Marketing Analytics
Marketing Analytics
Semester
Contact: 6L
Credit: 6
Faculty: Mr. Sayan
Majumder Lecture Hours: 60
1. Course Outcomes
2
articulate analytical skills to improve efficiency of various components of
marketing mix
3
apply analytics to overcome challenges, and issues of marketing in a changing
technological landscape.
4
Utilize analytics to boost marketing through internet and social media
2. Program Outcomes
Syllabus Hours
1 Module 1: Introduction to Marketing Analytics: Introduction,
Using excel to summarize data 5
2 Module 2: Forecasting: Simple Linear Regression, Multiple Linear
Regression to forecast sales.
5
3 Module 3: Pricing: Estimating Demand Curves, Price Bundling, Nonlinear
10
Pricing, Price Skimming, Revenue Management.
4 Module 4: Consumer Analytics: Calculation of customer lifetime
10
value, using Monte Carlo Simulation to calculate customer value
5 Module 5: Retailing: Market Basket Analysis, Lift, RFM Analysis,
10
Allocating Retail Space and Sales Resources
6 Module 6 Advertising: Measuring the effectiveness of advertisements,
10
Pay Per Click Online Advertising.
7 Module 7: Internet and Social Media Marketing
10
5. Lecture Plan
Module 6
Internet and Social Media Marketing 10
Module 7
Total No. of Lecture Hours 60
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University Recommended Text Books & Reference Books
Text Books
1. Kotlar Philip and Armstrong Gary: Principles of Marketing, Pearson.
2. Arun Kumar: Marketing Management, Vikas Publishing House.
3. Saxena, Rajan: Marketing Management, TMH.
4. Gandhi, J.C.: Marketing, TMH.
5. Wayne L. Winston: Marketing Analytics, Willey.
6. Farris: Marketing Metrics, Pearson