FACULTY OF BUSINESS
Department of Business Administration
BA 464 | Course Introduction and Application Information
| Course Name |
Introduction to Business Analytics and Big Data
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
BA 464
|
Fall/Spring
|
2
|
2
|
3
|
6
|
| Prerequisites |
None
|
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| Course Language |
English
|
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| Course Type |
Elective
|
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| Course Level |
First Cycle
|
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| Mode of Delivery | Online | |||||
| Teaching Methods and Techniques of the Course | DiscussionProblem SolvingCase StudyQ&AApplication: Experiment / Laboratory / Workshop | |||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | ||||||
| Course Objectives | Two contemporary business trends are going hand in hand: operations are becoming more computerized, and decisions are becoming more fact driven. The effective use of data to drive timely, precise, and profitable decisions has been a critical strategic advantage for all kinds and sizes of companies. Thus, modern management is inseparable from business analytics. This course aims to equip business students with concepts, methods, and tools to turn business data to insights, and drive their business decisions. For this purpose, the course introduces a functional (rather than operational) understanding of essential data analysis techniques and their application to a variety of business problems, using essential software tools. The course is anchored on the value of these techniques to provide insights towards business decisions. To this end the course aims to develop critical thinking and alertness about data and analysis (including those conducted by someone else), and an ability to identify opportunities to create business value from data analysis. The course also covers the large data sets -so called big data- and special requirements and approaches to their analysis. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course focuses on methods and tools for analysis of data. It covers basics use of a common statistical platform (R), such as essential data handling tasks. Starting off with exploratory data visualization and summarizing methods,, the course proceeds into predictive methods from basic (e.g. linear models) to more complex (data mining methods such as decision trees or association rule analysis). Students develop both theoretical knowledge and hands on skills for translating business problems into data analysis problems, and exploring answers to those questions. The methods covered are overlaid onto an agile problem solving framework to facilitate application to ill-understood problems as well as more straightforward ones. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction: Business analytics pipeline. Common business problems and appropriate data analytics methods. Lab session: Introduction to R platform | |
| 2 | Samples and data set handling. Data types. Summarizing and cleaning data. Lab session: Working with data frames and finding help in R. | Okuma: Data science for business, Ch 2 |
| 3 | PART 1: EXPLORATORY ANALYTICS Data visualization. Descriptive statistics. Visualizing relationships between variables. Lab session: Visualizing different data types in R, labeling and exporting graphics. | Reading: R and Data Mining: Examples and Case Studies, Ch3 DUE Assignment 1: Data handling |
| 4 | Infographics.Visualizing relationships between multiple variables,. Visualizing clusters. Interactive visualizations. Lab session: Visualizations in R. | Reading: Data Mining with Rattle and R Ch.5 |
| 5 | PART 2: PREDICTIVE ANALYTICS Model construction in common business phenomena. Single and multiple variable linear regression. Assessing model results and quality comparison. Time Series analysis. Lab session: Applying regression and time series analysis in R. | Reading: R and Data Mining: Examples and Case Studies, Ch5&8 DUE Assignment 2: Exploratory analysis case report |
| 6 | Supervised Classifications, Decision Trees. Model evaluation and confusion matrix. Case study: Workforce analytics Lab session: Decision tree analysis | Reading: Data science for business, Ch 3 |
| 7 | PART 3: PRESCRIPTIVE ANALYTICS Associations and Clustering. Market basket analysis. Lab session: Association rule mining of shopping baskets with R. | Reading: Data science for business, Ch 6, R and Data Mining: Examples and Case Studies, Ch 9 DUE Assignment 3: Predictive analytics |
| 8 | Recommender systems and personalized CRM. Case study: Direct marketing Lab session: Clustering methods and evaluation. | Reading: Data Mining with Rattle and R Ch. 11 |
| 9 | Comprehensive Case study | DUE Assignment 4: CRM/Prescriptive analytics |
| 10 | PART 4: BIG-DATA Properties of big data, and related analytics pipeline | Reading: Tutorial: Big Data Analytics: Concepts, Technologies, and Applications, report by Hugh J. Watson |
| 11 | Case studies: Business value from big data | DUE assignment 5: Comparison of analytics platforms |
| 12 | PART 5: ADVANCED TOPICS Text mining and topic classification with business applications. | Rreading: R and Data Mining: Examples and Case Studies, Ch 10 |
| 13 | Social Network Analysis: Applications in digital marketing and organization analysis. | Rreading: and Data Mining: Examples and Case Studies, Ch 11 DUE assignment 6: Text mining of customer feedback |
| 14 | Case study (TBD) | |
| 15 | Review of the semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | Shmueli, G., Bruce, P. C., Yahav, I., Patel, N. R., & Lichtendahl Jr, K. C. (2017). Data mining for business analytics: concepts, techniques, and applications in R. John Wiley & Sons. |
| Suggested Readings/Materials |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques |
4
|
40
|
| Portfolio | ||
| Homework / Assignments |
5
|
40
|
| Presentation / Jury | ||
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
20
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
10
|
100
|
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
2
|
32
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
2
|
32
|
| Study Hours Out of Class |
13
|
2
|
26
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
4
|
4
|
16
|
| Portfolio |
0
|
||
| Homework / Assignments |
5
|
10
|
50
|
| Presentation / Jury |
0
|
||
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
24
|
24
|
| Final Exam |
0
|
||
| Total |
180
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to solve problems with an analytical and holistic viewpoint in the field of business administration. |
X | ||||
| 2 | To be able to present the findings and solutions to the business problems in written and oral formats. |
|||||
| 3 | To be able to interpret the application of business and economic concepts, and philosophies at the national and international levels. |
X | ||||
| 4 | To be able to use innovative and creative approach for real-life business situations. |
|||||
| 5 | To be able to demonstrate leadership skills in different business situations. |
|||||
| 6 | To be able to interpret the reflections of new technologies and softwares to business dynamics. |
X | ||||
| 7 | To be able to integrate knowledge gained in the five areas of business administration (marketing, production, management, accounting, and finance) through a strategic perspective. |
|||||
| 8 | To be able to act in accordance with the scientific and ethical values in studies related to business administration. |
X | ||||
| 9 | To be able to work efficiently and effectively as a team member. |
|||||
| 10 | To be able to have an ethical perspective and social responsiveness when making and evaluating business decisions. |
X | ||||
| 11 | To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1). |
|||||
| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
|||||
| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
|||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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