GUJARAT TECHNOLOGICAL UNIVERSITY
MASTER OF BUSINESS ADMINISTRATION
Year I (Semester II) (W.E.F. Academic Year 2017-18)
Subject Name: BUSINESS ANALYTICS (BA)
Subject Code: __3529201 Subject Credits: 3 Total Marks: 150
1. Course Objectives:
a) To equip the students with basic understanding of business analytics and its role within an
organization.
b) To provide sound domain knowledge of business analytics and its critical concepts
c) To prepare students for business intelligence systems and applications of business analytics
d) To gain an understanding of how managers use business analytics to formulate and solve
business problems and to support managerial decision making.
2. Course Duration: The course duration is of 36 sessions of 75 minutes each.
3. Course Contents:
Module No. of Marks
Modules with its Contents/Chapters
No. Sessions (out of 70)
Introduction to Business Analytics (BA) Need,
Components, Types and Techniques (Descriptive,
I Predictive and Prescriptive); Key Purpose of Using IT in 8 14
Business; Information Users and Their Requirements;
Framework for Data Driven Decision Making;
Types of Digital Data Definition, Sources, Storage and
Characteristics of Structured, Unstructured and Semi-
II Structured Data; On Line Analytical Processing (OLAP) 10 21
versus Online Transaction Processing (OLTP); Data Models
for OLTP and OLAP
Definitions and Examples in Business Intelligence, Data
Mining, Big Data, Web and Social Media Analytics,
Machine Learning, Data Science, Data Lake; Various
III Perspectives of Managing Data; Need, Features and Use of 10 21
Business Intelligence (BI); BI Component Framework;
Business Intelligence versus Business Analytics
Analytics in Business Support Functions Human Capital
Analytics, IT Analytics, Sales & Marketing Analytics;
Analytics in Industries Telecom, Retail, Healthcare;
IV Analytical Application Development; Process for 8 14
Designing and Developing Social Media Analytics
Application
Application:
Data Analytics through Spreadsheet (30 Marks
Students should select Small & Medium Enterprise and of CEC
V perform an exercise for application of the concepts Internal
learned under the domain of Business Analytics. Student Evaluation)
has to prepare a report and give the presentation in the
class.
4. Suggested Case Studies:
S. No. Title of Case Study
1. Case: GoodLife HealthCare Group
2. Case: GoodFood Restaurants Inc.
3. Case: TenToTen Retail Stores
5. Teaching Methods:
The course will use the following pedagogical tools:
(a) Case discussions. (Appropriate cases may be used to teach all above modules)
(b) Discussion on issues and techniques
(c) Projects/Assignments/Quiz/Class Participation, etc.
6. Evaluation:
The evaluation of participants will be on continuous basis comprising of the following elements:
Continuous Evaluation Component (CEC)
A comprising of Projects/ Assignments/
(Internal Assessment- 50 Marks)
Quizzes/ Individual or group Presentation/
Class participation/ Case studies etc
B Mid-Semester examination (Internal Assessment-30 Marks)
C End Semester Examination (External Assessment-70 Marks)
7. Text Books:
Sr. No. Author Name of the Book Publisher Year of
Publication
R.N.Prasad and Fundamentals of
1 Wiley 2016
Seema Acharya Business Analytics
Business Analytics
2 U. Dinesh Kumar The Science of Data- Wiley 2017
Driven Decision Making
Note: Wherever the standard books are not available for the topic appropriate print and online
resources, journals and books published by different authors may be prescribed.
8. Reference Books:
Sr. No. Author Name of the Book Publisher Year of
Publication
Anil Maheshwari Data Analytics McGraw Hill First edition (1st
1.
Education July 2017)
Jesper Thorlund & Business Analytics
Gert H.N. Laursen for Managers: Taking Wiley Latest Edition
2.
Business Intelligence
Beyond
Sahil Raj Business Analytics Cengage Latest Edition
4.
Learning
6. James R Evans Business Analytics Pearson Latest Edition
9. Session Plan: (36 sessions of 75 minutes)
Session Nos. Topics to be covered
1-2 Introduction to Business Analytics (BA) Need and Components
3-5 Introduction to Business Analytics (BA) Types and Techniques (Descriptive,
Predictive and Prescriptive);
6-8 Key Purpose of Using IT in Business; Information Users and Their Requirements;
Framework for Data Driven Decision Making;
9-11 Types of Digital Data Definition, Sources, Storage and Characteristics of
Structured, Unstructured and Semi-Structured Data;
12-15 On Line Analytical Processing (OLAP) versus Online Transaction Processing
(OLTP);
16-18 Data Models for OLTP and OLAP
19-22 Definitions and Examples in Business Intelligence, Data Mining, Big Data, Web
and Social Media Analytics, Machine Learning, Data Science, Data Lake;
23-25 Various Perspectives of Managing Data; Need, Features and Use of Business
Intelligence (BI);
26-28 BI Component Framework; Business Intelligence versus Business Analytics
29-32 Analytics in Business Support Functions Human Capital Analytics, IT Analytics,
Sales & Marketing Analytics; Analytics in Industries Telecom, Retail, Healthcare;
33-36 Analytical Application Development; Process for Designing and Developing Social
Media Analytics Application
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