This course on market insight mining has been developed to meet the requirements of marketing data and process analysis in its holistic form. The course draws its key inputs from insights generated out of various consultancy projects in the area of marketing. In this course insights are mined for various marketing purposes from market data. The source of data can be primary or secondary. The course draws heavily on the usage of advanced qualitative data analysis techniques to appreciate the market.

Objective:

The main objective of the course is to help students develop a closer insight into emerging market behavior.

Session Plan:

Session no.	Topics	Reading
1	Introduction to market insight mining	Course Material
2	key methodologies for market insight mining · Market Data Continuum · Market epistemology · Advanced qualitative data techniques for insight mining	Course Material Suggested Case
3-4	Introduction to Semiotics	Course Material Suggested Case
5	Market insight Mining and Defining Customer value	Course Material Suggested Case
6-7	Market insight Mining, Market Penetration and Product Development	Course Material Suggested Case
8-9	Market insight Mining, Branding and Corporate Strategy	Course Material Suggested Case
10	Integration

References:

1. Course material
2. Sage Qualitative Research Volume 1 to Volume IV
3. Ethnography for Consumers
4. Web based resources

1. Lecture
2. Case discussion
3. Role Play
4. Documentation
5. Quasi-Experiments

Component	%
Class Participation	10
Project	30
Assignments	30
End Term Exam	30

Internet Resources:

http://www.gsb.stanford.edu/news/research.html

http://hbswk.hbs.edu/topics/marketresearch.html

http://knowledge.wharton.upenn.edu/category.cfm

http://www.bus.umich.edu/FacultyResearch/Research/default.htm#MARKETING

http://www.kellogg.northwestern.edu/marketing/index.htm

http://www.kellogg.northwestern.edu/research/fimrc/prize.htm

http://www.tutor2u.net/marketing/default.html