Syllabus for MKTG 474MARKETING ANALYTICS 2021Hans BaumgartnerSmeal Chair Professor of MarketingOffice: 482 Business Bldg., Phone: 863-3559, E-mail: [email protected] hours: M/W 1:30-3:00 or by appointmentCourse objectives:This course will provide you with an introduction to marketing analytics. We will study varioustools for generating marketing insights from data in such areas as segmentation, targeting andpositioning, satisfaction management, customer lifetime analysis, customer choice, product andprice decisions using conjoint analysis, and text analysis and search analytics. This will be ahands-on course based on the Marketing Engineering (Enginius) approach and Excel software,in which you apply the tools studied in class to actual business situations. You will alsocomplete a group project in which you collect and analyze data or introduce your fellowstudents to a marketing analytics technique not studied in class.Course Details:Course materials. Lecture topics and assignments are listed under Course Schedule. Theoverheads used in class are available as Powerpoint and Adobe pdf files from the course website.The textbook for the course (referred to as LRB in the Course Schedule) is:Lilien, Gary L., Arvind Rangaswamy, and Arnaud de Bruyn (2017), Principles of MarketingEngineering and Analytics, 3rd edition, State College, PA: DecisionPro, Inc.You can download the relevant chapters of the textbook from the Enginius website( You have to purchase a license for the software for 28, which willalso give you access to the textbook and other materials. I will send you instructions about howto obtain the license via E-mail. Please complete your order as soon as possible.

Additional assignments (readings, exercises, software tutorials, etc.) can be obtained via thecourse website or from the Enginius portal.Preparation for class. The course will be a combination of lectures, discussions, exercises,case analyses, and presentations. For each class, read the relevant materials listed in theassignment column of the course schedule, download the overheads, and complete all otherassignments (see below). I expect you to attend class regularly and to take an active role in classdiscussions. I will monitor your attendance and participation in class discussions, and both willcontribute to your course grade. At the start of the semester I will randomly assign eachstudent to one of six teams, and each team will analyze six cases, present one case analysis, andcomplete a group project. These assignments are described in more detail below.In-class exercises. We will do several in-class exercises throughout the semester. Thepurpose of these exercises is to give you practice in applying marketing analytics tools to thesolution of practical business problems. The in-class exercises are listed in the assignmentcolumn of the Course Schedule. You do not have to hand in anything for these exercises, butyour contribution to the class discussion will count toward your participation grade.Case discussions. We will analyze six cases over the course of the semester. One team willbe randomly assigned to each case and will give a 20-minute presentation of their case analysisto the rest of the class. However, all teams have to analyze each case and, following thepresentation, there will be an open discussion of the case by the entire class. All teams have tosubmit a 5-page executive summary of their case analysis to the instructor at the beginning ofthe class in which the case is being analyzed; the group that is presenting the case should alsohand in a copy of their presentation (e.g., the Powerpoint slides).Team project. Each team will complete a group project, which has to be presented in class.The presentation dates are listed in the Course schedule, and teams will be randomly assignedto one of the three dates. Each team should prepare a 25-minute in-class presentation. A copyof the presentation and a 5-page executive summary must be handed in to the instructor at thebeginning of the class in which a team presents their project. The team project will be gradedbased on the quality of the oral presentation and the written materials. Team members willalso rate each other’s contribution to the project. Two types of topics are appropriate for theteam project. First, you can apply one of the tools studied in class to a particular businessproblem. This will most likely involve the collection of primary data and an in-depth analysis ofthe data using the Enginius software. Second, you can choose a marketing analytics techniquethat we did not cover in class and introduce your fellow students to this technique. Thepresentations will start after Thanksgiving break, but you should start thinking about possibletopics for your project early in the semester and talk to your instructor about ideas suitable forthe project. A project proposal (3 pages maximum) is due on October 27th. The instructor willmeet with each team during the first week of November to finalize the project idea.

Grading. Your course grade will be based on the six case analyses and the case presentation(60%), the group project (25%), and your attendance and participation in class, esp. during theexercises (15%). My grading policy is as follows:93 – 10090 – 9287 – 8983 – 8680 – 8277 – 7970 – 7660 – 690 – 59AAB BBC CDFAcademic integrity, affirmative action & sexual harassment, students with disabilities, andPenn State values. Please see the information at the end of this syllabus for details about theseissues.

Course ScheduleDATETOPICASSIGNMENT8/23Course f)8/25Excel Review (Excel.pptx, Excel.pdf)ExcelAnalysisToolPak.pdfLiquid Laundry exercise (ExcelReviewLiquidLaundry.pdf and Introduction to Marketing Analytics(Introduction.pptx, Introduction.pdf)LRB Chapter 1Allegro Exercise (Allegro (Smart Sheet).pdf,Allegro Data (Smart Sheet).xls)9/1Segmentation and targeting 1(Segmentation.pptx, Segmentation.pdf)LRB Chapter 3Segmentation Tutorial (Enginius)9/8Segmentation and targeting 2(Segmentation.pptx, Segmentation.pdf)LRB Chapter 3Segmentation Tutorial (Enginius)GE McKinsey Matrix Tutorial (Enginius)9/13Positioning 1(Positioning.pptx, Positioning.pdf)LRB Chapter 4Positioning Tutorial (Enginius)9/15Positioning 2(Positioning.pptx, Positioning.pdf)LRB Chapter 4Positioning Tutorial (Enginius)9/20Segmentation caseISBM (Positioning, Segmentation) Case Study (Enginius)9/22Analyzing customer satisfaction 1(Satisfaction.pptx, Satisfaction.pdf)Fornell et al., The American Customer SatisfactionIndex (available on Electronic Reserve) (explore the information onthis web site, esp. the material under About ASCI)9/27Positioning caseInfiniti G20 (Positioning) Case Study (Enginius)9/29Analyzing customer satisfaction 2(Satisfaction.pptx, Satisfaction.pdf)Fornell et al., The American Customer SatisfactionIndex (available on Electronic Reserve) (explore the information onthis web site, esp. the material under About ASCI)10/4Review session 1Review1.pdf10/6Satisfaction ment.pdfPleasureBoatSatisfaction.xlsx10/11Customer lifetime value 1(CLV.pptx, CLV.pdf)LRB Chapter 2 (esp. pp. 59-68)Lifetime Value Tutorial (Enginius)

10/13Customer lifetime value 2(CLV.pptx, CLV.pdf)LRB Chapter 2 (esp. pp. 59-68)Lifetime Value Tutorial (Enginius)10/18Customer choice 1(Choice.pptx, Choice.pdf)LRB Chapter 2 (esp. pp. 38-59), Chapter 3 (esp. pp.100-107)Predictive Modeling Tutorial (Enginius)10/20Customer choice 2(Choice.pptx, Choice.pdf)LRB Chapter 2 (esp. pp. 38-59), Chapter 3 (esp. pp.100-107)Predictive Modeling Tutorial (Enginius)10/25Customer lifetime value caseNorthern Aero (Lifetime) Case Study (Enginius)10/27Conjoint analysis 1(Conjoint.pptx, Conjoint.pdf)LRB Chapter 6 (esp. pp. 178-190)Conjoint Analysis Tutorial (Enginius)11/1Customer choice caseBookbinders Club (Predictive) Case Study (Enginius)QuestionsBookbindersCase.pdf11/3Conjoint analysis 2(Conjoint.pptx, Conjoint.pdf)LRB Chapter 6 (esp. pp. 178-190)Conjoint Analysis Tutorial (Enginius)11/8Text analysis and search analytics 1(Digital.pptx, Digital.pdf)LRB Chapter 8Sentiment Analysis Tutorial (Enginius)11/10Text analysis and search analytics 2(Digital.pptx, Digital.pdf)LRB Chapter 8Text analysis exercise (Ottos.pdf and Ottos.xlsx)11/15Conjoint analysis caseDürr (Conjoint, Segmentation) Case Study (Enginius)11/17Review session 2Review2.pdf11/22Thanksgiving break11/24Thanksgiving break11/29Presentations (Teams 1 and 2)12/1Presentations (Teams 3 and 4)12/6Presentations (Teams 5 and 6)12/8Implementing Marketing Engineeringand course wrap-up(Implementation.pptx,Implementation.pdf)LRB Chapter 9Germann et al., Performance Implications of DeployingMarketing Analytics (available on ElectronicReserve)

ACADEMIC INTEGRITYAccording to the Penn State Principles and University Code of Conduct:Academic integrity is a basic guiding principle for all academic activity at Penn State University,allowing the pursuit of scholarly activity in an open, honest, and responsible manner. Accordingto the University’s Code of Conduct, you must neither engage in nor tolerate academicdishonesty. This includes, but is not limited to cheating, plagiarism, fabrication of informationor citations, facilitating acts of academic dishonesty by others, unauthorized possession ofexaminations, submitting work of another person, or work previously used in another coursewithout informing the instructor, or tampering with the academic work of other students. Any violation of academic integrity will be investigated and, where warranted, correctiveacademic and/or disciplinary action will be taken. For every incident where a penalty isassessed, an Academic Integrity Incident Report form must be filed. The form can be foundon the Smeal College Honor and Integrity website: report must be signed and dated by both the instructor and the student, and thensubmitted to Monica Snyder, 202 Business Building. University Policy G-9Once a student has been informed that academic misconduct is suspected, the student maynot drop the course during the adjudication process. The Dean of the College (UP) and/orthe Chancellor (campuses) or his or her representative is responsible for notifying the Officeof the University Registrar when academic misconduct is suspected in a course. Any drop orwithdrawal from the course during this time will be reversed. A student who has receivedan academic sanction as a result of a violation of academic integrity may not drop orwithdraw from the course at any time. These drop actions include regular drop, late drop,withdrawal, retroactive late drop and retroactive withdrawal. Any such drop action of thecourse will be reversed. This drop policy may be superseded in exceptional circumstances(i.e. trauma drop). In these cases, the Office of Student Conduct or the Student Conductdesignee will confer with the Dean of the College (UP) or the Chancellor (campuses) or hisor her representative to determine if the drop is warranted.University Policy G-9: ity.html.Smeal Honor CodeWe, the Smeal College of Business Community, aspire to the highest ethical standards and willhold each other accountable to them. We will not engage in any action that is improper or thatcreates the appearance of impropriety in our academic lives, and we intend to hold to thisstandard in our future careers.

PLAGIARISM / COPYINGAll work you submit for grading or academic credit is designed to reflect your knowledge andskill related to the course subject matter. Therefore, unless otherwise indicated, all worksubmitted is to be done on an individual basis. This includes but is not limited to all exams,quizzes, homework, papers, written assignments, and presentations.Plagiarism is claiming work as your own that you have copied from another person, whetherthat other person knows about it or not. This includes copying from web sites without propersource citation and using homework or papers prepared by current or past students whetherworking as an individual or working in a group/team.AFFIRMATIVE ACTION & SEXUAL HARASSMENTThe Pennsylvania State University is committed to a policy where all persons shall have equalaccess to programs, facilities, admission, and employment without regard to personalcharacteristics not related to ability, performance, or qualifications as determined by Universitypolicy or by Commonwealth or Federal authorities. Penn State does not discriminate againstany person because of age, ancestry, color, disability or handicap, national origin, race, religiouscreed, gender, sexual orientation, or veteran status. Related inquiries should be directed to theAffirmative Action Office, 328 Boucke Building.EDUCATIONAL EQUITY/REPORT BIASConsistent with University Policy AD29, students who believe they have experienced orobserved a hate crime, an act of intolerance, discrimination, or harassment that occurs at PennState are urged to report these incidents as outlined on the University’s Report Bias NG AND PSYCHOLOGICAL SERVICES STATEMENTMany students at Penn State face personal challenges or have psychological needs that mayinterfere with their academic progress, social development, or emotional wellbeing. Theuniversity offers a variety of confidential services to help you through difficult times, includingindividual and group counseling, crisis intervention, consultations, online chats, and mentalhealth screenings. These services are provided by staff who welcome all students and embracea philosophy respectful of clients’ cultural and religious backgrounds, and sensitive todifferences in race, ability, gender identity and sexual orientation.Counseling and Psychological Services at University Park (CAPS)( 814-863-0395Counseling and Psychological Services at Commonwealth -services-at-commonwealth-campuses/)Penn State Crisis Line (24 hours/7 days/week): 877-229-6400Crisis Text Line (24 hours/7 days/week): Text LIONS to 741741

Students with DisabilitiesPenn State and the Smeal College of Business welcomes students with disabilities to all of itsclasses, programs and events. Student Disability Resources in Room 116 Boucke Buildingprovides a vast array of services for students with disabilities according to mandates under TitleII of the ADA amendments Act of 2008 and Section 504 of the Rehabilitation Act of 1973. Formore information or to meet with a service provider from Student Disability Resources, contactthem at (814) 863-1807 (V/TTY) or visit their website at: order to receive consideration for reasonable accommodations, you must contact theappropriate disability services office at the campus enrolled, participate in an intake interview,and provide documentation: If thedocumentation supports your request for reasonable accommodations, the Student DisabilityResources office will provide you with an accommodation letter. Please share this letter withyour instructors and discuss the accommodations with them as early in the course as possible.Adjustments will be made based on the recommendations in the accommodation letter. Youmust follow this process for every semester that you request accommodations.COMPUTER AND NETWORK SECURITYPer policy AD20, students are prohibited from using their Penn State access account (e.g. Angelor Canvas email) for commercial use. This includes soliciting sales for class note services(Notehall, Nittany Notes, etc.). Any email incidents violating policy AD20 will be reported to thePenn State security office.PENN STATE VALUESThe Penn State Values ( are our shared ideals about how people shouldact toward one another, the standards to which we hold ourselves, and those beliefs we findimportant. While aspirational in nature, the Penn State Values articulate our ethical principlesand should guide our actions and decisions as members of the Penn State community, includingin this course: Integrity: We act with integrity and honesty in accordance with the highest academic,professional, and ethical standards.Respect: We respect and honor the dignity of each person, embrace civil discourse, andfoster a diverse and inclusive community.Responsibility: We act responsibly, and we are accountable for our decisions, actions,and their consequences.Discovery: We seek and create new knowledge and understanding, and foster creativityand innovation, for the benefit of our communities, society, and the environment.Excellence: We strive for excellence in all our endeavors as individuals, an institution,and a leader in higher education.

Community: We work together for the betterment of our University, the communitieswe serve, and the world.PENN STATE HOTLINEStudents can report issues and/or ask questions via phone at 1-800-560-1637 or onlineat: eCOVID-19 STATEMENTPenn State University requires everyone to wear a face mask in all university buildings,including classrooms, regardless of vaccination status. ALL STUDENTS MUST wear a maskappropriately (i.e., covering both your mouth and nose) while you are indoors on campus. Thisis to protect your health and safety as well as the health and safety of your classmates,instructor, and the university community. Anyone attending class without a mask will be askedto put one on or leave. Instructors may end class if anyone present refuses to appropriatelywear a mask for the duration of class. Students who refuse to wear masks appropriately mayface disciplinary action for Code of Conduct violations. If you feel you cannot wear a maskduring class, please speak with your adviser immediately about your options for altering yourschedule.

CourseOverview.pdf) 8/25 Excel Review (Excel.pptx, Excel.pdf) ExcelAnalysisToolPak.pdf Liquid Laundry exercise (ExcelReview-LiquidLaundry.pdf and LiquidLaundry.xlsx) IntroductionToQualtrics.pdf 8/30 Introduction to Marketing Analytics (Introduction.pptx, Introduction.pdf) LRB Chapter 1 Allegro Exercise (Allegro (Smart Sheet).pdf,File Size: 710KB