Syllabus
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Course Code: MM-302 Course Name: Specialisation-B: MARKETING - Marketing Research and Analytics |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Marketing Research: concept, process and role of research in marketing. Perspectives and dynamics of Marketing Research. Market Potential Research, Image Research and Research based on (4) Ps of marketing. Consumer research: Issues and dynamics, research issue identification, consumer research ecosystem and challenges. Marketing Research design and its applications: Exploratory Research, Descriptive Research and Experimental Research designs. Marketing Research process: Preparation of research blueprint, survey instrument, measurement and scaling tools, data collection and sampling design. Role of analytics, big data and marketing intelligence in research. Marketing research tools and methods: Conjoint analysis, Cluster analysis, Factor analysis, Regression analysis, Perceptual maps and text analytics. A detailed review of Structural Equation Modeling (SEM) in marketing and consumer research. |
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