Lecturer : Mr.

Ahmad Mujtaba Malik

Email id : ahmadmujtabamalik@gmail.com
Contact# : 0345-5559509
Session : Fall 2016-17
Class : BBA F13, S13, MBA S14, F14
 Course Description
This subject is designed to introduce students to a variety of computer-aided decision

models used in managerial marketing. It deals with concepts, methods and applications of

decision models used to address important marketing issues such as market segmentation,

targeting and positioning, new product design and development, and sales forecasting. Software

packages like Microsoft Excel and SPSS for Windows, are used to illustrate the lecture topics

and allow students to develop practical data analysis skills to tackle various marketing problems.

The unit is particularly valuable to students planning careers in marketing research and

marketing management.

Course objectives
The objective of this course is to become accustomed with, understand, and apply

quantitative marketing methods that are typically used in marketing analytics. The course will

motivate and encourage students to practice these concepts in practical exercises, to develop a

spirit of problem solving, and to enhance the ability to think in business terms. The course

presents popular marketing research methods with practical exercises to familiarize students

both with the theoretical and practical aspects of marketing methods.

This course should (a) sensitize students to typical data-driven marketing problems,

(b) develop students skills in collecting and preparing data, (c) introduce students to marketing

research methods that are typically used in marketing management, (d) develop students

abilities to identify and apply the right methods and to draw the right conclusions from it, and

(e) develop students hands-on competence in marketing analytics.

 Class Planning
Weeks Topics to cover
1 Using Marketing Data
Lecture # 1
Introduction to excel sheet and and pivot chart.

Summarizing Revenue by month and each product.

Pareto Principle

Lecture # 2
Analyzing product seasonality and effect of promotions on sales.

Pivottable under Getpivotdata function.

2 Using Excel Charts

Lecture # 1
Combination Charts

Lecture # 2
Summarizing Market research surveys

3 Summarizing Marketing Data

Lecture # 1
Transposing data

Functions to evaluate data

Lecture # 2
Summarizing Data with subtotals.

4 Estimating Demand curves and pricing

Lecture # 1
Linear Demand Curve

Power Demand curve

 Lecture # 2 Quiz 1
Subjectively estimated Demand Curves.

Price bundling

5 Price Skimming & Revenue Management

Lecture # 1
Price Skimming

Lecture # 2
Estimating Demand Curve
Markdown Pricing

6 Linear and Multiple Regression

Lecture # 1
Simple Linear Regression

Lecture # 2 (Assignment-1)
Multiple Linear Regression

7 Modeling trend and seasonality

Lecture # 1
Evaluating Forecast Accuracy.

Lecture # 2
Model With trends and seasonality

8 Rivision

9 MID-TERM
10 Forecasting sales of a new Product
Lecture # 1
Logistic Curve

Lecture # 2
Actual and predicted sales

11 Market basket analysis and lift

 Lecture # 1
Data Mining

Lecture # 2
Numericals

12 Allocating Retail Space

Lecture # 1
Identifying sales to marketing effort relationships.

Lecture # 2
Optimizing self space.

Numerical

13 Measuring Effectiveness of advertising

Lecture # 1
Estimating ad effectiveness

Lecture # 2 Quiz 2
Examples and Numerical

14 Media Selection Models

Lecture # 1
Media Allocation Model

Lecture # 2
Examples and numerical

15 Pay per Click (PPC) online Advertising

Lecture # 1
Profitability model for PPC advertising

Lecture # 2 Assignment 2
SPSS tools

16 Revision
17 Presentations 2 Groups
18 Presentations 2 Groups

Recommended Books and Reference

Books Title Book Author Publisher

Marketing Analytics Wayne L. Winston Wiley