Course

Year of
No. Course Name L-T-P Credits Introduction

42 Business Analytics 3-0-0 3 2016

Course Objectives

This course offers a perspective to the business needs and trends in analytics space. The objective
of the course is to assist the student in gaining a basic understanding of Business Analytics and its
application in various functional areas.
Syllabus

Introduction to business analytics, financial analytics, supply chain analytics, HR analytics,

Expected Outcome

1. Acquire knowledge of Business Analytics terminologies and concepts

rd
1. Evans, J.R. (2013), Business Analytics: Methods, Models, and Decisions, 3 ed. Pearson
India
2. Malhotra, N.K. and Dash, S. (2011), Marketing Research, 6th ed. Pearson India
3. Baesens, B., Vlasselaer, V.V. and Verbeke, W. (2015), Fraud Analytics Using Descriptive,
Predictive and Social Network Techniques, 1st ed. Wiley India
4. Prasad, R.N. and Acharya, S. (2011), Fundaments of Business Analytics, 1st ed. Wiley India
5. Davenport, T.H. and Harris, J.G. (2007) Competing on Analytics: The New Science of
Winning, 1st ed. Harvard Business Review Press
6. Damodharan, A. (2007), Strategic Risk Taking, 1st ed., FT Press
7. Davenport, T.H., Harris, J.G., and Morison, R. (2010), Analytics at Work: Smarter Decisions,
Better Results, 1st ed.
8. Raman, A & Fisher, M. (2010), How Analytics Are Transforming the Supply Chain and
Improving Performance, 1st ed. HBS Press
9. Fitz-enz, J. (2010), The New HR Analytics: Predicting the Economic Value of Your
Company's Human Capital Investments, 1st ed., American Management Association
10. Peterson, E. (2004), Web Analytics Demystified: A Marketer's Guide to Understanding How
Your Web Site Affects Your Business, 1st ed. Celilo Group Media & Café Press
11. Lilien, G.L. and Rangaswamy, L. (2004), Marketing Engineering: ComputerAssisted
Marketing Analysis and Planning, 2nd ed. Revised, Trafford Publishing.
 Course Plan
Sl % of marks
No Topics in Trimester
exams
1 Business Analytics
Business Analytics, evolution and scope, business analytics process,
decision models.
Spreadsheets, spreadsheet functions, spreadsheet modeling overview.
15
Datasets, data cleaning, missing data handling, outliers.
Data Visualization – charts and graphs, data queries – sorting and
filtering, summarizing data – frequency, relative frequency, histograms,
percentages and quartiles, cross tabulation, pivots.
2 Financial Analytics and Operations Analytics
Understanding Risk, credit risk analysis, fraud detection and prevention
analytics, analytics in banking and financial services - analytics in retail
banking and wealth management 20
Demand Planning – Forecasting Model building, Supply planning -
Procurement and Strategic Sourcing, Inventory Modeling - Aggregate
planning and resource allocation decisions, Make/Buy decision
First Internal Examination
3 Human Resource Analytics
Recruitment Analytics, On Boarding Analytics, Staffing Analytics,
Performance & Skill Gap Analytics, Compensation & Benefit
15
Analytics, Training & Learning Analytics, Promotion and Succession
Planning Analytics, Compliance Analytics, Attrition & Retention
Analytics
Marketing Analytics
4 Basics of marketing analytics, marketing decisions models,
characteristics, types and benefits of marketing decisions models,
20
Segmentation using factors analysis and cluster analysis, regression and
choice based segmentation, positioning - perceptual maps: developing
perceptual map, multi dimensional scaling

Second Internal Examination

4 Web Analytics
Click stream analytics, engagement quantification frameworks,
anonymous vs. registered users analysis,
Social Media Analytics - User generated content - Sentiment Analysis- 10
Analytics in digital decoding consumer intent, decoding customer
sentiments from comments, Text mining from opinion platforms
5 Predictive Analytics and Application of Analytics in Business
Logic driven predictive models – single-period purchase decisions,
multiple time period models, overbooking decisions, Data Driven
predictive models - retail pricing markdowns, modeling relationships
and trends
Models involving uncertainty - what-if analysis, scenario manager, goal- 20
seek
Applications in other business areas - Analytics in telecom and location
based intelligence marketing, analytics in consumer packaged goods
(CPG), analytics in utilities, analytics in healthcare, analytics in online
retail
Final Examination