Marketing Analytics

Preamble
Course Title: Marketing Analytics
Course faculty: Dr. Avil Saldanha
Batch to which the course is being offered: 2021
Term in which the course is being offered: 6
Type of the course: Marketing Elective
Course Credit: 3
No. of Sessions: 22
Session Duration: 90 min
Mail Id of the course faculty: avil@sjim.edu.in

Course Objective / Introduction

The objective of this course is to make students to understand the basics of Marketing Analytics. This course will
give hands-on experience to students into basics of Pricing Analytics and Marketing analytics using Microsoft Excel.

PO Attainment Goals

PO No. PO Operative Part Goal

PO1. Problem Solving Ability 3
PO2. Data Based Decision Making Ability 3
PO3. Fostering Leadership Qualities 1
PO4. Ability to Align Business Actions with Business 2
Environment
PO5. Ability to Adapt to Organizational Needs 2

Course Outcome
CO1: Critically analyze data and apply it solve marketing problems

CO2: Graphically represent data using descriptive analysis

CO3: Apply Pricing Analytics techniques

CO4: Apply predictive analytics tools to solve marketing problems

Program Outcome (PO) to Course Outcome (CO) Mapping

PO1 PO2 PO3 PO4 PO5
CO1 X X X
CO2 X X X
CO3 X X X
CO4 X X X X

1
SJIM

Prerequisites, if any (Essential / Desirable)

• Basic understanding of statistics

Course Outline (List of major topics)

1. Introduction to Marketing Analytics

2. Using Excel to Summarize Data

3. Pricing Analytics

4. Forecasting

5. Analysis of Variance

6. Market Segmentation

7. Applications in Retailing

Pedagogy (Course Delivery Methodology)

Lectures and case studies

Assessment Components

No. Assessment Tool Weight in %

1 MCQ
2 Problem Sets
3 Group Presentation & Report 10
4 Capstone Project 15
6 Class Participation

7 Class Attendance 5

8 Mid-term Examination 20
9 Class-work Assessment
10 Field Work Submission
11 End-term Examination 50

12 Industry Internship (rating by industry guide)

13 Industry Internship (rating by internal guide)

14 Industry Visit Report Submission

15 Viva-Voce Examination
16 Computer Lab based Examination

2
SJIM

Session Plan (Course Structure)

No. Chapter Topics to be covered No. of
Sessions
1. Introduction to Marketing Basics of Marketing Analytics, Marketing Metrics and 3
Analytics Analytics, Applications of Marketing Analytics

2. Using Excel to Summarize Data Slicing and Dicing Data with PivotTables, Using Excel 4
Charts to Summarize Data, Trend and Seasonality

3. Pricing Analytics Estimating Demand Curves and Using 5

Solver to Optimize Price, Price Bundling, Nonlinear
Pricing, Price Skimming and Sales, Revenue
Management
4. Forecasting Correlation and Simple Linear Regression, Using 2
Multiple Regression to Forecast

5. Analysis of Variance One-way ANOVA, Two-way ANOVA 2

6. Market Segmentation Cluster Analysis, Using Classification Trees for 3

Segmentation

7. Applications in Retailing Market Basket Analysis, RFM Analysis and 3

Optimizing Direct Mail Campaigns

Reference Books and Other Resources

[1] Wayne L. Winston, Marketing Analytics – Data-Driven Techniques with Microsoft Excel
[2] Stephan Sorger, Marketing Analytics: Strategic Models and Metrics

[3] Galit Shmueli, Nitin R. Patel, & Peter C. Bruce, Data Mining fore Business Intelligence – Techniques, and
Applications in Microsoft Office Excel