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Institute/Department UNIVERSITY SCHOOL OF Program Master of Business

BUSINESS (USB) Administration- (Banking and
Financial Engineering) in
association with SBI and Tally
(MF301)
Master Subject Coordinator Lalit Singla Master Subject Coordinator E- E15711
Name: Code:
Course Name Marketing Research and Course Code 23BFT-727
Analytics

Lecture Tutorial Practical Self Study Credit Subject Type

3 0 0 0 3.0 T

Course Type Course Category Mode of Assessment Mode of Delivery

Major Elective Graded (GR) Theory Examination (ET) Theory (TH)

Mission of the M1: Design a competent and industry-oriented curriculum blueprint, focused on outcome-based education and global standards
Department well equipped with the latest technological innovations.
M2: Fortification of students' emotional, cognitive, psychological, analytical and ethical competencies with state-of-the-art courses
to combat professional challenges.
M3: Facilitate a student-centric academic environment with co-curricular and extra-curricular activities to groom and develop
future-ready business professionals internationally.
M4: Design a transparent and seamless evaluation system for objective assessments.
M5: Align meaningful interactions with the academia, industry and community to facilitate value-driven holistic development of the
students through excellence in learning, teaching and practice-oriented research.
M6: Develop an ethical and socially responsible entrepreneurial attitude for harnessing environmental opportunities through
creativity and innovation for a vibrant and sustainable society.

Vision of the To implement sustainable, research-oriented business management innovations and disseminate knowledge, thereby developing
Department futuristic value-driven business leaders internationally, well equipped with analytical and industrial knowledge and capable of rising
above the standards, yet, humbly serving the society.

Program Educational Objectives(PEOs)

PEO1 To be able to explore areas of research, application & innovation and make impact in different types of institutional settings such
as corporate entities, government bodies, NGOs, inter-government organizations, & start-ups.
PEO2 To be able to design, and implement strategies to the organizational problems through data analysis tools, effectively deploy
knowledge of business analytics, demonstrate critical thinking skills&make the intellectual connections between quantitative and
qualitative tools, theories and context to solve the organizational problems
PEO3 To be able to work with, lead & engage big and small teams comprising diverse people in terms of gender, nationality, region,
language, culture & beliefs. To understand stated and unstated differences of views, beliefs & customs in diverse & inter
disciplinary team settings
PEO4 To be able to continuously learn and update one’s knowledge, engage in lifelong learning habits and acquire latest knowledge to
perform in current work settings
PEO5 To continuously strive for justice, ethics, equality, honesty, and integrity both in personal and professional [Link] to
understand and conduct in a way that is responsible and respectful.

Program Specific OutComes(PSOs)

PSO1 To enable students for a strong banking foundation in key functional domains to contribute to the different verticals

PSO2 To equip students with tools and techniques of financial management to provide solutions based on the data points available in
abundance in an organization
PSO3 To provide hands on experience on banking software, Accounting Software, & other financial analysis tools to analyze information
to implement organizational strategies

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Program OutComes(POs)
PO1 Financial Management Knowledge: To develop necessary skills and knowledge in the area of financial management in businesses

PO2 Management Knowledge: To develop holistic understanding of core management concepts and be able to apply that in business
decisions.
PO3 Hands on Banking & Financial Engineering Tools: To get a real life exposure on banking software, accounting software and other
tools used in BFSI industry and become proficient in their usage.
PO4 Manager and Society: To gain managerial capabilities required to improve societal health, safety, legal and cultural issues
pertaining to society.
PO5 Environment and Sustainability: To develop understanding of environment impact of businesses and be able to apply
management knowledge to develop sustainable solutions for future generations
PO6 Business Ethics & Values: To learn and apply business ethics principles and be committed to professional ethics and
responsibilities and norms of the management practices
PO7 Individual & Team Work: To develop team skills and be able to lead various cross functional team with members from different
background
PO8 Strong Communication: To be able to communicate effectively in an organization and with the other stakeholders to get inputs for
an overall improvement for business community and society at large
PO9 9Contribution to National Wellbeing: To develop understanding of national needs and be able to synchronize organizations goals
and objectives to national wellbeing
PO10 Technology Competence: To get a good exposure to work on different technology platforms in order to foster decision making in
an organization.
PO11 Research Aptitude: To develop ability and willingness to engage in research, discovery & synthesis of new knowledge and
information.
PO12 Critical Analysis & Problem Solving: To develop competence and attitude to critically analyze problems and attempt to find
solutions in a logical and comprehensive manner.

Text Books
Sr No Title of the Book Author Name Volume/Edition Publish Hours Years
1 Essentials of Marketing Research Kumar V., David A. Aaker, and 2nd Ed. John Wiley and 2002
George S. DaY Sons: NY
2 Marketing Research: An Applied Malhotra, Naresh 6th Edition Pearson Education 2009
Orientation

Reference Books
Sr No Title of the Book Author Name Volume/Edition Publish Hours Years
1 Research Methodology (Methods Kothari C.R., Garg Gaurav 4th Edition New Age 2014
and Techniques) International
Publishers

Course OutCome
SrNo OutCome
CO1 To familiar with the concepts of market research, commonly used marketing analytics techniques,
variety of customer data and their applications
CO2 To equipped to apply Marketing Analytics procedures to business problem solving and marketing
decision making
CO3 To compare within different marketing analytics methods and select appropriate methods for specific
business needs
CO4 To evaluate the difference between primary and secondary market research with understanding of the
applications of the primary and secondary research
CO5 To create , collect and analyse data for a marketing research problem

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Lecture Plan Preview-Theory

Mapped with
Pedagogical
Unit No LectureNo ChapterName Topic Text/ Reference Books CO Numer
Tool**
(s)
1 1 Introduction to Meaning, Objectives and Significance ,T-Essentials of Marketing PPT CO1
Marketing of Marketing Research Resear,T-Marketing Research: An
research Applied,R-Research Methodology
(Methods
1 2 Introduction to Types of Research ,T-Essentials of Marketing PPT CO1
Marketing Resear,T-Marketing Research: An
research Applied,R-Research Methodology
(Methods
1 3 Introduction to Motivation in Research, Research and ,T-Essentials of Marketing PPT CO1
Marketing Marketing Research Resear,T-Marketing Research: An
research Applied,R-Research Methodology
(Methods
1 4 Process of Steps in Research Process ,T-Essentials of Marketing PPT CO1
Research Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
1 5 Process of Meaning and steps in defining the ,T-Essentials of Marketing PPT CO1
Research research problem Resear,T-Marketing Research: An
Applied,R-Research Methodology (
1 6 Type of Meaning and characteristics of ,T-Essentials of Marketing PPT CO2
Analytics research design Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
1 7 Type of Types of Research Design ,T-Essentials of Marketing PPT CO2
Analytics Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
1 8 Type of Important concepts of Research Design ,T-Essentials of Marketing PPT CO2
Analytics Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
1 9 Business Data Different forms of business data ,T-Essentials of Marketing PPT CO2
and its Resear,T-Marketing Research: An
collection Applied,R-Research Methodology
(Methods
1 10 Business Data Primary & Secondary Data collection ,T-Essentials of Marketing PPT CO2
and its methods Resear,T-Marketing Research: An
collection Applied,R-Research Methodology
(Methods
1 11 Business Data Meaning and Steps in Questionnaire ,T-Essentials of Marketing PPT CO2
and its Resear,T-Marketing Research: An
collection Applied,R-Research Methodology
(Methods
1 12 Business Data Sampling and Sample Size ,T-Essentials of Marketing PPT CO2
and its determination Resear,T-Marketing Research: An
collection Applied,R-Research Methodology
(Methods
1 13 Analysis and Steps in Data Preparation ,T-Essentials of Marketing PPT CO2
Interpretation Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
1 14 Analysis and Analysis of data: Frequency Distribution ,T-Essentials of Marketing PPT CO2
Interpretation and Associated Statistics Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
1 15 Analysis and Meaning and basic concepts of ,T-Essentials of Marketing PPT CO2
Interpretation Hypothesis testing Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods

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1 16 Analysis and Using Excel and SPSS for statistical ,T-Essentials of Marketing PPT CO2
Interpretation analysis: an introduction Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
1 17 Introduction to Early Phases of Marketing Research ,T-Essentials of Marketing PPT CO1
Marketing Resear,T-Marketing Research: An
research Applied,R-Research Methodology
(Methods
1 18 Report Writing Interpretation of data and its ,T-Essentials of Marketing PPT CO2
and precautions Resear,T-Marketing Research: An
Presentation Applied,R-Research Methodology
(Methods
1 19 Report Writing Meaning and steps in report wring ,T-Essentials of Marketing PPT CO2
and Resear,T-Marketing Research: An
Presentation Applied,R-Research Methodology
(Methods
1 20 Report Writing Layout of report writing ,T-Essentials of Marketing PPT CO2
and Resear,T-Marketing Research: An
Presentation Applied,R-Research Methodology
(Methods
1 21 Report Writing References and Bibliography ,T-Essentials of Marketing PPT CO2
and Resear,T-Marketing Research: An
Presentation Applied,R-Research Methodology
(Methods
1 41 Introduction to Revision Unit-1 ,T-Essentials of Marketing PPT CO1
Marketing Resear,T-Marketing Research: An
research Applied,R-Research Methodology
(Methods
2 22 Marketing Concept of Brand Personality ,T-Essentials of Marketing PPT CO3
Assets Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
2 23 Marketing Architecture measurement brand ,T-Essentials of Marketing PPT CO3
Assets valuation model Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
2 24 Marketing Brand equity measurement brand ,T-Essentials of Marketing PPT CO3
Assets valuation model Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
2 25 Marketing Comparision of architecture and brand ,T-Essentials of Marketing PPT CO3
Assets equity measurement brand valuation Resear,T-Marketing Research: An
models Applied,R-Research Methodology
(Methods
2 26 Customer Lifetime Value ,T-Essentials of Marketing PPT CO3
Analysis Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
2 27 Customer Acquisition and Retention Costs and ,T-Essentials of Marketing PPT CO3
Analysis Rates Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
2 28 Logisitics Introduction to Logistic Regression ,T-Essentials of Marketing PPT CO4
Regression Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
2 29 Logisitics Case study on Promotion and Media ,T-Marketing Research: An Case Study CO4
Regression Analysis Tool Applied,R-Research Methodology
(Methods
2 42 Business Data Revision Unit-2 ,T-Essentials of Marketing PPT CO1
and its Resear,R-Research Methodology
collection (Methods

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2 43 Business Data Revision All Syllabus ,T-Essentials of Marketing PPT CO3

and its Resear,T-Marketing Research: An
collection Applied,R-Research Methodology
(Methods
2 44 Marketing Case Study ,T-Marketing Research: An PPT CO5
Assets Applied,R-Research Methodology
(Methods
2 45 Marketing Case Study ,T-Marketing Research: An PPT CO5
Assets Applied,R-Research Methodology
(Methods
3 30 Logisitics Customer Churn rate ,T-Essentials of Marketing PPT CO4
Regression Resear,R-Research Methodology
(Methods
3 31 Logisitics Customer Profits ,T-Essentials of Marketing PPT CO4
Regression Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
3 32 Logisitics Customer Retention ,T-Essentials of Marketing PPT CO4
Regression Resear,R-Research Methodology
(Methods
3 33 Logisitics Promotion and Media Analysis Tools ,T-Essentials of Marketing PPT CO4
Regression Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
3 34 Logisitics Metrics for Sales Analytics ,T-Marketing Research: An PPT CO5
Regression Applied,R-Research Methodology
(Methods
3 35 Logisitics Usage of Metrics for Sales Analytics ,T-Essentials of Marketing PPT CO5
Regression Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
3 36 Logisitics Figure based Metrics for Sales ,T-Marketing Research: An PPT CO5
Regression Analytics Applied,R-Research Methodology
(Methods
3 37 Logisitics Case study on Metrics for Sales ,T-Essentials of Marketing PPT CO5
Regression Analytics Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
3 38 Logisitics Importance of Metrics for Sales ,T-Essentials of Marketing PPT CO5
Regression Analytics Resear,T-Marketing Research: An
Applied,R-Research Methodology
(Methods
3 39 Introduction to Surprise Test ,T-Essentials of Marketing Case Study CO5
Marketing Resear,T-Marketing Research: An
research Applied,R-Research Methodology
(Methods
3 40 Logisitics Unit-3 Revision ,T-Essentials of Marketing PPT CO5
Regression Resear,R-Research Methodology
(Methods

Assessment Model
Sr No Assessment Name Exam Name Max Marks
1 20MP03 External Theory 60
2 20MP03 Assignment/PBL 12
3 20MP03 Business Quiz 4
4 20MP03 Attendance Marks 2
5 20MP03 Discussion Forum 4

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6 20MP03 Mid-Semester Test-1 20

7 20MP03 Surprise Test 12
8 20MP03 Mid-Semester Test-2 20

CO vs PO/PSO PSO3 PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11 PO12 PSO1 PSO2

CO1 3 2 NA NA NA NA NA NA NA NA NA 2 3 3 3

CO2 3 1 NA NA 3 NA NA NA NA NA NA NA NA 3 NA

CO3 NA 1 NA NA 2 NA NA NA NA NA NA NA NA NA NA

CO4 NA NA 2 NA 2 NA NA NA NA NA 1 NA 1 1 NA

CO5 NA 1 2 NA NA NA NA NA NA NA 1 NA 1 1 NA

Target 3 1.25 2 NA 2.33 NA NA NA NA NA 1 2 1.67 2 3

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