Marketing Analytics
Subject Overview
The first Business Analytics group elective, covering market/customer/product analysis using Excel, pricing and sales/distribution analysis, advertising and social media analysis, and e-marketing tools and planning. A 4-credit elective theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Understanding data and market analysis
Introduction to analytics and data interpretation on MS Excel, sales forecasting, market share and performance indicators, customer choice/profitability/lifetime value analysis, product portfolio analysis and cannibalization analysis
Unit 2: Pricing and sales analysis
Price sensitivity, price-volume equation, price promotion and price-value analysis, sales force sizing and territory planning, target setting, compensation and performance appraisal, distributor numbers/margin/profitability analysis
Unit 3: Advertising and social media analysis
Performance of ads, media planning, advertising and sales promotion budgeting, measuring retail and promotional lift, social media metrics, descriptive/diagnostic/predictive/prescriptive analytics
Unit 4: E-marketing
E-marketing objectives, scope, benefits and problems, e-marketing techniques, e-customers and online buying process, e-marketing tools (email, website, social media, PPC, SEO, blogging), e-marketing plan development and measuring success