BUSINESS ANALYTICS

Rationale & Overview: Growing demand for data-driven strategies across industries. Focus on applying advanced analytics methods to solve business challenges in finance, marketing, operations, and HR. Develop skills in communicating insights and working effectively in teams. Aim: Turn data into actionable impact, creating problem-solvers valued by top employers. Professional Development Focus: Experiential learning through projects with corporate partners. Use of real retail data and practical tools. Build communication, teamwork, leadership, and ethical data use skills. Courses include Business Metrics & Analytics in the Boardroom. Enhanced employment prospects for international students. Course Objectives & Skills: Identify and define business problems suitable for analytics. Choose appropriate analytical methodologies. Conduct thorough analyses with understanding of assumptions. Communicate results effectively to stakeholders. Develop a data-savvy management mindset. Understand what analytics can and cannot do. Learn tools: Excel, Power BI, Python, SQL, Azure ML, Machine Learning, etc. Course Content & Topics:

• Semester 1:
  • Data from company functions
  • Value chain analysis
  • Management & Marketing with Analytics
  • Operations Management with Analytics
• Semester 2:
  • Descriptive Analytics
  • Predictive Analytics
  • Digital Media & Business in the Metaverse
  • Data Collection & Hypothesis Testing
  • Human Resource Management Analytics

Note: Course sequence may vary. Applied Learning & Projects: Hands-on labs and video tutorials. Practical tools: Excel visualizations, Power BI, notebooks, ML. Sample projects: Ice cream sales, World population, Titanic, TAC Canteen & Bakery. Final case study to showcase skills to employers. Program Focus & Outcomes: Interpret data for decision-making. Transform data into Business Intelligence (BI). Recognize trends, outliers, relationships. Develop and test hypotheses. Master regression and analytical techniques. Build strategic insights and visualizations. Prepare for a career in analytics and data-driven management. Assessments & Evaluation:

• Final Grade: 100% from group projects & individual assignments.
• Exam: 2-hour case study & essay questions.
• Group Projects: Real-world case analysis presented as consulting reports, emphasizing teamwork, research, and professional formatting.

Case Study & Report Guidelines Purpose & Approach: Analyze a firm’s strategic situation using structured frameworks. Conduct internal and external analysis. Develop actionable recommendations. Summarize findings clearly and professionally. Report Structure & Content:

• 1. Prefatory Items:
  • Title Page: Course info, case name, group members, date, word count, tutor.
  • Executive Summary: Key insights & recommendations (write last).
  • Table of Contents: Sections & page numbers.
  • List of Figures & Tables.
• 2. Main Body:
  • Introduction: Firm’s core business, nationality, current situation, main problems & issues, purpose of analysis.
  • Analysis:
    • Internal Analysis: Strengths, weaknesses, key success factors. Functional area review. Use of models and data.
    • External Analysis: Market environment, opportunities, threats, relevance of external factors. Use of models and frameworks.
  • Recommendations: Feasible actions based on analysis, justified with evidence. Implementation plan. Address initial problems.
  • Conclusion: Summary of findings, analysis, and recommended actions.
• 3. Appendices: Additional data, calculations, context. Not central but supportive.
• 4. References: Full citations for sources. Follow academic standards.

Case Study Analysis Tips:

• Understand the firm’s core business and context.
• Use models and frameworks for internal/external analysis.
• Support assertions with evidence and references.
• Provide clear, justified recommendations.
• Maintain professional, business-like report formatting.