SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

POST GRADUATE DIPLOMA IN MANAGEMENT
Program: PGDM Trimester: III
Course: Business Analytics Code:
Teaching Scheme Evaluation Scheme
Classroom Practical/ Tutorials Credit Continuous Term End Examination
Session Group work Evaluation (TEE)
20 0 0 3 50% 50%
Course Rationale:
The course has been designed with the following rationale:
Analytics as a discipline is based on the principles of Probability & Statistics. In the recent past,
developments in computer science made large storage and processing power affordable. These facilitated
application of these techniques through user friendly tools. All these factors together have contributed to
the creation and phenomenal growth of Data Analytics discipline.
The relevance of Data and Analytics in today’s competitive space have forced many companies to set up
Data Science as a Strategic Business Unit (SBU). Hence, be it the assortment of products on the retail
floor, the credit worthiness of banking customers, optimizing the channels of distribution, getting more
mileage from online presence or dynamic pricing in airline ticketing, Data Science &Analytics is
increasingly becoming the key driver of competitive advantage.

Course Objectives:
The course has been offered by the Instructor to satisfy the following objectives:
1. To help students evaluate a business problem and convert into Data Science.
2. To expose students to the application Probability & Statistical techniques for extracting insights that
allows them make informed decisions.
3. To develop the ability of connecting a business problem to its root causes through data forensics and
develop solution using analytical techniques.
4. To educate students to interpret statistical output for business implementation.
5. Provide hands on exposure to the most popular Analytics tools like R and SPSS.

Learning Outcomes:
At the end of the course, a student shall:
1. Able to understand and appreciate both common and advanced techniques in Analytics.
2. Able to identify business situations where use of Analytics can become a powerful differentiator.
3. Analyze and interpret datasets by applying functions from SPSS & R
4. Be able to bridge between the Business World and the Data World

Prerequisite(s):
 Basic understanding of Excel
 QM1 & BRM
 SPSS basics

Pedagogy:
 The pedagogic materials available to each participant are:
 Study Hand-outs
 Study Plan folder containing manuals and datasets.
 R/SPSS for hands-on exercises
Textbook:
 Essentials of Business Analytics, 2e, Camm, Cochran, Fry, Ohlmann, Anderson, Sweeney, Williams,
Cengage, 2016.

Reference Books:
 Business Analytics: The Science of Data-Driven Decision Making, 1e, Prof. U. Dinesh Kumar from
Wiley Publishers, 2017
 Business Analytics, 2e, James R. Evans, Pearson, 2016.
 Business Analytics for Managers, 2e, Gert H.N. Laursen and Jesper Thorlund, Wiley, 2016.

Journals:
 NA

Links to websites:
 NA

Evaluation Scheme:
 Final Exam 50 %
 Assignments / presentation/ 10 %
Case Write-ups
 Term-End Exam 25 %
 Quiz 15 %
Total 100 %

Session Plan:
Session Topic (including Learning Outcomes Pedagogical Textbook Chapters
subtopics) Tool1 & Readings
1 Introduction To  Understand the hype Class Discussion Textbook:
Analytics behind analytics Chapters 1
 Analytics  Appreciate where
Introduction Analytics can be used
 Nature & Scope of
Analytics

2 Stages of a typical  Identifying business Class Discussion Textbook:

Analytics Project problems Chapters 2
 Identifying
information gaps
3 Types of Data &  Identify the common Lab Session on Textbook:
Collection Process issues with data SPSS Chapters 6
 Common data  Apply principles of
issues treat missing values
 Identifying outliers
 Treating missing
values
 Imputation
Methods

1
Provide the details of Pedagogical tool viz., Title & source of Case/ Nature of Simulation
Exercise/ Role Play/ Lecture/Class Discussion etc.
4 Data Visualization  Understand how to Lab Session on Ref. Book:
 Scatter Charts visualize data SPSS (sl. no. 2)
 Line Charts  Know the different Chapter 3
 Bar & Column visualization options
Charts available
5 Probability Theory  Understand the Class Discussion Ref. Book:
 Principles of counting principles (sl. no. 2)
Counting  Appreciate the basis Chapter 5
probability principles
6 Probability Theory Understand about the Class Discussion Ref. Book:
 Discrete various discrete (sl. no. 2)
Distributions like distributions of Probability Chapter 5
Binomial &
Poisson
7 Probability Theory  Learn about the Class Discussion Ref. Book:
 Continuous various continuous (sl. no. 2)
Distributions like distributions Chapter 5
Exponential  Ability to differentiate
between PMF & PDF
8 Chi-square Ability to fit a curve within Class Discussion Ref. Book:
Distribution a distribution & Lab Session (sl. no. 2)
Test of Goodness Chapter 6
of Fit
9 Chi-square Test of independence of Class Ref. Book:
Distribution cross-tabular data Discussions & (sl. no. 2)
 Test of Lab Session Chapter 6
Independence
10 Basics of Modeling  Understand modeling Class
 Types of Models concepts and their Discussions
 History respective history
 Linear and Binary  Understand the
Models applicability of the
different models
11 Linear Regression Hands-on experience with Lab Session Textbook:
 Introduction to a Linear Regression Chapters 4
Linear Regression
12 Multiple Regression  Forward, Backward & Class Discussion Textbook:
 Introduction to Stepwise Regression Chapters 4
Multiple  Interpretation &
Regression Application
13 Multiple Regression Understand how to apply Lab Session
 Hands-on Multiple Regression on
Application real-life datasets
14 Logistic Regression  Understand the Class Discussion Textbook:
 Introduction to the concepts of Logistic Chapters 6
concepts of Regression
Logistic  Framing the necessary
Regression context to convert a
problem to logistic
regression
15 Logistic Regression Apply Logistic Regression Lab Session
 Hands-on on Real-life Datasets
Application
16 Introduction to Understand the theory Class Textbook:
Forecasting behind the forecasting Discussions Chapters 5
techniques
17 Introduction to Time-  Understand the theory Class Discussion Textbook:
Series behind the Time-Series Chapters 5
 Moving Average techniques
Method  Apply time-series
 Exponential principles to some
Smoothing problems
18 Decision Theory  Apply the theory of Class Textbook:
 Problem Decision Theory Discussions Chapters 12
Formulation without Probability
 Payoff Tables  Apply probabilistic
methods to Decision
Theory
19 Decision Trees  Understand Theory Class Discussion Textbook:
behind Decision Trees & Lab Chapters 12
 Apply Decision Tree
to real-life problems
20 Data Mining  Understand basic Class Textbook:
Introduction principle of Data Discussions Chapters 6
Mining
 Supervised &
Unsupervised Learning