POST GRADUATE PROGRAMME IN MANAGEMENT

AY 2019-20 TERM: IV

TITLE OF THE COURSE: Business Analytics

CREDITS: 2 NO. OF SECTIONS: 2 (Two)

Name of the Faculty Faculty Block/ Email Telephone Number

Room No.
Prabin Kumar Panigrahi B-203 prabin@iimidr.ac.in 0731-2439547

CONSULTATION TIME FOR STUDENTS

Name of the Faculty Timing
Prabin Kumar Panigrahi Monday 4pm-5.15pm through appointment

COURSE DESCRIPTION
Currently, due to significant advances in data acquisition technologies, decrease in data storage cost,
increasing realization of the importance of data as an asset, and harsh competition, there is an exponential
growth of data volume. Companies are overloaded with huge repositories of data with important
information and knowledge buried in it. They are facing the data explosion problem: drowning in data
but starving for knowledge: more data but less understanding. Business requires understanding or making
sense of data. Analytics has become vital for managers across disciplines and has become a major enabler.
It is all about
making sense of data leading to data driven decisions. Business Analytics is an interactive process of
analyzing and exploring business data to find valuable insights. The knowledge or insights empower
managers in taking proactive decisions and gaining competitive advantage. In this course, IBM Modeler
16.0 (Institute has limited licenses) would be used in some sessions. Besides this, some open-source
analytical tools would be used in some sessions.

COURSE OBJECTIVES
To introduce the participants the concepts of business analytics.
To provide exposure the participants business intelligence, data analytics, data visualization,
and big data applications.
To empower the participants in preparing data for applying business analytics, building models,
using data analytics tool (IBM Modeler 16.0) and techniques
To impart how the findings of analytics technique is interpreted.

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PEDAGOGY/TEACHING METHOD:
A mixture of lectures, case studies, and exercises.

PRE-REQUISITE FOR COURSE, IF ANY: Participants not having grades F, D-, D, or D+ in SMOD
course, can only apply/opt for this course.

IF DOUBLE SECTION, ATTENDANCE IN SISTER SECTION: ALLOWED

EVALUATION

Individual Component Group Component Weightage (%)

Quiz (1) 20
End Term 40
Class Participation 15
Assignments 25
Total 100%

ACADEMIC DISHONESTY
IIM Indore believes in Academic honesty. Academic dishonesty or misconduct is cheating that
relates to an academic activity. It is a violation of trust between the Institute and its
stakeholders. Plagiarism, fabrication, deception, cheating and sabotage are examples of
unacceptable academic conduct. Please consult the Programme manual for the section on
academic dishonesty.

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SCHEDULE OF SESSIONS

Module I : Basics of Business Analytics

Module Objective: To introduce the participants the concepts of business analytics, its
technology background, and some basic presentation and business analytics tools for decision-
making.

Session 1 Business Intelligence: Making Decisions through Analytics

Objective: To introduce the participants category of applications and technologies for

gathering, storing, analyzing, and providing access to data to help enterprise
users make better business decisions.

Reading: Surma, J. (2011): An Introduction to Business Intelligence, Chapter-1 from

BI: Making Decisions through Data Analytics, HBS Product No. BEP146 pp.1-
13.
Case:
Session 2 Organizing Data for Analytics and Data-Driven Decision-Making

Objective: To introduce the participants how organization data resource is organized

for querying, reporting and decision-making.

Reading:
Stella Gatziu and AVavouras (1999). Data Warehousing: Concepts and
Mechanisms, Informatik. Informatique, pp. 8-11.

Case: Business Intelligence a

Society through Analytics, Collaboration, and Decision Support, Annals of
Information Systems, Springer Publication, pp.249-266.
Session 3 Verification Driven analysis techniques

Objective: To introduce the participants how business data is analyzed in various ways
i.e. various types of analytics and presented leading to verification driven
decision-making
Reading: Surma, J. (2011): The Basics of Business Analytics, Chapter-3 from BI:
Making Decisions through Data Analytics, HBS Product No. BEP148 pp.1-34.

Case:
Exercises/caselets with data sets:
Sales data Analysis; Application of OLAP in ABC Pharmaceutical company and
Telecommunication Churn Analysis

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Module II Data-driven Decisions through Analytics

Module Objective: To introduce the participants analysis of business data using descriptive,
predictive and investigative techniques and to discuss and analyze selected business applications
that use advanced analytical techniques.

Session 4 Descriptive Analytics Techniques

Objective: To introduce the participants overview of various descriptive analytics

techniques such as clustering, association rules, sequencing rules, find
rules/inference rules, and summarizing.

Reading: 1. Arlene Zaima. (2007). Data Mining Primer for the Data Warehouse
Professional. White paper from Teradata Data Mining Lab, NCR, pp. 1-15.

2. Jerzy Surma (2011). Advanced Business Analysis, Chapter.4 from BI:

Making Decisions through Data Analytics: HBS Product. No. BEP149, pp.3-
26.

Caselets: Exercises/Caselets with datasets: Market Basket Analysis: A case of retail

store; Analysing Student Life Cycle; and High School and Beyond

Session 5-6 Predictive Analytics Techniques

Objective: To introduce the participants overview of various predictive analytics

techniques such as classification, rule-induction, regression/forecasting

Readings: 1. Michael Meltzer. (2004). Using Business Intelligence to Get Closer to Your
Customers. Active Management Techniques for Results, pp. 1-25.

2. Davenport, T.H. (2006). Competing on analytics, HBS pp.3-11.

Case: Netflix Leading with Data: The Emergence of Data-Driven Video, by Russell
Walker, Mark Jeffery, Linus So, Sripad Sriram, Jon Nathanson, Joao Ferreira,
pp.1-19. HBS KEL473-PDF-ENG

Exercises/Caselets with datasets: Credit decision in a Bank using credit

scoring; Predicting Housing Value in an urban area; Analytics: A Strategic
Tool for Insurance Sector

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 Session 7 Business Application of Analytics

Objective: To introduce the participants a selected business application of analytics

Michael J. Ward; Keith A. Marsolo; Craig M. Froehle (2014), Applications of

Reading:
Business Analytics in Healthcare, Business Horizons, 57, pp.571-582
(BH625- PDF-ENG).
Case:
John A. Quelch; Margaret Rodriguez (2015). Carolinas HealthCare System:
Consumer Analytics, pp.1-16 (HBS- 515060-PDF-ENG)

Module III Future of Business Analytics

Module Objective: To introduce the participants concept of data visualization, big

data, and applications of big data analytics.

Session 8 Data Visualization

Objective: To introduce the participants visualization of data that focuses on analytical

results and insights facilitated by interactive graphical interfaces

Reading: W. David. (2013). Visualization: Set Your Analytics Users Free,Aberdeen

Group, pp.1-7.

Case: Exercise: Data set with a tool/ Tableau

Session 9-10 Big Data and Big Data Analytics

To introduce the participants the concept of large amount of data of different

Objective:
data types and examining of the same in an effort to uncover insights.
Readings
1. G, Amir, Hider M. (2015). Beyond the hype: Big data concepts, methods,
and analytics, International Journal of Information Management 35, pp. 137-
144.

Case Davenport, T.H.(2013). Recorded Future: Analyzing Internet Ideas About

What Comes Next, HBS Product. 9-613-083, pp.1-11.

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Please indicate the changes made in the course outline based on the measurement of
assurance of learning (closing the loop)/student feedback:
1.
2.
3.

Please give the details of the book if students need to buy the book
Author Title Publisher Edition Remarks, if any

Additional Readings

The following books are recommended for supplementary reading: NIL

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