KLEF CENTRE FOR DISTANCE & ONLINE EDUCATION

MBA PROGRAM STRUCTURE & SYLLABUS

MBA (Data Science)

S.No Semester Course Name L T P S CR

SEMESTER I
1 22DS5101O Essentials of Management 3 0 0 0 3
2 22MB51C0O Quantitative Methods 3 0 0 0 3
3 22MB51C2O Business Economics 3 0 0 0 3
4 22MB51C3O Financial & Management Accounting 2 1 0 0 3
5 Business Research Methodology 4 0 0 0 4
22MB52C2O
6 22DS5102O Introduction to Python Programming 3 0 2 0 4
SEMESTER II
Foundation in Data Base Management
7 22DS5203O 3 0 0 0 3
Systems
8 22DS5204O Management Science 3 0 0 0 3
9 22MB52C3O Human Resource Management 3 0 0 0 3
10 22DS5205O Excel for Data Science 2 0 2 0 3
11 22DS5206O Data Visualization using Tableau 2 0 2 0 3
12 22MB51C4O Marketing Management 3 0 0 0 3
13 22DS52E1O Live Project 0 0 16 0 8
SEMESTER III
Advanced Business Analytics Using
14 22DS6107O 3 0 2 0 4
R & Python
Econometrics with Business
15 22DS6108O 3 0 2 0 4
Applications Using R/Gretl/Eviews
16 22DS6109O Machine Learning Using Python 3 0 2 0 4
17 22DS6110O Advanced Excel for Data Science 3 0 2 0 4
22DS6111O/ Elective I - Marketing Analytics –I
18 22DS6112O/ /Financial Analytics –I 3 0 2 0 4
22DS6113O /People Analytics –I
19 22DS61E2O Mini Project 0 0 16 0 8
SEMESTER IV
22 22DS6214O Natural Language Processing -NLP 3 0 2 0 4
23 22DS6215O Big Data Analysis 3 0 2 0 4
24 22DS6216O Deep Learning Using Python 3 0 2 0 4
25 22DS6217O Advanced SQL for Data Science 3 0 2 0 4
22DS6218O/ Elective II* - Marketing Analytics –
26 22DS6219O/ II/Financial Analytics –II/ 3 0 2 0 4
22DS6220O People Analytics –II
27 22DS62E3O Management Research Project 0 0 16 0 8
 22DS5101O: ESSENTIALS OF MANAGEMENT
L-T-P-S: 3-0-0-0 Credits: 3 Prerequisite: nil
Mapping of Course Outcomes with PO/PSO:

CO#. Course Outcome PO BTL

1 Apply the functions of Management to real-time scenarios 1 3

2 Apply the Planning function for business scenarios 5 3

3 Apply organizing & Staffing functions to corporate 5 3

4 Apply controlling to corporates to know its significance 5 3

Introduction to the functions of Management and exploring their role in the corporate world.

Syllabus:
Introduction: - Concept of Management, Scope, Functions and Principles of Management,
Evolution of Management thought. 2. Planning: - The Process of Planning, Objectives, Policy and
Procedures, Forecasting and Decision Making. 3. Organizing: - Meaning, Importance and
Principles, Span of Management, Centralization and Decentralization, Patterns of Organization,
Line and Staff Relationships. 4. Staffing: - Nature & Scope of Staffing, Manpower Planning,
Selection & Training, Performance Appraisal. 5. Controlling: - Conceptor Managerial Control,
Control aids, Score Responsibilities of Managers

Recommended Textbook(s):
1. Essentials of Management- by Koontz & O’Donald
Reference Book(s)
1. Management & Organizations Behaviour — by Paul Hersey & Ken Blanchard
2. Principal and Practice of Management- by L.M. Prasad
3. Human Behavior at Work — by Kaith Devis
4. Organizational Behavior — by Robbins
 22MB51C0O - Quantitative Methods
L-T-P-S: 3-0-0-0 Credits: 3 Prerequisite: nil
Mapping of Course outcomes (CO) with program outcomes (PO):
CO#. Course Outcome PO BTL

Identify the source of a quantifiable problem, recognize the

Co1 1 3
issues involved and produce an appropriate action plan.
Translate a problem into a simple mathematical model to
CO2 1 3
allow easier understanding and to aid problem solving
CO3 Employ R Programming software to solve problems 1 3
Calculate and interpret numerous statistical values and
CO4 6 3
appreciate their value to the business Manager.

Syllabus:
Probability and Sampling: Definitions and rules for probability, conditional probability independence
of events, Bayes’ theorem, and random variables. Probability distributions: Binomial, Poisson and
Normal distributions. Introduction to R Programming. Sampling: Introduction to sampling, Basic
Concepts, Types of Sampling. Sampling distributions, sampling distribution of mean and proportion,
application of Central Limit Theorem. Determining the sample size. Estimation: Point and Interval
estimates for population parameters of large sample and small samples. Hypothesis testing: one
simple and two sample tests for means and proportions of large samples (z-test), one sample and two
sample tests for means of small samples (t-lest), F-test for two sample standard deviations. ANOVA
one- and two-way, Chi-square test for single sample standard deviation, Chi-square tests for
independence of attributes and goodness of fit. Sign test and Rank Test. Correlation and Regression:
Meaning, Types of Correlation, measurement: graphic and algebraic, Scatter Plot, Pearson
Correlation Coefficient, Rank Correlation: Spearman’s Rank Correlation. Testing the significance of
the correlation coefficient. Regression: Meaning, Types, Estimating the regression coefficients,
Testing the significance of regression coefficients, Index Numbers and Time Series Analysis: Time
series analysis: Meaning and Components of Time Series, Variations in time series, Smoothing
Methods: trend analysis, cyclical variations, seasonal variations and irregular variations. Index
Numbers: Unweight and Weighted Index numbers.
Recommended Textbook(s):
1. Levin R.I. and Rubin D.S., Statistics for Management. 8thedn. Pearson Education.
2. Amir D Aczel and jayavel Sounder Pandian: Complete Business Statistic, 7e, McGraw Hill
Reference Book(s):
1. Anderson, Sweeny, Williams: Statistics for Business and Economics, 9e
2. Venables, W.N; Introduction to R Programming, CRAN
 22MB51C2O – Business Economics
L-T-P-S: 3-0-0-0 Credits: 3 Prerequisite: nil
Mapping of Course outcomes (CO) with program outcomes (PO):
CO#. Course Outcome PO BTL

1 Apply the intuition for analyzing economic problems from a 3,4 3

Managerial perspective in an organizational &business
context. use the basic tools that structure the microeconomic
problems for optimal decision-making.
2 Analyze the theory of demand, forecast and estimation of 3 4
demand for managerial decision-making.
3 Analyze different types of competition in the existing external 4 4
Environment.
4 Analyze the Macro Economic Environment of the 4 4
Organization

Syllabus:
Introduction: Economics and managerial decision making; Managerial Economics, nature and
scope of Managerial Economics; Tools of Managerial Economics; Risk, Uncertainty and
Probability Analysis. Optimization techniques: Firm Theory: Objectives of the firm; Theory of
the growth of the firm: Marris and Penrose; Role of a Managerial Economist. Demand and
Advertisement Analysis: Concept of demand; Determinants of demand, Law of Demand;
Elasticity of demand; Demand estimation and demand forecasting, Demand forecasting for
consumer durables and capital goods. Techniques of demand forecasting. Advertising–
Contribution of Economic Theory: Methods of determining Total advertising budget; Cyclical
Fluctuations of Advertising, Measuring the Economic Effects of Advertising. Production and
Cost Analysis: Production functions, Long Run and Short Run Production Functions, The
Cobb- Douglas Production function, Optimum input combination; Cost concepts, Short- run
and Long- run cost functions, Cost curves, Economies of Scale; Introduction to pricing and
pricing practices. Market analysis: Markets, Kinds of Competition; Features of different types
of market structures, Price & Output determination under Perfect competition, Monopoly,
Monopolistic competition, Oligopoly; Monopoly Policy –MRTP, Macroeconomic concepts:
National Income, Measurement of National Income, Uses of National Income Statistics;
Business Cycles, Stages of business cycles; Inflation, Types of Inflation, Impact of inflation,
Measures to overcome Inflation.
Textbook(s):
1. Dominick Salvatore, Managerial Economics, Oxford publications, 2007.
 Reference Book(s):
1. H.L. Ahuja, Managerial Economics, McGraw Hill, 2008.
2. Paul G. Keat, Philip K.Y.Young and Sreejata Banerjee, Managerial Economics, Pearson
education, 2009.
3. P.L. Mehta, Managerial Economics, S.Chand & Sons, New Delhi, 2007.
4. D.N. Dwivedi, Managerial Economics, Vikas Publications, New Delhi-2007.
5. G.S.Gupta, Macro Economics – Theory and Applications, The McGraw – Hill Companies,
2008

22MB51C3O – Financial and Management Accounting

L-T-P-S: 2-1-0-0 Credits: 3 Prerequisite: nil
Mapping of Course Outcomes with PO/PSO:

CO#. Course Outcome PO BTL

1 To understand the accounting process in business. 1 2

2 To gain a knowledge on application of concepts and 6
2
principles in preparing
3 To evaluate the tactical decisions of middle level managers 1
5
relating to cost and management accounting
4 To analyze the financial statements and evaluate the 6
4
decisions for better investment.
Financial accounting, journal, ledger, ratio analysis, formats, marginal costing.
Syllabus:
Financial Accounting: Bookkeeping – Users of Accounting information – Classification of
Accounting – Accounting concepts and conventions – Accounting standards and GAAP –
Double entry system – Journal – Ledger. Trial Balance – Subsidiary Books – Cash Book.
Trading and Profit & Loss Account - Balance Sheet with Adjustments (Problems) - Methods
of Depreciation. - Ratio Analysis (problems); Issue of shares (entries) Companies Financial
Accounts as per schedule 6 part I & Part II. Formats: Banking Accounts, Insurance Accounts
and Electricity Accounts. Marginal Costing (Problems) – Break-even Analysis (Problems).

Recommended Textbook(s):
1. Libby, Financial Accounting, 6e Tata McGraw Hill, Delhi.

Reference Book(s)
1. Horngren,HarrisonJr.Oliver, “Financial & Management Accounting by PHI
 2. Colin “Drury, Cost & Management Accounting” by Cengage Publishing
3. Horngren,HarrisonJr.Oliver, “Financial & Management Accounting by PHI
4. S N Maheshwari, “Accounting for Management”, Vikas Publishing House, 2009

22MB52C2O – Business Research Methodology

L-T-P-S: 3-0-0-0 Credits: 3 Prerequisite: nil

Mapping of Course Outcomes with PO/PSO:

CO#. Course Outcome PO BTL

Apply Research Process to Business Problems

1 1 3
Apply scaling techniques in developing a questionnaire
2 5 3
Analyze the data using Exploratory Data Analysis Tools -EDA
3 7 4

4 Analyze organizational data using software packages like R 7 4

Introduction to Scientific research, thinking like a Researcher, Scaling of attitudes, Types of

data, introduction to SPSS & R, Descriptive data analysis, and report writing.
Syllabus:
Introduction to Scientific Research: Science and Scientific Research –History of Scientific
Research- Types of Scientific Research – Research process – Defining Research Problem and
Development of Research Hypothesis –Review of Literature: role and methods- Research
design – Types – Ethical issues in Social Research. Thinking like a Researcher: Unit of study-
Study population- Concepts and Variables; Propositions, Hypotheses and Theories-Levels of
measurement of variables: Scaling of attitudes. Reliability and validity of scales. Data
Collection, Processing and Analysis: Plan for data collection; Census Vs Sampling- Sampling
Design -Sample size determination; Types of data; Primary Vs Secondary Data – Primary
Data: media used to communicate with respondents: Questionnaire, Interviews,
Observation-Selection of an appropriate survey research design – Data Processing Editing,
Coding, Classification and Tabulation of data- Introduction to SPSS & R. Explorative Data
analysis: Graphs and Diagrammatic presentation of data: Descriptive data analysis:
Univariate and Bivariate Data Analysis-Confirmative Data Analysis – Stating hypothesis and
hypothesis testing Report Writing: steps in report writing, Mechanics of report writing,
precautions in research reporting.
 Recommended Textbook(s):
1. William G. Zikmund: Business Research Methods, 8th edition, 2010, Cengage
Learning.
Reference Book(s)
1. Alan Bryman and Emma Bell: ‘Business Research Methods, Third Edition, 2011,
OUP.
2. Donald R. Cooper, Pamela S. Schindler: Business Research Methods, 8/e, TMH,
2009.
3. C.R Kothari: Research Methodology: Methods & Techniques, 2/e, Vishwa Prakashan,
2009.
4. Moser and Kalton: Survey Methods in Social Investigation, Second edition, ELBS.
5. Gaur: Statistical Methods for Practice and Research, Sage Publication,2009.
6. Dipak Kumar. Bhattacharya: Research Methodology, Excel Books, 2009)
7. R for Everyone–Advanced Analytics and Graphics by Jared P. Lander, Pearson Edu.,
2015.

22DS5102O Introduction to Python Programming

L-T-P-S: 2-0-2-0 Credits: 3 Prerequisite: nil

Mapping of Course Outcomes with PO/PSO:

CO#. Course Outcome PO BTL

1 Apply the basics of python on simple datasets 1 3

2 Apply the operators and develop simple functions in python 1 3
3 Apply NumPy Arrays for data for Indexing and Slicing 5 3
Apply advanced packages to understand their usage of data in
4 5 4
analysis and visualization.
Analyze the business data to understand the application of Python
5 7 4
packages.

Introduction to Python programming, travelling through NumPy, Pandas and Matplotlib

along with Seaborn to understand the strength of Python in data science.

Syllabus:
Introduction to Python programming: Need for programming, Programming languages,
History of Python, Python Installation, Interactive modes, keywords, variables, Identifiers, data
types –Numbers, sequences, Sets, Mappings and None, mutable vs Immutable data types,

Operators in Python - Arithmetic, Assignment, Relational, Logical, Identity and Membership

Operators, Expressions, Precedence of operators in python, Type Conversion – Implicit and
Explicit, Functions in Python, Simple Programs on If, If else, Nested If and for loops.

Introduction to NumPy: NumPy Array, Operations on Arrays, Indexing and Slicing;

Introduction to Pandas: Series and Data frames – simple examples;
Introduction to Data visualization: Matplotlib – Usage of Pyplot, Pyplot functions with
examples and Seaborn with simple examples.

Recommended Textbook(s):
1. Python for Everybody by Charles R Severance, 2016
2. Data Analysis from Scratch with Python by Peters Morgan, AI Sciences LLC, 2016
Reference Book(s)
1. Fundamentals of Python by Kenneth A lambert, 2014, Cengage Learning PTR.
2. Fundamentals of Python Programming by Richard L Halter man, 2019
3. Python 3.7.0 Tutorial by Guido Van Rossum
4. Python 3 Tutorial by tutorialspoint.com

22DS5203O – Foundation in Data Base Management Systems

L-T-P-S: 3-0-0-0 Credits: 3 Prerequisite: nil

Mapping of Course Outcomes with PO/PSO:

CO#. Course Outcome PO BTL

1 Understanding the Database Management Systems (DBMS) 1 2

2 Examine the DBMS models and relational DBMS 1 4
3 Examine how to create different “keys” concepts in the 3
4
DBMS
4 Understanding different data types and commands to retrieve 7
2
data
Understanding the DBMS, DBMS models, and RDBMS; how to create different “keys”
in the DBMS and data types along with commands.
Syllabus:
CO1: DBMS: Introduction to Database Management System, DBMS Architecture,
Advantages, Data Models: Entity-Relational Model, Relational Model, Keys-Primary,
Secondary super key, Foreign Key, composite key, natural key, artificial key, candidate key;
CO2: Normalization and its forms- Anomalies-Insert, delete, update; Dependencies-
Functional, Transitive, Multi-valued and Partial Dependency, Normal Forms-
1NF,2NF,3NF,3.5NF,4NF,5NF,6NF.
CO3: SQL: Introduction, Data Types, Operators, Expressions, Data Definition Language
(DDL)-CREATE, INSERT, Data Manipulation Language (DML) – ALTER (Modify, Rename,
drop), UPDATE, DELETE, Data Query Language (DQL)- SELECT, Data Control Language
(DCL)-GRANT, REVOKE, Arithmetic Operations in SQL, Other commands -JOINS, ORDER
BY, GROUP BY; Introduction to PL/SQL, No SQL, PostgreSql.
CO4: Manipulations on Database: Installing XAMPP server, loading python (Jupyter),
Connecting database thru python, Performing SQL commands using python, Basic
Understanding programs in PL/SQL.
Reference Book(s):
1. Fundamentals of Database Systems,6th Edition by Elmasri and Navathe.
2. Learning SQL, Second Edition, by Alan Beaulieu,2009, Published by O’Reilly Media,
Inc.
3. Python Data Science Handbook, by Jake Vander Plas, Published in 2017.
4. Python3 from tutorial point.

22DS5204O –Management Science

L-T-P-S: 3-0-0-0 Credits: 3 Prerequisite: Nil

Mapping of Course Outcomes with PO/PSO:

CO#. Course Outcome PO BTL

1 Understanding the management science concepts and 1

2
decision-making in the organization
2 Evaluating quantitative analysis and linear programming 6 5
3 Evaluating different distribution and network models and 6
5
their applications
4 Applying inventory models and understanding their specific 6
3, 2
applications in the real-time business scenario
5 Applying simulation models and evaluating their real-time 6
3, 5
applications
Understanding the management science concepts, decision-making, evaluating
quantitative analysis, linear programming, distribution and network models, inventory
models, and simulation models

Syllabus:
 CO1
Introduction to Management Science. Problem-Solving and Decision-Making, Quantitative
Analysis, Models of Cost, Revenue and Profit, a Simple Maximization Problem; Graphical
Solution; Extreme Points and the Optimal Solution, A Simple Minimization Problem;
Sensitivity Analysis, and Integer Linear Programming.
CO2
Distribution and Network Models, Transportation Models, Assignment Models, Minimum
Cost Network Flow Models, Shortest Path Models, Nonlinear Optimisation Models, Basic
Ideas of Nonlinear Optimization, Pricing Models, Advertising Response and Selection Models,
A Production Application, Facility Location Models, Markowitz Portfolio Optimization
Models.
CO3
Inventory Models, Economic Order Quantity Model, Economic Production Lot Size Model,
Single-Period Inventory Model with Probabilistic Demand, Order-Quantity, Reorder Point
Model with Probabilistic Demand. Project Scheduling: PERT/CPM, Project Scheduling with
Known Activity Times Project Scheduling with Unknown Activity Times Time-Cost Trade-
Offs.
CO4
Simulation Modelling, Real Applications of Simulation, Probability Distributions for Input
Variables, The Effects of Input Distributions on Results, Operations Models, Financial Models,
Simulating Games of Chance, Decision Trees, and Dynamic Programming.

Recommended Textbook(s):
1. An Introduction to Management Science, 13th Edition, South-Western (August 18, 2010), by
Anderson, Sweeney, Williams, Camm and Martin; (ISBN-13: 978-1-4390-4327-1; ISBN-10:
1-4390-4327-2).
2. Introduction to Management Science, Bernard W. Taylor III, Edn.11, 2013
Reference Book(s):
1. Aryasri: Management Science, McGraw Hill, 2012
2. Hamdy A. Taha- Operations Research- An Introduction; Eighth edition, Pearson Education
3. Dipak Kumar Bhattacharyya, Production and Operations Management, Universities Press,
2012
4. Balakrishnan, Render, and Stair- Managerial Decision Modelling with Spreadsheets; Pearson
Education
 22MB52C3O – Human Resource Management
L-T-P-S: 3-0-0-0 Credits: 3 Prerequisite: Nil

Mapping of Course Outcomes with PO/PSO:

CO#. Course Outcome PO BTL

1 An integrated perspective on the role of HRM in modern 3
2
business
2 Competency to recruit, train, and appraise the performance 5
3
of employees
3 Rational design of compensation and salary administration 3,5
3
and ability to handle employee issues
4 Ability to understand and interpret emerging trends in HR 5 3

Introduction, manpower planning, HR process, Recruitment and selection, governance,

Grievance, trade unionism, trends in HRM.

Syllabus:
Introduction: Importance and Functions, Scope of HRM, Human Resource Management in a changing
environment; Manpower Planning: Manpower planning process, Job Description and Job specification,
Job analysis and Job design, Techniques of Job design. Manpower Planning: Manpower planning
process, Job Description and Job specification, Job analysis and Job design; Techniques of Job
design.HR Processes: Employee Selection and Development - Recruitment, Selection and Induction,
Training and Development, Performance Appraisal. Compensation Planning- Employee Compensation,
Job evaluation, Employee Benefits and Welfare, Compensation and Salary Administration.
Governance: Integration and Separation- Employee Discipline, Suspension, Dismissal and
Retrenchment; Employee Grievance Handling, Trade Unionism, Collective Bargaining, Industrial
Democracy. New Trends in HRM: HRM in India, HRM in International Firms, talent management, HR
Accounting, HR Audit, HRIS

Recommended Textbook(s):
1. Dessler, Human Resource Management, Pearson Education, Eleventh edition, New Delhi, 2011.
Reference Book(s):
1. Raymond Andrew Noe, John R. Hollenbeck, Barry Gerhart, Patrick M Wright, Human Resource
Management, 8th Ed., The McGraw Hill Pub, 2012
2. Louis & Gomitz Mejia et. al: Managing Human Resources, 7th Ed., Pearson Education, 2011.
 22DS5206O – Data Visualization using Tableau
L-T-P-S: 2-0-2-0 Credits: 3 Prerequisite: IPP & DVT
Mapping of Course Outcomes with PO/PSO:

CO#. Course Outcome PO BTL

1 Demonstrate data visualization in Tableau and experiment 6
2, 3
with other applications in it.
2 Interpret data wrangling and preprocessing for the 1
2
modelling
3 Interpreting and visualizing the granularity of data in 1, 6
2
different forms
4 Outline the data visualization applications with real-time 1
2
examples
Understanding data visualisation in Tableau and experimenting with other applications
in it. Working the data wrangling concepts with the granularity of data at varied levels
to visualise and model.

Syllabus:
CO1: Data Visualization Using Tableau: Significance of Tableau, Advantages of Tableau over
R and Excel, Components and Applications, Installation and Usage, File and Data types,
show me button (Brain of Tableau), Simple calculations.
CO2: Data Sorting- Introduction, Types of Sorting- Manual Sorting and Computer Sorting;
Filters: Types of filters; Data Sources: Extracting data, editing data, Joining and
Blending; Data Worksheets: Add, Rename, Save and Delete;
CO3: Chart types: Text table, Heat Map, Symbol vs Filled Map, Types of Bar chart, Area chart,
Circle View, scatter plot, Gantt chart, Bullet graph; Managing Dashboards.
CO4: Data Visualization Applications: Advanced Techniques in Data Visualization, Advanced
Data Visualization, Advantages Competitive tools to Tableau, Exercise on Real-time
Examples.

Text Book(s):
1. Practical Tableau by Ryan Sleeper, published by O’Reilly in 2018
2. Tableau Dashboard Cook Book by Jen Stirrup, by PACKT Publishing in 2014
3. Storytelling with Data by Cole Nussbaumer Knaflicin, Wiley, 2020.
4. Data Visualization using Tableau, Tutorial Point.
 22DS5205O – Excel for Data Science
L-T-P-S: 2-0-2-0 Credits: 3 Prerequisite: Nil
Mapping of Course Outcomes with PO/PSO:
CO#. Course Outcome PO BTL
1 Understanding different data cleaning approaches and 7
2
exploring roles in data science
2 Applying different operations on data and linking datasets 4
3
based on a common variable
3 Create querying commands to the data in a customized 3
6
form
4 Illustrate data through different visualization plots for more 1
2
granularity within the data.
Syllabus:
CO1: Introduction to Data Analysis, Data Analyst vs Data Science, Working with range names,
Tables, cleaning data with text values and data values
CO2: Sorting names, dates or times, rows or columns, filtering-selected values, text, date,
numbers, subtotals with ranges, VLOOKUP and HLOOKUP
CO3: Quick analysis-sums, totals, average, count, pivot tables and analysis, Inferential
statistics
CO4: Data visualization- charts and graphs, Financial Analysis -Capital budgeting, Working
with multiple sheets.
Text Book(s):
1. Data Analysis and Business Modelling by Wayne L. Winston, PHI Learning Ltd., 2010
Reference Book(s):
1. Data Analysis using Excel from a tutorial point
2. Excel data analysis -Modelling and Simulation by Hector Guerrero

22MB51C4O – Marketing Management

L-T-P-S: 3-0-0-0 Credits: 3 Prerequisite: Nil
Mapping of Course Outcomes with PO/PSO:

CO#. Course Outcome PO BTL

1 Explain the key terms, definitions, and concepts used in the study of PO1
Marketing Management and understand the changing Marketing 2
Environment.
2 Apply the knowledge of marketing concepts to strategize the PO1,
3
marketing program regarding product and pricing PO2
3 Apply the knowledge of marketing concepts to strategize the PO1,
3
marketing program regarding promotion and distribution PO2
 4 Understand the need for ethics in marketing and the importance of PO6
2
social and green marketing

Overview of marketing, buyer behavior, marketing mix, pricing decisions, branding, distribution
decisions, digital marketing.

Syllabus:

Overview of Marketing: Core Concepts of Marketing; Marketing Orientations & Philosophies;

Marketing Environment; Buyer Behaviour; Marketing Planning Process; Consumer Value and
Satisfaction; Identification and Analysis of Competitors. Market Segmentation, Targeting and
Positioning strategies; Marketing Mix; The product; New Product Development; Product Life
Cycle; Product Mix decisions; Branding; Packaging and Labelling. Pricing Decisions; Factors
influencing Price – five “C” s; Pricing Techniques, Tactics & Strategies; Distribution
Decisions; Channel alternatives; Choice of Channel; Channel Management, Channel
Dynamics, Managing promotion Mix; Advertising, Personal selling, Sales Promotion and
publicity, Integrated Marketing Communication Marketing Control techniques; Marketing
Audit; Social Marketing; Green Marketing; Web Marketing, Digital Marketing, Viral
Marketing, Neuroscience Marketing.

Recommended Textbook(s):

1. Philip Kotler - Principles of Marketing – 15th Edition, 2014, Prentice Hall, New Delhi.

Reference Book(s):
1. V. S. Ramaswamy and S. Namakumari- 3rded.Marketing Management, Prentice Hall, New
Delhi.
2. Kotler and Keller, Marketing Management, 13th Edition, PHI New Delhi
3. Etzel, Walker, Stanton and Pandit, Marketing: Concepts and Cases, TMH – New Delhi
4. Philip Kotler & Gary Armstrong - Marketing Management, Prentice Hall
5. Case Studies in Marketing - Indian context - R. Srinivas, TMH, New Delhi
6. Marketing Management – Rajan Saxena, TMH, New Delhi
 22DS6107O: ADVANCED BUSINESS ANALYTICS USING R & PYTHON
L-T-P-S: 3-0-2-0 Credits: 4 Prerequisite: BADM
Mapping of Course outcomes (CO) with program outcomes (PO):

Co. Course Outcomes BTL PO

No. Mapping
CO1 Apply tools to understand the basics of data, data types and
its cleansing. 3 PO1, PO6
CO2 Analyze the data using Univariate and bivariate tools.
4 PO1, PO6
CO3 Analyze the data using predictive analytical tools.
4 PO1, PO6
CO4 Analyze the data using Prescriptive Analytical tools
4 PO1, PO6
CO5 Analyze real-time data using all analytical tools.
4 PO1, PO6

Syllabus:
Data: Meaning and Types – Basic concepts related to data; structured, semi-structured and
unstructured data - Data in organizations – Big Data – Role of Data in Decision Making – Data
types by levels of measurement. Data Analysis: Meaning and Rationale - Data Preparation:
cleaning, munging, normalization and transformation- Data Analysis Types – Descriptive,
Explorative and Confirmative – Introduction to Univariate and Bivariate Data analysis with R,
Multivariate Data Analysis-Tools- Predictive Analytics: Methods- I: Multiple Regression –
Logistic Regression –Mediation and Moderation Analysis-Implementation of Methods with R.
Multivariate Data Analysis. Methods-II: Factor Analysis Cluster Analysis - Implementation of
Advance Methods with R- Prescriptive Analytics: Linear Programming, Integer Programming,
Network Optimization, Simulation Modelling (Optional)
Reference Book(s):
1. Wes McKinney. Python for Data Analysis: Data Wrangling with Pandas, NumPy, and Python.
O'Reilly Media.
2. Jake VanderPlas. Hands-On Data Science with Scikit-Learn and TensorFlow. O'Reilly Media.
3. Hadley Wickham. Advanced R. Chapman & Hall/CRC
4. Bhimasankaram Pochiraju and Chandra Sekhar Valluri. Advanced Business Analytics:
Concepts, Tools, and Applications. Springer.
 22DS6108O: ECONOMETRICS WITH BUSINESS APPLICATIONS USING
R/GRETL/EVIEWS

L-T-P-S: 3-0-2-0 Credits: 4 Prerequisite: BADM

Mapping of Course outcomes (CO) with program outcomes (PO):

CO# CO Description BTL PO Mapping
CO1 Apply the basics of Time-Series Analysis

3 PO1, PO6
CO2 Analyze the data by Applying the regression types and their
application
4 PO1, PO6
CO3 Analyze the Univariate Time-Series data

4 PO1, PO6
CO4 Analyze the Multivariate Time-Series data

4 PO1, PO6
CO5 Analyze the data by applying different tools of time series.

4 PO1, PO6

Syllabus:
Introduction to Econometrics, Methodology of Econometrics, Applications of Econometrics in
Business in all functional departments, Evaluation metrics for Time-Series -ME, MAE, MSE,
RMSE, MAPE and MASE. Time-Series Analysis - Trend Analysis: Freehand Moving Curve
Method, Semi-Averages, Moving- Averages, Least-Squares method, Exponential Smoothing-
Holts, Winters, Holt-Winters methods using Excel and R. Introduction to Gretl and EViews,
Ordinary Least Squares (OLS) method, Limited Dependent Variable: Logit -Binary, Ordinal
and Multinomial, Probit & Tobit- Models; Univariate Time-Series: Auto Regressive Integrated
Moving Average (ARIMA), Seasonal ARIMA (SARIMA) Auto-Regressive Conditional
Heteroscedasticity (ARCH), Generalized ARCH (GARCH)-Standard GARCH, Exponential
GARCH, AP -GARCH, GJR-GARCH, Mixed Data Sampling (MIDAS) models using relevant
tools. Multivariate Time-Series: Stationarity-ADF, KPSS, Correlation-Granger Causality test,
Cointegration Tests - Engle-Granger test, Johansen test, Vector Auto-Regressive (VAR), Vector
Error Correction Model (VECM), Panel Regression- Fixed Effects and Random Effects,
Hausman test, Assumptions. ARDL model Diagnostics (Advanced) using relevant tools.

Reference Book(s):
1. Jaffrey S Racine, Introductory Econometrics with R, Academic Press, 2019
2. Christoph Hanck, Martin Arnold, and Alexander Gerber, Econometrics with R" by (Publisher:,
Year: 2018), Springer
3. Christoph Hanck, Martin Arnold, and Alexander Gerber, Introduction to Econometrics with R"
by (Publisher: Springer, Year: 2021), Springer

22DS6109O: MACHINE LEARNING WITH BUSINESS APPLICATIONS (WITH R

AND PYTHON)
L-T-P-S: 3-0-2-0 Credits: 4 Prerequisite: BADM
Course Outcomes
CO# CO Description BTL PO Mapping
CO1 Apply CRISP methodology to understand the flow of
Machine learning process. 3 PO1, PO6
CO2 Analyze the data using Feature Engineering concepts.
4 PO1, PO6
CO3 Analyze the data using Supervised Machine learning
Algorithms. 4 PO1, PO6
CO4 Analyze the data using Unsupervised Machine learning
Algorithms. 4 PO1, PO6
CO5 Analyze the real-time data using any of the supervised or
unsupervised ML algorithms. 4 PO1, PO6

Syllabus:
Introduction to Machine Learning: Human Learning and Machine Learning; Types of machine
learning; Applications of machine learning in Business. Languages and tools in Machine
Learning. Framework for Developing Machine Learning Models; Preparing to Model;
Modelling and Evaluation. Brief Overview of Probability and Bayesian Statistics. Basics of
Features of Feature Engineering: Feature Transformation, Feature scaling, Feature
Construction and Feature Reduction. Supervised Learning: Introduction; Classification:
common classification algorithms: naïve Bayes, KNN, Decision trees, Random Forest, Support
Vector Machines. Regression: Common Regression Algorithms: Simple Linear Regression and
Multiple Linear Regression, Polynomial Regression, Logistic Regression. Business
Applications of Supervised Learning Models. Unsupervised Learning: Introduction,
Unsupervised Vs Supervised Learning; Unsupervised Learning Models: Dimensionality
Reduction, Clustering; Association Rule Mining. Applications of Unsupervised Learning.
Basics of Neural Network. Forecasting Overview.
 Reference Book(s):
1. Peters Morgan, Data Analysis from Scratch with Python, AI sciences, 2019
2. Manaranjan Pradhan and Dinesh Kuma, Machine Learning with Python, Wiley, 2019
3. Brett Lantz & Manohar Swamynadhan, Machine Learning with R, Packt Publishing, 2013

22DS6110O: ADVANCED EXCEL FOR DATA SCIENCE

L-T-P-S: 3-0-2-0 Credits: 4 Prerequisite: Nil

Mapping of Course outcomes (CO) with program outcomes (PO):

CO# CO Description BTL PO

Mapping
CO1 Apply tools to understand the basic concepts of EXCEL. 3 PO 1, PO 7

CO2 To analyse the various advanced functions of EXCEL using 4 PO 1, PO 7

Data Analysis Tool Pack
CO3 To analyse the financial functions for analysing the financial 4 PO 1, PO 7
performance.
CO4 Project Analysis using EXCEL Functions 4 PO 1, PO 7

CO5 To examine the implications of statistical tools in practice. 4 PO 1, PO 7

Syllabus:
Introduction to Excel: Create a workbook, enter data in a worksheet, and format a worksheet.
Format numbers in a worksheet, create an Excel table, Filter data by using an Auto filter, and
sort data by using an Auto filter. Essential Worksheet operations: using Help F1, Key Board
shortcuts, Working with cells and ranges, Formatting cells, Name manager. Visualizing data
using conditional formatting, working with date & times, creating formulae and functions
creating charts and graphical representations- Advanced Excel: Lookup Functions: VLOOKUP
Function, VLOOKUP Function with range lookup (True/False), HLOOKUP Function,
HLOOKUP Function with range lookup (True /False), Index Function, Match Function, Pivot
Tables for data analysis: Create database for pivot, analysing data with pivot tables, producing
reports with pivot tables. Data Visualization: Creating Combination Charts, Discriminating
series and Category Axis, Data Labels, Band Chart, Gantt Chart, Pivot Charts. GOAL Seek.
Analysing data with analysis tool pack: Descriptive Statistics (AVERAGE, GEOMEAN,
HARMEAN, MEDIAN, MODE, QUARTILE, STDEV, VAR, SKEW, KURT), Covariance
 (COVAR), correlation(CORREL), Regression, Random Number Generation, t-test, z-test,
ANOVA- Financial Functions: Present value of a series of Future Payments, Calculation of
Interest Rates, Calculation of Term of Loan, Decisions on Investments, Cash flows at
Beginning/Middle/Irregular Periods, Internal Rate of Return (IRR), Determining IRR of Cash
Flows for a Project, Unique IRR, Multiple IRR, No IRR, Cash flows patterns on IRR, Decisions
based on IRR, Modified IRR, NPV, Payback Period, Return on Future Value(FV)- Applications
of Excel: Selecting the best project using Descriptive Statistics, Capital Budgeting techniques.
Reference Book(s):
1. Jacobs. K. Microsoft Office Excel 2007: The L Line, The Express Line to Learning, New York.
John Wiley and Sons.
2. Stephen L Nelson and E C Nelson. Excel Data Analysis for Dummies: John. Wiley and Sons.
3. Tutorial Point. Advanced Excel Functions.
4. Tutorial Point. Data Analysis with Excel by Tutorial Point.

22DS6111O: BUSINESS ANALYTICS IN MARKETING -I

L-T-P-S: 3-0-2-0 Credits: 4 Prerequisite: Nil

Co. No. Course Outcome’s BTL PO

1 To Understand the application of R for PO4
Marketing Data 2
.
2 To examine the Product and Sales PO4
2
Performance of a firm
3 To Analyze the effectiveness of pricing PO7
4
Strategies adopted by retailers
4 To Analyze the impact of location, PO7
promotion strategies and other areas of 4
Marketing
Syllabus:
Introduction to Business Analytics in Marketing -Introduction to Business Analytics, Business
Analytics Vs Marketing Analytics, Types of Business Analytics; Recap of Marketing Concepts,
Evolution of Marketing and Marketing Mix. Introduction to R, Operators in R, Basic Data
types in R, Descriptive Analytics Using Marketing Data. Product and Sales Analytics, Define
Product, Product Mix, Analyzing Sales of a Company (One Sample T-test), Comparing Sales
of two Companies (Independent Sample T-test), Effect of Training on Sales Performance of a
Company (Paired T-test), Comparing Sales Performance of more than two Companies
(ANOVA-One Way), Impact of Customer demographics on the Sales of a Product (Gender,
Age, Income, Education background etc.,) for targeting. Price Analytics -What is Price? Price
vs Cost, Pricing Strategies by retailers, evaluating pricing Strategies using ANOVA techniques
–One Way ANOVA, Two-Way ANOVA, Repeated Measures ANOVA, Kruskal –Wallis test,
along with post-hoc Tests. Place and Promotion Analytics - Significance of location, Channels
of Distribution, Promotion Mix, Affect of location on the sales of a Product Using ANOVA,
Impact of Adv. Cost on the Sales of a Company Using Correlation and Linear Regression
Analysis. Other Areas of Marketing - Effect of Service Marketing Mix on Customer
Satisfaction Using SERVQUAL scale Using Factor Analysis and Regression Models, Market
Segmentation Using Cluster Analysis

Textbook(s):

1. Chapman, C., & Feit, E. M. (2015). R for Marketing Research and Analytics.
Switzerland: Springer International Publishing.
2. Winston, W. L. (2014). Marketing Analytics: Data-Driven Techniques With Microsoft
Excel. Indiana: John Wiley & Sons.

Reference Books:
1. Ohri, A. (2012). R For Business Analytics. NewYork: Springer.

2. Karunakaran, K. (2013). Marketing Management-Texts and Cases in Indian Context.

Benguluru: Himalya Publishing House.

22DS6112O - BUSINESS ANALYTICS IN FINANCE –I

L-T-P-S: 3-0-2-0 Credits: 4 Prerequisite: Nil
Mapping of Course outcomes (CO) with program outcomes (PO):

Co. Course Outcomes BTL PO

No.
1 To analyze the time series data using R 4 PO4
2 To predict the stock market movements using Technical 4 PO4
Analysis in R
3 To Evaluate the decisions by applying portfolio optimization 5 PO7
models
4 To analyze the pricing of fixed-income securities using R 4 PO7

Syllabus:
Data – Types of financial data, Time Series Analysis in R: Importing stock price Data,
Converting data into time series data –Decomposition of Time series data in R, Calculation of
Returns in R-Daily, Weekly, Monthly & Annual, Graphing techniques, Descriptive Statistics
 of Returns. Technical Analysis in R: Importing Stock Price Data, Technical Indicators like
Support Resistance Levels, Momentum Indicators, Volume Indicators, and Trend Indicators.
Data Analysis using R – Technical Analysis using Quant mod package in R, Portfolio
Optimization in R – Mean-variance Model – Tangency Portfolio and capital Market Line-
Noise in the covariance matrix Asset Pricing Models- Capital Asset Pricing Model- Arbitrage
Pricing Theory- Beta Estimation-Model Testing. Fixed Income Securities in R -Measuring
market risk for fixed income securities –Immunization of Fixed income Portfolio- Pricing a
Convertible Bond.

Recommended Text Book (s):

1. George Daroczi, Michael Puhle, Marton Michaletzsky, ZsoltTulassay, Kata Varadi and
Agnes VidovicsDancs, Introduction to R for Quantitative Finance, Packt Publishing
2013.
2. Basic econometrics by Gujarati
Reference Text Book (s):
1. Introductory econometrics for Finance by Chris Brooks 2nd Ed.

22DS6113O: PEOPLE ANALYTICS – I

L-T-P-S: 3-0-2-0 Credits: 4 Prerequisite:
Nil

Mapping of Course outcomes (CO) with program outcomes (PO):

CO# CO Description BTL PO Mapping
CO1 Apply the basic tools to understand the necessity of People 3 PO6 & 7,
Analytics and organize the data PSO1
CO2 Analyse the data using Descriptive Analytics 4 PO6 & 7,
PSO1
CO3 Analyse the data using Diagnostic Analytics 4 PO6 & 7,
PSO1
CO4 Analyse the data using Predictive Analytics 4 PO6 & 7,
PSO1
CO5 Analyse the data using suitable Analytics 4 PO6 & 7,
PSO1

Syllabus:
Understanding HR analytics HR analytics defined, Migrating from Business Analytics to
People Analytics, Need for mastering and utilizing predictive Human capital data storage,
 Current state of HR analytics professional and academic training, HR analytics and HR people
strategy, Becoming a persuasive HR function, HR information systems and data Information
sources, Analysis software options, Using SPSS/R, Preparing the data and Big data-
Descriptive Analytics in HR: Descriptive analytics, Statistical significance, Data integrity,
Types of data, Categorical variable types, Continuous variable types, Using group/team-level
or individual-level data, Dependent variables and independent variables. Statistical tests for
categorical data (binary, nominal, ordinal), Statistical tests for continuous/interval-level data,
Factor analysis and reliability analysis-Inferential Analytics in HR: one sample t-test, two-
sample t-test and ANOVA and Chi-Square.
Case Study 1: Diversity Analytics
Case Study 2: Employee attitude surveys –engagement and workforce perceptions- Predictive
Analytics in HR: Correlation, simple linear regression and multiple linear
regression with assumptions
Case study 3: Predicting employee turnover
Case study 4: Predicting employee performance
Case study 5: Recruitment and selection analytics

Reference Text Book (s):

1. Martin R. Edwards. Predictive HR Analytics: Mastering the HR Metri. Kogan Page Limited
2. David E. Caughlin. An Introduction to Human Resource Analytics Using R. online book.
3. Jean Paul Isson and Jesse S. Harriott. People Analytics in the Era of Big Data: Changing the
Way You Attract, Acquire, Develop, and Retain Talent
4. Nigel Guenole, Jonathan Ferrar, Sheri Feinzig. The Power of People-Learn How Successful
Organizations Use Workforce Analytics To Improve Business Performance. FT Press.
5. David Swanson, Jenny Dearborn. he Data Driven Leader: A Powerful Approach to Delivering
Measurable Business Impact Through People Analytics. Wiley.

22DS6214O: NATURAL LANGUAGE PROCESSING

L-T-P-S: 3-0-2-0 Credits: 4. Prerequisite: Nil

CO
CO BTL PO
No:
To apply text processing to ready the data for 3 PO1,
1
sentimental analysis PO6
 To analyse data using Feature extraction 4 PO1,
2
techniques PO6
To analyse data using Sentimental analysis 4 PO1,
3 approaches. PO6

To analyse data using Topic Modelling models 4 PO 1,

4 PO6

Syllabus:
Understanding NLP, applications, challenges, NLP pipeline and components, Text Processing-
Tokenization and Segmentation, Stemming and Lemmatization, Stop words removal, Parts-of-
Speech tagging, Challenges in NLP, NLP pipeline and components. Feature Extraction
techniques: Popular word embedding models-Word2Vec, GloVe, and Fast Text, Bag-of-Words
(BoW), N-gram models, Parts-of-Speech (POS) Tags, Dependency Parsing, Name Entity
Recognition techniques; Information Retrieval - vector space models, term frequency-inverse
document frequency(TF-IDF); Sentimental Analysis- Opinion Mining and Sentiment
Classification (Positive/Negative), Lexicon based approaches, Machine learning based
Approaches; Topic Modelling- latent Dirichlet Allocation(LDA), Probabilistic Latent
Semantic Analysis (PLSA); Sequence Labelling-Hidden Markov Models, Conditional Random
Fields (CRF); Text generation – Language generation models, text summarization and
paraphrasing; Advanced NLP concepts- Discourse Analysis and Coherence Modelling.

Text Book(s):
1. Tanveer Siddiqui, U.S. Tiwary, “Natural Language Processing and Information Retrieval”,
Oxford University Press, 2008.
2. Anne Kao and Stephen R. Poteet (Eds), “Natural Language Processing and Text Mining”,
Springer-Verlag London Limited 2007.
Reference Book(s):
1. Daniel Jura sky and James H Martin, “Speech and Language Processing: An
introduction to Natural Language Processing, Computational Linguistics and Speech
Recognition”, 2nd Edition, Prentice Hall, 2008.
2. James Allen, “Natural Language Understanding”, 2nd edition, Benjamin/Cummings
publishing company, 1995.
 3. Gerald J. Kowalski and Mark.T. Maybury, “Information Storage and Retrieval
systems”, Kluwer Academic Publishers, 2000.

22DS6215O: BIG DATA ANALYSIS AND ITS APPLICATIONS

L-T-P-S: 3-0-0-0 Credits: 3 Prerequisite: NIL

Mapping of Course outcomes (CO) with program outcomes (PO):

CO# CO Description BTL PO Mapping
CO1 Understanding the concept of Bigdata and its challenges
PO1, PO7
in real-world. 2
CO2 Apply the concepts to real-world situations to understand
PO1, PO7
their data structures. 3
CO3 Apply different data analytical tools to better understand
PO1, PO7
the role of big data analytics. 3
CO4
1. Applications of big data analytics in real-world. PO1, PO7
3

Syllabus:
Introduction to Big Data Analytics: Definition, characteristics, Importance and benefits of big
data analytics, Challenges and its considerations- Data Processing and Storage: Distributed file
systems (e.g., Hadoop Distributed File System - HDFS), Map Reduce programming paradigm,
NoSQL databases (e.g., MongoDB, Cassandra), Data Extraction and Preprocessing: Data
acquisition and integration, Data cleaning and transformation, Data reduction and feature
selection- Big Data Analytics Techniques: Descriptive analytics, Predictive analytics,
Prescriptive analytics, Machine learning algorithms for big data- Data Visualization and
Interpretation: Visualizing big data, Tools and techniques for data visualization, Storytelling
with data. Advanced Topics in Big Data Analytics: Text mining and natural language
processing, social network analysis, Stream processing and real-time analytics, Deep learning
for big data, and Big Data Applications in all domains. Ethical and Legal Considerations.

Reference Text Book (s):

1. Saumyadipta Pyne. Big Data Analytics: Methods and Applications. Chapman and Hall/CRC.
2. Vignesh Prajapati. Big Data Analytics with R and Hadoop. Apress
 22DS6216O - DEEP LEARNING USING PYTHON
L-T-P-S: 3-0-2-0 Credits: 4. Prerequisite: Nil
CO
CO BTL PO
No:
4 PO1,
1 To apply deep learning for different data types
PO6
4 PO1,
2 To analyze data using CNN and RNN models
PO6
4 PO1,
3 To analyze data using VAEs and GANs.
PO6
To analyze data using reinforcement agents and 4 PO1,
4 other advanced methods. PO6

Syllabus:
Introduction to Deep Learning: Definition, Neural Networks-Perceptron’s, Activation
functions, Forward propagation and back propagation, Building a Neural Network, Python
libraries-Tensor Flow, Keras, PyTorch, Handling different data types Convolutional Neural
Networks (CNNs)-Architecture and Components, layers and filters; Recurrent Neural
Networks (RNN) -Concept and applications-LSTM (Long Short-Term Memory) and GRU
(Gated Recurrent Unit) cells, Training and generating sequences with RNNs. Generative
Models and Variational Autoencoders (VAEs)- Concept understanding, VAE for generating
new data; Generative Adversarial Networks (GANs)-Training GANs and generating new data.
Deep Reinforcement Learning-Agents, Q-learning, policy gradients, and actor-critic methods;
Advanced Deep Learning Techniques-Attention mechanisms and transformer models, Deep
learning for natural language processing (NLP), Deep learning for computer vision tasks.
Ethical implications of deep learning.

Reference Book(s):
1. Chollet, F. (2017). Deep learning with Python. New York, NY: Manning Publications.
2. Downey, A. (2015). Learning with Python.
3. Davy Cielen, Arno D.B. Meysman, Mohamed Ali, Introducing Data Science: Big Data,
Machine Learning, and More, Using Python Tools, Dream Tech Press.
 22DS6217O - ADVANCED SQL FOR DATA SCIENCE
L-T-P-S: 3-0-2-0 Credits: 4. Prerequisite: Nil
CO
CO BTL PO
No:
To analyze MySQL data by applying basic 4 PO1,
1
SQL functions PO6
To analyze the data using statistical functions 4 PO1,
2
in excel. PO6
To analyze the data using data analysis tool 4 PO1,
3
pack. PO6
To analyze the data using basic tools and 4 PO1,
4 excel-solver. PO6

Syllabus:
Revision of SQL Commands- DQL-SELECT; DDL-CREATE, ALTER; DML-INSERT,
UPDATE, DELETE; DCL-GRANT, REVOKE; JOINS- left, right, inner, full, cross, self; SET
Operations - UNION, INTERCEPT, EXCEPT, Handling Multi-table joins and complex
relationships, Aggregating data by GROUP BY and HAVING; Analysing data using Statistical
Functions - AVERAGE, AVERAGEIF & AVERAGEIFS, COUNTIF, COUNTIFS, STDEV &
STDEVP, VAR, VARP, FREQUENCY, FORECAST, GROWTH, TREND, CONFIDENCE.
Statistical data analysis using Data Analysis Tool pack - Descriptive statistics; Parametric vs
Non-parametric tests, chi-square test, T-test-one sample, two sample, paired, ANOVA -One
way; Covariance, Correlation, Regression Analysis-Simple & Multiple. Using SQL for
Exploratory data Analysis; Using SQL in database systems -MySQL, PostgreSQL, Oracle;
Using SQL, Integrating SQL with programming languages like R or python; Advanced data
manipulation techniques- pivot tables and charts; Power Pivot, Power Charts, Array Formulas;
Text-to columns and flash fill, Conditional formatting, what-if analysis, Introduction to Excel
Solver for optimization problems.

Reference Book(s):
1. Clydebank Technology. (2015). SQL QuickStart guide. North Charleston, SC: CreateSpace
Independent Publishing Platform.
2. Beaulieu, A. (2020). Learning SQL (3rd ed.). Sebastopol, CA: O’Reilly Media.
3. Molinaro, A. (2006). SQL Cookbook. Sebastopol, CA: O’Reilly Media.

22DS6218O: BUSINESS ANALYTICS IN MARKETING-II

L-T-P-S: 3-0-2-0 Credits: Prerequisite: Nil

Course Outcomes (CO):

CO
CO BTL PO
No:
To Understand the application of R for 2 PO1
1
Marketing Data
To examine the Product and Sales 4 PO1, PO2,
2
Performance of a firm PO5
To Analyze the effectiveness of 4 PO1, PO2,
3
pricing Strategies adopted by retailers PO5
To Analyze the impact of location, 4 PO1, PO2,
4 promotion strategies and other areas PO5
of Marketing.

Syllabus:
Recap of Marketing Concepts-Marketing, Marketing Mix, Product Mix, Brand, Promotion
Mix, Service Marketing Mix, Revision of Basics of R and Exercise on Evaluating the Service
Marketing Mix of a Retail Outlet/Hotel or any service using R. Product and Sales Analytics -
Developing a New Product Using Conjoint Analysis, Opinion of Customers on the New
Product using logistic Regression, Impact of Private labels on Store Sales Using Linear
Regression, Sales Forecasting Using Time-Series Analysis. Price Analytics - Price Elasticity of
Demand Using Linear Regression, Price Optimization, Place and Promotion Analytics - Impact
of location and AdvCost on the Company Sales Using Multiple Regression Analysis, Impact
of Sales Promotions on Sales of a Company Using ANOVA, Impact of Brand Equity on Sales
of a Company, Optimizing Media Mix, Other Areas of Marketing-Customer Analytics-
Evaluating Customer life time value, Market-Basket Analysis in Retailing, Web Analytics
using Text mining and Spatial Regression.
Note: Using Excel Commander and SPSS for reviewing the results of R.
Making a Mini Project for the recap of concepts.
 Textbook(s):

1. Chapman, C., & Feit, E. M. (2015). R for Maketing Research and Analytics. Switzerland:
Springer International Publishing.
2. Winston, W. L. (2014). Maketing Analytics :Data -Driven Techniques With Microsoft Excel.
Indiana: John Wiley & Sons.

Reference Book(s):
3. Ohri, A. (2012). R For Business Analytics. NewYork: Springer.
4. Karunakaran. (2013). Marketing Management-Texts and Cases in Indian Context. Benguluru:
Himalya Publishing House.

22DS6219O: BUSINESS ANALYTICS IN FINANCE –II

L-T-P-S: 3-0-2-0 Credits: 4 Prerequisite: Nil
Mapping of Course outcomes (CO) with program outcomes (PO):
Co. No. Course Outcomes BTL PO
1 To forecast the time series data using econometrics models in R 2 PO4
2 To analyze the pricing of derivatives in R 4 PO4
3 To analyze the pricing of options in R 4 PO7
4 To analyze Credit Risk Modelling using Logistic Regression in R 4 PO7

Syllabus:
Time series Analysis in R: Linear time series modelling and Forecasting-Cointegration-
Modeling Volatility-GARCH model Specification-GARCH Model Estimation-Forecasting.
Derivatives Pricing in R: The Black-Scholes Model – The Cox Ross Rubinstein Model-
Connection between the two models- Greeks-Implied volatility. Options in R: European Calls
and Puts-Barrier Options-Perpetual American Options-Option Greeks-Binominal Pricing of
European and American Options. Credit Risk Modelling using Logistic Regression in R –
Credit Default Data Analysis, Fitting Model & predicting the probabilities, checking accuracy.
Segmentation of the Financial Customer Data using Cluster Analysis. Factor Analysis of Bank
Data.
Recommended Text Book (s):
1. George Daroczi, Michael Puhle, Marton Michaletzsky, Zsolt Tulassay, Kata Varadi and Agnes
Vidovics Dancs, Introduction to R for Quantitative Finance, Packt Publishing 2013.
2. Basic econometrics by Gujarati
Reference Text Book(s):
1. Introductory econometrics for Finance by Chris Brooks 2nd Ed.

22DS6220O: PEOPLE ANALYTICS –II

L-T-P-S: 3-0-2-0 Credits: 4 Prerequisite: Nil
Mapping of Course outcomes (CO) with program outcomes (PO):
Co. No. Course Outcomes BTL PO
1 Students will be able to learn what combination of data, technologies, 2 PO4
and tools can be used in people management processes to improve an
organization’s performance.
2 Students will understand how and when hard data is used to make soft- 2 PO4
skill decisions about hiring and talent development.
3 Able to learn skills in the company’s talent management decisions. 2 PO7
4 This course in People Analytics is designed to help them flourish in 3 PO7
their career.

Syllabus:
Talent Engagement Analytics Importance of Employee Engagement - Employee Engagement
Surveys - Making Employee Engagement Surveys - Predictive - Moving Beyond the Survey:
Employee Engagement Measures - Analytical Performance Management - Why You Should
Care about Performance Management Analytics - Linking Individual Objectives to Company
- Defining Performance Measures - Performance Incentives and Promotion - Provide Insight
to Senior Management - Benefits of Analytical Performance Management - Predictive
Analytics and Graph Theory to Optimize Career - Pathways and Employee Promotion -
Employee Lifetime Value and Cost Modeling - Understanding the Most Expensive Asset - Are
Employees Costs or Assets - The Basis for Advanced Analytics - Using Retention Analytics to
Protect Your Most - Valuable Asset - Traditional Approaches - Employee Wellness, Health,
and Safety to Drive - Business Performance and Loyalty - Employee Wellness - Optimizing
Your Employee Wellness Health and Workplace Safety with Predictive Analytics - Big Data
and People Analytics - Big Data and People Analytics - Leveraging People Analytics -
Workforce Planning Analytics Pillar - Sourcing Analytics Pillar - Acquisition/Hiring Analytics
Pillar - Onboarding, Culture Fit, and Engagement Pillar - Performance Assessment and
Development and Employee Lifetime Value Pillar - Employee Churn and Retention Pillar -
Employee Wellness, Health, and Safety Pillar - Future of People Analytics - Rise of Employee
Behavioral Data - People Analytics Moves beyond the Averages - Predictive Becomes the New
Standard - Automated Big Data Analytics - Big Data Empowers Employee Development -
 Models Become the New Gold of People Analytics - People Analytics Becomes More
Accessible - People Analytics Becomes a Specialized Department - Employee Data Privacy
Backlash - Quantification of HR.
Text Book(s):
1. People Analytics in the era of Big Data by Jean Paul Isson, Jesse.S. Harrio, Wiley Publishers
Reference Book(s):
1. Dipak Kumar Bhattacharyya. HR Analytics-Understanding Theories and Applications. Sage
Publications.