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    Marketing Analytics Course Outline - 2022 - Dr. Avil

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    Antony
    The document provides information on the Marketing Analytics course offered in 2021 including: - The course objectives are for students to understand basics of marketing analytics and gain hands-on experience using tools like Excel. - Major topics include introduction to marketing analytics, pricing analytics, forecasting, and applications in retailing. - Assessment includes exams, projects, presentations, and class participation.

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    Marketing Analytics Course Outline - 2022 - Dr. Avil

    Uploaded by

    Antony
    43 views3 pages
    The document provides information on the Marketing Analytics course offered in 2021 including: - The course objectives are for students to understand basics of marketing analytics and gain hands-on experience using tools like Excel. - Major topics include introduction to marketing analytics, pricing analytics, forecasting, and applications in retailing. - Assessment includes exams, projects, presentations, and class participation.

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    Marketing Analytics Course Outline_2022_Dr. Avil

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    The document provides information on the Marketing Analytics course offered in 2021 including: - The course objectives are for students to understand basics of marketing analytics and gain hands-on experience using tools like Excel. - Major topics include introduction to marketing analytics, pricing analytics, forecasting, and applications in retailing. - Assessment includes exams, projects, presentations, and class participation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    43 views3 pages

    Marketing Analytics Course Outline - 2022 - Dr. Avil

    Uploaded by

    Antony
    The document provides information on the Marketing Analytics course offered in 2021 including: - The course objectives are for students to understand basics of marketing analytics and gain hands-on experience using tools like Excel. - Major topics include introduction to marketing analytics, pricing analytics, forecasting, and applications in retailing. - Assessment includes exams, projects, presentations, and class participation.

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    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

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