LM Thapar School of Management
Master of Business Administration
Course Outline
Course Title Marketing & Retail Analytics
Course Code BA6209
Course Credits 2 credits
Total contact hours or equivalent 30 hours
Number of Weeks 24 sessions
Sem/Term Fall
Year NA
Name of the instructors and contact details NA
Introduction:
Modern Marketing is about maximizing value for the customer and involves setting of the
strategic marketing blue print, assessing the personnel and channel requirements, optimizing
marketing mixes and accurate forecasting of market expectations. Modern marketing also
acknowledges the reality of the surplus of panel data being generated by the channel and
retail outlets in the form of outputs related to sales, complaints, and net results of
advertising and promotions. This course is designed to enlighten and empower the young
managers of Marketing to use these forms of secondary data for attaining valuable insights
for effective decision making.
Pedagogy:
The Marketing & Retail Analytics course will follow a hands-on, data-driven pedagogy,
combining theoretical foundations with practical applications. Students will engage in case
studies, real-world datasets, and industry-relevant tools to analyze customer behavior, market
trends, and retail performance. Interactive sessions, live projects, and simulations will enhance
decision-making skills, ensuring learners can apply analytical techniques to optimize marketing
strategies and retail operations.
Course Outcomes (CO):
On successful completion of this course, students will be able to:
CO1: Apply business analytics concepts to explain functional relationship of Marketing
models related to wholesale and Retail operations.
CO2: Use appropriate tools for measuring and creating data sets to solve business analytics
problems in the Marketing domain.
CO3: Develop multiple analytical approaches to visualize, and solve business problems
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related to Marketing domain.
CO4: Identify new norms and standards in order to manage Marketing functions and
processes with optimum effectiveness for the benefit of all stakeholders.
Course Syllabus:
Fundamentals of Marketing Analytics & Data Modeling
Introduction to descriptive, predictive, and normative analytics, key metrics and models, and a
refresher on Advanced Excel techniques including multiple regression, cluster analysis, cross-
tabulation, ANOVA, factor analysis, discriminant analysis, and multi-dimensional scaling.
Forecasting & Strategic Decision-Making
Techniques for long-term sales forecasting and channel planning, a-priori modeling for
segmentation, targeting, positioning (STP), and pricing, and optimizing the product mix based
on analytical insights.
Sales Metrics & Competitive Analysis
Identification and measurement of sales forecasting metrics, STP factors using historical and
real-time data, application of BCG Matrix and Porter’s Five Forces Model, and catchment area
and competitor analysis for market positioning.
Marketing Effectiveness & Retail Optimization
Measuring KPIs for advertising and promotional effectiveness, media selection and scheduling
using real-time data, setting benchmarks for retail efficiency, evaluating multi-channel
operations, and using perceptual mapping to compare retailers and channel members.
Suggested Reading:
1. Business Analytics – Purba Halady Rao (2016), EEE.
2. Marketing Research: An Applied Orientation – Naresh K. Malhotra (2011, 6th Edition), Pearson
Education.
3. Marketing Analytics – Stephen Sorger (2013), Admiral Press.
4. Marketing Metrics with Relevant Scales for Measurement – Various Authors (2018), Accessed
from Various Journals.
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