Marketing Analytics

Paper Code: 
MBB 424
Credits: 
4
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

Course outcome

Learning and teaching strategies

Assessment

Strategies

On completion of this course, the students will be able to;

CO 1.Examine the current marketing trends based on marketing research

CO 2.Demonstrate marketing analytic approach and communicate it from the marketing firm perspective, product perspective and consumer perspective

CO 3.Classify marketing strategies and challenges faced in digital marketing world.

CO 4.Evaluate digital trends based on current marketing research related to consumer analytics behaviour.

CO 5.Apply marketing analytics using tool/s

CO 6.Analyze different positioning strategies and identify different

errors in positioning.

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

Learning activities for thestudents:

Self-learning assignments,presentations

Class test, Semester endexaminations, Quiz, Assignments, Presentation

 

18.00
Unit I: 
Marketing Research:

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

18.00
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.

 

18.00
Unit III: 

Product Analytics: Concept of Product analytics, levels, attributes, features Price Analytics: Concept, strategies.

Promotion Analytics: Meaning, Importance, Channel Analytics: Concept, Types, Risk

 

18.00
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.

 

18.00
Unit V: 

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

 

Essential Readings: 
Essential reading
  • 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.
Suggested readings
  • AcharyaSeema, ChellappanSubhashini, Big Data and Analytics, Wiley
  • (Latest editions of the above books are to be referred)

 

References: 
E resources

 

Journals

 

Academic Year: 
2023-2024
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