Metrics and Analytics of Marketing

ABOUT THE COURSE:The primary objective of the course titled “Metrics and Analytics of Marketing” is to develop a toolkit of marketing metrics that will enable managers to apply the right metrics at the right time. The course has been designed with specific focus on the applied methods and techniques used in marketing decision making in various organizations. The frameworks, models, and analytical approaches will equip the participants to take decisions using a systematic process. The participants of this course would be able to apply and understand the relevance of marketing metrics in the context of real-world cases.INTENDED AUDIENCE: MBA students/ Marketing ManagersPREREQUISITES: Marketing ManagementINDUSTRY SUPPORT: Marketing Managers of all companies

Syllabus

Week 1: Introduction to Marketing Metrics, Conceptual Framework for Marketing Metrics
Week 2:Measuring Strategic Goals – Metrics of Interest, Margins and Profits
Week 3:Traditional Metrics: Share of Hearts, Minds and Markets
Week 4:Customer Segmentation
Week 5:Customer Profitability, Customer Lifetime Value
Week 6:Predicting & Combating Customer Churn
Week 7:Product and Portfolio Management
Week 8:Metrics for Pricing Strategy, Optimizing Price
Week 9:Metrics for Promotion Management, Measuring Effectiveness of Promotion
Week 10:Metrics for Sales Force and Channel Management
Week 11:Forecasting Sales (Modeling trends and seasonality), Web Metrics and Social Media Analytics
Week 12:Linking Marketing Metrics to Financial Performance, System of Marketing Metrics