Programme Content
Module 1 - INTRODUCTION TO THE COURSE AND CASE METHOD PEDAGOGY Module 2 - MARKETING DATA ANALYTICS Module 3 - CHARTS TO SUMMARIZE MARKETING DATA Module 4 - POSITIONING ANALYTICS – HOW TO POSITION YOUR BRANDS/ COMPANIES Module 5 - ESTIMATING DEMAND CURVES AND OPTIMIZE PRICE, PRICE BUNDLING Module 6 - REGRESSION AND CORRELATION Module 7 - DIGITAL MARKETING PLANNING AND STRATEGY Module 8 - CONTENT MARKETING Module 9 - CONJOINT ANALYSIS FOR PRODUCT DEVELOPMENT Module 10 - CALCULATING CUSTOMER LIFETIME VALUE AND ONLINE MARKET SEGMENTATION Module 11 - DIGITAL PROMOTIONS: SPONSORED SEARCH MARKETING Module 12 - DISPLAY EMAIL AND MOBILE ADVERTISING Module 13 - SOCIAL MEDIA MARKETING Module 14 - WEBSITE OPTIMIZATION & WEB ANALYTICS Module 15 - CAMPAIGN MANAGEMENT Module 16 - SOCIAL MEDIA CAMPAIGN MANAGEMENT Module 17 - SOCIAL & E-COMMERCE Module 18 - MARKETING & SALES CAMPAIGNS FUNNEL ANALYTICS Module 19 - MARKET R&D Module 20 - INTEGRATED MEDIA PLANNING: COMBINING OFFLINE AND ONLINE Module 21 - PROJECT DISCUSSION
Digital Revolution, Changing trends in Marketing
Rising relevance of marketing analytics
Analyzing Sales
Analyzing how Demographics affect sales
Pulling data from a pivot table
RFM Analysis
Combination Charts
Summarize Market Research Surveys
Making Chart Labels Dynamic
Summarizing Monthly sales – Force Rankings
Control Data in a Chart
Using Sparklines
Creating the End–of–Week Sales Report
Case: The Evolution of Brand India, 2014, Ivey Publishing
Customer choice Analytics
Estimating Linear and Power Demand Curves
Optimize Pricing
Pricing Using Subjectively Estimated Demand Curves
Pricing Multiple Products
Why Bundling?
Find Optimal Bundle Prices
Multiple Regression to forecast sales
Modeling Trend and Seasonality
Ratio to Moving Average Method
Winter’s Method
Aligning Digital Strategy with Business Objectives
Target markets and create digital personas
Understanding User Behavior and reaching target audiences digitally
Designing Digital Marketing Strategy
Engagement of People and Probable Customers
Managing Content on different Platforms
Conjoint Analysis Exercise from the Handout (to be distributed before class In-class Exercise)
In-class Exercise
Overview of Google Ad-words
Ad-words Account Structure, Ad Creating Formats
Targeting Methods
Advanced Search Network Advertising, Keyword Planner
Display Targeting Methods
Display Ad Planner
Email Design and Functionality
Email Marketing Analytics
Email Optimization And Testing
Leveraging Social Media Platforms
Measuring ROI of Social Media Platforms
Social Media Ads
Functional Design and Layouts
Optimizing UI/UX
Landing Page Design
Website Tools
Optimizing Direct Mail Campaign
Cluster Analysis
Computing three-way lifts
Overview of Google Ad- words
Ad-words Account
Structure, Ad Creating Formats
Targeting Methods
Advanced Search Network Advertising, Keyword Planner
Display Targeting Methods
Email Design and Functionality Email
Optimization And Testing
Leveraging Social Media Platforms
Measuring ROI of Social Media Platforms
Social Media Ads
Functional Design and Layouts
Landing Page Design
M-Commerce and Social Commerce
E- Tailing
Digital Revolution, Changing trends in Marketing.
Rising relevance of marketing analytics/li>
Analyzing Sales Funnels
Analyzing how Demographics affect sales
Combination Charts
Summarize Market Research Surveys
Making Chart Labels Dynamic
Summarizing Monthly sales – Force Rankings
Using Sparklines
Estimating Linear and Power Demand Curves
Overview Strategies and Techniques
Project Presentations
