MKTG 625
Business Analytics Foundations
1. Catalog Entry
MKTG 625
Business Analytics Foundations
Prerequisites: MBA Status or permission from instructor
Credit hours (3)
This course is an introduction to the field of Business Analytics and its extensive use of exploratory and predictive models in providing fact-based recommendations to assist management in optimizing decisions and actions.
2. Detailed Description of Course
This is generally the first Business Analytics course taken by MBA students, thus developing the foundation for follow-on analytics coverage at the graduate level. The course will provide an introduction to the field of Business Analytics and its extensive use of exploratory and predictive models in providing fact-based recommendations to assist management in optimizing decisions and actions. In addition to providing a foundational understanding of Business Analytics and its various applications, this course will provide students with grounding in the information technology components that are necessary for successful applications of analytics. As applications that once used only megabytes of data have swollen to petabytes and zetabytes, understanding both the technical and business requirements for managing data is critical. Specific topics will include such areas as: the various components of enterprise big data (e.g., transactional data, analytical data, unstructured data, social data, meta data, etc.), data management and integration, data quality, data marts, data warehousing, Online Analytical Processing (OLAP), the impact of cloud computing, etc.
3. Detailed Description of Conduct of Course
Contemporary background readings from texts, contemporary articles from industry leaders and journal articles will provide the foundational knowledge of Business Analytics. Case analyses will be used extensively to engage students in active learning by putting them in the shoes of real people, in real situations where decisions must to be made. The case method will be part of the proposed course because it will compel students to apply fundamental business principles and skills previously acquired along with newly acquired knowledge and skills in analyzing complex situations, anticipating consequences, and articulating recommended courses of action. Students will also acquire a managerial understanding of analytics applications in business decision through hands-on use of cutting edge Business Analytics tools and software.
4. Goals and Objectives of the Course
In completing this course student will:
• Evaluate various approaches and criteria in adoption and utilization of Analytics
to support corporate or functional decisions.
• Critique the different types of data being used in Analytics and their nuances.
• Critically evaluate, analyze and interpret information to solve problems and make
strategic business decisions.
5. Assessment Measures
Assessment measures may include but are not limited to applied assignments, applied cases/projects, and examinations.
6. Other Course Information
None
Review and Approval
December 10, 2013