In today’s digitally driven business landscape, data-driven decision-making has become a crucial aspect of marketing strategy. Marketing Analytics has emerged as a key function that enables organisations to extract insights from large datasets, measure performance, and drive growth. This comprehensive curriculum in Marketing Analytics is designed to equip students with the knowledge and skills required to navigate the complex world of marketing analytics.
The curriculum as prescribed for MBA (Business Analytics) Second Year is structured to provide an understanding of Marketing Analytics, covering key concepts, tools, and techniques used in the field. It begins by introducing students to the Fundamentals of Marketing Analytics, including market sizing, data sources, and market analysis frameworks such as PESTLE and Porter Five Force Analysis.
The subsequent units delve deeper into specific areas of Marketing Analytics, including Pricing Analytics, Sales Forecasting, Customer Analytics, Retailing and Advertising Analysis. Students will learn how to estimate demand, optimise pricing, forecast sales, measure customer lifetime value, and analyse market segmentation. They will also gain hands-on experience with data analysis techniques, including regression analysis, cluster analysis, and RFM analysis.
Throughout the course, students will be exposed to real-world examples and case studies that illustrate the application of marketing analytics in diverse industries. By the end of the course, students will be able to collect, analyse, and interpret large datasets to inform marketing strategies, drive business growth, and stay ahead of the competition.
Through this comprehensive curriculum, we aim to equip the next generation of marketing professionals with the skills, knowledge, and expertise required to succeed in an increasingly data-driven marketing landscape.
Contents –
1. Introduction to Marketing Analytics
2. Pricing Analytics
3. Sales Forecasting
4. Customer Analytics
5. Retailing and Advertising Analysis
Real World Applications and Case Studies
AKTU Question Papers of 2021-22 and 2022-23
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