Swiss School of Business and Management Geneva

(SSBM Geneva)

SSBM Geneva Program Outline

MBA in Artificial Intelligence

Method: Online

Duration of Program: 12 months/2 semesters

Total number of ECTS: min. 60

Avenue des Morgines 12, 1213 Genève

Switzerland
www.ssbm.ch
1. Enrollment criteria

Admission to MBA studies is granted to people who fulfil the following

requirements:

- Hold a Bachelor’s degree in the related field or an equivalent university

degree.

• Applicants who do not have a Bachelor’s degree in the related field

will have to complete at least 2 online management courses prior to
being enrolled into master program and subject to the Recognition of
Prior Learning policy. The Admissions Committee decides on the final
number of the courses that have to be taken by the student.

- English requirements:

• TOEFL, IELTS or Cambridge

• Intensive English Program certificate
• Previous education in English speaking or Bilingual school with an
official certificate
• Test/Interview with SSBM member staff (75 EUR cost which will be
deducted from tuition fees upon enrolment).
• If a candidate is not from a majority English-speaking country, then
an evidence of English language competency is required.

2. Credit Transfer and Recognition of Prior Learning

Credit Transfer and Recognition of Prior Learning are described in the “Recognition
of Prior Learning (RPL) Policy” of SSBM Geneva.

3. Graduation Requirements

Upon successful completion of the MBA program in Artificial Intelligence students

will be awarded with an “MBA in Artificial Intelligence” delivered by SSBM Geneva.
To successfully complete the program, students must:

• Complete all program courses with a passing grade

• Have no outstanding financial obligations towards SSBM

Award of MBA with Distinction

MBA with Distinction, is awarded to students who meet the following terms:

• Complete their studies with an average grade score of minimum 90%:

o For 6.0 grade scale minimum average grade of 5.5
o For 4.0 grade scale minimum average grade of 4.0 (letter grade A)
4. Teaching Method and Learning Materials

This program is delivered entirely online through the SSBM Online Learning Portal
used by Harvard and MIT. Modules can be completed in student’s own time and
pace.

Online learning is delivered through asynchronous and synchronous methods.

Asynchronous learning takes form of:

− prerecorded lectures supplemented by a variety of engaging activities such

as quizzes, readings, assignments, capstone projects, knowledge checks,
etc.

Synchronous learning takes form of:

− live lectures in form of Live Q&A Sessions, live seminars and webinars,
guest lectures, live lectures on specific topics, one to one sessions with the
lecturers, etc.

All learning materials for this program are made accessible through the SSBM
Online Learning Portal.

Access to SSBM Connect is provided to all SSBM students. SSBM Connect is an

online platform to socialize / exchange / engage and communicate with current
students, alumni, professors and industry partners.

Access to SSBM e-Library and ESBCO (largest provider of research databases, e-

journals, magazine subscriptions, e-books and discovery service) is provided to all
students. SSBM Librarian is available to all students to further advance their
access to literature.

5. Grading system

Grade elements are described in the course syllabus and consist of formative and
summative assessments.

The numerical assessment at a module level is expressed in the following whole

grade points and half-grade points in between:

6 = very good
5 = good
4 = sufficient
3 = insufficient (fail)
2 = weak (fail)
1 = very weak (fail)
A grade of 4.0 is equivalent to 60% of the minimum possible performance:

Percent Grade 6.0 Scale

95-100 6.0
90-94 5.5
 85-89 5.0
80-84 4.5
60-79 4.0
50-59 3.5
40-49 3.0
30-39 2.5

Additional conversion table for 4.0 and letter grade scales (for international
students):

Letter Grade Percent Grade 4.0 Scale

A 90-100 4.0
B 80-89 3.0
C 70-79 2.0
D 60-69 1.0
F < 60 0.0

The exam is passed if the total number of points equals to or is above 60.

6. Regular exam deadlines

If the student fails the 1st exam deadlines, he/she can attend regular
examinations.

• Students who do not pass the exam in the 1st deadline take the next regular
exam.
• Number of times the student can take the exam is 3+1, where the last one
is considered as a commission exam. If the student fails, the commission
exam he/she has to enroll in the course one more time.
• Commissions exam is held through the commission.
• Commission exam cannot be cancelled.
• Grade achieved on the exam is considered to be the final grade of the
student.

If the student decides to refuse the grade achieved on the exam, he/she is
obligated to communicate his/her decision to the head of the course and take
another exam.
7. Program Outcomes

Master’s core Learning Outcomes applicable to all Masters:

• Graduating students will demonstrate fundamental knowledge of the

functional areas of business
• Master students will be able to demonstrate proficiency in technical and
digital literacy.
• Master students will demonstrate effective teamwork and leadership roles
• Master students will demonstrate good written and oral communications
skills
• Master students will be able to communicate effectively and efficiently
• Master students will acquire analytical skills

Program-specific Learning Outcomes:

• Advanced AI Proficiency: Graduates will demonstrate mastery of advanced

artificial intelligence concepts and techniques, including machine learning
algorithms, deep learning architectures, and natural language processing
systems.
• Data-Driven Decision Making: Graduates will be adept at leveraging AI-
driven data analysis to inform strategic decision-making processes,
optimize business operations, and drive organizational performance
improvements.
• Ethical AI Implementation: Graduates will possess the knowledge and
skills to ethically design, develop, and deploy AI solutions, ensuring
compliance with legal and regulatory frameworks and mitigating potential
risks associated with AI technologies.
• Innovation Leadership: Graduates will be equipped to lead innovation
initiatives leveraging AI technologies, driving organizational growth and
competitive advantage through the development of cutting-edge AI-driven
products, services, and business models.
8. Program Curriculum

Course
Course Lecturer ECTS
ID
37079 Business IT (BIT02) Minja Bolesnikov 6
26909 Introduction to Artificial Intelligence for Aco Momcilovic 5
Managers (ITAI01)
37064 Artificial Intelligence in HRM Angelina Njegus 7
37065 Artificial Intelligence in Marketing (AIM01) Angelina Njegus 6
26657 Data Analytics and Decision Making (DADM01) Mario Silic 6
Applied Artificial Intelligence in Business TBD 6
Generative AI TBD 6
26908 Big Data and Data Science (BBD01) Sabrina Suman 6
36984 Innovative technology-driven value creation Xavier de Leymarie 7
(ITDVC01)
26813 Data Visualization and Storytelling with Data Mario Silic 5
(DVSD01)
TOTAL: 60
Course Descriptors
BUSINESS IT
Course Description

The Business IT course is designed to provide MBA students with a comprehensive

understanding of the role of Information Technology (IT) in modern businesses.
This course explores the fundamental concepts, strategies, and practices that
enable businesses to effectively leverage IT for competitive advantage,
operational efficiency, and innovation. Through a combination of theoretical
knowledge, practical applications, and case studies, students will gain insights into
IT governance, project management, business process optimization, enterprise
systems, risk management, cybersecurity, and emerging technologies

Course objectives

This course aims to equip students with the skills and knowledge necessary to
navigate the complex intersection of business and IT, enabling them to make
informed decisions and drive technological advancements within organizations.
Students will learn to develop and implement planning and goal frameworks for
IT strategy, IT projects, business processes, enterprise systems, IT risk
management, and emerging technology projects.

Course Learning Outcomes

By the end of the module students will be able to:

• Explain Organizational Behaviour model and how various aspects of

organization work together and create human output
• Understand what part of inner aspect is responsible for individual's
behaviour
• Know how to detect a problem and find the best solution
• Develop interpersonal and team skills
• Evaluate the benefits and challenges of alternatives to achieve high
performance at the individual, team, and organizational level
• Find the right person for specific team or organization
• Evaluate ethical issues as related to organizational behaviour.
• Examine challenges of effective organizational communication
• Assess the impact that a company's structure and design can have
on its organizational behaviour

Overview of student workload

Learning activities Number of ECTS

Hours Allocation
• Lectures – Video material 3.0 0.1

• Readings – literature, 75 3.0

reading assignment and
literature
• Video tutorials 2 0.1
 • Individual study 20 0.8
• Learning for final 50 2.0
assignment + time for
solving

Course materials and textbooks

Main literature:

"Corporate Culture and Performance" by John P. Kotter and James L. Heskett

"Good to Great: Why Some Companies Make the Leap... and Others Don't" by
Jim Collins

Additional literature

"Built to Last: Successful Habits of Visionary Companies" by Jim Collins and Jerry
Porras

"Drive: The Surprising Truth About What Motivates Us" by Daniel H. Pink

"Delivering Happiness: A Path to Profits, Passion, and Purpose"

"The Advantage: Why Organizational Health Trumps Everything Else In

Business" by Patrick Lencioni

"Corporate Culture and Performance" by John P. Kotter and James L. Heskett

INTRODUCTION TO AI FOR MANAGERS

Course Description

Artificial Intelligence has become a buzzword many years ago. In the recent
decade we are witnessing rapid rise in AI research, development and application.
AI as a field has become much more than just software development – engineering
and technical issue. Many more fields are getting included in this area, and making
significant contribution from economic, philosophical, ethical, or social side. Ways
to get included are growing, as are the concerns about mismanagement of future
AI projects and services. We believe that is a good time to learn and expand
knowledge of people in business about different aspects of AI. Aim of this course
is to combine scientific research on different AI related topics, with different
business analytics and predictions, and to maximize understanding by use of
different sources.

We are always open for questions, discussions and suggestions of our students
through especially e-mail communication.

Course objectives

Explore different definitions of AI as a basis for exploration of different aspects

and approaches. Ger familiar with the widely used AI connected terminology.
Position AI development in the broader context of digitalization and tech
development that is progressing in the last few decades. Get an overview of the
main technologies that are used in the AI projects. Get familiar with already
existing best practices and areas of implementation of AI. Discuss economic and
social consequences for different countries and be able to compare them. Put the
development of AI technologies in the broader geopolitical framework. Identify
most common ethical questions about AI development. Raise awareness about
already existing international regulations or recommendations that are applied to
AI. Discuss different career paths for non-engineering positions that are required
in the AI projects.

Course Learning Outcomes

After this course, the students will be able to:

• Compare different definitions and choose most suitable for your business.
• Understand interconnectedness of different technologies and areas of
implementation.
• Create new ideas about AI products and services.
• Create broader framework about consequences of AI and its development
on the geopolitical and economic level.
• Get inspired to explore AI field further.
• Gather number of sources for additional AI education.
• Think about impact of AI and new technologies in the broader global
context, and on the different levels: from individual to company to country
level

Overview of student workload

Learning activities Number of ECTS

Hours Allocation
● Video material 0.2
4

● Preparations for the practical 10 0.4

work
● Readings (presentation and 60 2.4
literature)

● Learning for final assignment + 50 2.0

time for solving

Course materials and textbooks

Main literature:
1. Artificial Intelligence – A Modern Approach (3rd Edition)
2. Machine Learning for Dummies
3. Make Your Own Neural Network
4. Machine Learning: The New AI
5. Fundamentals of Machine Learning for Predictive Data Analytics:
Algorithms, Worked Examples, and Case Studies
ARTIFICIAL INTELLIGENCE IN HRM
Course Description

The course "Artificial Intelligence in Human Resource Management" provides

students with a comprehensive understanding of how Artificial Intelligence (AI)
intersects with Human Resource Management (HRM). The introductory section
covers the main areas affecting the transformation of human resources (HR), such
as the historical and technological context of industrial revolutions, including the
impact of the Fifth Industrial Revolution (5IR) and Society 5.0; the
transformational dynamics of the digital economy, which includes the shared, gig
and platform economy; as well as the evolution of computing technologies, from
the Internet and Cloud computing to IoT and Big Data computing to Cognitive
computing. Further, the levels of AI applications in HRM are explored, from
traditional to intelligent HR systems.

Course objectives

The core part of the course focuses on artificial intelligence and machine learning,
examining algorithms such as supervised, unsupervised, and reinforcement
learning, and their application to HRM through case studies. This course gives
students insight into using artificial intelligence for strategic human resource
management practices.

Course Learning Outcomes

The course has the following learning outcomes and goals:

1. Understand the historical context and technological advancements driving

the evolution of industrial revolutions, with a specific focus on the
implications of the Fifth Industrial Revolution (5IR) and Society 5.0 for
human resource management (HRM).
2. Explore the transformative dynamics of the digital economy,
including shared, gig, and platform economies, and analyze their impact
on contemporary organizational structures and workforce dynamics within
HRM contexts.
3. Examine the evolution of computing technologies, ranging from
Internet and IoT computing to cloud, Big Data and cognitive computing,
and understand their role in shaping the infrastructure of AI-driven HRM
systems.
4. Identify and analyze the levels of AI applications in HRM systems,
transitioning from traditional HR management systems to intelligent
platforms.
5. Gain insight into the fundamentals of artificial intelligence and machine
learning, including supervised, unsupervised, and reinforcement learning
algorithms, and explore their practical applications in HRM through case
studies and examples.
6. Develop the ability to critically evaluate and select appropriate AI
technologies and applications for enhancing strategic HRM practices,
 enabling students to effectively leverage AI to address contemporary HRM
challenges and opportunities.

Overview of student workload

Learning activities Number of ECTS

Hours Allocati
on
• Lectures – PowerPoint 15 0.6

• Lectures – Video material 5 0.2

• Lectures – Reading part 40 1.6

• Preparations for the lectures 15 0.6

• Individual study for additional 10 0.4

activities (presentations,
seminars, projects, debating,
reporting etc.)
• Learning for final assignment + 40 1.6
time for solving

Course materials and textbooks

Main literature:

1. Eubanks, B. (2022) Artificial Intelligence for HR: Use AI to support and

develop a successful workforce. 2nd Edition. New York: Kogan Page Limited.

2. Ghosh, S., Majumder, S., and Kumar Das, S. (Eds.). (2024). Artificial
Intelligence Techniques in Human Resource Management. CRC Press
Taylor&Frances Group.

3. Strohmeier, S. (2022) Handbook of Research on Artificial Intelligence in

Human Resource Management. Cheltenham (UK): Edward Elgar Publishing
Limited.

Additional readings:

1. Tyagi, P., Chilamkurti, N., Grima, S., Sood, K. Balusamy, B. (2023) Emerald
Publishing Limited.

(Students must register to SSBM Connect to access EBSCO materials.)

SSBM web platform

Presentations, seminars, and additional materials for class participation (case

studies, additional readings, etc.)
ARTIFICIAL INTELLIGENCE IN MARKETING
Course Description

The course "Artificial Intelligence in Marketing" provides students with a

comprehensive understanding of how to apply advanced artificial intelligence
techniques in marketing strategies and practices. Through this course, students
explore the historical evolution of marketing from traditional to intelligent
approaches, examining the pivotal role of computing advancements and the
Internet. Through a detailed exploration of AI concepts and machine learning
algorithms, students learn to utilize data-driven insights to enhance marketing
campaigns, customize user experiences, and forecast consumer behaviours.
Moreover, the course aims to acquaint students with intelligent marketing
applications such as Marketing Intelligence Systems, Neuromarketing, and the
integration of robotics in marketing. By analyzing case studies and practical
implementations, students cultivate critical thinking skills essential for innovation
and adaptation in the dynamic field of AI-driven marketing. Ultimately, the course
empowers students to excel in the rapidly evolving domain of digital marketing by
leveraging the capabilities of artificial intelligence and cutting-edge technologies.

Course objectives and Learning Outcomes

The course has the following learning outcomes and goals:

• Understanding the Evolution of Marketing: Students will gain a
comprehensive understanding of the historical progression of
marketing from traditional methodologies to intelligent approaches,
tracing the impact of computing advancements and the Internet on
marketing strategies.
• Mastery of Artificial Intelligence Concepts: Through detailed
exploration and study, students will develop a strong grasp of
artificial intelligence concepts, including its various fields, levels,
and applications in marketing contexts.
• Proficiency in Machine Learning Algorithms: Students will become
proficient in various machine learning algorithms used in marketing,
including but not limited to association, Naive Bayes, clustering,
decision trees, time series analysis, neural networks, linear
regression, and text mining.
• Application of AI in Marketing Strategies: By analyzing case studies
and practical examples, students will learn to effectively apply
artificial intelligence techniques to optimize marketing campaigns,
personalize user experiences, predict consumer behaviours, and
enhance overall marketing performance.
• Exploration of Intelligent Marketing Applications: Students will
explore the diverse applications of artificial intelligence in
marketing, including Marketing Intelligence Systems,
Neuromarketing, and the integration of robotics in marketing
practices.
Overview of student workload

Number ECTS
Learning activities of Allocation
Hours
● Lectures – Powerpoint 0.6
15
● Lectures – Video material 0.2
6
● Lectures – reading part 2.4
60
● Preparations for the lectures 15 0.6
● Individual study for additional 15 0.6
activities (presentations, seminars,
projects, debating, reporting etc.)
● Learning for final assignment + time 40 1.6
for solving

Course materials and textbooks

Main literature:
Kumar, V. (2021) Intelligent Marketing: Employing New-Age
Technologies. SAGE Publications Pvt. Ltd.
Sterne, J. (2017) Artificial intelligence for Marketing: Practical
Gentsch, P. (2019) AI in Marketing, Sales and Service. Cham: Palgrave
Macmillan, Springer.

Additional readings:
Akerkar, R. (2019) Artificial Intelligence for Business. Cham (Switzerland):
Springer.

DATA ANALYTICS AND DECISION MAKING

Course Description

This course provides a conceptual and practical overview of analytical tools,

techniques, and practices used to support data driven decision making in an
organization. It places an emphasis on working with data, databases, and
performing and interpreting descriptive analytics and visualization techniques in
the context of contemporary, data- rich decision-making environments including
various business and management applications and contexts.

Course objectives

The goal of this course is to help you develop your skills as a data-savvy manager
who are managers that are not necessarily data-science experts, but understand
what analytics can and cannot do, how to ask the right questions, and, most
importantly, how to interpret data to make better decisions. To that end, we will
study several basic analytics techniques, focusing on how you, yourself, can apply
them in practice, interpret their output, build intuition, and leverage them in
decision-making. Specifically, we will focus on Data Exploration, Data Aggregation,
Data Visualization, various analytics and software tools such as Excel, Power
Query, Power BI, Python, SQL, Azure ML, Machine Learning, etc. From various
data sets you will be able to give sense to data and convert data into a manageable
insight for decision-making.

Course Learning Outcomes

At the end of this course, you will be able to:

• Explain the key ideas behind fundamental techniques in data
analytics, including dashboarding, visualization, classification,
aggregation of data
• Identify new opportunities to use these techniques across business
domains to guide decision-making
• Apply these techniques to novel problems using a combination of
Excel, Power Query, Power BI, SQL, Python or machine learning
• Formulate and communicate actionable business recommendations
based upon your analysis, including its limitations
• Critically assess the validity of analytics-based recommendations in the
context of specific business decisions

Overview of student workload

Learning activities Number of Hours ECTS Allocation
Lectures – videos 5.5 0.2

● Problem Solving 30 1.2

Exercises –
Excel
· Preparations for the 20 0.8
lectures

Preparations for the practical 20 0.8

work
• Readings 35 1.4
(presentations/lectures
and literature
· Learning for final 40 1.6
assignment + time for
solving

Course materials and textbooks

A First Course in Database Systems (3rd Edition), Jeffrey D. Ullman,

Jennifer Widom, Pearson (2007). ISBN-10: 013600637X
 [Companion page]
Business Analytics (2nd Edition), James R. Evans, Pearson (2015).
ISBN-10: 0321997824. [Pearson web site]
Data Analysis Using SQL and Excel, Gordon S. Linoff, second edition,
Wiley Publishing (2015). ISBN-10: 111902143X [Companion page]

Additional learning resources:

SQLite page (with documentation and tutorials)

SQLite Tutorial (Tutorials point)
Using SQLite in Python
Using SQLite in R
SQL Tutorial (Tutorials point)
Database Systems: The Complete Book by Hector Garcia-
Molina, Jeff Ullman, and Jennifer Widom. Companion web
site.
Database Management Lecture by Jennifer Widom
7 Steps to Mastering SQL for Data Science (KDnuggets)

BIG DATA AND DATA SCIENCE

Course Description

The main problem in today's business world is the management and use of new
forms of huge amounts of data. Big Data, Big Data Analytics as well as Data
Science in general are very topical in terms of business value, human resources
and skills management. Managers should know what resources are required to
gain a competitive advantage with information derived from Big Data analytics.
There is also a shortage of data science experts and it is important to focus on
producing a workforce with the appropriate skills.

Course objectives

This course will introduce many aspects of the Big Data era and the
importance of data science, as well as many practical methods with
examples.
Course Learning Outcomes

Learning objectives Learning outcomes

1 To understand the context, role Explain the characteristics and context of Big
and implications of Big data. Data era and its implications on all industries
and living
2 To discuss various data types Discuss data types and the main analytical
and methods of analyze them challenges today

3 To provide knowledge about Identify possible areas and fields where Big
potential of exploiting data and Big
Big data data analysis has major influence
4 To develop some specific Explain a set of key functions, roles and
knowledge and skills in Big data competences in organizations to benefit from
management and Big data Big Data.
strategy creation
5 To provide knowledge how to Discuss importance of a Big Data strategy for
gain competitive advantage capturing the value of massive quantities of
using Big data analytics data

To gain knowledge and skills Explain the design of

related to various analytics contemporary Big Data architectures
methods and discuss their benefits.
To understand and create a Explain fundamental Big Data algorithms and
machine learning model processing techniques
Apply the appropriate techniques to discover
valuable information from Big data.
Understand the main machine learning
methods in relation to Big Data and apply it on
given dataset

Overview of student workload

Learning activities Number of ECTS

Hours Allocation
• Lectures – PowerPoint 5 0.2

• Lectures – Video material 15 0.6

• Lectures – Reading part 20 0.8

• Preparations for the lectures 10 0.4

• Individual study for 50 2

additional activities
(presentations, seminars,
projects, debating,
reporting etc.)
• Learning for final 50 2
assignment + time for
solving
Course materials and textbooks

Main literature:
1. Bernard Marr, Data strategy - how to profit from a world of big data,
analytics and artificial intelligence, Kogan Page; 2nd edition (2022)
2. Big Data in Practice: How 45 Successful Companies Used Big Data
Analytics to Deliver Extraordinary Results, Wiley, 2016

Additional literature:
1. Peter Bruce and Andrew Bruce , Practical Statistics for Data Scientists,
O’Reilly Media,2017

SSBM web platform

Presentations, seminars and additional materials for class participation

Web

https://bernardmarr.com/ https://journalofbigdata.springeropen.com/
https://www.analyticsvidhya.com/ https://www.guru99.com/what-is-big-
data.html https://towardsdatascience.com/ https://hadoop.apache.org/

INNOVATIVE TECHNOLOGY DRIVEN VALUE

CREATION
Course Description

This class will explore the different forms of technologies available for the
Hospitality Industry and their evolution through time, with a particular emphasis
on the creation of value for a company. Case studies will be analysed based on
adapted strategic models in order to reflect on the creation of value such as the
traditional Michael Porter’s 5 forces (1979) and the value chain (cited in Murders,
2019) , but also the technology acceptance model (Venkatesh and Davies, 1986-
2000), and the Business Technology Standards (Huovinen et al., 2021). With this
class, students will acquire contemporary knowledge on how to use best the latest
technologies to drive value for businesses.

Students are required to follow online lectures and case studies and be prepared
for the course by reading the given reading materials. Students are expected to
actively watch all online lectures and case studies and are recommended to consult
with the listed literature.

Lecturers are available for clarifying students’ queries, are open for discussion and
reachable via e-mail or online meeting tools (Teams, Zoom…)

Course objectives

• Students will acquire extensive knowledge about types of technolgies

 • Students will acquire knowledge about the different forms of value creation.
• Students will get a knowledge on technology value creation application in
real-life business scenario.

Course Learning Outcomes

The aim of the course is to provide to students an extensive definition of the

types of technologies available for companies. A specific focus will be done on
concrete applications of technologies and their definition will be based on the
potential business opportunity.

The aim of the course is also to link each type of technology previously defined
according to the relevant business opportunity, with the concrete measure of
value created. Different forms of value will be covered with specific case studies,
such as external values (brand image, customer loyalty) and internal values
(cost leadership, process efficiency). Relevant Key performance indicators will be
associated to the type of value created through innovative technology.

Knowing what innovative technology can create the best value of our business is
key to success. The students will learn to identify key opportunities, to evaluate
them from different angles and will learn how to apply a suitable value creation
strategy, based case studies and best industry practices.

Overview of student workload

Number ECTS
Learning activities of Allocation
Hours
● Lectures – video part 0.2
5
● Lectures-practical part 75 3.0
repeating and reading

● Preparations for the lectures 45 1.8

● Learning for final assignment + 50 2.0

time for solving

Course materials and textbooks

Main literature:
Bergeron P. (2019) Making the Scale: The Relationship Builder vs. The
Challenger, National Apartment Association [blog] available at
https://www.naahq.org/making-sale-relationship-builder-vs-
challenger#:~:text=The%20difference%20is%20best%20described,when%
20the%20buyer%20is%20uncomforta ble, last accessed on August 23rd,
2023.
Bossen K. (2020) Emotion AI - the artificial emotional intelligence, Dmexco
[online article] last assessed the 21st of May, 2021, available at
[https://dmexco.com/stories/emotion-ai-the-artificial-emotional-
intelligence/#:~:text=Emotion%20AI%2C%20also%20known%20as,emoti
ve%20channels%20of%20human%2 0communication.]

Burns, P. (2022) Entrepreneurship and small business: Start-up, growth and

maturity. London: Red Globe Press an imprint of Macmillan Education Limited.

Caniëls, M.C.J. and Rietzschel, E.F. (2015) Organizing creativity: Creativity

and innovation under constraints, Creativity and Innovation Management,
24(2), pp. 184–196. doi:10.1111/caim.12123.

Clegg, S, Carter, C, Kornberger, M and Schweitzer, J (2011) Strategy: Theory

and Practice. London: Sage.

Chourasia S., Tyagi A., Pandey S.M., Walia R.S., Murtaza Q. (2022)
Sustainability of Industry 6.0 in Global Perspective: Benefits and
Challenges, Mapan-Journal of Metrology Society of India (June 2022)
37(2):443-452, available at https://doi.org/10.1007/s12647-022-00541-w

Chuttur, M. (2009) Overview of the Technology Acceptance Model: Origins,

Developments and Future Directions. All Sprouts Content. 290.

Dana, L.-P., Salamzadeh, A. and Davis, C. (2023) Blue Ocean versus Red
Ocean Strategy [Preprint]. doi:10.4135/9781071905173.

De Bruin L. (2021) Porter’s Generic Strategies: Differentiation, Cost

Leadership and Focus, B2U, [blog entry] available at https://www.business-
to-you.com/porter-generic-strategies-differentiation-cost-leadership- focus/,
last accessed August 19th 2023.

Gillis, M. (2023) Amazon AI, TechTarget [blog]

available at
[https://www.techtarget.com/searchaws/definit
ion/Amazon-AI], March 2023.

Gupta S. (2023) Business Models: Inside Amazon’s Growth Strategy,

[podcast] by M. Brian Kenny, Harvard Business Review, Episode 13, July
5th 2023, available at https://hbr.org/podcast/2023/07/inside-amazons-
growth-strategy

Grant, (1991), The Resource- Based Theory of Competitive Advantage:

Implications for Strategy Formulation, California Management Review,
33(3):114-35

Grundy, T. (2006) Rethinking and reinventing Michael

Porter's five forces model, Strategic Change 15 (5) pp.213-
229, Chichester: Wile

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DATA VISUALIZATION AND STORYTELLING

WITH DATA
Course Description

This course will cover the fundamentals of effective data-driven storytelling.

Students will learn how to detect and articulate the stories behind data sets and
communicate data findings in visual, oral, and written contexts for various
audiences and publics. Students will become familiar with associated tools.

Students are required to follow online lectures and case studies and be prepared
by reading the given reading materials. Students are expected to actively watch
all online lectures and case studies.

We are always open for questions, discussions and suggestions of our students
through especially e-mail communication or if necessary by telephone.

Course objectives

This course teaches students the skills necessary to be effective Data

Storytellers. They will learn how to locate and download datasets, extract
insights from that data and present their findings in a variety of different
formats. Students will learn how to “connect the dots” in a dataset through
visual data analysis and find the narrative thread that both explains what’s going
on and engages their audience in a story about the data. Moreover, students will
learn how to tell data stories in different ways for different audiences and
stakeholders.
Course Learning Outcomes

By the end of this course, students will be able to:

• Detect and understand the stories within datasets and extract insights
from that data.
• Effectively present data visually to enhance audience comprehension of
findings and insights.
• Apply data visualization best practices to their work, including choosing
the right chart type for the situation and avoiding visualization
techniques that can mislead an audience.
• Act as a data-driven visual storyteller for optimal presentation of
trends, patterns and insights
• Effectively communicate insights about data in various formats,
including oral presentations, written reports and interactive
visualizations
• Prepare professional business reports and make effective client
presentations of their work
• Explain the importance of communication skills and competencies for
individuals who serve as data analysts

Overview of student workload

Learning activities Number of ECTS Allocation

Hours
Lectures – videos 3 0.1

Lectures – reading part 30 1.2

Preparations for the lectures 20 0.9

Reading part (literature and 50 2.0

pre- reading links)

Learning for final assignment 25 1.0

+ time for solving

Course materials and textbooks

Main literature:
1. Storytelling with Data: A Data Visualization Guide for Business
Professionals by Cole Nussbaumer Knaflic
2. J. C. Van Horne, J. M. Wachowicz, Jr.Fundamentals of Corporate finance
(Prentice Hall),.
3. J. Berk, P. DeMarzo : Corporate finance. Pearson Education.
Additional literature:
1. Asquith, P., & Weiss, L. A. Lessons in corporate finance: A case studies
approach to financial tools, financial policies, and valuation. John Wiley & Sons.
2. Wahlen, J., Baginski, S., & Bradshaw, M. Financial reporting, financial
statement analysis and valuation. Nelson Education.
3. Corporate finance Raymond Am. Brooks, pearson
4. Corporate finance Sheridan Titman, Arthur aj. Keown and John d. Martin,
Pearson
SSBM web platform
Presentations, seminars and additional materials for class participation (case
studies, excel cases etc)