Marketing
Research & Analytics
COURSE FACULTY : PREETI PRIYA
TEACHING ASSISTANCE: NISHMA SHAH & JIGAR PATEL
Course Introduction
What is Marketing?
What do we intend to cover in next 20 sessions
Course Requirements
Course Evaluation
How do organizations do that?
Strategy Formulation
How do Organizations do that?
Programming,
Marketing Planning
Resource Allocating 1
3 2
4
Implementation Analysis & Research
Monitoring & Audit
Source : The Marketing Process by Benson Shapiro
“Relationship among 6 parts of
THE MARKETING PROCESS”
Strategy Formulation
How do Organizations do that?
Programming,
Marketing Planning
Resource Allocating 1
3 2
4
Implementation Analysis & Research
Monitoring & Audit
Source : The Marketing Process by Benson Shapiro
THE CUSTOMER -ORIENTED
MARKETING PROCESS Strategy Formulation
How do Organizations do that?
Programming,
Marketing Planning
Resource Allocating 1
3 2
4
Implementation Analysis & Research
Monitoring & Audit
Source : The Marketing Process by Benson Shapiro
Schematic of Strategy Formation
Process
ANALYSIS DECISION OUTCOMES
Aspiration Customer
Company Competition
What Value to Whom Decision Acquisition
Segmentation > Targeting > Positioning Retention
Buy Rate
Customer
Action
Marketing Mix Decision – 4 Ps Sales
Product > Place > Promotion – Value Creation Profit
Collaborator Context Price – Value Capturing Franchise
Source : The Marketing Strategy Formation by Robert J Dolan
So coming back to the question..
What is marketing?
yes..
It’s indeed about understanding customers, identifying the
values that can be created for customers given the context,
collaborative network and company’s capabilities… the
value which differentiates them from other players in the
market…. Creating the value through right set of
aspirational and action decision and Capturing them
through right pricing that helps acquire and retain
customers leading to sales, profits and overall the desired
franchise in the market .The process helps sustain the value
for all the entities engaged in the scheme of things
Course on Marketing
Analytics
Marketing as a craft and not as an art or a science !
Insights are culled out from data with Insights are culled out from data with the help
the help of analysis and intuition of analysis and intuition
Data is not about numbers Both text and numerical data are valued equally by
only ! successful marketers in the world!
Analysis Intuition –as-Expertise
Statistical and Interpretive both is required in and not
marketing decision-making ! Intuition –as-Feeling
Inquiring, Delving Like a doctor’s Rx
deeper into Why? suggesting a course of
action
Gathering, Organizing, Identifying relationships
Tabulating and among variables and
Depicting making predictions
Hybrid-Insight
Approach
Course Content | Pre- Mid Term
Qualitative Analytics | Descriptive & Inquisitive
Ethnography in Category Usage & Attitude Research
ZMET in Brand Equity Research
Course Content | Pre- Mid Term
Brand Usage & Attitude Analytics| Descriptive Surveys
Brand Equity Assessment using simple tools of Top Box, Bottom Box,
Quadrant Analysis, etc.
Course Content | Pre- Mid Term
Segmentation Analytics| K Means Clustering
Subdividing the market into distinct sub-sets of customers
Course Content | Pre- Mid Term
Consumer Choice Analytics| Logistic Regression
Predicting Consumer Choices, Predicting Loan Defaulters
Course Content | Pre- Mid Term
Consumer Perception Analysis| Principal Component Analysis
Competitive Landscape, Positioning Whitespaces
Deep
Brand Health
Netnography Metaphors Segmentation
ZMET
Consumer Perceptual
Choice Maps
PRE MID TERM
Course Content | Post- Mid Term
New Product Design | Extreme Customers Analysis & Kano Analysis
Attributes Identification
Course Content | Post- Mid Term
New Product Design | Conjoint Analysis
Recommendations on Product Configuration, Price Points
Course Content | Post- Mid Term
New Product Launch | Test Marketing
Market Size and Share Analysis, Marketing Experiments
Course Content | Post- Mid Term
E-Commerce |Customer Analytics
Market Basket Analytics , Recommendations for Product Bundling,
Promotions, etc.
Course Content | Post- Mid Term
Traditional Commerce |Distribution Analytics
Penetration, Assortment, Market Shares, Weighted Distribution, Out of
Stock, Distribution Expansion Potential, etc.
Course Content | Post- Mid Term
Other applications of Techniques
Integration of Analytical Tools and Techniques
Consumer Attitude Drivers using Principal
Index using Principal Component Analysis Component Analysis and Regression
Segmentation using Conjoint Analysis
Market Expansion using AHP & Regression
New Product New Product E Commerce
Design Conjoint
Volume Customer
Analysis
Quali Tools Forecast Analytics
Offline Retail Integrative
Analytics Analytics
POST MID TERM
Course Pedagogy
Cases are very important medium to achieve learning
outcomes of this course. 10 cases
- Marketing Analytics Projects in a real life situation
- Case Data files
- Analysis Questions to be provided before the class on z
drive. Keep a watch on Z drive/MRA folder
Course Requirements | Software
MS Excel and SPSS
SPSS tutorials begins from March 2, 2019
Tutorials to be led by Jigar and Nishma
Laptops are mandatory from Session 2
Course Requirements
Capstone Project
A Team Work
Continuous engagement with project is necessary.
Project Brief – Read carefully
Submit Project Ideas latest by March 1, 2019 to Jigar and Nishma. They
will be floating a Google Form in this regard.
Project Related guidance available on every Friday
Mid Term Review is planned during April 1- April 6, 2019.Schedule is
available on Z drive.
In-Class presentations and Peer Evaluation
“Chance favors prepared mind”
Louis Pasteur
