SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

POST GRADUATE DIPLOMA IN MANAGEMENT

Program: PGDM Trimester: VI

Course: Retail Analytics Code:
Teaching Scheme Evaluation Scheme
Classroom Practical/ Tutorials Credit Continuous Term End Examination
Session Group Evaluation (TEE)
work
20 3 50% 50%
Course Rationale:
Retailers have been in the forefront of analytics for long. However, the sophistication of the application
was seriously affected by availability of computing power. However, currently complex analysis can be
conducted on PCs. This helped to penetrate such techniques widely across retail industry. This course will
cover analytic techniques that are commonly applied in Analytics within the context of the retail industry.

Course Objectives:
1. Make decisions related to stocking, pricing, product assortment based on point of sale data
2. Make decisions related to advertising and pricing in consideration with broader objectives
3. Undertake retail forecasting based on seasonal as well as sparse data

Learning Outcomes:
1. Efficient use of point of sale data in analytical decision making that drives greater customer
satisfaction and profitability
2. To make rational decisions with respect to advertising, pricing and forecasting.

Prerequisite(s):
Basic understanding of EXCEL
Basic knowledge of Marketing Management
Operational Prerequisites:
Independent laptop with EXCEL 2013 or higher and SPSS 14 or higher
Pedagogy:
Lectures assisted with Workshop (hands on) method

Textbooks:
 Marketing analytics: Data-driven techniques with Microsoft Excel, Winston, W. L, John Wiley &
Sons, 2014
Reference Books:
 Retail Analytics: The Secret Weapon, Emmett Cox, Wiley and SAS Business Series, 2011
 The New Science of Retailing: How Analytics are transforming the Supply Chain and Improving
Performance, Marshall Fisher, Harvard Business Review Press,2010
 The New Rules of Retail: Competing in the World's Toughest Marketplace, 2e, Robin Lewis, St.
Martin's Press,2014

Links to websites:
Session wise resource links
Session 1:
http://www.retailformulas.com.au/
https://www.vendhq.com/images/university/retail-kpi-guide/Key_Performance_Indicators.pdf
Session 3,4:
 http://bayes.acs.unt.edu:8083/BayesContent/class/Jon/SPSS_SC/Manuals/v19/IBM%20SPSS
%20Forecasting%2019.pdf
Session 13:
http://bayes.acs.unt.edu:8083/BayesContent/class/Jon/SPSS_SC/Manuals/v19/IBM%20SPSS
%20Advanced%20Statistics%2019.pdf
Session 14,16,17:
http://bayes.acs.unt.edu:8083/BayesContent/class/Jon/SPSS_SC/Manuals/v19/IBM%20SPSS%20Direct
%20Marketing%2019.pdf
Session 18,19:
https://www.analyticsvidhya.com/blog/2016/07/solving-case-study-optimize-products-price-online-
vendor-level-hard/
https://www.datasciencecentral.com/profiles/blogs/price-optimisation-using-decision-tree-regression-tree

Evaluation Scheme:
 Class Performance 10%
 Project 20%
 Quiz 20%
 Final Exam 50%
Total 100%

Session Plan:
Session Topic (including subtopics) Learning Outcomes Pedagogical Textbook
Tool1 Chapters &
Readings
Retail Mathematics and Metrics
Overview about Retail, Introduction to Basic Retail Lecture + Check
Metrics, KPIs & Indian Formulae & Retail KPI used Hands On “Links to
Retail often in Retail Industry Website”
Retail Resource Allocation and Forecasting
SCAN*PRO Model Forecasting for Retail SKUs Hands On Text Book
based on various retail Chapter 31
parameters
Retail Forecasting Comprehending idiosyncrasies Lecture + Check
of retail forecast compared to Hands On “Links to
other industries Website”
Forecasting from few data Forecasting with sparse data Hands On Text Book
points Chapters
26,33
Resource Allocation Allocating resources / shelf Hands On Text Book
Models space according to outcomes Chapter 32
solicited
Analytics based on Point of Sale Data
Market Basket Analysis Retail Shelf Planning Hands On Text Book
Chapter 29
RFM analysis Identifying and Hands On Text Book
classifying valuable Chapter 30
customers

1
Provide the details of Pedagogical tool viz., Title & source of Case/ Nature of Simulation/Exercise/ Role Play/
Lecture/Class Discussion etc
 Collaborative Filtering Recommendation Hands On Text Book
System based on prior Chapter 24
purchases

Survival Analysis Modeling conversions Hands On Check

“Links to
Website”
Analytics based on Location
Location Analytics Response rates based Hands On Check
Techniques upon postal codes “Links to
Website”
Site Selection Models Site related Decisions Hands Material will
Store Size based Decisions Shrinkage Analysis On be supplied
Number of locations
Decision
Advertising related Decisions
16-17 Measuring the effectiveness Media Selection Hands On Text Book
of Advertising and Models 1: Chapter
Promotions Pay per Click Models 34,35,36
Campaign +
Effectiveness Check
Assessment “Links to
Website”
Pricing Decisions
18-19 Pricing Analytics Pricing in Retail Hands On Check
Context & Evaluating “Links to
pricing strategies Website”
Project Presentations