Course Name: Introduction to Business
Analytics
Course Code: BBH354
Total number of hours: 60 Hrs
Credits: 4
Course Description: This course provides the knowledge base for understanding the principles,
concepts, tools and techniques of business analytics for effective decision making by creating insights
from data. The primary objective is to provide a framework for gaining an insight to visualization of
business analytics. The course will also provide insights to predictive modelling techniques and
application of analytics in various management functional areas.
Course Objectives:
1. To introduce Analytics as a tool for Business Decision Making
2. To Analyse the theory and concepts of Business Analytics.
3.
To give an insight into data and its characteristics.
4.
To understand the descriptive and predictive models of data analytics.
5.
To apply the analytical techniques in various management functional areas and find
solutions to realistic business problems and establish ethical decision-making in ambiguous
situations
Course Learning Outcomes: On having completed this course student should be able to:
CLO1 To be able to process the data and understand the data analysis
CLO2 To apply analytical tools and practices in order to develop data based managerial
ability
CLO3 To be able to analyze data to gain a better knowledge of characteristics of data.
CLO4 To evaluate the pattern of the data and make viable business decisions.
CLO5 To be able to develop solutions across a range of functional areas like Marketing
Finance, HR and Operations.
Pedagogy: This course uses multiple pedagogies like interactive lecture, students discussions and
PPTs, research article, a field visit, and form of experiential learning.
Syllabus
UNIT 1
10 Hours
Introduction to Analytics
Data – information – intelligence – knowledge approach, What is analytics, types of analytics,
organization and source of data, importance of data quality, dealing with missing or incomplete data,
popular tools used for analytics, Role of Data Scientist in Business & Society, Analytics Methodology
UNIT II
8 Hours
Business Analytics Process and Overview of Using Data
Data Selection, Data classification, Data Reduction, Data Exploration, Data Preparation, Data
Partition, Types of data, modifying data using Excel, creating distribution from data, measures of
location, measures of variability, analysing distribution, measures of association
UNIT III
8 Hours
Data Visualisation
Data visualisation, Tables, Charts, Advanced data visualisation, data dashboards
UNIT IV
9 Hours
Predictive Modeling Techniques
The simple linear regression model, least square method, assessing the fit of simple regression
model, multiple regression models.
UNIT V
9 Hours
Time Series Analytics and Forecasting
Time Series Pattern, forecast, accuracy, moving averages, seasonality.
UNIT VI
8 Hours
Application Fields
Marketing Analytics, Finance Analytics, HR Analytics, Operation Analytics
UNIT VII
8 Hours
Problem formulation - payoff tables, decision trees; Decision analysis without probabilities :
optimistic approach, conservative approach and mini-max regret approach; Decision analysis with
probabilities : expected value approach, risk analysis and sensitivity analysis; Decision analysis
with sample information - expected value of sample information and expected value of perfect
information
Core Text:
Reference Books:
1. Camm, J. D., Cochran, J. J., Fry, M. J., Ohlmann, J. W., & Anderson, D. R. (2018). Essentials of
Business Analytics (Book Only). Nelson Education.
2.
James R. Evans, Business Analytics: Methods, Models & Decisions, 1 st edi. Prentice Hall