Marketing Analytics

Paper Code: 
MBB 326
Credits: 
4
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

Course Objectives: This course has been designed to

  1. Acquaints the students with the key features of Marketing Analytics
  2. Familiarizes the students with the components of Marketing Analytics

 

Course Outcomes (COs):

Course

Course outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

 

Paper Title

 

CLO 135.Examine the current marketing trends based on marketing research

CLO 136.Demonstrate marketing analytic approach and communicate it from the marketing firm perspective, product perspective and consumer perspective

CLO 137.Classify marketing strategies and challenges faced in digital marketing world.

CLO 138.Evaluate digital trends based on current marketing research related to consumer analytics behaviour.

CLO 139.Apply marketing analytics using tool/s

CLO 140.Analyze different positioning strategies and identify different errors in positioning.

 

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

18.00

Marketing Research:

Concept of marketing research, Research Design, Qualitative and Quantitative research, Exploring Data, descriptive statistics, scope and development of marketing research.

18.00

Marketing Analytics:

Inbound marketing analytics, Click analytics, Google Analytics, Web analytics, Social Media Analytics, Online and Offline Marketing Analytics, traffic analytics, conversion analytics.

18.00

Product Analytics: Concept of Product analytics, levels, attributes, features

Price Analytics: Concept, strategies.

Promotion Analytics: Meaning, Importance,

Channel Analytics: Concept, Types, Risk

18.00

Consumer Analytics: Analysing consumer behavior, Buying process, understanding customer satisfaction level, loyalty perspectives, Prospecting and targeting potential customers, scope and development of retaining customers.

 

18.00

Market Segmentation: Marketing Analysis, cluster analysis, segmentation basis, positioning analytics, types of positioning, positioning strategies, errors in positioning.

References: 

  • AhujaVandana, Digital Marketing, Oxford University Press.
  • KaushikAvinash, Web Analytics 2.0:The Art of online accountability & science o customer centricity, Sybex.
  • KurugantiSandhya, BasuHindol, Business Analytics:Applications to consumer marketing, McGraw hill.
  • Ryan Damian, Understanding Digital Marketing: Marketing strategies for engaging the digital generation,keganpage
  • Dolnicar Sara, Grun Bettina, Leisch Friedrich, Market Segmentation Analysis, Springer Open.
  • Winston L. Wayne, Marketing Analytics, Wiley.
  • AcharyaSeema, ChellappanSubhashini, Big Data and Analytics, Wiley

Academic Year: 
2021-2022
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