Course:

Big Data Marketing

Analytics Management
– unraveling the Big –II
Mystery

Course Plan and some Guidelines

 ASSUMPTION

You have gone through a rigorous

course – MM - I
 Learning Objectives

1. Dig deeper into some of the basic concepts of Marketing like

STP, Marketing-Mix, PLC, NPD, etc

2. Understand buying behaviour and Marketing strategies from

different perspectives, like Consumer vs B2B Marketing or
Product vs Services Marketing

3. Work with Marketing situations with Data-Driven

approaches in real-life business situations
 Learning Objectives

4. Most importantly, this course should make you able to

think like a Marketing Professional, using data and
Marketing-related concepts
 Coursework

 Theoretical inputs: [Very few] PPTs

 Case-lets using data: [Many of them!]

 “Working sessions” during the lectures

 “Take-home” assignments or Mid-Term followed by class-

discussion

 Articles on recent events related to Marketing

 Advertisements of well-known products or services

 Evaluation

Individual Assessment (70%):

- Mid Term* (25%)
- End Term Exam* (35%)
- Class Participation** (10%)
 
Group Assessment (30%):
- 1 Group Assignments (10%)
- Term Project (20%)

* - Quiz and End-Term Exam will be of “Open Book”, “Open-laptop” format

** - Class Participation will be marked on a scale of -8.0 to +8.0
 Textbook and References

Textbook to be used during the Coursework

Kotler

Reference Books:
Many…