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Session Plan

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Course Instructor: Professor Sapna Popli, Professor of

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Marketing
Office:
Email: sapnapopli@gmail.com
Course Objectives:

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1. To develop an understanding of the role of market research and

analytics in society and business.
2. To develop an awareness of the processes involved in designing and
planning effective research.
3. To develop an understanding of the relationship among marketing
factors, variables, and the consumer.
4. Understand the importance of both qualitative and quantitative
insights in research
5. To understand the importance of measurement in marketing and
social media campaigns

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Intended Learning Outcomes ( ILO ):

This course will equip a student

1. In understanding marketing data and information for decisions
2. In understanding the importance of various research methods and tools in solving business
and marketing problems
3. In determining which research and analytic techniques are suitable to solve different
marketing problems

4. In analyzing data in order to guide and support marketing related

decisions.
5. In Identifying and interpreting the key elements of statistical output and use the

findings appropriately and effectively to inform future strategies

Pedagogical Methods:
Lecture, Discussion and Case Analysis

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Primary Teaching Book & Reading Material: Marketing Research: An applied

Orientation (N.K.Malhotra & S.Dash, Pearson publication) (NMD)

Other Suggested Readings (Books):

1. Strategic Market Management: David A. Aaker (John Wiley & Sons)
2. The death of marketing as we know it : Sergo Zyman (Harper Business)

3. Social Media ROI: Managing and Measuring Social Media Efforts Oliver
Blanchard (Pearson)
4. Boyd HW &Westfall R Marketing Research Text & Cases Richard D.
Irwin Inc.
5. Qualitative Market Research - A Practitioner's & Buyer's Guide by Wendy
Gordon & Roy Langmaid
6. Marketing Models: Multivariate Statistics and Marketing Analytics, by
Dawn Iacobucci, South Western Educational Publishing
7. Competing On Analytics: The New Science Of Winning, by Jeanne G Harris
& Thomas H. Davenport, Harvard Business Review Press
8.
9.

A Never Before World: Tracking the Evolution of Consumer India : Rama Bijapurkar
Publisher: Penguin Books
The Marketing Whitebook, 2014-15 Author : Multiple authors Publication : Business World

The students will be expected to go through (News Papers, Journals and

Research Websites)
1.
2.
3.
4.

http://www.livemint.com/
http://www.nielsen.com/in/en.html
http://www.imrbint.com/
http://www.hansaresearch.com/index.asp

Additional material/journal articles as required will be distributed before/in class

System of Evaluation
Assessment-1 Research Case
Assessment 2 Data Analysis
Assessment 3 Research Quiz
End Term Examination 50 Marks

15 Marks
20 Marks
15 Marks

Topics to be covered:
Session
No
1-2

3-4
5-6

Session-wise Plan
Introduction to marketing research and analytics; research and
analytics as a source of competitive advantage
Formulation marketing problems effectively: research and
analytics

Marketing Research Process & Design

Software for research Excel/SAS/SPSS/R
Understanding
and
Interpreting
Descriptives/Associations/Regression

Reference Chapter/
Case/Readings
Case: Can you help Dr.
Anand
Reading
:
South
West
Airlines
Chapter 1-2-3 NMD

Data

Chapter 14-15-17 NMD

7-8

Case Analysis Assessment-1

Segmentation and Cluster Analysis
Identifying appropriate segments for targeting;
process of segmentation & cluster analysis

Chapter 20 NMD

9-10
11-12

Factor Analysis and MDS

Qualitative Methods and Analysis

Chapter 19& 21 NMD

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Introduction to Marketing Analytics

Silverman,
D.
(Ed.).
(2010). Qualitative research. Sage.
Article: William J. Hauser,
(2007),"Marketing analytics: the
evolution of marketing research in
the twenty-first
century", Direct Marketing: An
International Journal, Vol. 1 Iss 1
pp. 38 - 54
Permanent link to this document:
http://dx.doi.org/10.1108/175059307
10734125

Book: The end of marketing

as we know it by Sergio
Zyman
15-16

Assessment 2
Customer Analytics

17-18

Social Media ROI

Bijmolt, T. H., Leeflang, P. S., Block,

F., Eisenbeiss, M., Hardie, B. G.,
Lemmens, A., & Saffert, P. (2010).
Analytics
for
customer
engagement.Journal of Service
Research, 13(3), 341-356.
Article: Hoffman, D. L., & Fodor, M.
(2010). Can you measure the ROI
of your social media marketing. MIT
Sloan Management Review, 52(1),
41-49.

Book :Social
Blanchard
19-20

Assessment -3 / Closing Session

Media

ROI