SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

MASTER OF BUSINESS ADMINISTRATION

Program: MBA Trimester: V

Course: Marketing Analytics Code:
Teaching Scheme Evaluation Scheme
Classroom Practical/ Tutorials Credit Continuous Term End
Session Group Evaluation Examination
work (TEE)
20 3 60% 40%
Course Rationale:
The course has been designed with the following rationale:
Application of Analytics for marketing decision making is very growing in large, professional
organizations. This course will cover typical decision problems addressed by Analytics in the marketing
domain.
Appropriate techniques, analysis process and application of results will be covered. Decision situations will
be illustrated with case studies wherever possible.

Course Objectives:
The course has been offered by the Instructor to satisfy the following objectives:
1. Apply quantitative methods to marketing problems
2. Make decisions related to advertising and pricing in consideration with broader objectives
3. Implement decision making tools within marketing framework with cognizance about the advantages
and limitations of each tool

Learning Outcomes:
At the end of the course, a student shall:
1. Familiar with analytics techniques used to extract information from marketing data, and will be able to
select those most appropriate to the context
2. Able to interpret the output of commonly used analytics software
3. Able to analyse the information contained in computer output, and apply this information to address,
among others, marketing problems such as identifying market segments, classifying customer profiles,
positioning, selecting product features to offer, designing marketing campaigns, and allocating
resources to marketing inputs to maximise returns on marketing investments

Prerequisite(s):
Basic understanding of EXCEL
Basic knowledge of Marketing Management

Operational Prerequisites:
Independent laptop with EXCEL 2013 or higher and SPSS 14 or higher

Pedagogy:
Lectures assisted with Workshop (Lab Session) method

Textbooks:
 Stephan Sorger (2013), Marketing Analytics: Strategic Models and Metrics , Admiral Press, Ed 1,
 Winston, W. L. (2014). Marketing analytics: Data-driven techniques with Microsoft Excel. John Wiley
& Sons, Ed 1

Reference Books:
 Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer (2014), Marketing Metrics: The Definitive Guide to
Measuring Marketing Performance, Pearson Education, Ed 2.
 Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox (2015), Cutting Edge Marketing
Analytics. Pearson Education, Upper Saddle River, New Jersey, July 2014. Ed. 1.
Cases:
 Dr. Tim's Premium All Natural Pet Food: Growth Options and Web Analytics Insights, by Glenna
Pendleton, Source: Ivey Publishing.
 Matchmaking With Math: How Analytics Beats Intuition to Win Customers, by Michael S.
Hopkins, Leslie Brokaw, Source: MIT Sloan Management Review.
 Netflix Leading with Data: The Emergence of Data-Driven Video, by Russell Walker, Mark
Jeffery, Linus So, Sripad Sriram, Jon Nathanson, Joao Ferreira, Julia Feldmeier, Source: Kellogg
School of Management.
 Google AdWords, by Paul W. Farris, Martha Gray, Source: MIT Sloan Management Review

Links to websites:
Comprehensive list of SPSS Manuals:
http://bayes.acs.unt.edu:8083/BayesContent/class/Jon/SPSS_SC/Manuals/SPSS_Manuals.htm

Evaluation Scheme:
 Class Performance 20%
 Project 20%
 Quiz 20%
 Term-End Exam 40%
Total 100%
Session Plan:
Session Topic Learning Pedagogical Textbook
(including Outcomes Tool1 Chapters &
subtopics) Readings
1 Introduction to Overview and Key Class Discussion William J. Hauser,
Marketing marketing metrics (2007) "Marketing
Analytics Commonly used analytics: the
Multivariate Data evolution of
Analysis marketing research in
Techniques the twenty‐first
Data Sources in century", Direct
India Marketing: An
International Journal,
Vol. 1 Iss: 1, pp.38 –
54
2 Building a Market Comprehending Class Discussion + Tellis, Gerard J.
Mix Modeling marketing Lab Session (2006), “Modeling the
(MMM) decisions based on (R/SPSS based) Marketing Mix,”
“regression” based Handbook of
statistical models Marketing Research,
ed Rajiv Grover,
Thousand Oaks: Sage

1
Provide the details of Pedagogical tool viz., Title & source of Case/ Nature of Simulation/Exercise/ Role Play/
Lecture/Class Discussion etc
 Publications, p 506-
522
3 Validating the Using applied Class Discussion + Joseph, Joy V.,
Market Mix statistical Lab Session Understanding
Modeling techniques to (R/SPSS based) Advertising Adstock
validate the Transformations (May
quantitatively built 15, 2006).
models for Available at SSRN:
marketing decision http://ssrn.com/abstrac
making t=924128

4 Time Series Building Lab Session +

mathematical Group Activity of
models for decision model building &
making based on resource
temporal data optimization
(R/SPSS based)
5 Cluster Analysis Comprehending the Class Discussion + Gordon S. Linoff, and
introduction similarities and Lab Session Michael J. A. Berry
differences (R/SPSS based) (2011). Data Mining
between Techniques: For
classification and Marketing, Sales, and
clustering of Customer
quantitative data Relationship
for marketing Management, 3rd
decision making Edition, Wiley,
Chapter 11
6 Clustering Methods Comprehending Lab Session Claudia Jurowski and
customer (R/SPSS based) Allen Z. Reich, (2000)
segmentation based “An Explanation and
on “k means” Illustration of Cluster
clustering Analysis for
algorithm Identifying
Hospitality Market
Segments”, Journal of
Hospitality &
Tourism Research”.
Vol 24. pp. 67 – 91
7 Introduction to Using discriminant Lab Session Joseph, F. Hair Jr.,
Discriminant function analysis exercise on William C. Black,
Analysis for classifying data building a Barry J. Babin, and
for decision marketing mix Rolph E. Anderson,
making relating to modeling (2010). Multivariate
classification / (R/SPSS based) Data Analysis, 7th
segmentation Edition, Pearson
Prentice Hall, Chapter
5
8 Model Further Group exercise on Carl J. Huberty (Jan
Interpretation understanding of classifying 1984). “Issues in the
discriminant customer profiles use and interpretation
analysis using using discriminant of discriminant
territorial maps analysis analysis.”
option (R/SPSS based) Psychological
Bulletin, Vol 95(1), pp
156-171
9 Factor Analysis: Correlation among Class Discussion Lindsay I Smith
Dimension analysis variables (2002). “A Tutorial on
reduction & Number of factors Principal Components
Structure Detection to extract Analysis.”
 Factor loading http://www.cs.otago.a
c.nz/cosc453/student_
tutorials/principal_co
mponents.pdf
10 Factor Factor Rotation Class Discussion Andy Field. "Factor
Communality Factor Scores & Lab Session Analysis"
(R/SPSS based) http://www.statisticsh
ell.com/docs/factor.pd
f

11 Multidimensional Obtaining a Lab Session Joseph, F. Hair Jr.,

Scaling for solution with (R/SPSS based) William C. Black,
Positioning paired comparison Barry J. Babin, and
Obtaining a Rolph E. Anderson,
solution with (2010). Multivariate
attribute rating Data Analysis, 7th
Validating and Edition, Pearson
improving the Prentice Hall, Chapter
model 8.
Interpreting the C. Carl Pegels and
map Chandra Sekar
(1989).”Determining
Strategic Groups
Using
Multidimensional
Scaling”, Interfaces,
Vol. 19, No. 3, pp. 47-
57
12 Data-driven What is Conjoint Class Discussion Joseph Curry (1996).
product design Analysis & Lab Session “Understanding
Calculating part (R/SPSS based) Conjoint Analysis in
worth utilities 15 Minutes”,
Sawtooth Software.
RESEARCH PAPER
SERIES, Sawtooth
Technologies, Inc
13 Interpretation of Interpreting Class Discussion Paul Green, Abba
Conjoint Analysis conjoint analysis & Lab Session Krieger, and Yoram
Results results (R/SPSS based) Wind, “Adventures in
Simulating market Conjoint Analysis: A
share Practitioner’s Guide to
Trade-off Modeling
and Applications”
Chapter 12,
https://marketing.whar
ton.upenn.edu/faculty/
green/monograph/

14 RFM Analysis What is RFM Class Discussion T.H.A. Bijmolt,

Analysis & Lab Session P.S.H. Leeflang, F.
Creating RFM (R/SPSS based) Block, M. Eisenbeiss,
scores B.G.S. Hardie, A.
Calculating Lift Lemmens, and P.
Identifying the Saffert, (2010)
target audiences ``Analytics for
Customer
Engagement,'' Journal
of Service Research,
vol. 13(3), pp. 341-
 356.
Ron Kahan, (1998)
"Using database
marketing techniques
to enhance your one‐
to‐one marketing
initiatives", Journal of
Consumer Marketing,
Vol. 15 Iss: 5, pp.491
- 493
15 Market Basket Association Rules Lab Session Gordon S. Linoff, and
Analysis Evaluating Rules (XL Miner, excel Michael J. A. Berry
add on based) (2011). Data Mining
Techniques: For
Marketing, Sales, and
Customer
Relationship
Management, 3rd
Edition, Wiley,
Chapter 9
16 Application of Calculating Lift Lab Session Kardi Teknomo,
Market Basket (Excel based) (2008) "Market
Analysis Basket Analysis",
http://people.revoledu
.com/kardi/tutorial/M
arketBasket/

17 Household Panel  Introduction to Class & Case An Overview of

Analysis Household Discussions Methods for the
panels Analysis of Panel
 Structure of (Nov. 2006). NCRM
Panel Data Methods Review
 Data Elements Papers, NCRM/007,
 Penetration ESRC National Centre
Reports for Research Methods
 New Oscar Torres-Reyna
Acquisitions (Dec 2007). “Panel
 Repeat Data Analysis Fixed
Purchase and Random Effects
 Migration using Stata (v. 4.2)”,
Data and Statistical
Services, Princeton
University
18 Web Analysis  Introduction to Class & Case Stefan Stieglitz and
text mining Discussions Linh Dang-Xuan
 Parsing (2012). “Social media
 Spam-emails, and political
Social Media communication: a
Analysis social media analytics
 Comments, framework”, Social
tweets, Networks Analysis
retweets, like and Mining, Springer-
 Fans, Verlag. DOI
Followers, 10.1007/s13278-012-
engaged users 0079-3
 Viral
Impressions
19 Sentiment Analysis  Analyzing the Class & Case Bogdan Batrinca, and
comments Discussions Philip C. Treleaven
 Language (2014). “Social media
 Aspect analytics: a survey of
 Tonality techniques, tools and
 Emotion platforms”, Artificial
 First Person Intelligence and
Society, Springer-
 Slang or
Verlag. DOI
Profanity
10.1007/s00146-014-
 Cultural use of
0549-4
Slang &
Profanity
 Sentiment
Analysis –
Positive,
Negative,
Neutral or
Irrelevant
 Linking to
Business KPI’s
20 Project Presentation  As with all
group
presentations,
the rest of the
class will
critique the
presentation,
while the group
presenting it
will defend its
positions