BA4206 BUSINESS ANALYTICS L T P C

3003
COURSE OBJECTIVES:
Learn to
1. Use business analytics for decision making
2. To apply the appropriate analytics and generate solutions
3. Model and analyse the business situation using analytics.

UNIT I INTRODUCTION TO BUSINESS ANALYTICS (BA) 9

Business Analytics - Terminologies, Process, Importance, Relationship with Organisational Decision Making, BA for
Competitive Advantage.
UNIT II MANAGING RESOURCES FOR BUSINESS ANALYTICS 9
Managing BA Personnel, Data and Technology. Organisational Structures aligning BA. Managing Information
policy, data quality and change in BA.
UNIT III DESCRIPTIVE ANALYTICS 9
Introduction to Descriptive analytics - Visualising and Exploring Data - Descriptive Statistics - Sampling and
Estimation - Probability Distribution for Descriptive Analytics - Analysis of Descriptive analytics
UNIT IV PREDICTIVE ANALYTICS 9
Introduction to Predictive analytics - Logic and Data Driven Models - Predictive Analysis Modeling and procedure -
Data Mining for Predictive analytics. Analysis of Predictive analytics
UNIT V PRESCRITIVE ANALYTICS 9
Introduction to Prescriptive analytics - Prescriptive Modeling - Non Linear Optimisation - Demonstrating Business
Performance Improvement.

TOTAL: 45 PERIODS
COURSE OUTCOMES:
1. Ability to understand the role of Business Analytics in decision making
2. Ability to identify the appropriate tool for the analytics scenario
3. Ability to apply the descriptive analytics tools and generate solutions
4. Understanding of Predictive Analytics and applications
5. Knowledge of Prescriptive Analytics and demonstrating business process improvement

REFERENCES
1. Marc J. Schniederjans, Dara G. Schniederjans and Christopher M. Starkey, " Business Analytics Principles,
Concepts, and Applications - What, Why, and How" , Pearson Ed, 2014
2. Christian Albright S and Wayne L. Winston, "Business Analytics - Data Analysis and Decision Making" , Fifth
edition, Cengage Learning, 2015.
3. James R. Evans, "Business Analytics - Methods, Models and Decisions", Pearson Ed, 2012.
BA4204 OPERATIONS MANAGEMENT L T P C
3003
COURSE OBJECTIVE:
To provide a broad introduction to the field of operations management and explain the concepts, strategies,
tools and techniques for managing the transformation process that can lead to competitive advantage.

UNIT I INTRODUCTION TO OPERATIONS MANAGEMENT 9

Operations Management – Nature, Importance, historical development, transformation processes, differences
between services and goods, a system perspective, functions, challenges, current priorities, recent trends.
Operations Strategy – Strategic fit , framework. Productivity; World-class manufacturing practices
UNIT II OPERATIONS AND THE VALUE CHAIN 9
Capacity Planning – Long range, Types, Developing capacity alternatives, tools for capacity planning. Facility
Location – Theories, Steps in Selection, Location Models. Sourcing and procurement - Strategic sourcing, make or
buy decision, procurement process, managing vendors.
UNIT III DESIGNING OPERATIONS 9
Product Design - Criteria, Approaches. Product development proce
ss - stage-gate approach - tools for efficient development. Process - design, strategy, types, analysis. Facility
Layout – Principles, Types, Planning tools and techniques.
UNIT IV PLANNING AND CONTROL OF OPERATIONS 9
Demand Forecasting – Need, Types, Objectives and Steps - Overview of Qualitative and Quantitative methods.
Operations planning - Resource planning - Inventory Planning and Control. Operations Scheduling - Theory of
constraints - bottlenecks, capacity constrained resources, synchronous manufacturing
UNIT V QUALITY MANAGEMENT 9
Definitions of quality, The Quality revolution, quality gurus; TQM philosophies; Quality management tools,
certification and awards. Lean Management - philosophy, elements of JIT manufacturing, continuous improvement.
Six sigma.
TOTAL: 45 PERIODS
COURSE OUTCOMES:
1. Understanding of the evolution of operations management practices and world class manufacturing processes
2. Knowledge about capacity planning, strategic sourcing and procurement in organizations
3. Enhances the understanding of product development and design process
4. Ability to forecast demand and overcome bottlenecks
5. Provides insight to Quality management tools and practices.
REFERENCES :
1. Richard B. Chase, Ravi Shankar, F. Robert Jacobs, Operations and Supply Chain Management, McGraw Hill
Education (India) Pvt. Ltd, 14th Edition, 2014.
2. Mahadevan B, Operations management: Theory and practice. Pearson Education India; 2015.
3. William J Stevenson, Operations Management, Tata McGraw Hill, 9th Edition, 2009.
4. Russel and Taylor, Operations Management, Wiley, 5th Edition, 2006.
5. Norman Gaither and Gregory Frazier, Operations Management, South Western Cengage Learning,9 th edition,
2015.
6. Cecil C. Bozarth, Robert B. Handfield, Introduction to Operations and Supply Chain Management, Pearson, 4th
Edition, 2016.
7. Panneerselvam. R, Production and Operations Management, 3rd Edition,. PHI Learning, 2012.
BA4212

DATA ANALYSIS AND BUSINESS MODELING (LABORATORY ) LTPC

0042
OBJECTIVE :

to have hands-on experience on data analysis for business modeling.

S.No. Exp. No. Details of experiments Duration

Name
1 1 Descriptive Statistics 4
2 2 Parametric Tests 4
3 3 Non-parametric Tests 4
4 4 Correlation & Regression 4
5 5 Forecasting 4
6 - Extended experiment – 1 4
7 6 Portfolio Selection 4
8 7 Risk Analysis & Sensitivity Analysis 4
9 8 Revenue Management 4
10 - Extended experiment – 2 4
11 9 Transportation & Assignment 4
12 10 Networking Models 4
13 11 Queuing Theory 4
14 12 Inventory Models 4
15 - Extended experiments – 3 4

Spreadsheet Software and Data Analysis Tools

TOTAL: 60 PERIODS
COURSE OUTCOMES:

1. Deep knowledge about the nature of data and conducting hypothesis testing using various data analysis
techniques
2. Facilitates to identify the relationship between variables using data analytical tools
3. Provides understanding about forecasting in real time business world using analytical tools
4. Ability to conduct Risk and sensitivity analysis and portfolio selection based on business data
5. Enhances knowledge about networking, inventory models and queuing theory using data analytical tools

REFERENCES:

1. David R. Anderson, et al, "An Introduction to Management Sciences: Quantitative approaches to Decision
Making", (13th edition) South-Western College Pub, 2011.
2. William J. Stevenson, CeyhunOzgur, "Introduction to Management Science with Spreadsheet", Tata McGraw Hill,
2009.
3. Hansa Lysander Manohar, "Data Analysis and Business Modelling using Microsoft Excel" PHI, 2017.
4. David M. Levine et al, “Statistics for Managers using MS Excel" (6th Edition) Pearson,2010.
5. Minnick, C. WebKit for Dummies. John Wiley & Sons, (2012).

CCW332 DIGITAL MARKETING L T P C 2 0 2 3

COURSE OBJECTIVES:
The primary objective of this module is to examine and explore the role and importance of digital marketing in today’s
rapidly changing business environment.
It also focuses on how digital marketing can be utilized by organizations and how its effectiveness can be measured.
UNIT I INTRODUCTION TO ONLINE MARKET 6
Online Market space- Digital Marketing Strategy- Components - Opportunities for building Brand Website - Planning
and Creation - Content Marketing.
UNIT II SEARCH ENGINE OPTIMISATION 6
Search Engine optimisation - Keyword Strategy- SEO Strategy - SEO success factors -On-Page Techniques - Off-Page
Techniques. Search Engine Marketing- How Search Engine works- SEM components- PPC advertising -Display
Advertisement
UNIT III E- MAIL MARKETING 6
E- Mail Marketing - Types of E- Mail Marketing - Email Automation - Lead Generation - Integrating Email with Social
Media and Mobile- Measuring and maximizing email campaign effectiveness. Mobile Marketing- Mobile
Inventory/channels- Location based; Context based; Coupons and offers, Mobile Apps, Mobile Commerce, SMS
Campaigns-Profiling and targeting
UNIT IV SOCIAL MEDIA MARKETING 6
Social Media Marketing - Social Media Channels- Leveraging Social media for brand conversations and buzz.
Successful /benchmark Social media campaigns. Engagement Marketing- Building Customer relationships - Creating
Loyalty drivers - Influencer Marketing.
UNIT V DIGITAL TRANSFORMATION 6
Digital Transformation & Channel Attribution- Analytics- Ad-words, Email, Mobile, Social Media, Web Analytics -
Changing your strategy based on analysis- Recent trends in Digital marketing.
30 PERIODS PRACTICAL EXERCISES: 30 PERIODS
1. Subscribe to a weekly/quarterly newsletter and analyze how its content and structure aid with the branding of the
company and how it aids its potential customer segments.
2. Perform keyword search for a skincare hospital website based on search volume and competition using Google
keyword planner tool.
3. Demonstrate how to use the Google WebMasters Indexing API
4. Discuss an interesting case study regarding how an insurance company manages leads.
5. Discuss negative and positive impacts and ethical implications of using social media for political advertising.
6. Discuss how Predictive analytics is impacting marketing automation
COURSE OUTCOMES:
CO1: To examine and explore the role and importance of digital marketing in today’s rapidly changing business
environment.
CO2: To focuses on how digital marketing can be utilized by organizations and how its effectiveness can be measured.
CO3: To know the key elements of a digital marketing strategy.
CO4: To study how the effectiveness of a digital marketing campaign can be measured 211
CO5: To demonstrate advanced practical skills in common digital marketing tools such as SEO, SEM, Social media and
Blogs.
TOTAL:60 PERIODS TEXT BOOKS
1. Fundamentals of Digital Marketing by Puneet Singh Bhatia;Publisher: Pearson Education;
2. First edition ( July 2017);ISBN-10: 933258737X;ISBN-13: 978-9332587373.
3. Digital Marketing by Vandana Ahuja ;Publisher: Oxford University Press ( April 2015). ISBN-10: 0199455449
4. Marketing 4.0: Moving from Traditional to Digital by Philip Kotler;Publisher: Wiley; 1st edition ( April 2017); ISBN10:
9788126566938;ISBN 13: 9788126566938;ASIN: 8126566930.
5. Ryan, D. (2014 ). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan
Page Limited..
6. Barker, Barker, Bormann and Neher(2017), Social Media Marketing: A Strategic Approach, 2E South-
Western ,Cengage Learning.
7. Pulizzi,J Beginner's Guide to Digital Marketing , Mcgraw Hill Education