MBA IN BUSINESS ANALYTICS

1. Introduction:

Business analytics professionals with strong analytical and decision-making skills are
in high demand across various industries, including finance, marketing, consulting, e-
commerce, and healthcare. They play a crucial role in leveraging data-driven insights to drive
strategic decision-making and improve business performance. Responsibilities typically
involve collecting, analysing, and interpreting large datasets to identify trends, patterns, and
opportunities for optimization. They use statistical techniques, data mining, and predictive
modelling to provide actionable recommendations that enhance operational efficiency, revenue
growth, and customer satisfaction. The demand for these professionals is fuelled by the
increasing reliance on data-driven strategies to gain a competitive edge in the market.

2. Program & Course Details:

The MBA in Business Analytics at Hallmark is a top-tier master's program tailored to

prepare graduates for dynamic careers in diverse industries. This program, accredited by Anna
University, Chennai, offers a rigorous curriculum that blends theoretical knowledge with
practical applications in analytics and decision-making. Students develop proficiency in data
collection, analysis, interpretation, and visualization techniques essential for extracting
valuable insights from complex datasets. In addition to the core curriculum, students enroll in
three specialized certification programs/courses covering topics such as data mining, predictive
modelling, and business intelligence. This comprehensive approach equips graduates with the
skills to address contemporary business challenges and drive strategic decision-making through
data-driven insights. As a result, they emerge as highly sought-after professionals capable of
driving organizational growth and innovation in today's competitive business environment.

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 S.No. Course / Program Name
1. Datamining for Business Intelligence:
This course is designed to equip students with the foundational skills necessary to
utilize data mining techniques effectively for business intelligence purposes.
Students will develop a comprehensive understanding of data mining concepts and
methodologies, including data preprocessing, pattern recognition, predictive
modelling, and cluster analysis. Through hands-on projects and case studies,
students will learn to extract actionable insights from large datasets to support
strategic decision-making and drive business growth. The course emphasizes the
application of advanced analytical tools and algorithms, such as machine learning
and neural networks, to uncover hidden patterns and trends in data. Additionally,
students will explore ethical considerations and privacy issues surrounding data
mining practices to ensure responsible and compliant use of data. By mastering
data mining for business intelligence, students will be well-equipped to excel in
various industry roles, armed with the expertise needed to derive valuable insights
from data and gain a competitive advantage in the marketplace.
2. Deep Learning and Artificial Intelligence:
This course immerses students in the dynamic realm of AI and deep learning,
covering fundamental principles, advanced algorithms, and practical applications.
Through hands-on projects and case studies, students develop proficiency in
designing, training, and deploying deep learning models for various tasks such as
image recognition and natural language processing. Emphasis is placed on both
theoretical understanding and practical implementation, ensuring students can
tackle real-world challenges effectively. The curriculum explores cutting-edge
topics including neural networks, convolutional neural networks (CNNs),
recurrent neural networks (RNNs), and reinforcement learning. Students also
examine emerging trends like explainable AI and ethical considerations in AI
development. By staying current with industry advancements and tools, students
are prepared to lead in AI research, software development, data science, and
robotics. This course equips students with the skills and expertise to drive
innovation and shape the future of intelligent systems across diverse sectors.

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3. Social Media Web Analytics:
This course empowers students with the necessary skills to navigate the
complexities of analysing social media data effectively. Students will develop a
strong foundation in web analytics principles, focusing on extracting meaningful
insights from social media platforms. Through practical exercises and case studies,
students will learn to interpret key metrics, track user engagement, and measure
the impact of social media campaigns. Emphasis is placed on understanding
audience behaviour, identifying trends, and optimizing strategies to enhance
online presence and brand performance. Furthermore, students will explore
emerging tools and techniques in social media analytics, including sentiment
analysis, network analysis, and predictive modelling. By staying abreast of
industry trends and best practices, students will be equipped to leverage data-
driven insights to drive marketing decisions and achieve organizational objectives.
This course prepares students to excel in roles across various sectors by providing
them with the expertise needed to harness the power of social media analytics and
drive business success in today's digital landscape.
4. E-Business Management:
This course equips students with the essential skills to navigate the intricacies of
managing electronic business operations effectively. Students will develop a
comprehensive understanding of e-business principles, encompassing areas such
as e-commerce, digital marketing, online security, and customer relationship
management. Through practical exercises and case studies, students will learn to
leverage digital technologies to enhance business performance, streamline
processes, and drive innovation. Emphasis is placed on understanding consumer
behaviour in the digital marketplace, optimizing online platforms for user
experience, and implementing strategies to maximize online visibility and revenue
generation. Furthermore, students will explore emerging trends in e-business
management, including mobile commerce, omnichannel retailing, and blockchain
technology. This course empowers students to excel in roles across various sectors
by providing them with the expertise needed to harness the power of e-business
and drive organizational success in today's dynamic online environment.

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5. Enterprise Resource Planning (ERP):
This course equips students with essential skills to manage and implement
Enterprise Resource Planning (ERP) systems across industries. Students learn
foundational ERP principles, including architecture, modules, and integration
methods. Through practical exercises, they analyse business processes, map them
to ERP functionalities, and optimize workflows. Emphasis is on ERP's role in
enhancing organizational efficiency, decision-making, and collaboration. Key
modules such as finance, HR, supply chain, and CRM are explored in depth.
Emerging trends like cloud-based solutions and analytics integration are also
covered. Graduates are prepared to lead ERP projects, drive process
improvements, and maximize ERP value. Roles include ERP consultants, system
analysts, and project managers. This course empowers students to contribute to
operational excellence in today's business landscape.

6. Certified Business Analysis Professional (CBAP):

The Certified Business Analysis Professional (CBAP) certification program is a
prestigious credential designed to elevate individuals' expertise in business
analysis practices. This intensive course equips participants with comprehensive
knowledge and practical skills essential for driving organizational change and
achieving business objectives. Participants delve deep into core business analysis
principles, methodologies, and best practices, gaining proficiency in requirements
analysis, stakeholder engagement, solution assessment, and strategic alignment.
The program emphasizes hands-on learning through real-world case studies and
interactive workshops, enabling participants to apply business analysis techniques
to solve complex business challenges and drive innovation. Through rigorous
training and examination, participants develop strong analytical, communication,
and leadership skills critical for successful business analysis initiatives. By
attaining the CBAP certification, individuals demonstrate their dedication to
advancing their professional competency and contributing to organizational
success. This certification opens doors to exciting career opportunities and
positions individuals as trusted advisors in various industries.

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 3. Hallmark's Teaching Philosophy:

Hallmark's Business Analytics specialization is designed to empower students with the

knowledge, skills, and practical experience required to thrive in today's data-driven business
environment. Our teaching philosophy prioritizes a hands-on, experiential learning approach,
integrating theoretical concepts with real-world applications through diverse teaching
methodologies and industry collaborations.

1. Comprehensive Curriculum: Our curriculum covers a broad spectrum of business

analytics topics, encompassing areas such as data mining, predictive modelling,
data visualization, and big data analytics. Through engaging lectures, case studies,
and practical exercises, students develop a solid understanding of analytical theories
and methodologies, as well as proficiency in utilizing cutting-edge analytical tools
and techniques.
2. Industry Engagement: Recognizing the importance of industry relevance, Hallmark
actively collaborates with leading organizations, data-driven companies, and
analytics professionals. Through industry projects, internships, and guest lectures,
students gain firsthand exposure to industry practices, challenges, and emerging
trends, enabling them to apply theoretical knowledge to real-world business
scenarios effectively.
3. Guest Speaker Series: Hallmark regularly invites seasoned business analytics
practitioners and industry experts to share their insights, experiences, and best
practices with students. These interactive sessions provide invaluable perspectives
on current industry trends, innovative analytics applications, and career
opportunities, enhancing students' understanding and preparing them for success in
the analytics field.
4. Skill Enhancement: In addition to technical competencies, we emphasize the
development of essential soft skills such as critical thinking, problem-solving, data
interpretation, and communication. Through experiential learning activities,
collaborative projects, and workshops, students sharpen their analytical acumen and
cultivate the abilities required to effectively translate data into actionable insights.

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 5. Career Development: Hallmark is dedicated to supporting students in their career
advancement endeavours. Our Centre for Career Development offers personalized
guidance, resume assistance, and networking opportunities to help students explore
and pursue rewarding careers in business analytics. With access to a vast alumni
network and industry connections, students receive ongoing support and resources
for professional growth and development.
4. Career Pathways - A World of Opportunities

An MBA in Business Analytics offers a versatile pathway to a myriad of career opportunities

within the expansive realm of data-driven decision-making. While traditional roles in data
analysis, predictive modelling, and data visualization remain pivotal, the field is continuously
evolving, presenting emerging prospects in areas such as artificial intelligence, machine
learning, and big data management. This degree equips graduates with a diverse skill set to
excel across various industries, ensuring they are adeptly positioned for the ever-evolving
landscape of business analytics.

4.1.1 Traditional Powerhouses

S.No. Vertical Example Job Roles

Healthcare Analytics Data Analyst, Healthcare Informatics Specialist

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Retail Analytics Business Intelligence Analyst, Retail Analyst

2

Financial Analytics Financial Analyst, Risk Management Analyst

3

Marketing Analytics Marketing Data Analyst, Customer Insights Analyst

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Supply Chain Analytics Supply Chain Analyst, Operations Analyst

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HR Analytics HR Data Analyst, Talent Management Analyst

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4.1.2 Emerging Frontiers

S.No. Emerging Frontier Job Opportunities

Sustainability Analyst, Environmental Data
Environmental Analytics
1 Scientist
Cybersecurity Analyst, Threat Intelligence
Cybersecurity Analytics
2 Analyst
Education Data Analyst, Learning
Education Analytics
3 Analytics Specialist

Urban Analytics Urban Data Scientist, Smart City Analyst

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Sports Analytics Consultant, Performance
Sports Analytics
5 Analyst