MANIPAL UNIVERSITY JAIPUR

Faculty of Management and Commerce

TAPMI School of Business
Course Hand-out
Marketing Analytics| MB 7545 | 3 Credits | 2 0 2 3

Session: Nov 22– Feb 23 | Faculty: Dr Subhabaha Pal Class: MBA V Trimester (Marketing Elective)

A. Course Perspective:
Marketing analytics is the practice of measuring, managing and analysing marketing performance to maximize
its effectiveness and optimize return on investment (ROI). Marketing analytics comprises the processes and
technologies that enable marketers to evaluate the success of their marketing initiatives. Understanding
marketing analytics allows the marketers to be more efficient at their jobs and minimize wastage of general
and web marketing budget. Beyond the obvious sales and lead generation applications, the marketing analytics
can offer profound insights into customer preferences and trends. Marketing analytics uses important business
metrics, such as ROI, marketing attribution and overall marketing effectiveness and it can tell how the
marketing programs are really performing. Despite these compelling benefits, the majority of organizations
fail to comprehend the usefulness of the marketing analytics.
This course will enable participants to perform success analysis of TV Campaigns, brand perception analysis
using perceptual maps, conjoint analysis, demand forecasting, pricing and digital analytics.

B. Programme Outcomes: The learnings and abilities or skills that students would have achieved at the
end of the programme

PO 1. Apply appropriate technical tools in a managerial context.

PO 2. Articulate business context in terms of functional aspects.
PO 3. Describe inter linkages among functional areas of an enterprise.
PO 4. Analyse and interpret the performance of an enterprise and its various functional unit.
PO 5. Articulate various concepts in management and demonstrate their application in specific business
context.
PO 6. Describe a problem faced by an enterprise and demonstrate the application of specific concepts(s) in
that context.
PO 7. Describe the external environment faced by an enterprise and its implication to enterprise’s present
and future.
PO 8. Comprehend the linkages between an enterprise’s external environment and its internal forces and
demonstrate the ability to form a strategy and steps of its execution.
PO 9. Describe a context of ethical dilemma and demonstrate the ability to articulate the right versus the
wrong in the given context.
PO 10. Demonstrate the ability to envision the possible negative impact of a corporate decision and suggest
the correct decision(s) in the context.
PO 11. Describe the issues pertaining to leadership in a given context of an enterprise.
PO 12. Demonstrate the ability to take decisions as a leader of an enterprise in a given context, envision the
consequence and demonstrate the will to face the consequences of the decision taken.

C. The Course Learning Outcomes (CLO): On completion of the course the participants shall be able to:
CLO 1: Describe the usefulness of Marketing Analytics
CLO 2: Measure the success of the campaigns and analyze contribution of different medium.
CLO 3: Create Perceptual Maps.
CLO 4: Forecast Sales and Fix Price based on Demand.
CLO 5: Perform Digital Marketing Analytics.

D. Pedagogy
The pedagogy will be a mix of:
Lecture, Case study, presentation, classroom discussions.

E. Evaluation- Instructor led continuous evaluation

End term examination 40%
Quizzes 20%
Student presentation & Project Assignment 30%
Class participation 10%

MB7545 MARKETING ANALYTICS [2 0 2 3]

The Marketing Engineering Approach: The Marketing Decision Environment, Basic Economic Concepts For Analyzing
Marketing Actions, Tools For Marketing Engineering, Business Value Of Marketing Engineering: From Promise To
Reality Customer Value Assessment And Valuing Customers: The Concept Of Customer Value, Approaches To
Measuring Customer Value, Valuing Customers And Customer Lifetime Value, Segmentation Targeting And
Positioning: The Segmentation, Targeting, And Positioning Approach, Segmentation Analysis, Traditional
Segmentation, Targeting Individual Customers, Implementation Barriers And Solutions, Positioning Through Brand
Linkages, Positioning Using Perceptual Maps, Combining Perceptual And Preference Mapping, Translating Preference
To Choice, Reverse Mapping (From Map To Raw Data),Incorporating Price As An Attribute, Uses And Limitations Of
Perceptual And Preference Maps, Forecasting: Forecasting Methods, New Product Forecasting Models, Which
Forecasting The Marketing Mix, Pricing Decisions, Resource Allocation And The Marketing Communications And
Promotions, Mix, Sales Promotions: Types and effects, The Digital, Online Revolution In Marketing, The Evolution Of
Online Technologies, Online Advertising Versus Traditional Advertising, Search Analytics, Social listening and text
analysis, Panel Data Analysis.
Alignment of COs & POs
(a) Evaluation Tools
Course Outcomes Quizzes Presentation End Term Exam

CO 1 ✓ ✓ ✓
CO 2 ✓ ✓ ✓
CO 3 ✓ ✓ ✓
CO 4 ✓ ✓ ✓
CO5 ✓ ✓ ✓

S. Particulars Referen Pedagogy Learning Corresp Mode of

No ce Outcomes onding Assessing the
Books CO Outcome

1 Introduction to Marketing R1, R2, Lecture & Understanding the CLO1 Quiz
Analytics discussion concept of Assignment
Marketing End term
Analytics
2 Introduction to Marketing R1, R2, Lecture Why Marketing CLO1 Quiz
Analytics &discussi Analytics is Assignment
on Needed End term

3 Introduction to Marketing R1,R2 Lecture & Why Marketing CLO2 Quiz

Analytics discussion Analytics is Assignment
Needed End term

4 Marketing Channels R2, R2 Lecture Understanding CLO2 Quiz

& Different Assignment
Discussio Marketing End term
n Channels
5 Combining Data from R1, R2 Discussio Combining Data CLO2 Quiz
Different Marketing Channels n from Different Assignment
& Marketing End term
Lecture Channels
6 Data Sources, obtaining and R1R2 Discussio Marketing Data CLO2 Quiz
cleaning data & typical data n Sources Assignment
issues & End term
Lecture
7 Setting the business context R1, R2 discussion Creating CLO2 Quiz
through asking the right understanding Assignment
questions about analytics framing business End term
questions about
Marketing
analytics.
8 Campaign Analytics R1.R2 Discussio Understanding CLO3 Quiz
n, Role Concepts of Assignment
 Play, Campaign End term
Activity Analytics
9 Campaign Analytics R1, R2 Lecture/ Understanding CLO 4 Quiz
discussion Adstock Effect Assignment
End term

10 Campaign Analytics R1, R2 Lecture/ Creating CLO4 Quiz

discussion Campaign Assignment
Analytics Models End Term
11 Exploring the distribution of R1,R2 Lecture/ Understanding the CLO4 Quiz
data examining the discussion issues of creating Assignment
relationship between data impactful analysis End term
points. and analtics.
12 Perceptual maps R1,R2 Lecture/ Understanding CLO4 Quiz
discussion Perceptuals Maps Assignment
End term
13 Various types of charts, R1, R2 discussion CLO3 Quiz
graphs and making Understanding Assignment
appropriate choices. Graphs & Charts End Term
Case study and applications to
presentations
14 Student Assignment through Discussio Presentation using CLO3 Quiz
case study and role play etc n Role graphs and charts Assignment
play and building story End Term
around the charts

15 Demand Forecasting R3, R2, Discussio Understanding CLO3 Quiz

R1 n Forecasting Assignment
Lecture Techniques End term
16 Data to information journey: R2, R1 Lecture Creating basic CLO3 Quiz
cleaning, transformation & & models to Assignment
integration, Discussio understand the End term
n relationship of data
in respect of past
and future
17 Data Modelling basics, R2, R1 Lecture Creating basic CLO3 Quiz
dimensions, & Hierarchy & models to Assignment
orientation Discussio understand the End term
n hierarchy
orientation
18 Conjoint Analysis R2 Discussio Designing Product CLO2 Quiz
n Role through Conjoint Assignment
Play Analysis End term
 19 Introduction to statistical tool R1 Discussio Understanding of CLO2 Quiz
Linear and Logistic regression n relationship Assignment
between statistics End term
and analytics
20 Digital Marketing Analytics R1 Discussio Understanding of CLO2 Quiz
n basics of internet Assignment
of things and End term
Digital Marketing
Analytics

C O articulation Matrix

Programme CO CO CO CO CO5
outcomes 1 2 3 4
PO 1 3 3
PO 2 3
PO 3 2 1
PO 4 2 2 3
PO 5 1 3 2
PO 6 1
PO 7 4
PO 8 2 2
PO 9 2
PO10 4 1
PO11 3
PO12 2

Note: 3= the strength of co-relation between PO & CO is High; 2= the strength of

Co-relation between CO & PO is Medium and 1= the strength of correlation is Weak

References :

1. James Evans, Business Analytics, 2e, Pearson, 2017

2. Camm, Cochran, Fry, Ohlmann, Anderson, Sweeney, Williams Essential of Business Analytics, Cengage Learning.

3. Thomas Eri, Wajid Khattack & Paul Buhler : Big Data Fundamentals, Concepts, drivers and Techniques by Prentice
Hall of India, New Delhi, 2015

4. Akil Maheswari: Big Data, Upskill ahead by Tata McGraw Hill, New Delhi, 2016

5..Seema Acharya & Subhashini Chellappan: Big Data and Analytics, Wiley Public
 J. Research Paper/ Additional Readings
http://www.mop.ir/portal/File/ShowFile.aspx?ID=47f988a6-dee5-4c9c-b079-79d1c9f46da2
http://www.allresearchjournal.com/vol1issue4/PartD/pdf/1-5-14.1.pdf
https://drive.google.com/file/d/0B8Yz72v49S0kcGVMeFZFUGxhS1lCYlhOZ1ZmQUdWcXB6ZVdJ/view?usp=sharing
https://drive.google.com/file/d/1tb-diE69b4NQjUZvwj6t0wBRxH3OE009/view?usp=sharing

K. Expectations from Students:

1. Shall read the topics in advance before coming to the class
2. Shall participate in discussions
3. Shall be regular in the class (75% attendance)
4. Shall complete all the assignments in time
5. Shall work in team
6. Shall undertake field and real time projects
7. Shall be punctual in class
8. Classroom doors shall be closed after 5 min. of the start of the class.

L. Faculty Details and meeting timings:

Dr. Subhabaha Pal
Contact Hours: Weekdays (9:00 AM to 5:30 PM)
Email: subhabaha.pal@jaipur.manipal.edu