Marketing Analytics GGSIPU BBA 5th Semester

Syllabus

Course Code: BBA 3.9

Marketing Analytics

Unit I

Introduction to Marketing Analytics: Meaning, Nature, Data Collection, Predictive Analysis, Summarizing Market Data Using Excel or R software- Pivot Table, Charts, Exploratory Data Analytics. (14 Hours)

Unit II

Product Analytics: Meaning, Product Design (Conjoint Analysis), Deciding the Attributes of Product (Regression), Test Marketing (Moving Average), Demand Forecasting (Naïve Method, Least Square, Regression, Time Series Analysis)

Price Analytics: Linear and Non linear Pricing, Price Optimization, Price Bundling, Discounted Pricing, Price Skimming, Revenue Management, Markdown Pricing.                                       (14 Hours)

Unit III

Place Analytics: Designing Retail Outlet, Online Product Assortment, Allocating Retail Space and Sales Resources, Distribution Channels, Catalog/Email Marketing

Promotion Analytics: Media Selection Model, Measure the Effect of Advertisement, Digital Advertisement, Viral Marketing.                                                                                                       (14 Hours)

Unit IV

Measuring Consumer Responses: Measuring Customer Satisfaction (Regression Analysis), Loyalty, Trust, Calculating Consumer Value, Analyzing Customer Reviews, Understanding Consumer Sentiments and Emotions.        (14 Hours)