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INTRODUCTION TO BUSINESS ANALYTICS
Programme(s) in which it is offered: BBA
Course Category: Core Schedule of Offering: Even
Course Credit Structure: 6 Course Code: MGT2216
Total Number of Hours: 6 Contact Hours Per Week:6
Lecture: 5 Credits, 75Hours Tutorial: 1Credits, 15 Hours
Practical: 0 Credits,0 Hours Medium of Instruction: English
Date of Revision: Skill Focus: Employability
Short Name of the Course: ITBA Course Stream (Only for Minor Courses):
Grading Method: Pass/Fail Repeatable: Credit
Course Level: Beginner
Course Description
This course is a core course for BBA students. The total credit of the course is 6.
Course Introduction
This course is designed to introduce the students about the basic concepts in Business
Analytics. Business Analytics is a dynamic field that combines data analysis, statistical
methods, and business intelligence to extract valuable insights from data and drive
informed decision-making. In this course, the fundamental concepts and techniques that
form the backbone of analytical decision-making in the business world is discussed.
Course Objective
This course aims to
• Develop a thorough understanding of the core concepts of business analytics,
including its historical context, the distinctions between Data Scientist, Data
Engineer, and Business Analyst roles, and the career prospects in the field of
Business Analytics.
• Equip students with the skills to effectively collect, manage, and analyze
data, emphasizing the importance of data quality and addressing
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challenges such as missing or incomplete data. Understand the Data
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Science Project Life Cycle, from business requirements to optimization, and
apply data visualization and classification techniques.
• Enable students to apply analytical techniques in diverse business domains
such as Retail, Marketing, Finance, Healthcare, and Supply Chain.
Understand the origins and tasks of Data Mining, including OLAP and
multidimensional data analysis, and gain insight into the basics of
Association Analysis and Cluster Analysis. Additionally, comprehend the
historical evolution and distinctions between AI, Statistics, Data Mining,
Data Analytics, and Data Science, along with the practical application of
Machine Learning frameworks.
Course Outcome
After successful completion of this course, the students will be able to
CO1. Define and explain the core concepts of business analytics, including the historical
evolution of data analysis.
CO2. Understand the importance of data quality and the Data Science Project Life Cycle,
from business requirements to optimization.
CO3. Understand Data Mining and OLAP.
CO4. Differentiate between Supervised, Unsupervised, and Reinforcement Learning, and
understand the frameworks used for building Machine Learning systems.
CO5. Explore real-world applications of business analytics in different domains such as
Retail, Marketing, Finance, Healthcare, and Supply Chain.
PO-CO Mapping
PO-CO Mapping Matrix
CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9
Mapping
CO1 ✓
CO2 ✓ ✓
CO3 ✓
CO4 ✓
CO5 ✓
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Prerequisites and other constraints
There are no formal pre-requisites. Programming experience or knowledge is not
required.
Pedagogy
This course will run in lecture mode. The lectures will focus on both theory and the
application of the theory. There will be assignments supporting the learning.
Suggested Reading:
Text Books:
1. Essentials of Business Analytics: An Introduction to the methodology and its
application, Bhimasankaram Pochiraju, SridharSeshadri, Springer
2. Introduction to Machine Learning with Python: A Guide for Data Scientists 1st
Edition, by Andreas C. Müller, Sarah Guido, O’Reilly
3. Introduction to Data Science, Laura Igual Santi Seguí, Springer
Reference Book:
1. Introduction to Data Mining, Pang-Ning Tan, Michael Steinbach, Vipin Kumar,
Pearson Education India
2. An Introduction to Business Analytics, Ger Koole, Lulu.com, 2019
Evaluation Pattern
Evaluation Matrix
Component Weightage Total Tentative Course
Type Percentage Marks Dates Outcome
Continuous Mapping
Internal Assignment / 10 10
Assessment Presentation/
(CIA) Quiz
Components* Mid Term 20 20
Examination
CIA Marks 30 30
ESE 70 70
Total 100 100
* The assignments involved in CIA will be subject to plagiarism checks. A submission with
unexplained similarities exceeding 30% for Undergraduate courses, 20% for Postgraduate
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courses and 10% for PhD courses will be reverted for resubmission. The final submission
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is subject to score penalization as defined by the course instructor at the start of the
course, with a clear communication of the same to all the registered candidates.
Note:
1. Course Outcome mapping of this matrix should match with the PO-CO Matrix.
2. The component type is based on the course and the instructor.
3. The Weightage Percentage for the internal components should be calculated based on
the total CIA marks.
Module Sessions
Module I: Introduction: What is business analytics? Historical Overview of data
analysis, Data Scientist vs. Data Engineer vs. Business Analyst, Career in Business
Analytics, What is data science, Why Data Science, Applications for data science, Data
Scientists Roles and Responsibility.
Activities:
1. Assignment
2. Quiz
Module II: Data: Data Collection, Data Management, Big Data Management,
Organization/sources of data, Importance of data quality, Dealing with missing or
incomplete data, Data Visualization, Data Classification Data Science Project Life Cycle:
Business Requirement, Data Acquisition, Data Preparation, Hypothesis and Modeling,
Evaluation and Interpretation, Deployment, Operations, Optimization.
Activities:
1. Assignment
2. Quiz
Module III: Introduction to Data Mining, The origins of Data Mining, Data Mining Tasks,
OLAP and Multidimensional data analysis, Basic concept of Association Analysis and
Cluster Analysis.
Activities:
1. Assignment
2. Quiz
Module IV: Introduction to Machine Learning: History and Evolution, AI Evolution,
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Statistics Vs Data Mining Vs, Data Analytics Vs, Data Science, Supervised Learning,
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Unsupervised Learning, Reinforcement Learning, Frameworks for building Machine
Learning Systems.
Activities:
1. Assignment
2. Quiz
Module V: Application of Business Analysis: Retail Analytics, Marketing Analytics,
Financial Analytics, Healthcare Analytics, Supply Chain Analytics.
Activities:
1. Assignment
2. Quiz
3. Presentation
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