Lecture Plan of Fundamentals of Data Analytics Skills for Managers (BBA 504A)

of BBA 5th Semester

Contact: 6L
Credit: 6
Faculty: Mr. Sayan Majumder
Lecture Hours: 60

1. Course Outcomes

Sl. Course Outcome (CO)

1
identify three core types data analytical techniques i.e. exploratory,
No. descriptive, and
2
causal along
classify with its nature
the application and application.
of appropriate analytical techniques in appropriate
situation

3
relate themselves with importance, role and application of data analytics in
business domain.

4
articulate the basic concepts of statistical quality control

2. Program Outcomes

Program Outcomes (POs) Level

PO1 Apply fundamental concepts of business administration,
economics, accounting, marketing, and management to solve 2
organizational challenges.
PO2 Analyze business situations, evaluate alternatives, and make sound
decisions using data-driven and evidence-based approaches. 2
PO3 Demonstrate effective verbal and written communication skills for
business contexts, including presentations, reports, and interpersonal
interactions. 3
PO4 Recognize and practice ethical behavior, corporate social responsibility, 3
and sustainable practices in professional and personal decision-making.
PO5 Exhibit leadership qualities and the ability to work effectively in 3
diverse teams to achieve common organizational goals.
PO6 Understand the impact of global, economic, legal, and cultural 3
factors on business operations and demonstrate the ability to operate
in international markets.
PO7 Utilize modern tools, technologies, and software applications to 2
enhance organizational performance and decision-making.
PO8 Develop entrepreneurial thinking and innovation to identify, 2
analyze, and act on opportunities to create value.
PO9 Adapt to changes in the business environment and commit to 2
continuous personal and professional development.
PO10 Conduct business research, interpret data, and provide actionable 3
insights to improve business practices and strategies.
 3. Program Educational Objectives

Program Educational Objectives (PEOs) Level

PEO1 Students will develop strong foundational knowledge in business
administration and management, enabling them to pursue 2
successful careers in diverse fields such as marketing, finance,
operations, and entrepreneurship.
PEO2 Students will possess leadership qualities, critical thinking, and problem-
solving abilities to make informed decisions in dynamic and multicultural
business environments. 2
PEO3 Students will demonstrate ethical values and social responsibility, applying
3
principles of sustainability and inclusivity in personal and professional
endeavors.
PEO4 will excel in collaborative team settings and demonstrate effective
2
communication skills to lead and contribute to organizational success.

4. MAPPING COURSE OUTCOMES LEADING TO THE ACHIEVEMENT OF PROGRAM

OUTCOMES

Course Articulation Matrix (CAM)

CO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10
BBA504A.1 3 3 2 1 - 2 2 - - 3
BBA504A.2 3 3 2 1 - 2 3 - - 3
BBA504A.3 3 3 3 2 2 2 3 2 3 3
BBA504A.4 2 2 3 3 2 - - - 2 2
CO_avg 2.8 2.8 2.5 1.8 1.0 1.5 2.0 1.0 1.0 2.8

Strength of correlation between CO-PO: 3-High, 2-Moderate, 1-Low

% of students attaining 60%

Score
marks
COA Level >= 40 1
>= 50 2
>= 60 3
5. Syllabus

Syllabus Hours
1 Module 1: Introduction to Data Analytics: Definition, Role of data
analytics in business, tools used in data analytics, Application of 5
analytics in business.
2 Module 2: Data Collection and Data Pre-Processing Data Collection
Strategies – Data Pre-Processing Overview – Data Cleaning – Data
Integration and Transformation – Data Reduction – Data Discretization. 5
3 Module 3: Exploratory Data Analytics and Descriptive Statistics – Stem and
5
Leaf Diagram, Mean, Standard Deviation, Skewness and Kurtosis,
ANOVA. Some useful plots: Box Plots – Pivot Table – Heat Map.
4 Module 4: Correlation and Regression: Scatter Diagram – Karl
10
Pearson’s Correlation Coefficient – Rank Correlation - Correlation
Coefficient for Bivariate Frequency Distribution, Simple and
Multiple Regression: Introduction, Overview, Importance,
Application of Least Square Method, Model Evaluation through
Visualization: Residual Plot – Distribution Plot
5 Module 5: Logistic Regression: Discrete choice models, Logistic
5
Regression, Logistic Model Interpretation, Logistic Model
Diagnostics, Logistic Model Deployment
6 Module 6: Strategic Marketing Analytics: The STP framework, Value
10
generation through STP framework, Managing the segmentation
process, Segmentation in Real world: Cluster Analysis, Hierarchical
and Non-Hierarchical - K Means Clustering, Prediction of Customer’s
segment membership: Discriminant Analysis (DA), Two-Group DA.
7 Module 7: Quantitative Techniques used in Advanced Decision
10
Making: Multi-Criteria Decision Making [MCDM], Analytic
Hierarchic Processing [AHP], Using Excel Solver for Optimization
Techniques.
8 Module 8: Data Analysis using MS-Excel: What If Analysis, Goal
5
Seek Analysis
9 Module 9: Statistical Quality Control: Types of Inspection; Statistical
5
Quality Control – Acceptance Sampling and Control Charts.
 6. Lecture Plan

Module No. Topics Lecture Hours

 Introduction to Data Analytics: Definition 1
 Role of data analytics in business 1
 Role of data analytics in business 1
Module 1  Tools used in data analytics 1
 Application of analytics in business 1
 Previous Year Question Discussion 1
 Data Collection and Data Pre-Processing 1
 Data Collection Strategies 1
 Data Pre-Processing Overview 1
Module 2  Data Cleaning, Data Integration and Transformation 1
 Data Reduction – Data Discretization 1
 Previous Year Question Discussion 1
 Exploratory Data Analytics and Descriptive Statistics 1
 Stem and Leaf Diagram, Mean 1
 Standard Deviation, Skewness and Kurtosis 1
 ANOVA 1
Module 3
 Some useful plots: Box Plots – Pivot Table – Heat Map 1
 Previous Year Question Discussion 1
 Correlation and Regression 1
 Scatter Diagram – Karl Pearson’s Correlation Coefficient 1
 Rank Correlation 1
Module 4  Correlation Coefficient for Bivariate Frequency Distribution 1
 Simple and Multiple Regression: Introduction 1
 Overview, Importance 1
 Application of Least Square Method 1
 Model Evaluation through Visualization: Residual Plot 1
 Distribution Plot 1
 Previous Year Question Discussion 1
 Chapter No. Topics Lecture Hours
 Logistic Regression 1
 Discrete choice models 1
 Logistic Model Interpretation 1
Module 5  Logistic Model Diagnostics 1
 Logistic Model Deployment 1
 Previous Year Question Discussion 1

M e

Strategic Marketing Analytics: The STP framework 1

 Value generation through STP framework 1

odul

Managing the segmentation process 1

 Segmentation in Real world: Cluster Analysis 1
 Hierarchical and Non-Hierarchical - K Means Clustering 1
 Hierarchical and Non-Hierarchical - K Means Clustering 1
Module 6  Prediction of Customer’s segment membership: Discriminant 1
Analysis (DA)
 Prediction of Customer’s segment membership: Discriminant 1
Analysis (DA)
 Two-Group DA 1
 Two-Group DA 1
 Previous Year Question Discussion 1
 Quantitative Techniques used in Advanced Decision Making 1
 Quantitative Techniques used in Advanced Decision Making 1
\  Multi-Criteria Decision Making [MCDM] 1
 Multi-Criteria Decision Making [MCDM] 1
Module 7  Analytic Hierarchic Processing [AHP] 1
 Analytic Hierarchic Processing [AHP] 1
 Using Excel Solver for Optimization Techniques 1
 Using Excel Solver for Optimization Techniques 1
 Using Excel Solver for Optimization Techniques 1
 Previous Year Question Discussion 1
 Basic Statistics Practice 1
 Data Analysis using MS-Excel 1
 Data Analysis using MS-Excel 1
Module 8  What If Analysis 1
 Goal Seek Analysis 1
 Goal Seek Analysis 1
 Statistical Quality Contro 1
 Types of Inspection 1
Module 9  Statistical Quality Control 1
 Acceptance Sampling and Control Charts 1
 Previous Year Question Discussion 1
Total No. of Lecture Hours 66
Internal Assessment Examination & Preparation of Semester Examination 4
Total 70
 University Recommended Text Books & Reference Books

Text Books
1. Stephen G. Powell, Kenneth R. Baker: Management Science, The Art of Modeling
with Spreadsheets, Wiley.
2. Nagraj Balakrishnan, Barry Render: Managerial Decision Modeling with
Spreadsheets, Jr. Ralph M. Stair Prentice Hall.
3. N. D. Vohra: Quantitative Techniques in Management, Tata McGraw-Hill Education.

Reference Books
4. Eugene Lodewick Grant: Statistical Quality Control, McGraw-Hill Richard S. Leavenworth.
5. Dr. Anasse Bari, Mohamed Chaouchi: Predictive Analytics for Dummies, John Wiley &
Sons.
6.Namakum R N Prasad, Seema Acharya: Fundamentals of Business Analytics, Wiley