This public repository will host the references, litreture and assets used in EMBA-MB511 course.

A structured marketing analytics toolkit covering cluster analysis, choice models, conjoint analysis and market response models. The toolkit explains how each method works, its assumptions, limitations and how managers use these tools to support segmentation, product design, pricing and budget allocation decisions.

An exploratory NLP and visual analytics project analysing phishing and social engineering messages. Using Python and Dash, the project examines message length, urgency cues and lexical patterns across threat types, critiques AI-generated insights and delivers an interactive dashboard to support cyber-risk monitoring and executive decision-making.