Why Business Analytics?


Analysing data allows an understanding of both the business and the industry in which it operates, ensuring that a company is able to make choices that help them grow. More specifically, business analytics provides:

Clarity: Knowing where a company stands in the industry or a particular niche provides the company with the required clarity to develop effective strategies to position itself better in the future.

Competitiveness: If a company does not analyse the vast amounts of data it is exposed to, it might drown in information, and stay behind the competition.

Timeliness: Clear insight into each aspect of the business empowers easy and fast decision-making that yields positive results.

Customer Insights: Analytics gives companies an insight into their customers’ behaviour, needs, and pain points. It also makes it possible for a company to understand the public opinion of its brand, to follow the results of various marketing campaigns, and strategise effectively. 


About the Programme


This programme provides an introduction to Business Analytics for all students, including those with no prior analytics experience. The students will learn how data analysts describe, predict, and inform business decisions in the specific functional area of Marketing, Human Resources, Finance, and Operations. The course shall facilitate in developing basic data literacy and an analytic mindset that will help the students make strategic decisions based on data. In the final project, the students will apply their skills to interpret a real-world data set and provide appropriate business strategy recommendations.