The course will enable students to master marketing research, analytics, and segmentation techniques essential for strategic decision-making in diverse market scenarios.
Course outcomes (Cos)
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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25MBB424 |
Marketing Analytics (Practical)
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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 |
Marketing Research:
Concept of marketing research, Research Design, Qualitative and Quantitative research, Exploring Data, descriptive statistics, scope and development of marketing research.
Marketing Analytics:
Inbound marketing analytics, Click analytics, Google Analytics, Web analytics, Social Media Analytics, Online and Offline Marketing Analytics, traffic analytics, conversion analytics.
Product Analytics: Concept of Product analytics, levels, attributes, features Price Analytics: Concept, strategies.
Promotion Analytics: Meaning, Importance, Channel Analytics: Concept, Types, Risk
Consumer Analytics: Analysing consumer behavior, Buying process, understanding customer satisfaction level, loyalty perspectives, Prospecting and targeting potential customers, scope and development of retaining customers.
Market Segmentation: Marketing Analysis, cluster analysis, segmentation basis, positioning analytics, types of positioning, positioning strategies, errors in positioning.
• 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)
E resources
• Inflibnet Shodhganga, www.shodhganga.inflibnet.ac.in [2]
• NPTEL Local Guru content
• https://nptel.ac.in/courses/110105142 [3]
• https://marketingplatform.google.com/about/resources/ [4]
• https://www.hubspot.com/products/marketing/starter [5]
Journals
• https://vciba.springeropen.com/ [6]
• https://epjdatascience.springeropen.com/ [7]
Links:
[1] https://managementb.iisuniv.ac.in/courses/subjects/marketing-analytics-practical
[2] http://www.shodhganga.inflibnet.ac.in
[3] https://nptel.ac.in/courses/110105142
[4] https://marketingplatform.google.com/about/resources/
[5] https://www.hubspot.com/products/marketing/starter
[6] https://vciba.springeropen.com/
[7] https://epjdatascience.springeropen.com/
[8] https://managementb.iisuniv.ac.in/academic-year/2025-2026