This course is intended to equip MBA marketing track students with an analytical mindset, and data processes and tools that can assist in preparation of MBA research proposals, eventually leading to successful dissertation completion. The course will introduce data analysis and quantitative research design from different disciplines. This may also include qualitative data research. The course will use a hands-on approach, to ensure that students are able to complete, present and submit cost and benefit analysis proposal to potential supervisors.

After completing this course, the student will be able to:

1. Discuss the importance of an analytical mindset.
2. Prepare a coherent marketing analytics project proposal.
3. Discuss various data processing techniques.
4. Describe data analysis in the light of state-of-the-art research in the field.
5. Student will develop the ability to critically evaluate business problems and to determine the most appropriate analytical technique.
6. Discuss the importance of marketing analyticsin today’s digital agefor decision making.
7. Compare and contrast various state of the art data analytics tools in the marketing field along with their limitations.

1. Introduction to Marketing Analytics
2. Data Processing and Research Paradigm
3. Marketing Trends - Understand Big-Picture
4. Data Collection Methods and Analysis
5. Measurement: Scaling, Reliability and Validity
6. Methods of Program Analysis
7. Single and Multiple Attributions
8. Forecasting Sales: A Marketing Task: Modelling
9. ROMI: Return on Marketing Investment

 Winston, W. L. (2018). Marketing Analytics. New York: John Wiley & Sons Inc. ISBN 13 9781118373439.

Grigsby, M. (2018). Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques. London: Kogan Page Ltd. ISBN 13-9780749482169.