MARKETING ANALYTICS (Practical)

Paper Code: 
25MBB424
Credits: 
4
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 outcomes (Cos)

Course

Learning outcome

(at course level)

Learning and teaching

strategies

Assessment Strategies

Course Code

Course Title

25MBB424

Marketing Analytics

(Practical)

 

CO667: Examine the current marketing

trends based on marketing research

CO668: Demonstrate marketing analytic approach and communicate it from the marketing firm perspective, product perspective and consumer perspective

CO669: Classify marketing strategies and challenges faced in digital marketing world.

CO670: Evaluate digital trends based on current marketing research related to consumer analytics behaviour.

CO671: Apply marketing analytics using tool/s

CO672: 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

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

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

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

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: 

Suggested readings
• AcharyaSeema, ChellappanSubhashini, Big Data and Analytics, Wiley
• (Latest editions of the above books are to be referred)
E resources
• Inflibnet Shodhganga, www.shodhganga.inflibnet.ac.in
• NPTEL Local Guru content
• https://nptel.ac.in/courses/110105142
• https://marketingplatform.google.com/about/resources/
• https://www.hubspot.com/products/marketing/starter

Journals
• https://vciba.springeropen.com/
• https://epjdatascience.springeropen.com/

Academic Year: 
2025-2026
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