B.Sc. (Data Science) Retail Marketing Analytics Syllabus - Mumbai University
This is the Fourth Year BSc Data Science Honours syllabus under NEP 2020, phased in one year at a time, from the academic year 2024-25. The University still sets the earlier Choice Based papers alongside it for ATKT candidates, so check which scheme your exam form names before you revise.
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Syllabus for Retail Marketing Analytics
Module I: Introduction to Marketing Analytics and Exploratory Data analytics using R
- a Course Introduction
- why marketing analytics?
- course description and learning objectives
- b Marketing Analytics Overview
- how analytics can assist marketing decision-making
- the framework of marketing optimization
- c Tabulate and Summarize data
- what cleaned data looks like
- simple histogram plot
- use histogram and boxplot to inform data distribution
- d Visualize data
- elements of data visualization
- histogram, scatter plot, line plot, bar charts, line fits with the ggplot() function
Module II: Marketing Campaigns - Experiment Design, Customer Lifetime Value (CLV)
- and Cohort Analysis
- a Design and Conduct Experiments
- design experiments, examples
- randomization/sample splitting
- conduct experiments
- b Assess Experiment Outcome Using Hypothesis Testing
- why hypothesis testing for experiment outcomes
- terminologies for hypothesis testing
- how does hypothesis testing work
- power calculation
- conduct hypothesis testing in R
- c Calculate and Predict CLV
- calculate CLV
- typical frameworks in predicting CLV
- using linear regression and logistic regression to predict CLV
- d CLV Analysis and Cohort Analysis Introduction to Experiment 10 Text Books 1. Hands-on Data Science for Marketing by Yoon Hyup Hwang, Packt Publishing, 2019 2. Retail Analytics: The Secret Weapon by Emmett Cox,1st edition , Weily , 2011 11 Reference Books 1. Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands on Learning by Venkatesan Rajkumar, Farris Paul and Ronald Wilcox, Pearson FT Press, 2014 2. Marketing Analytics: A Practical Guide to Real Marketing Science by Grigsby Mike,Kogan Page, 2015 12 Internal Continuous Assessment: 50% Semester End Examination: 50%
Text Books
- 1 Hands-on Data Science for Marketing by Yoon Hyup Hwang, Packt Publishing, 2019
- 2 Retail Analytics: The Secret Weapon by Emmett Cox,1st edition , Weily , 2011
- 1 Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands on Learning by Venkatesan Rajkumar, Farris Paul and Ronald Wilcox, Pearson FT Press, 2014
- 2 Marketing Analytics: A Practical Guide to Real Marketing Science by Grigsby Mike,Kogan Page, 2015
Reproduced from the University of Mumbai syllabus for B.Sc. (Data Science) under NEP 2020. Wording is as printed in that syllabus. Module numbering is as printed there too.
The complete syllabus
This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.