To gain an understanding of how managers use business analytics to formulate

and solve Marketing problems and to support managerial decision making.

 To become familiar with the processes needed to develop, report and analyze
business data.

III. Course Learning Outcomes (CLO)

At the end of the course, the students would be able to:

1
CLO1: Differentiate between supervised and unsupervised learning models.
CLO2: Demonstrate classification-based models.
CLO3. Apply different regression-based models.

PO-1 PO-2 PO-3 PO-4 PO-5 PO-6

CLO 1
X
CLO 2
X
CLO 3
X

1. Assessment Components & Schedule

Sr Components Weightage Schedul Overall Brief CLO Evaluated

No with No. of of each e Weighta Description of
. Assessments Assessment ge the
(%) Assignment/
Project

1. Project 1 20 After 7 Implement a CLO1

sessions classification
Project 2 20 40 and regression
After 13 model in R
sessions CLO2

2. Mini Project 15 After 17 15 Develop a CLO3

sessions classification
model in R.
3. Attendance 5 - 5 As per rules

2. Session Plan

2
Sessio Topic/Sub Topic Session Details
n No.

3
1 Introduction, Overview of Pedagogy Lecture
Marketing Data –
CLO CLO1
Slicing and Dicing of marketing
SLO Basic Data Analysis of Marketing Data and
Data utility in Marketing Decisions.
Pivot Table Styled Reporting

2 Gathering Marketing Data – Pedagogy Lecture

- Primary vs Secondary CLO CLO1

Sources
SLO How to gather marketing data for marketing
- Secondary Sources decisions

3 Data Vizualizations Pedagogy Lecture

- Plotting and Charting

Marketing Data CLO CLO1, CLO2
- Dashboards for
Executive Decision
SLO Using plotting and charting techniques for
Making
data interpretation

4 Data Vizualizations – II Pedagogy Lecture

- Advanced Plots,
histogram, boxplot, CLO CLO3, CLO2
density curve, scatter
plot SLO Using plotting and charting techniques for
data interpretation

5 Inferential Statistics Pedagogy Lecture and Practical

- Hypothesis testing on
markeing data CLO CLO1, CLO2
- Ttest,(independent &
related)
SLO Hypothesis testing techniques on Marketing
data
6 Inferential Statistics -II Pedagogy Lecture and Practical
- Anova & Chisquare
CLO CLO1, CLO2

SLO Hypothesis testing techniques on Marketing

data
7 Logistic Regression: Pedagogy Lecture

4
  Understanding the odds CLO CLO1, CLO2
ratio
 Maximum likelihood SLO Theory and applications of classification
estimate models, Error-metrics of models.
 Interpreting the
parameter estimates

8 Decision Trees: Pedagogy Lecture and Practical

 Understanding data and CLO CLO1, CLO2
selecting variables
 CHAID SLO Application and implementation in R

9 Decision Trees continued: Pedagogy Lecture and Practical

 Splitting Criteria
o Gini Index
o Entropy CLO CLO1, CLO2
o Chi-Square
 Finding the splits
 Pruning the Decision Tree
 Estimating the parameters
SLO Application and implementation in R
 Maximum likelihood

10 Evaluating Data Mining Pedagogy Lecture and Practical

Algorithms:
CLO CLO2
 Confusion Matrix
 ROC Curves, Sensitivity & SLO Application and implementation in R
Specificity
 Concordance and
Discordance

11 Quiz 1 and Lab Work

12 Discriminant Analysis Pedagogy Lecture and Practical

 Objective
 Design and assumptions CLO CLO2
 Estimating discriminant
model and assessing
SLO Application and implementation in R
overall fit

13 Discriminant Analysis continued Pedagogy Lecture and Practical

 Results and validation CLO CLO2

SLO Application and implementation in R

5
14 Artificial Neural Networks - 1 Pedagogy Lecture and Practical

CLO CLO1, CLO2, CLO3

SLO Basics of ANN

15 Artificial Neural Networks - 2 Pedagogy Lecture and Practical

CLO CLO1, CLO2, CLO3

SLO Basics of ANN, activations, etc

16 Customer Segmentation Pedagogy Lab Work

Techniques –
CLO CLO1, CLO2, CLO3
Cluster Analysis KMeans
Clustering SLO Demonstrate use of Clustering Techniques
for Customer Segmentations
17 Conjoint Analysis Pedagogy Lab Work
Attribute Selection and Filtering CLO CLO1, CLO2, CLO3

SLO Demonstrate use of conjoint analysis in R

18 Social Media Analytics – Pedagogy Theory

Text Mining, Cleaning text data, CLO CLO1, CLO2, CLO3
Data preprocessing, etc
SLO Demonstrate natural language processing in
R
19 Social Media Analytics Pedagogy Practical
Sentiment Analysis, Topic CLO CLO1, CLO2, CLO3
Modelling, etc
SLO Demonstrate natural language processing in
(Continued) R

20 Customer Lifetime value Analysis Pedagogy Practical

CLO CLO1, CLO2, CLO3

SLO Demonstrate Customer Life Time Value

Analysis in R
21 Interactive Session Pedagogy Lab Work

CLO CLO1, CLO2, CLO3

SLO Test logic of the students on a new real-

world analytical problem
22 Term Paper Presentation based on Mini-project

6
23 Term Paper Presentation based on Mini-project

24 Term Paper Presentation based on Mini-project

3. Suggested Textbook

Marketing Analytics: Data-Driven Techniques with Microsoft Excel  - by Wayne L.

Winston - Wiley Publisher

4. Useful links

https://www.analyticsvidhya.com/

https://www.kaggle.com/

https://rstudio.cloud/ (writing R programs on cloud)

5. Instructions:

 The datasets for various models will be provided in the class. It is important for each
student to understand the goal of solving any business problem.

 Mini-projects/Assignments submitted should include a report (R code or any

snapshots should not be pasted in a report). The report should highlight the goals of
solving a problem, results achieved (in terms of error matrices, graphs, charts) and
your observations.

 All the assignments should be submitted on moodle before deadline. Sending any
assignment by email will not be evaluated.

 It is important for each student to maintain full attendance. If a student remains absent
in any class (for whatever reason), he/she will not be able to pick up next session with
clear understanding.

 All quizzes and end-term exam will be conducted in computer lab.

 Plagiarism in any form will not be tolerated.