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MKTG 344 – Data Driven Marketing
Spring Semester 2018
(Tentative‐Under review)
Instructor Dr Farrah Arif
Room No. SDSB, 4‐34
Office Hours TBA
Email farrah@lums.edu.pk
Telephone Ext: 8088
Secretary/TA Sec ‐ Muhammad Umar Manzoor
TA Office Hours TBA
Course URL (if any) http://suraj.lums.edu.pk/~ro/
COURSE BASICS
Credit Hours 3
Lecture(s) Nbr of Lec(s) Per Week 2 Duration
Recitation/Lab (per week) Nbr of Lec(s) Per Week Duration
Tutorial (per week) Nbr of Lec(s) Per Week Duration
COURSE DISTRIBUTION
Core
Elective Yes
Open for Student Category Juniors, Seniors
Close for Student Category Freshmen, Sophomores
COURSE DESCRIPTION
One of the major goals of marketing is to influence consumer behavior (i.e., we hope to influence consumers to purchase our
product or service over those of the competitors). In order to do so, marketers must understand how consumers process
information and make decisions. This forms the basis of an understanding as to how various marketing activities, such as
introduction of new products/services, advertising and sales promotion, retailing and pricing impact consumers. The course is
formulated as a toolkit to develop consumer insights. During the course, students would not only understand the consumer
behavior aspects but also learn the marketing research process and tools to develop a better understanding of consumer behavior.
The course builds on the core course in marketing and is complementary to the other marketing elective courses.
Graphically, the course can be described as:
Course Organization: The course comprises of the five modules. In each of the module, the relevant tools will be introduced and
practiced to make data driven marketing decisions.
Lahore University of Management Sciences
1. Segmentation, Targeting, Positioning & Branding Research:
2. New Product Development
3. Advertising Research
4. Pricing Research
5. Retailing & Market Research
COURSE PREREQUISITE(S)
MKTG 201 Principles of Marketing &
(DISC 203 OR MATH 231 OR MATH 230)
COURSE LEARNING OBJECTIVES
1. To prepare students to apply a rigorous marketing research process based on both qualitative and quantitative
research methods
2. To learn the techniques to ask the right questions, collect relevant data, analyze it, interpret it, and make
competitive decisions based on insights gained from the research.
3. To develop understanding of consumers through data collected from / about consumers.
LEARNING OUTCOMES
Upon completion of the course, students will be able to;
1. Demonstrate the understanding of the consumers’ processing of marketplace information and the steps that
consumers take in deciding what to purchase under different influences, such as, social, cultural & financial
2. Translate the understanding of consumers into data so that an effective marketing decisions can be made.
3. Apply specific research design (qualitative & quantitative) strategies as a part of marketing research process
4. Present marketing solutions based on consumer insights effectively in both oral and written forms
UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVES
General Learning Goals & Objectives
Goal 1 –Effective Written and Oral Communication
Objective: Students will demonstrate effective writing and oral communication skills
Goal 2 –Ethical Understanding and Reasoning
Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational
context.
Goal 3 – Analytical Thinking and Problem Solving Skills
Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions.
Goal 4 – Application of Information Technology
Objective: Students will demonstrate that they are able to use current technologies in business and management
context.
Goal 5 – Teamwork in Diverse and Multicultural Environments
Objective: Students will demonstrate that they are able to work effectively in diverse environments.
Goal 6 – Understanding Organizational Ecosystems
Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal,
Technological, and Social environment of organizations.
Major Specific Learning Goals & Objectives
Goal 7 (a) – Discipline Specific Knowledge and Understanding
Objective: Students will demonstrate knowledge of key business disciplines and how they interact including
application to real world situations (Including subject knowledge).
Goal 7 (b) – Understanding the “science” behind the decision‐making process (for MGS Majors)
Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate
decision‐support tools, interpret results and make meaningful recommendations to support the decision‐maker
Lahore University of Management Sciences
Indicate below how the course learning objectives specifically relate to any program learning goals and objectives.
PROGRAM LEARNING GOALS AND COURSE LEARNING OBJECTIVES COURSE ASSESSMENT ITEM
OBJECTIVES
Goal 1 –Effective Written and Oral CLO # 2 Project, CP, Quiz, Exam
Communication
Goal 2 –Ethical Understanding and
Reasoning
Goal 3 – Analytical Thinking and Problem CLO # 1, 2, 3 Project, Quiz, Exam
Solving Skills
Goal 4 – Application of Information CLO # 2 Project, Assignments, Exam
Technology
Goal 5 – Teamwork in Diverse and CLO # 3 Project
Multicultural Environments
Goal 6 – Understanding Organizational
Ecosystems
Goal 7 (a) – Discipline Specific Knowledge CLO # 1, 2 Quiz, Exam
and Understanding
Goal 7 (b) – Understanding the “science” CLO # 3 Project
behind the decision‐making process
GRADING BREAKUP AND POLICY
Quiz(s): 30 [including 4 LAB quizzes]
Class Participation: 10
Attendance: 10
Project & Presentation: 20
Final Examination: 30
EXAMINATION DETAIL
Midterm No
Exam
Yes
Lab
Final Exam Duration: 2 hours
Exam Specifications: Computer Exercise
Lahore University of Management Sciences
COURSE OVERVIEW
RECOMMENDED
LECTURE TOPICS SESSION OBJECTIVE(S)
READINGS
Introduction to Data Driven Introduction to marketing Understand the importance of data
Marketing Research (Book Reading – driven marketing that it is a valuable
Chapter 1) tool that helps marketers design better
1.
marketing programs and promotes our
general understanding of how
consumers behave, and why.
Marketing Research Problem & Defining the marketing research Understand marketing research
Research Design problem and developing a problem and approach to resolve the
research approach (Book problem from the perspective of both
Reading ‐ Chapter 2) marketing decision makers and
2.
researcher.
Research design (Book Reading –
Chapter 3)
Module 1: Segmentation, Targeting, Positioning & Branding Research
Research Technique – In‐depth Exploratory Research Design: Apply different forms of Qualitative
Interview & Focus Group Qualitative Research (Book Research
1. Research Idea (non graded) Reading ‐ Chapter 5)
3. a. Group Members
b. Problem Statement
c. Client info, (list will be provided by
the instructor)
Segmentation & Targeting 1 Class Handouts Assess the Process of how consumer
Qualitative Research – Extrinsic vs research data can be used to develop
4.
Intrinsic Motivation segmentation and positioning
Measurement & Scaling Measurement and scaling: Understand the Concept of
Quiz (1) fundamentals, comparative Measurement in Marketing Research
5.
and non‐comparative scaling
(Book Reading – Chapter 12)
Questionnaire Development 1 Questionnaire design (Book Learn the Process of Developing an
6.
Reading – Chapter 13) Effective Questionnaire.
Research Technique – Cluster Class Handouts Understand the research technique
7. Analysis [‘Note on Cluster Analysis’ will Cluster Analysis and its use in
be distributed in session 5] marketing decision making process
Segmentation & Targeting 2 Easypaisa Mobile Accounts: The Apply cluster analysis and cross
Case Study Way Forward (A) tabulation for marketing decision‐
2. Research Proposal Submission making process e.g. how to establish
(non graded) segments which share similar
8. a. Problem Statement characteristics
b. Objectives
c. Scope
d. Research methodology (including
type of research; methods etc)
Segmentation & Targeting 3 Easypaisa Mobile Accounts: The
Case Exercise with Cluster Analysis Way Forward (B)
9.
& Cross Tabulation Class Handouts
Quiz (2)
Lahore University of Management Sciences
Behavioral Segmentation 1 IBM SPSS Conjoint 20 Demonstrate the use of conjoint
10. Research Technique – Conjoint Note on Conjoint Analysis analysis and cluster analysis for how
Analysis [will be distributed in session 9] marketers create value by identifying
11 Quiz(3) – Conjoint Analysis valued customers and developing
Behavioral Segmentation 2 Royal Tag: The Challenge of value propositions
Case Exercise with Conjoint Analysis Introducing a New Product Line
12.
& Cluster Analysis
3. Qualitative Research Findings
Positioning 1 Demonstrate the use of psychographic
Usage & Attitude Study and behavioral data
(Guest Speaker) Understand the importance of
13.
purchase funnel
Analyze consumer attitudes for
positioning
Research Technique – Factor Note on Factor Analysis Construct the underlying attitudes of
14.
Analysis [will be distributed in session 12] consumers
Positioning 2 Everyday Tea Whitener – Factor Use the underlying attitudes of
15. Case Exercise Analysis Exercise consumers for positioning
Quiz (4) – Factor Analysis
Segmentation and Positioning Use the underlying attitudes of
Case Exercise with Factor Analysis & consumers for segmentation and
16 Cluster Analysis positioning
(Everyday Tea Whitener –
Segmentation Exercise)
Positioning & Perceptual Maps 1 Segmentation and Positioning Assess perceptual maps for
17. [Will be distributed in session segmentation and positioning of
15] products/brands
Research Technique – Multi‐ Note on Multi‐Dimensional Construct perceptual maps for
Dimensional Scaling Scaling segmentation and positioning of
18.
[Will be distributed in session products/brands
16]
Positioning & Perceptual Maps 2 Burger Hub (A) Use perceptual maps for segmentation
19.
Case Exercise and positioning of products/brands
QUIZ (5) ‐ MDS Demonstrate the use of MDS for
20.
positioning
Brand Health Tracker Sample BHT Report Understand the tools available for
21. QUIZ brand health tracking
4. Questionnaire Submission
Module: New Product Development
Introduction to Concept Testing and Note on Concept Testing Assess concept testing of a new
22. the Stages of New Product [Will be distributed in session product
Development 20]
Launching a New Product KitKat – The Product Demonstrate the use of conjoint
Case Exercise Development Challenge analysis for how marketers create
23.
value by developing a product that
satisfies the needs of the customer
Module: Advertising Research
Test Advertising Campaign Assess the development and execution
Guest Speaker of an advertising campaign field test
24.
Lahore University of Management Sciences
Module: Pricing Research
Pricing Sensitivity Analysis Demonstrate the use of conjoint
Case Exercise analysis for how marketers evaluate
25.
[Roya Tag & Kit Kat previous the ideal price along with ideal product
exercises] features
Module: Retailing
Consumer Centric Retailing & Mausummery Lawn – The Learn about mystery shopping and the
26. Mystery Shopping Mystery Continuous retailing issues
[TBA]
27. 4. Project Presentations Demonstrate the knowledge of
4. Project Presentations & Wrap‐up effective data driven marketing
28.
strategies
5. Written Project Submission
TEXTBOOK(S)/SUPPLEMENTARY READINGS
Text: Marketing Research: An Applied Orientation, Naresh K. Malhotra and Satyabhushan Dash, 6th Edition, Pearson
Other readings: will be provided in the class.