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Diploma

Marketing Analytics

This course develops students’ capabilities to use analytical tools and techniques to address marketing problems, with a focus on providing data to assist marketing decision-making. Marketing analytics enables marketers to measure, manage and analyse customer preferences and trends, as well as evaluate marketing performance to maximize its effectiveness. Students will develop an understanding how to use marketing analytics to predict outcomes. The course also examines the ethical and technical issues related to data privacy.

Code BSMS3201
Credits 4 Credits
Type Diploma
Prerequisites None
12-Week Roadmap

Course Structure & Syllabus

For details of standard term assessment timelines and exam structures, visit our Academics page.

WEEK 1
Introduction to marketing analytics, definition, need and scope of marketing analytics, marketing analytics vs marketing research, levels of marketing analytics, adoption and application of marketing analytics
WEEK 2
All about data: data types, data management, and wrangling, summarizing revenue data: month-wise and product-wise, slicing & dicing of data: pareto principle, report filters and slicers, demographic analysis
WEEK 3
Measuring customer value, customer value, customer churn and customer lifetime value (clv), calculating customer lifetime value: creating the basic customer value template, conjoint analysis
WEEK 4
Customer journey mapping and the process of mapping (how to), metrics for tracking customer experience, customer feedback metrics & behavior derived customer metrics, customer persona, building a customer persona and its benefits, parts of buyer persona
Reading List

Prescribed Books & References

  • Wayne L. Winston, (2014) Marketing Analytics: Data Driven Techniques with Microsoft Excel
  • Chuck Hermann, Ken Burbary, (2018) Digital Marketing Analytics, Que Publishing, 2e.
  • Moustusy Maity and Pavankumar Gurazada, (2021), Marketing Analytics for Strategic Decision Making, Oxford Higher education.
  • Mike Grigsby, (2015) Marketing Analytics, Kogan Page.
  • Robert Kozielski, (2018), Measuring Marketing Analytics, Emerald Publishing.
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