Business Analytics

MBBA327L

COURSE CONTEXT
SCHOOL School of Management VERSION NO. OF Version 3
CURRICULUM THAT
THIS COURSE IS A
PART OF
DEPARTMENT Management DATE THIS COURSE August 2023
WILL BE EFFECTIVE
FROM
DEGREE BBA VERSION NUMBER OF Version 1
THIS COURSE

COURSE BRIEF
COURSE Business Analytics PRE- None
TITLE REQUISITES

COURSE MBBA327L TOTAL CREDITS3

CODE
COURSE Core Elective L-T-P FORMAT 3 0 0
TYPE

COURSE SUMMARY

The 45-hour course on Business Analytics introduces students to the fundamentals of using
data to support decision-making in business. Students will learn how to collect and analyze
data, create visualizations and dashboards, and develop predictive models. The course
focuses on understanding the basics of business analytics, data analysis techniques, and
effective communication of insights and recommendations.
PROGRAM OUTCOMES (PO)
PO1: Application: Remember functional business knowledge and apply managerial skills in
changing business environment

PO2: Critical Thinking: Demonstrate critical thinking skills to address diverse business
challenges and opportunities

PO3: Communication: Practice effective communication with different stakeholders

PO4: Lifelong Learning: Demonstrate commitment to continuous learning

PO5: Ethics: Relate and follow professional and ethical principles

PROGRAM-SPECIFIC LEARNING OUTCOMES (PSO)

By the end of this degree program, students should have the following knowledge, skills and
attitudes:

PSO1: Applying Business Administration knowledge in the following domains: Marketing,

Finance, Entrepreneurship, Human Resources, International Finance and Accounting and
International Business

PSO2: Engaging in self-development and independent lifelong learning

PSO3: Practicing ethical decision making for sustainable benefit to the Business, Society and
Environment

COURSE OUTCOMES (CO)

CO1: Upon completion of the Business Analytics course, students will be able to understand the
basics of business analytics and its role in decision making. They will gain knowledge about various
data analytics techniques and how they can be applied to solve real-world business problems.

CO2: By the end of the course, students will be able to identify and collect relevant data for a given
business problem. They will learn different methods of data collection and how to clean and prepare
data for analysis, ensuring its quality and suitability for decision-making processes.

CO3:After completing the course, students will be proficient in analyzing data using various
statistical and visualization techniques. They will learn how to interpret descriptive statistics, perform
exploratory data analysis, and visualize data effectively to gain insights and make data-driven
decisions. Additionally, they will be introduced to data mining techniques and advanced data
visualization tools.

CO4: Upon successful completion of the course, students will be able to develop predictive models
and assess their accuracy. They will learn various predictive analytics techniques, such as multiple
linear regression, logistic regression, decision trees, clustering, and time series forecasting. Students
will be able to apply these models to make predictions and evaluate their performance to make
informed business decisions.
CO5: By the end of the course, students will be able to communicate insights and recommendations
effectively from data analysis. They will acquire the skills to present data-driven insights in a clear
and understandable manner using visualizations, dashboards, and storytelling techniques. Students
will understand the importance of effective communication in the decision-making process and its
impact on stakeholders.

CO6: After completing the course, students will have a comprehensive understanding of data
storytelling and presentation. They will be able to create effective presentations that communicate
complex data analysis results concisely and persuasively. Students will demonstrate the ability to
deliver compelling narratives based on data, providing actionable insights to key stakeholders.

Syllabus
Module Details Hour CO Mapping
s

Module 1 A: Understanding Analytics 3 CO1

- Definition and Importance
- Basics of Business Analytics

B: Data Collection and Preparation 3 CO2

- Data Collection Methods
- Data Cleaning and Preparation

/Module 2 A: Data Visualization 3 CO1, CO3, CO5

- Types of Charts and Graphs
- Best Practices for Data Visualization

B: Introduction to Predictive Analytics 3 CO1, CO4

- Types of Predictive Models
- Model Selection and Validation

Module 3 A: Multiple Linear Regression 3 CO4

- Assumptions and Interpretation
- Model Building and Selection

B: Classification Models 3 CO4

- Logistic Regression
- Decision Trees

Module 4 A: Clustering Models 3 CO4

- K-means Clustering
 - Hierarchical Clustering

B: Time Series Forecasting 3 CO4

- Trend Analysis
- Seasonal Decomposition

Module 5 A: Data Storytelling and Presentation 3 CO5, CO6

- Creating Effective Presentations
- Communicating Insights and CO5
Recommendations

B: Review and Catch-Up 3 All CLOs

Module 6 A: Data Mining Techniques 3 CO3, CO4

- Association Rules
- Clustering

B: Big Data Analytics 3 CO1, CO2, CO3

- Introduction to Big Data
- Data Storage and Processing

Module 7 A: Advanced Data Visualization 3 CO3, CO5

- Interactive Dashboards and Storytelling
- Visual Analytics Techniques

B: Final Project Presentation and Assessment 6 All CLOs

In this table, all the Modules are listed along with their respective details, hours, and Course Outcome
(CO) mapping.

CO – PO / PSO MAPPING

COs → POs PO1 PO2 PO3 PO4 PO5

CO1  

CO2    

CO3   

CO4  

CO5 
 CO6 

H: High / M: Medium /L: Low

STUDIO WORK / LABORATORY EXPERIMENTS:

1. Data Collection and Preparation:
 Studio Work: Students can be given real-world datasets or simulated data to practice
data collection methods, data cleaning, and data preparation techniques. They can
work with data from various sources and learn to handle missing data, outliers, and
data normalization.
2. Data Visualization:
 Studio Work: Students can create visualizations and charts using tools like Excel,
Jamovi,Orange or Python libraries like Matplotlib and Seaborn. They can visualize
different types of data (numerical, categorical, time-series) and practice presenting
data insights effectively.
3. Predictive Analytics:
 Laboratory Experiment: Students can work on building predictive models using
regression techniques and classification algorithms. They can apply these models to
predict outcomes based on provided datasets and evaluate their accuracy.
4. Clustering and Segmentation:
 Laboratory Experiment: Students can explore clustering algorithms like K-means and
Hierarchical Clustering. They can apply clustering techniques to segment customers
or data into groups based on similarities and interpret the results.
5. Time Series Analysis:
 Laboratory Experiment: Students can analyze time series data using various
forecasting methods. They can perform trend analysis, seasonal decomposition, and
create forecasts to predict future trends.
6. Big Data Analytics:
 Laboratory Experiment: Introduce students to big data tools like Apache Hadoop and
Spark. They can work with large datasets to understand data storage, processing, and
perform basic analysis on big data.
7. Data Mining Techniques:
 Laboratory Experiment: Students can explore association rule mining and use it to
find interesting relationships among data items. They can also apply clustering
techniques to group similar data instances.
8. Final Project:
 Studio Work: The final project can be a hands-on assignment where students work on
a real-world business problem using the concepts learned throughout the course. They
 will collect, clean, analyze, and visualize data, build predictive models, and present
their findings to the class.

TEXTBOOKS/LEARNING RESOURCES:
Textbooks:
1."Business Analytics: Data Analysis & Decision Making" by Christian Albright, Wayne
Winston, and Christopher Zappe - This comprehensive textbook covers various data analysis
techniques, predictive modeling, and decision-making using real-world examples and case
studies.
2."Data Science for Business: What You Need to Know about Data Mining and Data-
Analytic Thinking" by Foster Provost and Tom Fawcett - This book provides a practical
introduction to data science concepts and their applications in business analytics, including
data mining and machine learning techniques.
3."Data Analytics: An Introduction" by S. Christian Albright and Wayne L. Winston - This
introductory book covers fundamental concepts in data analytics, including descriptive
statistics, data visualization, and predictive modeling.
4."Introduction to Data Science: A Python Approach to Concepts, Techniques, and
Applications" by Laura Igual and Santi Seguí - This book focuses on data science techniques
using the Python programming language and covers various data analysis and machine
learning algorithms.
5."Data Analysis Using SQL and Excel" by Gordon S. Linoff and Michael J. A. Berry - This
book introduces students to data analysis using SQL and Excel, providing practical skills for
data manipulation and analysis.

Learning Resources:
1.Online Courses: Platforms like Coursera, Udemy, and edX offer various online courses on
Business Analytics and Data Science. Students can explore courses from reputable
institutions to deepen their understanding and gain additional insights.
2.Data Visualization Tools: Students can explore free data visualization tools such as Tableau
Public, Google Data Studio, or Microsoft Power BI to practice creating interactive
visualizations and dashboards.
3.Kaggle Datasets: Kaggle is a platform that hosts datasets and data science competitions.
Students can access real-world datasets from Kaggle to practice data analysis and predictive
modeling.
4.DataCamp: DataCamp offers interactive courses and tutorials on data analysis, machine
learning, and data visualization using Python and R. It's a great resource for hands-on
learning.
5.Business Analytics Blogs: Following business analytics blogs and websites like Towards
Data Science, KDnuggets, and Analytics Vidhya can keep students updated on the latest
trends, techniques, and case studies in the field.

REFERENCE BOOKS/LEARNING RESOURCES:

Reference Books:
1."Data Analytics Made Accessible" by Anil Maheshwari - This book provides a practical
and accessible introduction to data analytics concepts, tools, and techniques, making it
suitable for students with varying levels of technical background.
2."Data Smart: Using Data Science to Transform Information into Insight" by John Foreman
- This book explores practical data analysis techniques and data science concepts through
real-world examples and case studies.
3."Storytelling with Data: A Data Visualization Guide for Business Professionals" by Cole
Nussbaumer Knaflic - This book focuses on data storytelling and effective data visualization,
helping students communicate data insights in a compelling and impactful way.
4."Data Science for Business: Proven Techniques for Decision-Making and Analytics" by
Foster Provost and Tom Fawcett - This book provides a practical guide to using data science
techniques for business decision-making, including data mining, machine learning, and
predictive modeling.

Additional Learning Resources:

1.Analytics Tools: Encourage students to explore analytics tools such as R, Python, and Excel
with add-ons like Power Query and Power Pivot. They can also access online tutorials and
documentation for these tools.
2.Online Platforms: Platforms like DataCamp, LinkedIn Learning, and Pluralsight offer a
wide range of courses and tutorials on data analysis, data visualization, and machine learning.
Students can access these resources to deepen their skills.
3.Kaggle and Analytics Competitions: Participating in Kaggle competitions and other
analytics competitions can offer practical experience in solving real-world problems and
working with diverse datasets.
4.Data Visualization Resources: Students can explore blogs, webinars, and tutorials by data
visualization experts like Edward Tufte and Stephen Few to improve their data visualization
skills.
5.MOOCs (Massive Open Online Courses): Platforms like Coursera and edX offer courses
from universities and institutions worldwide on various data science and analytics topics.
6.Academic Journals and Research Papers: Encourage students to read research papers and
articles published in academic journals related to business analytics. This exposure can
deepen their understanding of advanced concepts.
7.Business Analytics Webinars and Workshops: Students can attend webinars and workshops
hosted by analytics professionals and industry experts to gain insights into the latest trends
and best practices.

TEACHING-LEARNING STRATEGIES
1.Lectures and Presentations: Conduct interactive lectures and presentations to introduce
theoretical concepts, frameworks, and real-world applications of business analytics. Use
visual aids, charts, and graphs to enhance understanding.
2.Hands-on Workshops: Organize hands-on workshops and laboratory sessions where
students can apply data analytics tools and techniques to real datasets. This provides practical
experience and reinforces theoretical knowledge.
3.Case Studies and Business Scenarios: Present case studies and business scenarios that
require data analysis and decision-making. Students can work in groups to analyze the data,
draw insights, and propose solutions.
4.Guest Lectures: Invite industry professionals and data analytics experts as guest lecturers
to share their experiences, challenges, and best practices in the field. This exposure bridges
the gap between academia and industry.
5.Group Projects: Assign group projects that involve end-to-end data analysis tasks, from
data collection to presentation of findings. Collaborative projects promote teamwork and
communication skills.
6.Data Visualization Exercises: Organize data visualization exercises where students create
interactive dashboards and visualizations using tools like Tableau or Power BI. This enhances
their data storytelling abilities.
7.Online Learning Platforms: Encourage students to use online learning platforms like
DataCamp, Coursera, or edX to access supplementary materials, tutorials, and practice
exercises.
8.Data Hackathons and Competitions: Organize data hackathons or competitions where
students can compete in data analysis challenges. This fosters healthy competition and
stimulates creativity.
9.Peer-to-Peer Learning: Facilitate peer-to-peer learning by encouraging students to share
their insights, solutions, and best practices. This creates a collaborative learning environment.
10.In-Class Discussions and Debates: Engage students in in-class discussions and debates
on ethical issues, biases in data analysis, and the implications of data-driven decisions.
11.Feedback and Assessment: Provide timely feedback on assignments and projects to help
students understand their strengths and areas for improvement. Regular assessments help
track progress.
12.Real Data Analysis Projects: Collaborate with organizations to obtain real datasets for
analysis. Students can work on real-world business problems, gaining practical experience
and building their portfolios.
13.Field Visits and Industry Exposure: Arrange field visits to businesses or data analytics
firms to observe how analytics is applied in real-world settings. This exposes students to
diverse industry applications.
14.Reflection and Journaling: Encourage students to reflect on their learning journey and
maintain learning journals. This helps them solidify concepts and identify personal growth
areas.

EVALUATION POLICY
Components of Course Evaluation Percentage Distribution
Mid Semester Examination 30%
End Semester Examination 40%
Continuous Evaluation 30%
Total 100%