Business Analytics: Data-driven Decision Making


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    Why Enrol for the Business Analytics Programme?

    This programme is designed for managers across different functions who are interested in implementing analytics projects at their organisation. It provides business managers with the techniques needed to transform their organisation into a data-driven organisation. The assignments and cases in the programme focus on interpreting the results of analysis and taking decisions based on those analysis. The programme will also include demonstration of some advanced analytics tools such as TensorFlow. The programme does not require coding.



    • Module 1:

      Decision Biases

      Learn how to identify the types of biases in a decision-making process and ask for the right information.

      Module 6:

      Predictive Analytics II – Neural Networks

      Learn how to apply neural networks and how neural network makes predictions while exploring how to choose the network architecture.

      Module 2:

      Descriptive Analytics

      Discover how to collect, clean, and describe the data you have, including the summary statistics.

      Module 7:

      Prescriptive Analytics I

      Understand what prescriptive analytics is and how to connect predictive analytics to a business objective.

      Module 3:

      Big Data Opportunities

      Identify what big data means to you and what you can do with it while learning the four Vs of big data – volume, variety, velocity and veracity.

      Module 8:

      Prescriptive Analytics II – Behavioural Economics Biases

      Learn more about prescriptive analytics by understanding risk aversion, sunk cost fallacy, diversification, decision-making process and debiasing.

      Module 4:


      Understand the gold standard for making experimentation work and design experiments to gather meaningful data and make data-driven decisions.

      Module 9:

      Ethics/Legal and Organisational Issues

      Identify organisational issues that you will need to consider when making decisions; identify the legal and ethical issues behind gathering, storing, and using data.

      Module 5:

      Predictive Analytics I – Machine Learning

      Master how to use machine learning tools/models, identify neural networks, and analyse data to optimise decisions for your business.


    Programme Highlights

    Decision Biases

    Descriptive Analytics

    Big Data Opportunities


    Predictive Analytics

    Organisational, Ethical and Legal Issues

    Case Studies

    Hotel Industry

    How does a hotel booking platform test whether advertising on its website works?


    How Netflix used a competition to improve their search and recommendation algorithms


    How do you use neural networks to train computers to replicate the styles of different artists?


    Carter Racing

    How does a car racing team decide whether to participate in a race or not?

    SmartService (Scientific Instruments Company)

    How does SmartService use a decision tree to calculate their bid for a new contract?


    What should TalkTalk have done differently after they were hacked? How should they have protected their customers’ data?


    Upon successful completion of the program, participants will be awarded a verified digital diploma by Emeritus Institute of Management, in collaboration with MIT Sloan, Columbia Business School Executive Education & Tuck School of Business at Dartmouth.