SYMBIOSIS CENTRE FOR MANAGEMENT & HUMAN

RESOURCE DEVELOPEMENT
[Constituent of SYMBIOSIS INTERNATIONAL UNIVERSITY (SIU)]
(Established under Section 3 of the UGC Act 1956, by notification No.F.9-12/2001 – U.3 of the Government of India)
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Course Name: Marketing and Sales Analytics

Course Status: Core

Credits: 2
Course Description: This course deals with analytical methods in identifying &
understanding various aspects of customer’s behavior. The Sales Analytics part
deals with metrics and models for evaluating these metrics.

Course Content:
Topic Classroom Hrs Lab Hrs
Introduction to Marketing
1 2  
Analytics
2 Customer Life Cycle 2  

Customer Acquisition
3 2  
Strategies
Customer Growth And
4 3  
Engagement
5 Customer Retention 2  

Introduction to Sales
6 2  
Metrics
Data Sources Across the
7 2  
Value Chain
Lead Scoring Model and
8 2
Lead Life Cycle
Sales Team Performance
9 3
Scorecard

10 Case Studies 10

20 10
  Total
30

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 SYMBIOSIS CENTRE FOR MANAGEMENT & HUMAN
RESOURCE DEVELOPEMENT
[Constituent of SYMBIOSIS INTERNATIONAL UNIVERSITY (SIU)]
(Established under Section 3 of the UGC Act 1956, by notification No.F.9-12/2001 – U.3 of the Government of India)
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References: The course is contemporary and will be case study based.

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