Marketing Analytics
Course Name:
Marketing Analytics (SM858)
Programme:
MBA
Semester:
Third
Fourth
Category:
Elective Courses (Ele)
Elective Courses (Ele) Group 5: Analytics
Credits (L-T-P):
(3-0-0) 3
Content:
Introduction to marketing analytics, data collection, market research and analysis; Marketing Metrics; Customer Understanding through Analytics, market segmentation; Traditional media analytics; Classical Econometrics; Discrete Choice Modeling; Introduction to digital analytics for marketing- web, social media and mobile analytics; Case studies and Applications.
References:
1. Jeffery, M., Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know, John Wiley & Sons, 2010.
2. Grigsby, M., Marketing Analytics: A Practical Guide to Real Marketing Science, Kogan Page Publishers, 2015.
3. Sponder, M. and Khan, G. F., Digital Analytics for Marketing, Routledge, 2018
4. Mizik, N. and Hanssens, D.M. (Eds.), Handbook of Marketing Analytics: Methods and Applications in Marketing, Edward Elgar Publishing, 2018.
Department:
Humanities, Social Sciences and Management
