UNIQUE SERIES AKTU Syllabus
BMBAMK02

Marketing Analytics

L-T-P3-0-0 Session2025-26 TypeTheory
Appears in 1 semester

MBA Business Analytics · Sem 3 (Specialization: Marketing (MK))

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Syllabus

5 units · 40 lecture hours
Unit1

Unit 1: Introduction to marketing Analytics

6 hrs

Meaning, characteristics, advantages and disadvantages of marketing analytics, Market Data Sources (Primary and Secondary). Market Sizing: Stakeholders, Applications & Approaches (Top-down and Bottom-up), PESTLE Market Analysis, Porter Five Force Analysis

Unit2

Unit 2: Pricing Analytics

9 hrs

Pricing Policy and Objectives, Estimating Demand: Price Elasticity, Estimating Linear and Power Demand Curves, Optimize Pricing, Incorporating Complementary Products, Pricing using Subjective Demand Curve, Pricing Multiple Products, Price Bundling & Nonlinear Pricing: Pure Bundling & Mixed Bundling, Determine Optimal Bundling Pricing, Profit Maximizing strategies using Nonlinear Pricing Strategies, Price Skimming & Sales, Revenue Management: Markdown Pricing and Handling Uncertainty

Unit3

Unit 3: Sales Forecasting

8 hrs

Introduction, Simple Linear Regression & Multiple Regression model to forecast sales, Forecasting in Presence of Special Events, Modeling trend and seasonality; Ratio to moving average forecasting method, Using S curves to Forecast Sales of a New Product

Unit4

Unit 4: Customer Analytics

9 hrs

Customer Lifetime Value: Concept, Basic Customer Value, Measuring Customer Lifetime value, Estimating Chance that customer is still active, Using Customer Value to value a business Market Segmentation: The segmentation-targeting-positioning (STP) framework, Segmentation, The concept of market segmentation, managing the segmentation process, Deriving market segments and describing the segments using Cluster analysis,

Unit5

Unit 5: Retailing & Advertising Analysis

8 hrs

Market Basket analysis: Computing two way and three-way lift, RFM Analysis, Allocating Retail Space and Sales Resources: Identifying the sales to marketing effort relationship & its modeling, optimizing sales effort. Advertising Analysis: Measuring the Effectiveness of Advertising, Pay per Click (PPC) Online Advertising

Course Objectives5 points
  • Understand and explain the fundamental concepts and scope of Marketing Analytics.
  • Apply various analytical tools to extract marketing insights from empirical data across different marketing functions.
  • Interpret and examine marketing data to support effective marketing decision-making.
  • Evaluate marketing data to draw meaningful inferences that support descriptive, predictive, and prescriptive analyses.
  • Formulate data-driven strategies and recommendations to address key marketing challenges faced by managers.
Course Outcomes (COs)5 outcomes

After completion of the course student will be able to:

  1. CO1Understand the concepts, characteristics, and analytical tools related to marketing analytics.K1, K2
  2. CO2Apply pricing analytics techniques to estimate demand, optimise pricing, and develop profit-maximising strategies.K3, K4
  3. CO3Develop and use forecasting models to predict sales, including regression and trend-based methods.K3, K5
  4. CO4Analyse customer data to estimate customer lifetime value and perform market segmentation using STP and cluster analysis.K4, K5
  5. CO5Evaluate retail and advertising strategies using market basket analysis, RFM, PPC, and space/resource optimisation methods.K5

Suggested Readings

  1. Marketing Analytics: Data-Driven Techniques with Microsoft Excel by Wayne L Winston Wiley India Pvt. Ltd.
  2. Marketing Analytics: Strategic Models and Metrics by Stephan Sorger, Create Space Publishing
  3. Marketing Engineering and Analytics by Gary Lilen, Arvind Rangaswamy,and Arnaud De Bruyn, Decision Pro, Inc.
  4. Marketing Metrics by Dugar Anurag, SAGE Publishing India

Official AKTU syllabus

This subject is on page 18, 19 of the original AKTU PDF.

Official AKTU syllabus PDF ↗