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Marketing Analytics

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Sayan Majumder
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128 views6 pages

Marketing Analytics

Uploaded by

Sayan Majumder
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Lecture Plan of Fundamentals of Marketing Analytics (BBA 603A) of BBA 6th

Semester
Contact: 6L
Credit: 6
Faculty: Mr. Sayan
Majumder Lecture Hours: 60

1. Course Outcomes

interpret various marketing analytics tools

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

Program Outcomes (POs) Level


PO1 Apply fundamental concepts of business administration,
economics, accounting, marketing, and management to solve 2
organizational challenges.
PO2 Analyze business situations, evaluate alternatives, and make sound
decisions using data-driven and evidence-based approaches. 2
PO3 Demonstrate effective verbal and written communication skills for
business contexts, including presentations, reports, and interpersonal
interactions. 3
PO4 Recognize and practice ethical behavior, corporate social responsibility, 3
and sustainable practices in professional and personal decision-making.
PO5 Exhibit leadership qualities and the ability to work effectively in 3
diverse teams to achieve common organizational goals.
PO6 Understand the impact of global, economic, legal, and cultural 3
factors on business operations and demonstrate the ability to operate
in international markets.
PO7 Utilize modern tools, technologies, and software applications to 2
enhance organizational performance and decision-making.
PO8 Develop entrepreneurial thinking and innovation to identify, 2
analyze, and act on opportunities to create value.
PO9 Adapt to changes in the business environment and commit to 2
continuous personal and professional development.
PO10 Conduct business research, interpret data, and provide actionable 3
insights to improve business practices and strategies.
3. Program Educational Objectives

Program Educational Objectives (PEOs) Level


PEO1 Students will develop strong foundational knowledge in business
administration and management, enabling them to pursue 2
successful careers in diverse fields such as marketing, finance,
operations, and entrepreneurship.
PEO2 Students will possess leadership qualities, critical thinking, and problem-
solving abilities to make informed decisions in dynamic and multicultural
business environments. 2
PEO3 Students will demonstrate ethical values and social responsibility,
3
applying principles of sustainability and inclusivity in personal and
professional endeavors.
PEO4 will excel in collaborative team settings and demonstrate effective
2
communication skills to lead and contribute to organizational success.
4. Syllabus

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 No. Topics Lecture Hours


 Introduction to Marketing Analytics 1
 Role of marketing analytics in business 1
 Tools used in marketing analytics 1
Module 1  Application of analytics in business 1
 Using of Excel to summarize data 1
 Forecasting 1
 Simple Linear Regression 1
 Regression Problems 1
Module 2  Multiple Linear Regression 1
 Forecasting Sales 1
 Estimating Demand Curves 1
 Problem Sums 2
 Price Bundling 1
2
Module 3
 Nonlinear Pricing
 Problem Sums 1
 Price Skimming 2
 Revenue Management. 1
Consumer Analytics 3

Calculation of customer lifetime value 3


Module 4  using Monte Carlo Simulation to calculate customer value 3
 Problem Solution 1
Chapter No. Topics Lecture Hours
Retailing 3

Market Basket Analysi 3


Module 5
Lift, RFM Analysis, 2

Allocating Retail Space and Sales Resources 2


 Advertising 4
M e

 Measuring the effectiveness of advertisements 3


 Pay Per Click Online Advertising. 3
odul

Module 6
 Internet and Social Media Marketing 10

Module 7
Total No. of Lecture Hours 60

\
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

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