MARKETING ANALYTICS

Paper Code:

MBB424

Credits:

Contact Hours:

60.00

Max. Marks:

100.00

Objective:

The course will enable students to master marketing research, analytics, and segmentation techniques essential for strategic decision-making in diverse market scenarios.

Course Outcomes:

Course

Learning outcome

(at course level)

Learning and teaching

strategies

Assessment Strategies

Course Code

Course Title

24MBB424

Marketing Analytics

(Practical)

CO743: Examine the current marketing

trends based on marketing research

CO744: Demonstrate marketing analytic approach and communicate it from the marketing firm perspective, product perspective and consumer perspective

CO745: Classify marketing strategies and challenges faced in digital marketing world.

CO746: Evaluate digital trends based on current marketing research related to consumer analytics behaviour.

CO747: Apply marketing analytics using tool/s

CO748: Contribute effectively in course-specific interaction

Approach in teaching: Interactive Lectures, GroupDiscussion, Tutorials, Case Study

Learning activities for thestudents:

Self-learning assignments,presentations

Class test, Semester endexaminations, Quiz, Assignments, Presentation

12.00

Unit I:

Marketing Research:

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

12.00

Unit II:

Marketing Analytics

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

12.00

Unit III:

Product Analytics

Concept of Product analytics, levels, attributes, features Price Analytics: Concept, strategies.
Promotion Analytics: Meaning, Importance, Channel Analytics: Concept, Types, Risk

12.00

Unit IV:

Consumer Analytics

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

12.00

Unit V:

Market Segmentation

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

Essential Readings:

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.

References: